How to Write a Successful Job Advert That Attracts the Right Candidates
Written by
Matt Gross, Recruitment Manager, Chappell Enterprises UK
A well-written job advert is the difference between attracting top talent and receiving a flood of unsuitable applications. With the job market shifting in favour of candidates, employers need to rethink their approach to advertising roles. The right job advert should be clear, engaging, and informative, ensuring it reaches the right people. Let’s break down how to achieve this.
The First Three Lines Matter
Research shows that jobseekers spend an average of 14 seconds scanning a job advert before deciding whether to continue reading. This means you have just a few lines to make an impact. Ensure the top of your advert includes:
• Job Title - Keep it simple and searchable (e.g., "Grounds Maintenance Operative," not "Outdoor Maintenance Guru").
• Salary - Transparency is key; jobs with listed salaries receive 75% more applications than those without.
• Location - Make it clear where the role is based.
• Working Hours - Indicate whether the role is full-time, part-time, or involves shift work or weekends so candidates know what to expect right away.
• Other Key Requirements – Things such as, does the candidate need a driving licence or perhaps a DBS to be considered
Job Titles: Make It Search-Friendly
A job title that is too niche or creative will reduce the advert’s visibility in job searches. Use terms that candidates are actively searching for to improve reach and engagement. For example, "Landscape Operative" will generate more interest than "Green Spaces Enthusiast."
The Importance of Keywords for Visibility
Using relevant keywords throughout your job advert can significantly increase its visibility on job boards. Many job sites rank adverts based on how well they match candidate searches, so incorporating industry-specific terms in a natural way will improve results. For example, if you’re hiring for a Sports Turf Manager, ensure that variations like grounds maintenance, pitch care, and greenkeeping appear in the text of your advert. However, avoid keyword stuffing, search algorithms prioritise readability and relevance!
How Much Detail Is Too Much?
The best job adverts strike a balance between providing key details and avoiding an information overload. Candidates want clarity on responsibilities, but job adverts exceeding 700 words see a 30% drop in application rates and up to 60% of jobseekers abandon applications that are too lengthy or complicated. Keep it concise, bullet points work well for listing responsibilities and requirements and minimise any unnecessary questions or sign-up hurdles.
Salary Transparency: Essential for Engagement
Salary transparency isn’t just a nice-to-have, it’s a key factor in driving applications. In fact, adverts that include salary details receive significantly more interest than those that don’t. In the Horticulture and Sports Turf industries, market rates are critical. If competitors are offering £30,000+ for a qualified Greenkeeper with PA1 and PA6 certifications, advertising the same role at £26,000 will result in limited applications. Candidates are well-informed and will seek out roles that match their worth, so ensuring salaries are competitive can make the difference between attracting top talent or losing them to better-paying employers.
Selling the Role and Showcasing Your Company
A job advert isn’t just about listing duties and requirements, it’s also your chance to sell your company to potential candidates. In today’s market, candidates have options, and they want to know why they should choose you over a competitor.
Instead of relying on vague phrases like “great company culture” or “exciting opportunity,” provide specifics that give candidates a real feel for what it’s like to work with you. Consider including:
• Your company’s mission and values - What do you stand for, and why does it matter? How does this align with horticulture or sports turf professionals who may value sustainability, innovation, or a strong sense of community?
• Authentic examples of culture - Demonstrate how employees collaborate, celebrate achievements, and handle challenges. Does your team hold regular team-building sessions, open forums, or training workshops?
• The team and working environment - Is it a small, close-knit team? A growing business with room for progression? Sharing success stories of current employees can help candidates see themselves thriving in your organisation.
• Development opportunities - Do you offer training, mentorship, or clear career progression paths specifically relevant to horticulture or sports turf skills?
• Exciting projects - Will they be working on prestigious golf courses, innovative landscaping projects, or major public spaces? Tie these projects back to your company’s broader goals or client impact.
Avoid generic perks that don’t differentiate your company. For example, “free parking” is NOT a perk & “casual dress code” might be nice, but it’s not what make people apply. Instead, focus on what makes your company special and why someone would want to build their career with you. Consider sharing links to your company website or social channels, where candidates can learn more about your culture and see real employee stories - interviews, blogs, or day-in-the-life videos can offer genuine insights into your working environment.
Setting Realistic Requirements
Employers often list an extensive set of qualifications that very few candidates meet. While it’s important to attract skilled professionals, setting unrealistic expectations can drastically reduce your applicant pool.
Ask yourself:
• Are all listed qualifications truly essential, or are some just nice to have?
• Does the salary match the expertise you're asking for?
• Would hiring someone with the right attitude and willingness to learn be a better long-term investment?
In many cases, hiring for potential and providing training is a more effective strategy than holding out for a “unicorn” candidate who may never apply. Investing in development also improves staff retention, morale, and overall company loyalty, making it a win-win for both employer and employee.
Common Clichés to Avoid
Some phrases crop up in job adverts time and time again, but they don’t add value and can even deter candidates. Here are some of the worst offenders:
• “We’re like a family” - This can imply blurred work-life boundaries. Instead, describe the actual team dynamic.
• “Competitive salary” - Be upfront. What does "competitive" mean? If you're paying market rate, show it.
• “Must be able to multitask” - Sounds like a red flag for a role with an unmanageable workload.
• “Work hard, play hard” - Often a euphemism for long hours and high stress.
• “Fast-paced environment” - Can suggest chaos rather than efficiency. Be clear about expectations instead.
Mobile Optimisation & Application Simplicity
With over 60% of job applications now started on mobile devices, it’s essential to optimise your advert for smaller screens. Break up text into shorter paragraphs, use bullet points, and keep the formatting simple. If your application process is lengthy or requires multiple sign-ups, you risk losing high-quality candidates to quicker, more streamlined competitors.
Timely Response & Candidate Engagement
A quick and courteous follow-up can significantly improve a candidate’s perception of your company. In fact, job adverts with prompt follow-up attract up to 3 times more engagement. Ensure you have a plan in place to acknowledge applications, communicate timelines, and respond to queries; this level of responsiveness can help secure top talent before they accept another offer.
Job Advert Checklist
Before you hit “publish”, run through this quick checklist to ensure you’re covering all the bases:
• Clear, searchable job title
• Salary range stated
• Key responsibilities (concise)
• Must-have vs. nice-to-have requirements
• Company USPs (unique selling points)
• Mobile-friendly formatting
• Straightforward application process
• Plan for quick candidate follow-ups
Final Thoughts: Engagement and Clarity Win!
A strong job advert combines factual detail with an engaging tone, ensuring key information is clear while making the role appealing. Be transparent, keep it structured, and remember, you’re selling the role as much as you’re assessing candidates.
By refining your approach, you’ll attract the right talent and reduce time wasted on unsuitable applications. Take the time to optimise each element, from the job title to the application process, and watch as the right candidates come through the door.