Why Your Job Advert Isn’t Working (And How to Fix It)

You’ve written the job description. You’ve posted it on all the big sites. You’re waiting... and waiting... and all you’re getting is tumbleweed or totally off-the-mark applicants.

Sound familiar?

Don’t worry, you’re not alone. The truth is, most job adverts don’t perform because they’re not really adverts at all, they’re lists and lists don’t inspire action. So if you’re wondering why your ad isn’t cutting through, here are some common reasons and what you can do to turn things around.

1. You’re Leading With Responsibilities, Not Value

Most job ads start with “We’re looking for a [Job Title] to join our [Department]...” followed by a breakdown of duties.

The problem? That’s not a hook. It’s not exciting. It doesn’t answer the candidate’s most important question: Why should I care?

Fix: Start with what’s in it for them. Lead with impact, flexibility, growth-whatever sets your role apart. Make them feel something.

“This is your chance to shape a brand-new marketing function from the ground up, with the freedom to actually do things your way.”

2. It Reads Like a Corporate Policy

If your job ad is full of jargon, legal-speak or long-winded paragraphs, people will bounce before they reach the second sentence.

Fix: Keep it human. Write like you’re talking to someone you want to hire-not like you’re submitting a report to compliance.

Be clear, casual and conversational. A little personality goes a long way.

3. You’re Not Telling a Story

A role isn’t just a list of tasks-it’s an experience. What will a typical day look like? Who will they work with? What projects will they sink their teeth into?

Fix: Paint a picture. Bring the job to life with real context and outcomes. For example:

“You’ll spend your mornings working on content strategy, then collaborate with our designer to bring ideas to life. By the end of the week, you’ll have launched something real.”

4. The Formatting is a Wall of Text

Even if your content is good, poor formatting can kill it. Dense paragraphs and long lists put people off.

Fix: Break things up. Use headers, bullet points, and spacing to make it easy to scan. Most candidates skim before they read properly, make it simple for them.

5. You’ve Missed the ‘Why Work Here’ Bit

This is a big one. If all you talk about is what you want, but nothing about what they get, the ad feels one-sided. And no one wants to jump into a one-sided relationship.

Fix: Add a section that tells them what makes your company worth joining.

• The team culture

• Hybrid/flexible working

• Career development

• Perks, benefits, or simply your mission

Even if it’s a small company, you’ve got something to offer-say it clearly.

6. You Didn’t Include a Salary

We get it. Salary disclosure can be tricky. But here’s the reality: ads with salary info get significantly more applications. When you hide it, people assume the worst, or they simply scroll on by.

Fix: Even a range is better than nothing. And if the salary isn’t flexible, be upfront about it. Transparency builds trust.

Final Thought

If your job ad isn’t performing, it’s not about more exposure, it’s about better messaging. Small changes in copy and structure can mean the difference between a trickle of poor fits and a wave of strong applicants.

Write less like HR. More like marketing. Speak to real people. And you’ll see real results.