Let me guess – when you think about how to write your job ads, your last ones included phrases like “competitive salary,” “fast-paced environment,” and “looking for a rockstar.”
Plot twist: So did everyone else’s.
I’ve been on both sides of this game. I’ve written job ads that made paint-watching seem exciting, and I’ve scrolled through Indeed feeling like I was stuck in recruitment Groundhog Day. Every post sounds the same, uses the same tired phrases, and attracts the same disappointing responses.
Here’s the uncomfortable truth: your job posts are boring as hell, and that’s exactly why good candidates are scrolling right past them.
The Copy-Paste Epidemic That’s Killing Your Results
Let’s start with some brutal honesty. Most recruiters approach writing job ads as if they were filling out a government form. They grab last month’s post, swap out the job title, maybe change “Excel skills” to “PowerPoint skills,” and call it a day.
The result? A sea of identical job posts that sound like they were written by the same robot having a particularly uninspiring day.
So here’s a fun exercise: Go to any job board and search for roles in your sector. Read the first five posts. I guarantee you’ll see the same phrases, same structure, and same soul-crushing corporate speak that makes candidates want to update their CV with “Professional Paint Watcher” just for some variety.
Why Learning How to Write Job Ads Actually Matters (Spoiler: It’s Not What You Think)
Most recruiters think job ads are just about listing requirements and hoping for the best. Wrong. Dead wrong.
Your job ad is often the first impression a candidate gets of you, your client, and the opportunity. It’s your chance to stand out in a market where everyone else sounds like they went to the same “How to Sound Corporate AF” training course.
When candidates see yet another post about a “dynamic team player” needed for a “challenging role in a fast-paced environment,” their eyes glaze over faster than mine do during recruitment webinars about “leveraging synergistic solutions.”
But here’s where it gets interesting – candidates are desperate for something different. They’re drowning in generic opportunities and would kill for a job post that sounds like it was written by an actual human who understands their world.
The Bullshit Phrases That Need to Die
Right, before we talk about how to write job ads that don’t suck, let’s bury some phrases that should have died years ago:
“Competitive salary” – Competitive with what? Other companies paying peanuts? At least give a range, for crying out loud.
“Fast-paced environment” – Translation: We’re permanently understaffed, and you’ll be doing three people’s jobs.
“Rockstar/Ninja/Guru” – Unless you’re recruiting for an actual band, martial arts dojo, or spiritual retreat, just stop.
“Wearing many hats” – This isn’t fancy dress. Be specific about what the role actually involves.
“Must be a self-starter” – As opposed to someone who needs a written invitation to do their job?
“Work hard, play hard” – The corporate equivalent of “we’re not like other companies, we’re cool companies.”
These phrases don’t describe anything meaningful. They’re recruitment white noise that tells candidates absolutely nothing about what they’d actually be doing or why they should care.
How to Write Job Ads That Actually Work
1. Start With Why Anyone Should Give a Damn
Most job posts lead with requirements. Big mistake. Start with why this role exists and why it matters.
Instead of: “We are seeking a Warehouse Supervisor to join our dynamic team…”
Try: “Our warehouse team just landed the biggest contract in company history. We need someone who can make sure we don’t screw it up.”
See the difference? One sounds like every other job post ever written. The other makes you want to know more.
2. Write for Humans, Not Keyword-Stuffing Algorithms
Yes, SEO matters, but cramming “warehouse supervisor warehouse management warehouse operations” into every sentence makes your post sound like it was written by a very confused robot.
When thinking about how to write job ads that rank well AND convert, focus on natural language that actual humans use. Candidates search for “warehouse jobs near me,” not “warehouse management professional opportunities in the logistics sector.”
3. Be Honest About the Difficult Bits
This might sound counterintuitive, but being upfront about challenges actually attracts better candidates. The ones who run away from honest job descriptions probably weren’t right for the role anyway.
Instead of hiding behind “fast-paced environment,” try: “This role involves managing a team that’s grown 300% in two years. It’s organised chaos on good days, and you’ll need to build systems while everything’s still moving.”
