Best Practices For Crafting Compelling Sales Job Adverts

Master the art of crafting compelling sales job adverts: Discover best practices and proven strategies to attract top sales talent.

August 1, 2023

So you want to hire the best possible sales people around? Don't we all...!

Which means that competition for the best people will always be tough.

But the first element of any recruitment assignment to get right is the job advert.

Perfect this little blighter and you'll have your opportunity in front of lots of the 'right' pairs of eyes, and who knows, if your opportunity is appealing enough, you might even get a few applications.

Get it wrong and your job advert will be consigned to page 20 of any job search, never to be seen by the people that could transform your company's revenue profile.

So what's the best way to approach it? In today's blog we'll walk you through a few steps that could make everything a lot easier...

Understanding The Sales Role:

Before you put pen to paper (or fingers to keyboard), it's crucial to grasp the ins and outs of the sales role you're hiring for.

Start by defining the specific requirements and responsibilities of the position.

For example, if you're hiring for a B2B sales role, focus on identifying the skills essential for success in a competitive B2B landscape.

Know Your Company's Unique Selling Proposition (USP):

Remember, you're not just selling the job; you're selling your company as well.

Highlight your company's unique selling points – its culture, values, market position, and achievements.

If your company has been recognised for its exceptional sales team, flaunt those accolades like badges of honor.

Crafting An Engaging Job Title:

Job titles are really simple: You need to pick a job title that your perfect hire will be searching for, it's that simple.

And that might not match your internal job title, but at this stage, that doesn't matter because you can always tell them the official job title later down the track.

Think it through.

There's no point using an internal job title that nobody will find. Job boards' search algorithms (at the time of writing) are pretty simplistic and work on relevancy to the search.

The more relevent the job title is to the search, the higher up the ranking you'll appear, and that's the objective for any advertiser: to be in the top three or four for any search.

To research your chosen job title just search for it on a few job boards and see how common it is.

Competition (in this instance) is good as it shows that it's a job title will be searching for, and that's the one you should use.

Conversely if you see no hits for your job title, think again.

This one trick can make or break the success of any recrutiment advertising campaign.

Writing An Inviting Job Summary:

The job summary acts as a sneak peek into the exciting opportunities that await potential applicants.

Keep it concise and compelling, emphasising the benefits of joining your sales team.

For example, "Join our dynamic sales team and skyrocket your earning potential with unlimited commissions!"

Developing The Role Description:

Organise your job description with bullet points or short paragraphs for easy readability.

Outline the primary responsibilities and expectations to give candidates a clear idea of what they'll be doing day-to-day.

Be specific about the sales territory and target market, showcasing exciting opportunities for growth.

Highlighting Compensation and Incentives:

Transparency is key when it comes to compensation.

Clearly state the base salary and commission structure.

Additionally, highlight any bonuses, perks, and incentives that will make your sales job stand out.

For instance, "Competitive base salary + uncapped commissions + quarterly performance bonuses."

Showcasing the Ideal Candidate Profile:

Don't hold back when describing your ideal candidate.

Identify the key qualifications, experience, and technical skills required.

But remember, sales is not just about numbers; it's about the right attitude and personality too.

Seek candidates with strong communication skills, a knack for relationship-building, and an unyielding drive to succeed.

Using Compelling Language and Tone:

Your job advert should exude enthusiasm and passion.

Use persuasive language to excite candidates about the possibilities ahead.

Avoid clichés like the plague – they won't do your job advert any favours.

Instead, opt for descriptive words and active language that evoke a sense of purpose and urgency.

Integrating Visual Elements:

Don't underestimate the power of visuals.

Include eye-catching images that showcase your team in action or happy customers engaging with your products.

For an extra dose of authenticity, consider using videos that provide a behind-the-scenes look at your company culture and work environment.

Making it Mobile-Friendly:

In this mobile-centric world, your job advert must be optimised for mobile devices.

Ensure that the application process is seamless and hassle-free on smartphones and tablets.

Candidates appreciate the ease of applying on-the-go.

Utilising Social Media and Job Boards:

Extend the reach of your job advert by leveraging social media platforms.

Share your compelling job post across relevant channels to tap into a wider talent pool.

Additionally, choose job boards and professional networks popular among sales professionals to attract the right audience.

Reviewing and Measuring Performance:

As a savvy recruiter, you must continuously analyse your job advert's performance.

Keep track of metrics like click-through rates, time spent on the page, and application rates. Collect feedback from applicants and new hires to refine and improve your future adverts continually.


Crafting compelling sales job adverts is both an art and a science.

By understanding the role, showcasing your company's strengths, and using persuasive language, you can create a magnet for top sales talent.

Remember, a well-written job advert can be the bridge that connects your company with the sales stars it deserves.

So, go ahead and put these best practices into action – the next sales superstar could be just one captivating job advert away!

Happy recruiting!

Coburg Banks Sales Recruitment Agency
We help great people get brilliant jobs in top companies.

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