Are You Using The Right Job Title in Your Ads?

One of the most common and most overlooked reasons job adverts underperform is surprisingly simple: The job title isn’t clear.

Businesses often use internal jargon, legacy titles, or inflated labels that make perfect sense inside the company but mean very little to the people searching for a new role.

And when job seekers can’t understand what the role actually is, they scroll straight past.

Let’s break down why the job title matters more than most employers realise and how getting it wrong can quietly undermine your hiring campaign.

1. Internal Job Titles Don’t Always Translate Externally

Every company has its own way of naming roles.

“Customer Success Wizard.”“Sales Ninja.”“Business Support Champion.”“Operations Coordinator Level 3.”

These might work internally, but candidates searching online aren’t typing these terms into job boards. They’re searching for:

• Customer Service Advisor

• Sales Executive

• Administrator

• Operations Assistant

  
  

If your title doesn’t match what the market recognises, the right people simply won’t find your job.

2. Unclear Titles Attract the Wrong Applicants

Confusing titles don’t just reduce applications — they attract the wrong ones.

A job called “Project Specialist” might sound exciting, but what does it mean? Is it:

• Project management?

• Sales?

• Construction?

• IT?

• Admin?

  
  

When the title is vague, you invite irrelevant CVs and waste time filtering out candidates who aren’t even in the right field.

3. Middle-Management Titles Don’t Always Reflect the Actual Level

Many companies create layered job titles to reflect internal hierarchies:

• Senior Coordinator

• Assistant Manager

• Lead Executive

• Team Supervisor

  
  

But from the outside, these labels can be misleading:

• “Senior” might imply years more experience than the role requires.

• “Lead” might suggest line management even when there’s none.

• “Manager” might turn away candidates who’d be perfect — but don’t feel ready to “manage.”

  
  

If the title doesn’t match the market expectation, you risk scaring off great people before they even read the advert.

4. Job Titles Matter for Search Results

On job boards and LinkedIn, job seekers typically search by job title first.

If your chosen title doesn't align with common industry terminology, your role won’t rank in search results at all. It’s not about being creative, it’s about being findable.

Using the wrong title can cut your advert visibility by up to 70% simply because the algorithm doesn’t recognise it.

5. A Clear Title Sets the Right First Impression

Candidates decide in seconds if a role is relevant. A clear, familiar, market-standard title helps them:

• Immediately understand the level

• Judge whether they’re suitable

• Decide whether to click

• Feel confident the job matches their skills

  
  

A confusing or overly branded title does the opposite.

6. How to Choose the Right Job Title (A Quick Checklist)

Before you post your next advert, ask:

✔ Is this title used commonly across the industry?

Search similar roles from competitors to check.

✔ Does it reflect the actual seniority?

Avoid adding “senior,” “manager,” or “lead” unless it’s genuinely accurate.

✔ Will job seekers recognise it instantly?

Clarity beats creativity every time.

✔ Does it match the responsibilities in the advert?

The title should align with the day-to-day work the candidate will do.

✔ Can it be shortened or simplified?

e.g.,“Customer Relationship Excellence Associate” → Customer Service Advisor.

Where Better Job Adverts Helps

Getting the title right is a critical part of attracting the right talent and it’s something businesses often underestimate.

At Better Job Adverts we:

• Review job titles for accuracy and market alignment

• Advise on how candidates search for roles

• Help rewrite role titles to increase visibility

• Optimise adverts to attract the right people, not just more people

• Reduce wasted time sifting irrelevant CVs caused by poor titling

  
  

A small change in wording can dramatically improve the quality and volume of applicants.

Final Thought: Don’t Let a Confusing Job Title Undermine a Great Opportunity

The role might be perfect.The salary might be competitive.The team might be brilliant.

But if the job title doesn’t make sense in the outside world, candidates won’t apply, or worse, the wrong ones will.

Getting this right is one of the easiest ways to improve your recruitment results.

👉 If you’re unsure whether your job titles are working for you, we’re happy to review them. It’s a small detail that can make a big difference to your hiring success.

Get in touch today and let us help you find real talent.