How to write a job advert that attracts the right applicants

A job advert should persuade the right people to apply and help the wrong people rule themselves out. Many manage neither. They open with a paragraph about the company, hide the pay and list a string of requirements that nobody fully meets.

The fixes apply whether you are hiring a sales executive or a CNC machinist, though the details differ.

Put the essentials first

Candidates scan. On a job board or a phone screen, the first few lines decide whether they read on. Lead with what they need to judge whether the job fits:

• Job title, written the way people in the role would search for it
• Location, and whether the role is on site, hybrid or remote
• Salary or hourly rate
• Contract type and hours
• For shop-floor roles, the shift pattern

Save the company history for later.

Use a title people recognise

Internal titles rarely match what candidates type into a search bar. "Customer Success Manager" will be found. "Client Happiness Lead" will not. On the shop floor, "CNC Machinist (Milling, Fanuc)" tells a skilled candidate more in one line than a paragraph of description. If the role has a level, include it: junior, senior, lead or supervisor.

Show the salary

"Competitive salary" tells a candidate nothing. Many will assume it means low, or skip your advert for one that answers the question. Those with the most options move on fastest, and they are often the people you want.

Give a range you are genuinely prepared to pay. For hourly-paid roles, state the base rate and explain how overtime and shift premiums work. If there is a bonus or commission, describe how it is earned rather than quoting best-case figures.

An honest range also stops you interviewing people whose expectations you cannot meet.

Separate requirements from wish lists

A long list of "essential" criteria puts off capable people, especially those who read requirements literally. Split the list in two.

Must have should be short. Include only what someone needs from day one, plus any legal or safety requirement. Everything else goes under nice to have.

For professional roles, describe what the person needs to be able to do rather than how long they have been doing it. "Has managed a pipeline of mid-market accounts" is more useful than a number of years in sales.

For trades, be precise about qualifications, because they are often genuine requirements:

• Welding: state the processes (MIG, TIG, MMA), materials and positions, and whether a coded ticket is needed, for example to BS EN ISO 9606-1. Say if you will pay for coding.
• CNC: name the machine types and controls (Fanuc, Heidenhain, Siemens, Haas) and whether the role involves setting, programming at the machine, CAM programming or operating only.
• Electronics and SMT: mention the equipment in use and any standards, such as IPC-A-610, if inspection is part of the job.
• Maintenance: say whether you need electrical, mechanical or multi-skilled, and whether PLC fault-finding or 18th Edition is required.
• Site work: if the job involves working on construction sites, say whether a CSCS card is needed.

If you are willing to train the right person, say so. It widens the pool without lowering the standard.

Be clear about hours and shift patterns

For production and shop-floor roles, the shift pattern is often the deciding factor. Be specific: days only, two-shift rotating, three-shift, four-on-four-off or permanent nights. Say whether weekend work and overtime are expected or optional, and give start and finish times. Someone with childcare or a long commute needs this to decide whether to apply.

For office roles, describe the working pattern honestly. If "hybrid" means fixed days in the office each week, say which days. If the role involves travel, say how often and where.

Describe the work as it really is

Write about what the person will actually do in a typical week. What will take up most of their time? Who will they work with and report to? What would a good first few months look like?

Don't inflate the role. If the job is mostly high-volume production work, say so. People who want that work will apply, and people who don't will not waste your time or theirs.

If a marketing manager role is a one-person team covering everything from social media to events, say so. You will hear from people who want exactly that.

Honesty pays off after the hire too: people who knew what they were signing up for are more likely to stay.

What to cut

• Clichés such as "fast-paced environment", "self-starter" and "work hard, play hard"
• Internal jargon and acronyms candidates won't know
• Requirements copied from an old advert that no longer reflect the job

Make applying easy

Tell people how to apply and what happens next. If a CV is all you need at first, don't ask for a long application form. Outline the process: a phone call, an interview, and a trade test or practical assessment for skilled roles.

Before you publish, read the advert on your phone, because many candidates will see it there first. Then check:

1. Does the title match what candidates search for?
2. Are location, pay, hours and contract type near the top?
3. Is the must-have list short and genuinely essential?
4. Does the description match the real job?

If you would rather hand over the sourcing and screening, Nexiora Talent can shortlist screened candidates for you. Tell us about the role on our employers page. The initial consultation is free, and we aim to reply within 24 hours.