The way a job advertisement is written often makes the key difference between an empty inbox and high-quality applications. A vague or generic job posting can discourage potentially excellent candidates before they even consider applying. On the other hand, a well-structured and precise advertisement attracts exactly the profiles you need.

Why is it important to view the job advertisement from the candidate's perspective? What would catch your attention? What would discourage you? What information would you like to have before clicking “Apply”?

1. A Job Title That Clearly Communicates the Role

The job title is a candidate's first contact with your advertisement and often determines whether they will continue reading.

Avoid: unclear and overly creative titles (e.g., Marketing Guru).

Best practice: use clear and recognizable titles that candidates actively search for and adapt the title to the industry and market (e.g., Assistant Cook – Hospitality Industry).

2. A Job Description That Engages and Informs

Traditional, monotonous lists of tasks attract less and less attention. Candidates want to understand what the job looks like in practice.

Recommendation: describe a typical workday, define the main responsibilities and goals of the position, and explain why the role is important and what the candidate gains from it.

3. Clearly Defined Requirements and Benefits

Modern candidates expect transparency and specific information.

Avoid: general phrases such as “competitive salary” or “good working conditions”.

Be specific: salary range or compensation model, bonuses and additional benefits, flexible or hybrid working arrangements, opportunities for development and training.

4. Candidate Profile – Focus on Potential

Job advertisements overloaded with long lists of requirements often discourage talented people.

Avoid: generic and overly broad requirements (e.g., 3+ years of experience, ability to work under pressure).

Focus on: key competencies and behaviors, growth potential, and alignment with the team and organizational culture.

The best candidate is not always the one with the longest résumé, but the one with the motivation and ability to contribute and grow alongside the company.

5. A Clear and Precise Call to Action

If the application process is not clearly defined, many candidates will give up.

Avoid: vague instructions such as “Send your CV”.

Define: application deadline, application method (email, platform, form), and the next steps in the recruitment process.

6. Introduce Your Company

Many job advertisements focus only on what the employer is looking for and very little on what they offer.

Highlight: what the company does, the size and culture of the team, development opportunities, and what sets you apart from competitors.

Candidates want to know where they are coming to work, not just what they will be doing.

Conclusion

Before publishing a job advertisement, ask yourself one simple question:

“Would I apply for this position if I were a candidate?”

If the answer is uncertain, it is time to improve the advertisement.