A job ad is a sales page for a job nobody has seen yet. Most read like a legal notice: a list of duties, a list of requirements, and a sentence about being a "fast-paced environment". Good candidates skim them and move on; the ones who apply are often the ones with the most free time, not the most skill.
The fix is the same as any other page: write for the person you want, tell them what the job actually involves, and make the next step easy.
Start with the first ninety days
Instead of duties, describe outcomes. "In your first three months you will rewrite the six service pages, set up a simple publishing calendar, and take over the newsletter" tells a candidate more than "responsible for content creation". It also filters out people who do not want that work.
Say what the job is really like
If the role involves client calls every morning, say so. If the team is two people, say so. If the work is repetitive in some seasons, say so. Honest detail attracts people who will stay and repels people who would quit in month two — which is cheaper for everyone.
Be specific about money and hours
Ads with a salary range get more applications, and better ones. If you cannot publish a range, give the band in the first call rather than the final one. Vague compensation reads as "we will decide what you are worth", and the strongest candidates have options.
The requirements section is where ads fail
- Separate must have from nice to have. Most lists are 80% nice to have.
- Cut anything you would not test in an interview.
- Remove degree requirements unless the work legally needs one.
- Do not ask for "5+ years" when the tasks need two.
Make the application step short
Name, contact, CV, and one question that reveals how the person thinks: "Tell us about a page you wrote that performed well, and why." That single question will tell you more than a cover letter and cuts the pile to people who read the ad.
A structure that works
- One sentence on what the company does and who it serves.
- What the role is responsible for, in outcomes.
- What the first 90 days look like.
- Must-have skills, then nice-to-have.
- Pay range, hours, location or remote policy.
- How to apply, with the one screening question.
- A closing line about the team that sounds like a person wrote it.
After publishing
Track where applicants came from. If LinkedIn brings nothing and a niche community board brings three good ones, you have learned where to post next time. Review the ad after the first ten applications: if the wrong people are applying, the ad is describing the wrong job.
Two questions people ask
Should I mention the salary? Yes, where local law or practice allows. Ads with a range attract more applications and shorten negotiation. If you genuinely cannot, say when the range will be discussed — the first call, not the offer.
How long should the ad be? Long enough to describe the work honestly, short enough to read on a phone in two minutes. Around 400–600 words is usually right; the screening question matters more than the length.
Before and after
Before: "We are looking for a dynamic content writer with excellent communication skills, a passion for storytelling and the ability to work in a fast-paced environment."
After: "You will write two 1,200-word guides a week for small business owners, from briefs our editor prepares. You will join one 30-minute call on Monday and work the rest of the week on your own schedule. We pay Rs ___ per article, and we review every piece within two working days."
The second version takes the same job and answers the five things a good writer actually asks: what will I produce, how much support do I get, when are the meetings, what does it pay, and how quickly will I hear feedback. It is also harder to write — which is exactly why most ads do not do it.
