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- From Boring to Brilliant: How to Write a Good Job Ad - April 16, 2025
- How to Standardize Job Descriptions in 5 Easy Steps - March 26, 2025
Most job ads stink. They’re boring lists of demands that make qualified people run away fast. Research shows candidates spend only 14 seconds scanning your job ad before deciding whether to apply or keep scrolling (HiringThing, 2025).
As Sebastián Ramírez, creator of FastAPI, pointed out in a viral post: “I created FastAPI just 3.5 years ago, I’ll never be able to apply to those precious FastAPI jobs asking for 5 years of experience!” (LinkedIn, 2022).
Sound familiar?
Here’s the good news: You don’t have to write boring job ads that turn people away. In this post, I’ll show you how to write a good job ad that actually attracts great candidates. You’ll get practical tips and real examples you can use right away.
Why Most Job Ads Fail
Job ads fail for simple reasons:
They’re too formal and filled with jargon nobody cares about. When you write about “synergizing cross-functional teams to leverage core competencies,” people’s eyes glaze over.
They focus too much on what you want, not what you offer. It’s like a first date where you only talk about yourself.
There’s no excitement or purpose. Nothing answers the “why” behind the work or shows how the job matters.
Many job seekers complain that reading job descriptions feels like deciphering a ransom note written by a committee – long on requirements but short on why anyone would want the job.
The numbers don’t lie: a staggering 92% of people who click “Apply” never finish the application process, and 60% quit because the application is too long or complicated (Withe, 2024). That’s a lot of missed talent!
Job Description vs. Job Ad: Know the Difference
Here’s something many companies miss: A job description and a job ad are NOT the same thing.
A job description is an internal document that outlines responsibilities and requirements for HR purposes.
A job ad is a marketing tool designed to attract qualified candidates.
Yet, too many companies just copy-paste their internal HR documents onto job boards. As discussed in my podcast, The JD Fix, this confusion between job descriptions, job postings, and job ads is costing companies qualified candidates.
Here’s how they differ:
| Comparison Topic | Job Description | Job Ad |
|---|---|---|
| Tone | Formal, corporate | Friendly, conversational |
| Audience | Internal HR team | Potential candidates |
| Goal | Document role details | Attract qualified applicants |
| Focus | Compliance and standards | Candidate experience |
| Language | HR terminology | Clear benefits and impact |
If you’re just posting internal HR documents online, you’re missing out on great talent who want roles where they feel valued from day one.
Listen to a full breakdown of these differences here:
6 Ways to Make Your Job Ad Stand Out
1. Start With a Hook
Grab attention right away with something that makes candidates curious.
Good Example: “Want to build AI tools that help millions of people work smarter? Our engineering team is changing how businesses handle document workflows.”
Bad Example: “Company X is seeking a Senior Software Engineer to join our growing team.”
The first example creates interest and purpose. The second sounds like every other job post a candidate will see today.
2. Talk Directly to Candidates
Use “you” instead of “the ideal candidate” to help people picture themselves in the role.
Good Example: “You’ll manage product strategy for our fastest-growing business unit, making decisions that impact thousands of users.”
Bad Example: “The ideal candidate will be responsible for product management activities.”
When you use “you,” candidates can see themselves succeeding in the job.
3. Show Impact, Not Just Tasks
Connect daily work to meaningful outcomes that matter.
Good Example: “You’ll review user research to design features that help small business owners save 5+ hours a week on financial reporting.”
Bad Example: “Manage reporting systems and generate analytics reports.”
The first example shows how the work matters; the second just lists boring tasks.
4. Highlight What’s In It For Them
Sell the opportunity, team, and growth potential—not just requirements.
Good Example: “You’ll join a team of designers who learn from each other daily. We invest in your growth with dedicated learning time, conference budgets, and clear promotion paths.”
Bad Example: “Must have 5+ years of design experience and proficiency in the Adobe suite.”
