Why Your Job Ad Isn’t Working

And how to fix it without sounding like every other company

You’re not getting good applicants. Or any at all.

You post the job. You wait. Maybe you get 100 CVs.
Maybe 4 of them are relevant.
Maybe none.

The problem might not be your employer brand or your salary range.
It might just be the job ad.

Job ads are the first filter. And right now, most of them are repelling the exact people you’re trying to attract.

Let’s fix that.

1. You’re writing like a company, not a human

“Dynamic team player required for fast paced environment” means nothing.
Same with “synergy,” “ninja,” or “competitive edge.”

Candidates don’t care about buzzwords. They care about the role, the impact, and whether they’ll enjoy showing up every day. So tell them.

Speak like a person. Be clear. Be specific. Drop the jargon.

Instead of this:

“We’re looking for a self starter with excellent communication skills.”
Say this:
“You’ll be leading client conversations, so we’re looking for someone who’s comfortable asking questions, giving pushback, and building relationships.”

2. You’re writing for the company, not the candidate

A job description is not a wish list. It’s a pitch.
What’s in it for them?

Top candidates already have a job. They’re not applying unless there’s something better on the table. That doesn’t just mean money: It means growth, impact, purpose, learning.

If your job ad is 90 percent “we want” and 10 percent “you’ll get,” flip it.

Add these sections:
• Why this role matters
• What success looks like in 6 to 12 months
• What kind of team they’ll be part of
• What support, freedom, or growth you offer

3. You’re listing 18 requirements and losing great people

If you list 10 “must haves,” the best candidates might not even bother.

Especially underrepresented ones. Research shows that while many men will apply if they meet 60 percent of a job ad’s requirements, many women won’t apply unless they meet 100 percent.

Be ruthless:
• Which qualifications are non negotiable?
• Which ones are just “nice to have”?
• Which ones are irrelevant but you copied from an old JD?

Cut the fluff. Keep the bar high, but realistic.

4. You’re not saying what the job actually is

We still see ads like this:

“As Marketing Manager, you’ll be responsible for campaign execution, strategy, stakeholder alignment, and performance reporting.”

Okay. But what kind of campaigns?
Who are the stakeholders?
Are they leading or executing?
How many people are in the team?
How much budget?

Vagueness kills clarity. And clarity attracts talent.

Top candidates want to know what they’re walking into. Be specific about the day to day, the challenges, and the expectations. If you wouldn’t say it out loud in a hiring call, don’t put it in your ad.

5. You buried the good stuff

If you’re offering remote work, a growth budget, flexible hours, or a meaningful mission — say that early.

Put the hook in the top 3 lines.
Not after 400 words of boilerplate.

Think like a marketer:
• What would make you stop scrolling?
• What are people actually looking for in their next job?
• How can you communicate that in a sentence or two?

6. You’re attracting volume, not quality

If you’re getting tons of irrelevant applicants, the problem might be tone.

Too vague means too many unqualified clicks.
Too polished means too corporate.
Too demanding looks like a red flag.

If you want smart, ambitious, thoughtful people — write for them. Be sharp, be clear, and sound like a real team looking for a real colleague.

The fix isn’t complicated

Most companies aren’t bad at hiring.
They’re just bad at telling the story.

A strong job ad sets the tone for everything that comes after:
• Better applicants
• More aligned interviews
• Smoother onboarding
• Lower churn

You don’t need to reinvent the wheel. You just need to stop copying job ads that already weren’t working.

Write like you mean it. And you’ll get people who do too.