You've spent time crafting your job ads. You've posted them on the right platforms. And still, you're not attracting the right candidates—or enough of them. So, what’s going wrong?
The truth is that most job ads aren’t written with the candidate in mind. They tend to reflect internal needs and wish lists more than the motivations of the people you want to hire. What should be a compelling invitation ends up sounding like a legal document or internal memo.
One of the biggest problems is tone. Too often, job ads are overly long, full of jargon, or dry to read. They don’t inspire, and they certainly don’t feel personal. A better approach? Write the way you’d speak. Keep it short, human, and to the point. Most importantly, lead with the “why”: Why should someone want to work with you?
Another common misstep is focusing too much on what the company wants, and too little on what the candidate gets. Endless bullet points of “we’re looking for someone who...” can turn off great applicants—especially those who don’t tick every box but still have high potential. Instead, balance expectations with benefits. Be honest and specific about things like team culture, development opportunities, flexibility, and purpose.
Even the headline matters more than you might think. Generic titles like “Experienced Administrator Wanted” or “Ambitious Sales Rep” don’t catch the eye. Think like a marketer: your headline should spark curiosity or offer something tangible. Phrases like “Help us build better care, one call at a time” or “Looking for people who love people—not just systems” make a stronger impression.
Your job ad is often a candidate’s very first encounter with your brand. If it’s bland or impersonal, you miss a key opportunity to build trust. Instead, use the ad to give candidates a glimpse of your culture. Highlight your team. Link to a real, modern careers page. Include a real contact person. Small touches like these can make a big difference in reducing friction and building interest.
Finally, don’t underestimate the importance of mobile. More than 60% of candidates browse and apply from their phones. If your ad is a PDF or your application process doesn’t work well on mobile, you’re losing applicants at the first click. Every job ad and form must be optimized for mobile—especially if you’re targeting younger candidates.
When done right, job ads can transform your hiring. They help you attract the right people, build your employer brand, and reduce hiring mistakes. But most of all, they need to speak to the human on the other side of the screen—not to your process, your policy, or yourself.
Want help writing job ads that convert? We’re happy to show you how a modern ATS can support faster, more effective, candidate-focused communication.
