5 Tips for writing great job advertisements

Published1 Apr ’23

Job advertisements still have a prominent place in the recruitment process. With these 5 tips you can optimize your job advertisements.

1. Talk to your target audience

Start with knowing who you are looking for. How can you stimulate your target audience? What drives them? Focus in the text on the candidate instead of what your company needs. A great text stands or falls with a good intake with the vacancy holder. The more specific your text is, with a clear criteria, the greater the chance of getting the candidate you are looking for.

When you know what your target audience values in a new job, then adapt your text to these needs accordingly. Talk to colleagues who are already in this position. Find out what they find important in their job and why they like working at your organisation. Do you want more insight into your labor market target audience? Defining personas could help with this.

2. Be complete

Make sure that candidates find all relevant information in your job advertisement. They want to know what to expect, they orient themselves thoroughly and drop out if information is missing. Make optimum use of the AcademicTransfer fields. Also do not forget to state the location of employment and give a salary indication.

3. Sell the job

Sell the vacancy and the unique selling points of your organization. What is in it for the candidate? And what is unique about the job and you as an employer? Respond to emotion and the factors that can convince this target audience. Why is this job a valuable step in his/her career?

4. Make it readable

A vacancy text must be scannable and easy to read. Have a clear job title, use paragraphs, keep it short and use lists (but not too many). Short, understandable sentences work best. No one likes to read complex and too formal texts. The ideal vacancy length is 600-700 words in total.

5. Call to action

Inform the candidate about the application procedure and make sure that you address the candidate to apply. During which period does the candidate receive an application confirmation and a possible invitation for an interview? Is an assessment part of the procedure? By giving clarity about these matters, you make a professional impression.


This should be avoided (at all cost) in your job advertisements:

  • an unclear job description
  • spelling mistakes
  • writing in the third person (he/she/the candidate)
  • clichés (a team player, a spider in the web, a competitive salary)

Good luck!