Why isn’t my job advert attracting the right people?
When a job advert doesn’t deliver the right candidates, most businesses assume the problem sits with the market. There’s a shortage of good people, competition is high, or expectations have changed. While those things can (and do!) play a part, they’re not always the main issue.
More often than not, the advert itself isn’t doing what it’s supposed to do. A job advert isn’t just a description of a role. It’s an advert. And like any advert, it needs to appeal to the person you want to attract.
A job advert isn’t for you – it’s for the candidate
Many job adverts are written from an internal perspective. They focus heavily on what the business needs, what tasks need to be covered, and what experience the ideal person should have.
That may make the advert accurate, but it won’t answer the key question candidates are asking: “What’s in this for me?”
If the advert doesn’t answer that clearly, it won’t resonate, even if the role itself is a good one.
This doesn’t mean overselling or glossing over reality. It means being intentional about what makes the role appealing and putting that front and centre, rather than burying it halfway down the page.
Selling points should come before responsibilities
One of the biggest mistakes businesses make is leading with long lists of duties and requirements, then briefly mentioning the benefits at the end. By that point, many candidates have already switched off.
The strongest job adverts highlight the selling points early on. That might be the salary, working hours, flexibility, stability, progression, team structure, or the fact that the role is well supported and clearly defined. These are the things candidates care about first, and they help someone decide whether the role is worth exploring further.
Don’t be afraid to put the wrong candidates off
One of the most effective things a job advert can do is discourage the wrong people from applying.
Honesty and clarity are far more attractive to the right candidates than trying to make a role sound like something it isn’t. If a role doesn’t offer progression, it’s better to say that clearly. If the job suits someone who enjoys methodical or repetitive work, include it! The candidates who thrive in those environments will see that as a positive, not a negative.
Trying to appeal to everyone usually results in attracting no one in particular. Being upfront about what the role is and isn’t helps candidates self-select and saves a huge amount of time during the hiring process.
Long wish lists can work against you
Another common issue is the temptation to include everything in the requirements section. When an advert reads like a checklist for a perfect candidate, many capable people will opt out because they don’t meet every single point.
Good candidates are often realistic and cautious. They are less likely to “take a punt” unless the role feels right for them. Being clear about what is genuinely essential, versus what can be learned, makes the advert more accessible without lowering standards.
The goal is quality, not volume
The goal of a job advert isn’t to generate as many applications as possible. It’s to generate the right ones.
A smaller number of well-matched candidates is far easier to work with than being inundated with unsuitable applications. When adverts are clear, honest, and written with the candidate in mind, the quality of applications improves quickly. Interviews are more productive, expectations are aligned from the start, and new starters are far more likely to be a good fit.
If hiring feels harder than it should, it’s often worth starting with the advert. Small changes to how a role is presented can make a significant difference to the end result.
Final thoughts
Once you’ve nailed your job advert and you’ve got high quality candidates coming in, the next step is to make sure your recruitment process is perfected, so you’re not losing the good ones along the way. Have a read of our blog to find tips on how to ensure your hiring process isn’t putting people off.
