7 Mistakes Employers Make When Writing Job Ads

A good job ad can attract brilliant talent. A bad one? It’ll either disappear into the noise or bring in candidates who are way off the mark. Unfortunately, most job ads fall somewhere in the middle, just okay. And "okay" doesn’t fill roles quickly.

Here are seven common mistakes employers make when writing job ads—and how you can avoid them.

1. Starting With a Job Title, Not a Hook

Most ads lead with something like “We’re hiring a Sales Executive.” Which is fine, but it’s not exciting. It doesn’t stop someone mid-scroll. It doesn’t answer the question: Why this role, at this company, right now?

Fix: Start strong. Use the first line to capture attention.

2. Using Internal Language and Jargon

Terms like “business unit” or “cross-functional collaboration” might mean something internally, but they don’t mean much to the average jobseeker. Worse, they make your company sound cold and generic.

Fix: Write like you speak. Ditch the buzzwords and explain things in plain, relatable language.

3. Listing Everything and the Kitchen Sink

Some job ads feel like a wishlist for a mythical candidate. Ten different skills. Every possible task. A decade of experience… for an entry-level salary.

Fix: Focus on what really matters. Highlight the core responsibilities and the qualities of someone who’ll succeed-not a perfect resume.

4. Being Vague About Salary

“We offer a competitive salary.” Cool. So does every other employer. The problem is, vague pay language leads to fewer applicants and makes people suspicious.

Fix: Be transparent. If you can’t give an exact number, offer a clear range. It builds trust and saves everyone time.

5. Ignoring Company Culture

You’re not just selling a job, you’re selling a place to work. If your ad doesn’t give any sense of your team, values, or working style, you’re missing a huge opportunity to connect.

Fix: Add a few lines about who you are, how you work, and what your team is like. Candidates want to belong, not just show up.

6. Making It Too Long (or Too Short)

A job ad shouldn’t be an essay. But it also can’t be so thin that people don’t get a feel for the role.

Fix: Aim for 500–700 words. Enough to give context, clarity and energy - without dragging. Think of it as a landing page, not a legal doc.

7. No Clear Call to Action

You’ve written a decent ad. Great. But then you end with… nothing? Or worse, “Submit resume to HR at careers@company.com”?

Fix: End with a simple, confident call to action.

Final Thought

Most of the mistakes above come from one place: writing job ads like formal documents instead of persuasive, people-first content.

Shift your mindset. You’re not just filling a vacancy, you’re inviting someone to join your team. Write like it matters, because it does.