Creating a kickass job ad

You want to write a job ad that consistently drives candidates to fill out an application. Of course, you also want qualified applicants — people that meet your requirements. To get them, you need them to read the entire job description before deciding if this position is a match for what they’re looking for.

Before candidates settle into your ad on Google mini, they’re first going to scan it. And if it’s not formatted using big, bold, clear, and concise subheads to make the scanning process effortless, they’ll move on.

The easier your job ad is to scan, the more likely it is to garner (and hold) readers’ attention — attention that ultimately leads to action.

Here’s how to attract the right people to your open position:

You might’ve heard that people buy on emotion first, and then rationalize their purchases using logic (not to mention some ecard for online transactions).

Applying for a job, in that sense, is a lot like making a purchase. Pressing the “APPLY NOW” button is an emotionally charged decision.

When writing your job ad, tap into those emotions by learning everything you can about your target candidate (i.e., the person you want to be interviewing). What are his or her professional goals and aspirations? What makes him or her happy?


Every day, the job hunt leads millions of people to search millions of keywords. This makes SEO very important to the recruitment process, especially when writing job ads.

In your quest to be unique and desired, don’t make up a new, creative name for an established role. In other words, don’t call your open content marketing position an “Attention Ninja” or “Audience Crafter just to get traffic rank extension.”


Open your job ad’s main text copy with a “Company Summary” paragraph. But don’t simply paste your business’s “About Us” boilerplate description into your job listing. Your “Company Summary” should help to put the job for which you’re hiring into context for the applicant.

If your company sells security software, for example, it won’t be enough to simply state your company name, when you were founded, the types of software packages you offer, and where you’re located. Your applicants will want company details that pertain to the team they’d be joining.