How to Write Job Ads That Attract (and Don’t Repel) Top Talent

Writing a job ad is not so different from writing any other advertisement. If the role is your product and job seekers are your customers, the challenge is to make a compelling case for why they should invest their time and apply. 

An effective job ad is more than a dry description of duties. It should filter out unqualified applicants while drawing in the best-fit candidates, and that requires a thoughtful blend of clarity, creativity, and storytelling. 

Why Job Ads Matter More Than Ever 

Posting a vacancy is not simply announcing that your company is hiring. Done poorly, it can drown you in unsuitable CVs. Done well, it serves as a magnet for the right people and a window into your company’s culture. 

Strong candidates want to see themselves in the story you tell. If your ad is dull, you’ll fail to attract those vibrant, motivated professionals who could transform your team. 

Know Your Audience 

Just like in marketing, you need to identify your target audience and speak their language. Address their priorities, offer them what they value, and show them why your role is the opportunity they’ve been waiting for. 

Ask yourself these key questions before drafting your ad: 

From Job Description to Compelling Story 

Lou Adler, LinkedIn Influencer and founder of The Adler Group, stresses the importance of writing ads that attract people in rather than weed them out. 

Consider these two descriptions for the same role: 

Option 1 – Traditional Job Ad: 
Business Unit Controller. Must have a CPA from a Big 4 accounting firm. Must have 10+ years direct industry experience. Must be results-driven, possess solid internal reporting skills, have strong interpersonal skills and exceptional verbal and written communications skills. 

Option 2 – Story-Driven Job Ad: 
Oscar Winning Controller. For a CPA, this is the stuff of dreams: getting out of the numbers and making a difference. Our accounting systems are in shambles. We need them rebuilt. Our creative types are running amuck, spending money wildly. Can you tame them? If you can create some order out of chaos, we need to talk. If you pull this off, the CEO will be thanking you when he gets his Oscar. 

Which would you apply for? 

The second description sells a challenge and opportunity, not just a checklist. It speaks to ambition and problem-solving, exactly the qualities needed in a top performer. 

A Practical Framework You Can Use Now 

For a practical framework you can apply right away, take a look at Taylor Berman’s Guide: 9 Steps to Writing a Compelling Job Ad, which breaks down how to attract the right candidates while keeping your ad clear, engaging, and compliant. 

Don’t Forget Legal Compliance 

Even the most creative ad must comply with the Human Rights Act and anti-discrimination laws. Employers must not discriminate on the basis of: 

A job ad that is both inclusive and inspiring sets the foundation for building a strong, diverse team. 

Final Thoughts 

Recruitment is no longer just about filling seats—it’s about competing for talent. By writing job ads that highlight opportunity, challenge, and culture, you’ll not only reduce noise from unqualified applicants but also ensure the best candidates are excited to join your business. 

Donna Roughan  |  Donna brings decades of expertise in accounting and business advisory, having held pivotal roles including Director at PwC, and offers extensive executive experience spanning both finance and operations.

Accountests  |  Accountests deliver the world’s only online suite of annually updated and country-specific technical skills, ability and personality tests designed by and for accountants and bookkeepers.