- How to Write a Job Advert That Gets Great Results in the UK - May 7, 2025
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If you’ve ever stared at a blank screen wondering how to write a job advert that actually attracts the right people — not just anyone with a CV — you’re not alone. I’ve been there, too. Writing job ads isn’t just about filling in a template or listing requirements. It’s about helping the right candidate picture themselves in the role so clearly, they think, “That’s me.”
Here’s how I’d write a better job advert, and how you can, too.
1. Start with a real job title
I’m talking about the title candidates would actually search for. Not “Customer Happiness Ninja” or “People Champion.” If you want great applicants, give the job a clear name they’d type into Google or a job board. “Customer Service Representative” or “HR Manager” is fine. No fluff needed.
Need help with this? I like this guide on writing job titles that attract candidates from the Ongig blog.
2. Get to the point fast
Start strong. Don’t lead with a wall of “About Us” text. In the first 2–3 lines, answer this: Why would someone want this job?
Here’s a quick format I use:
- What: [Job title]
- Where: [Location or “Remote”]
- Why: 1–2 short reasons this job matters (e.g. “Help our customers get answers fast.”)
That’s it. You can add the company stuff later. Candidates don’t care until they know the role fits.
3. Make it readable
You don’t need giant paragraphs. Bullet points are your friend. Use short sentences. Break up long sections. And always — always — write like a human, not a robot.
Ask yourself: Would I want to read this?
4. Only list the must-haves
I know, I know — we want the perfect candidate. But if your job advert turns into a wish list, most people won’t apply. Especially women and underrepresented candidates.
Keep the “must-have” section to 3–5 things max. Everything else? Put it under “nice to have.” It shows respect for your reader and opens the door for great people who might’ve ruled themselves out.
Here’s a quick breakdown on why inclusive job descriptions get more applicants.
5. Make it inclusive (without saying “we’re inclusive”)
Don’t say you’re inclusive — show it.
Avoid words that lean too “masculine” (like “competitive” or “dominate”) or “feminine” (like “nurturing” or “supportive”) unless they truly matter. Say what you mean instead of trying to sound clever.
And run your final draft through a bias checker if you can. (Or better yet, automate that part. More on that below.)
Real Examples — Bad vs. Better Job Advert
| Section | Bad Example | Better Example |
|---|---|---|
| Job Title | Sales Rockstar | Sales Executive |
| Opening Line | We’re the #1 company in our space… | Join our team to help small businesses grow. |
| Must-Haves | 5+ years in fast-paced environments | Experience working with small teams preferred |
| Language | Crush goals, dominate your market | Achieve sales targets with a supportive team |
These small changes help attract the right candidates — without turning great people away with jargon or unrealistic demands.
How Ongig Helps You Write Better Job Adverts (With AI)
If this all sounds like a lot to keep track of, I get it. That’s why I use Ongig’s Text Analyzer.
Here’s how it helps:
- AI-Powered Suggestions: It flags complex or biased language in real time — including exclusionary words specific to the UK.
- Smart Templates: No more copying old JDs. You get reusable job advert templates that you can tweak fast.
- Bias & Readability Checks: Every job ad gets scored for inclusivity and clarity — so you know if you’re turning candidates off before you post.
It’s like having an editor and DEI advisor and a copywriter built into your job ad process.
Want to see it in action? Here’s more information on how Ongig removes bias from job descriptions.
FAQs: How to Write a Job Advert
Q: What’s the difference between a job advert and a job description?
A: A job advert is meant to attract candidates. A job description is often used internally or for legal purposes. Your advert should be shorter, more focused, and written in plain language.
Q: Should I include salary in the job advert?
A: Yes. More and more candidates skip over ads that don’t mention salary. If you can’t give an exact number, at least offer a range.
Q: Is it better to say “CV” or “resume” in the UK?
A: Use “CV.” It’s what candidates expect here.
Q: How long should a job advert be?
A: Aim for 300–600 words. Long enough to be clear, short enough to keep attention.
Why I Wrote This:
If you’re stuck on how to write a job advert that actually works, keep it simple. Speak like a person. Focus on what matters. And remember: you’re writing for someone, not at them.
Need help making it faster, easier, and more inclusive?
Try Ongig’s Text Analyzer — or book a quick demo, and I’ll show you how it works.
