You’ve created a job ad, posted it across multiple platforms, and waited for applications to roll in. But instead of top-tier candidates, you see low-quality applicants—or worse, radio silence.
If your job ad isn’t attracting the right talent, the problem isn’t the talent market—it’s likely the ad itself.
Job seekers have choices; if your job ad isn’t compelling, they’ll move on without a second thought.
Here’s what could drive great candidates away and how to fix it.
1. Your job ad reads like a shopping list
🔹 The problem: Many job ads look like a long list of demands, crammed with excessive requirements, jargon, and buzzwords. This can intimidate candidates or make the role seem unappealing.
🔹 The fix:
✔️ Focus on the role’s impact, not just qualifications. Instead of “must have 5+ years of experience,” try “in this role, you will lead exciting projects and drive real change.”
✔️ Keep the list of essential requirements short—don’t risk scaring off qualified candidates over unnecessary criteria.
✔️ Avoid vague buzzwords like “self-starter” and “rockstar” that don’t clarify what you need.
✔️ Understand the “WHY” behind every requirement—you’re describing your ideal candidate, not just adding criteria for the sake of it.
Understanding the why – not for the sake of it.
2. It’s all about what you want—Not what the candidate wants
🔹 The problem: Many job ads focus entirely on the company’s expectations without addressing why a candidate should want the job. Top talent will move on if there’s no apparent value for the applicant.
🔹 The fix:
✔️ Highlight the role’s benefits—career growth, exciting projects, and impact on the company. Remember why the candidate is looking for a new role in the first place.
✔️ Showcase culture and perks—flexibility, professional development, or unique company values.
✔️ Make clear why this role is exciting and how it stands out from other opportunities.
3. Salary transparency is missing
🔹 The problem: If your job ad doesn’t include salary information, you might be losing great candidates before they even apply. Top professionals aren’t willing to go through rounds of interviews only to find out the salary isn’t competitive.
🔹 The fix:
✔️ Where possible, include a salary range—this builds trust and sets expectations upfront.
✔️ If you can’t disclose salary, at least reference competitive compensation and benefits.
✔️ Be transparent about other perks—bonuses, flexibility, career growth potential.
✔️ You may also consider referencing our salary survey to indicate that you offer competitive salaries.
4. The application process is too complicated
🔹 The problem: If candidates must fill out lengthy forms, re-enter their resume details, or complete multiple steps to apply, many won’t bother—especially high-calibre professionals already in demand.
🔹 The fix:
✔️ Make the application process fast and frictionless—one-click application or resume upload should be the standard.
✔️ Avoid unnecessary extra steps like long personality tests or excessive pre-screening questions.
✔️ Test your application process—if it feels like a hassle, it’s a red flag.
5. The tone feels cold or generic
🔹 The problem: If your job ad reads like every other one, it’ll get ignored.
🔹 The fix:
✔️ Write in a human, engaging tone—imagine you’re speaking directly to the ideal candidate.
✔️ Show some personality—candidates want to get a feel for company culture through the ad.
✔️ Avoid generic phrases like “fast-paced environment” or “great team player” unless you explain what they mean in your workplace.
🚀 Final thought: Your job ad is your first impression…make it count
The best candidates aren’t just looking for a job—they’re looking for a great opportunity. If your job ad isn’t clear, engaging, and candidate-focused, it will likely cost you top talent before they apply.
✅ Highlight why the role is exciting and valuable.
✅ Keep the application process simple and accessible.
✅ Be transparent about salary, expectations, and company culture.
✅ Write in a way that connects with candidates, not just ticks boxes.
If your job ads aren’t attracting the right talent, it might be time for a fresh approach. Need help creating job postings that get you the results you want? We specialise in recruitment and project services across Technology, Marketing, Product, and Design.
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