Leading with benefits creates desire; listing requirements creates barriers.
5. Keep It Human
Write like you talk and let your company personality shine through.
Good Example: “We’re a focused team that values getting things done without unnecessary meetings. We celebrate wins with virtual cooking classes (our CEO’s homemade pasta is legendary) and truly disconnect on weekends.”
Bad Example: “We’re a dynamic organization seeking motivated self-starters.”
Specific details about your culture are more believable and appealing than vague claims.
6. Cut the Fluff
Be short and focused on what really matters.
Good Example: “You need: Experience building consumer mobile apps, knowledge of iOS or Android development, and passion for user experience. That’s it! Everything else we can teach you.”
Bad Example: A list with 15+ “requirements” that aren’t actually required.
Shorter job ads get more applications, and focusing on true requirements widens your talent pool. Research shows that job descriptions between 300-700 words get the most applications (Ongig, 2018).
Also, aim for a 7th-8th-grade reading level. This doesn’t mean you’re writing for middle schoolers—it means you’re writing clearly and simply (using plain language). Even great authors like Hemingway wrote at a 6th-7th grade level. The average American reads at a 7th-8th grade level, and most prefer content below their actual reading level (Readable, 2020).
Before & After: See the Difference
BEFORE:
Senior Marketing Manager
XYZ Company is seeking a qualified Senior Marketing Manager to join our dynamic team. The ideal candidate will be responsible for developing and implementing marketing strategies to promote our products and services. The position requires excellent communication skills and the ability to work in a fast-paced environment.
Responsibilities:
- Develop and manage marketing campaigns
- Create content for various channels
- Analyze marketing metrics
- Coordinate with sales team
- Manage junior marketing staff
- Prepare reports for management
- Ensure brand consistency
Requirements:
- Bachelor’s degree in Marketing or related field
- 7+ years of experience in marketing
- Proficiency in marketing software
- Strong analytical skills
- Excellent written and verbal communication
- Detail-oriented with ability to multitask
- Experience with budget management
AFTER:
Help Our Sustainability Brand Reach Millions
Want to use your marketing powers for good? At XYZ, you’ll lead campaigns that help consumers make more sustainable choices while driving our growth.
What you’ll accomplish:
- You’ll craft the strategy that takes our eco-friendly products from 100,000 to 1 million monthly users
- You’ll build and mentor a creative team of 5 marketers, helping them grow while delivering great work
- You’ll work with our founder to shape how we talk about sustainability in ways that actually connect with everyday consumers
Why marketing at XYZ is different:
We’re not just selling stuff—we’re changing consumption habits. Your campaigns will directly reduce plastic waste by an estimated 15 tons monthly. Plus, we offer:
- Flexible, remote-first work environment
- Competitive salary ($120K-145K) and equity
- Four-day work weeks in summer months
- Budget for continuous learning
You’ll thrive here if:
- You’ve led successful consumer marketing campaigns (DTC experience is a plus!)
- You’re skilled at turning complex environmental benefits into simple, compelling messages
- You enjoy mentoring others and building team capabilities
Ready to use your marketing expertise for a company that’s making a difference? Let’s talk!
Notice the differences:
- The revised version leads with purpose and impact
- It shows specific outcomes the person will achieve, not just tasks
- It addresses the candidate directly with “you” language
- It includes salary information and unique benefits
- Requirements are framed positively as success indicators rather than demands
- The overall length is shorter and more focused
For fun, I ran both versions through Ongig’s Text Analyzer platform to see how they compare:
- BEFORE: Scored 48/100 – Grade level 12.3 (College level), with flags for corporate jargon, gender-biased language, and lacking salary transparency.
- AFTER: Scored 85/100 – Grade level 7.2 (Middle school level), with improved readability, gender-neutral language, and salary transparency.
The “after” version is more appealing to candidates and performs significantly better on objective readability and inclusivity metrics.
I am happy to show you your own job posts in a similar analysis to see where you can improve!
