Writing Job Ads That Actually Convert
Marcus Chen
Senior Recruiter
Your job ad is often the first impression a candidate has of your company. A poorly written job description can deter qualified candidates, while a compelling one can attract talent you did not even know was available. Here is how to write job ads that actually convert.
Start with a Hook, Not a List
Most job ads start with a boring list of requirements. Instead, open with a compelling statement about the impact of the role or the problem the candidate will solve. Hook them emotionally before you get into the details.
Focus on Benefits, Not Just Responsibilities
Candidates want to know what is in it for them. Do not just list what they will do—explain what they will gain. Career growth opportunities, learning and development, flexible work arrangements, and meaningful impact are all powerful selling points.
Use Inclusive Language
Gendered language, jargon, and overly aggressive terms can discourage qualified candidates from applying. Use tools to check for bias in your job descriptions and ensure your language welcomes diverse applicants.
Be Specific About Requirements
Vague requirements lead to unqualified applications. Be clear about must-have vs. nice-to-have skills. Research shows that women apply only when they meet 100% of requirements, while men apply when they meet 60%. Clarity helps everyone.
Key Takeaway
Great job ads are clear, compelling, and inclusive. They sell the opportunity while setting accurate expectations. Invest time in crafting quality job descriptions, and you will see better applicants, faster hiring, and improved retention.
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