Honesty filters out the time-wasters and attracts people who thrive on solving real problems.
4. Show, Don’t Tell
“Excellent communication skills required” tells me nothing. Everyone thinks they have excellent communication skills, including people who struggle to order coffee without causing confusion.
Instead, show what good communication looks like in this role: “You’ll be explaining complex technical issues to non-technical managers, running Monday morning briefings for 15 team members, and occasionally talking angry customers down from the ledge.”
Specific examples help candidates self-select based on actual requirements, not generic buzzwords.
5. Make the Company Sound Like Somewhere People Want to Work
“We offer competitive benefits and a great work environment” is what every company says. Even the ones where the coffee machine’s been broken since 2019 and Karen from accounts still uses Internet Explorer (Quick confession, so do I 😂).
Be specific about what makes this place different. Maybe it’s the MD who actually knows everyone’s names, or the fact that “flexible working” means genuinely flexible, not “you can start anywhere between 8:55 and 9:05 AM.”
The Real Secret to How to Write Job Ads That Convert
Here’s what most recruitment training won’t tell you: the best job ads sound like they were written by someone who actually understands the role and the industry.
When I was placing industrial temps, my best-converting ads didn’t come from copywriting courses. They came from actually knowing what it was like to work a 6 AM shift, why safety certifications mattered, and what kind of person thrived in that environment.
The secret sauce isn’t clever writing tricks – it’s genuine understanding combined with the balls to write like a human being instead of a corporate communications manual.
What Good Candidates Actually Want to See
After years of watching candidates respond (or not respond) to job posts, here’s what actually matters to them:
- Clear expectations – What will they actually be doing day-to-day?
- Growth potential – Where could this role lead?
- Team dynamics – Who will they be working with?
- Real challenges – What problems need solving?
- Genuine benefits – Not just “competitive pension” but actual perks that matter
Most job ads focus on what the company wants from candidates. The best ones focus on what candidates will get from the opportunity.
Stop Making These Common Mistakes
Mistake #1: Writing novels – If your job ad needs a table of contents, it’s too long. Get to the point.
Mistake #2: Listing every possible requirement – You want someone who can do the job, not someone who’s already lived three different careers.
Mistake #3: Using internal jargon – Your client might call it “synergistic cross-functional collaboration,” but candidates call it “working with other departments.”
Mistake #4: Being vague about money – “Competitive salary DOE” helps no one. Give ranges, or at least ballpark figures.
The Bottom Line on How to Write Job Ads
Learning how to write job ads that actually work isn’t about following some magical formula. It’s about remembering that real people read these things, and those people are tired of corporate BS.
Good candidates have options. They’re not going to get excited about another “opportunity to join a dynamic team in a fast-paced environment.” They want to know what they’ll actually be doing, why it matters, and whether they’ll want to get out of bed to do it.
Ready to Write Job Ads That Actually Get Results?
Look, you could keep writing the same tired job posts and wondering why you’re getting the same disappointing responses. Or you could start creating content that makes candidates think, “Finally, someone who gets it.”
I’ve been on both sides of this equation – placing everyone from industrial temps to senior professionals, and now helping recruiters create content that actually differentiates them from the crowd. I know what works because I’ve seen what doesn’t work, repeatedly.
So, if you’re tired of job ads that disappear into the noise and are ready to create content that gets quality candidates reaching out to YOU, let’s talk. I help solo recruiters and small agencies create web copy, email marketing, blogs, social media and job ads that sound authentically like them while actually driving results.
Because honestly? Your candidates deserve better than another “rockstar wanted” post, and your business deserves better than generic responses from people who clearly didn’t read past the job title. Contact me on emma@moxycopy.co.uk or book a free consultation call. During the call, we’ll look at what your current goals are, what marketing you need to be doing to reach those goals and the steps you need to take to get there. And of course, if it feels right for both of us, I’ll share about how I can help get you there quicker. But, whether we choose to work together or not, you’ll still have the vital information to move your business forward. Feel free to book your call here.