The Business Impact of Better Job Ads
Better job ads aren’t just nice to have—they deliver real results:
One healthcare company rewrote its nurse practitioner job ads using these principles and saw a 41% increase in qualified applications —in an industry with severe talent shortages.
Industry benchmark data shows that job posts written in a conversational style have 29% higher application completion rates than traditional job descriptions.
Companies that include salary information see a 34% increase in qualified applications while reducing time-to-hire by an average of 8 days.
A recent study by Recruitee (2024) found that job ads with salary information received 75% more clicks than those without it.
A Glassdoor survey found that 67% of job seekers believe job ads should include information about salaries, benefits, location, and commute time.
Quick Checklist for Brilliant Job Ads
| ✅ How to Write a Good Job Ad Checklist |
|---|
| ✓ Start Strong: Does it begin with an engaging hook or question? |
| ✓ Speak Directly: Is it written in second-person, speaking directly to candidates? |
| ✓ Show Impact: Does it highlight meaningful outcomes, not just task lists? |
| ✓ Emphasize Benefits: Have you highlighted specific perks and growth opportunities? |
| ✓ Be Authentic: Is the language genuine and reflective of your company culture? |
| ✓ Simplify Requirements: Have you limited requirements to only what’s truly necessary? |
| ✓ Transparency: Is salary information included (if possible in your organization)? |
| ✓ Stay Concise: Have you kept the overall length focused and scannable? |
| ✓ Be Specific: Did you use concrete examples rather than vague claims? |
| ✓ Create Opportunity: Does the role sound like an exciting opportunity, not just a demand? |
Why I Wrote This:
Shifting from boring job descriptions to magnetic job ads isn’t just nice—it’s becoming essential in today’s competitive talent market. By focusing on candidate experience and treating your job posts as marketing tools, you’ll improve the quality of candidates.
Take a moment today to audit one of your current job postings using the checklist above. What could you change to make it better?
Want help transforming all your job postings at scale? Ongig’s platform makes optimizing job ads, analyzing their performance, and removing bias easy—helping you attract the best talent for every role. Request a demo today to see how our AI-powered tools can transform your recruitment results.
Frequently Asked Questions
How long should a good job ad be?
The sweet spot is 300-700 words. Long enough to provide necessary information but short enough that candidates actually read it. Research shows job ads in this range get up to 30% more applications than longer posts (Ongig). Focus on quality over quantity—every word should earn its place.
Should I always include salary information?
Yes, if you can! Job ads with salary info get 25-35% more applications. If posting a range, keep it realistic (not $30K-$130K). According to recent studies, job ads with salary information receive 75% more clicks than those without (Recruitee, 2024). If you absolutely can’t share the exact numbers, try phrases like “competitive salary in the upper range for this industry” or “compensation package valued at $X+ including benefits.”
How do I make technical jobs sound exciting without exaggerating?
Focus on the impact behind the technical work rather than trying to make the daily tasks sound thrilling. Instead of overselling a data entry position, highlight how the accurate data helps the company make decisions that impact thousands of customers. Connect routine tasks to meaningful outcomes. For more tips, check out How to Write a Job Description Like an Ad Copywriter.
What’s the best way to show company culture in a job ad?
Don’t make generic claims like “we’re innovative” or “we have a great culture.” Instead, provide specific examples that show your values in action. Mention team traditions, development opportunities, how decisions are made, or how work gets done. For example: “We have focused work mornings with no meetings before noon” says more than “we respect work-life balance.” According to research, 90% of recruiters have rejected candidates due to poor cultural fit (Recruitee, 2024).
How often should I update our job ads?
Look at your job ads at least every three months, especially for roles you hire for regularly. Analyze which ads perform best in terms of qualified applicant rates, and refine your approach based on those insights. Also update job ads any time there’s a big change in company benefits, work arrangements, or talent market conditions. Using a job description platform like Ongig’s can make this process much easier.
