A Simple Job Advert Template for Better Hiring

How to write a job advert that attracts the right candidates

1.  Why Poorly Written Job Adverts Cost You Time and Money

If you have ever posted a job and been flooded with applications from completely unsuitable candidates, or worse, received barely any at all, the problem is almost certainly your job advert.

A poorly written job advert is one of the most common and costly mistakes employers make. It does not just waste your time sifting through irrelevant CVs. It can also damage your business reputation, delay your hiring timeline, and mean the right candidate never even sees the role.

For business owners and managers across Devon, Cornwall and the South West often hiring without the support of an in-house HR team getting this right matters more than ever. The good news is that writing an effective job advert is a learnable skill, and this guide will walk you through exactly how to do it.

2.  Why Job Adverts Matter More Than Employers Think

Your job advert is not just an administrative task. It is your first impression as an employer, and in a competitive labour market, first impressions count enormously.

Think about it from a candidate’s perspective. They might be scrolling through dozens of job listings on Indeed, Reed or Totaljobs during their lunch break. Your advert has seconds to catch their attention, reassure them that the role is right for them, and motivate them to apply.

Research consistently shows that candidates make quick decisions about whether a role is worth pursuing based on how an advert is written. If your advert is vague, cluttered with corporate jargon, or missing key information like salary, many strong candidates will simply move on.

According to ACAS, job adverts should be clear, accurate, and free from discriminatory language. Beyond compliance, clarity is simply good recruitment practice. The more clearly you communicate what you need, the more likely you are to attract candidates who genuinely fit the role.

What the Research Tells Us

92%	92% of UK job seekers say salary information is important Source: CV-Library / UK Recruitment Surveys candidates are far more likely to apply when salary is shown upfront.

300–700

Ideal advert length: 300–700 words Source: Indeed & Hays, adverts in this range receive significantly more applications than longer ones.

30%↑	Adverts with clear job titles get up to 30% more clicks Source: Indeed Research, generic titles like ‘Superstar Wanted’ dramatically reduce application rates.

3.  The Ideal Structure of a Job Advert

A well-structured job advert answers the five questions every candidate is asking:

• What is the job?
• Where is it based and how much does it pay?
• What will I actually be doing?
• What kind of company is this?
• Am I the right person, and how do I apply?

The sections below are arranged to answer each of these questions in a logical, scannable order. Use this as your template every time you write a job advert.

4.  A Simple Template for Writing a Job Advert

Work through each section below. You do not need to write more than a few sentences per section, brevity and clarity will always outperform length and jargon.

Section 1 The Role

This is the most important section. Candidates decide within seconds whether to keep reading, so lead with the essentials.

• Job Title: Use a clear, searchable job title that candidates will actually type into job boards. Avoid internal jargon or made-up titles like ‘Guru’ or ‘Ninja’. Instead, write ‘Marketing Manager’, ‘HGV Driver’, or ‘Senior Accountant’.
• Location: Be specific. ‘Based in Exeter city centre with free parking’ is far more useful than ‘South West England’. If the role is hybrid or remote, say so clearly, it is one of the most searched-for filters on job boards.
• Salary: Include it. Always. Research from CV-Library found that around 92% of UK job seekers consider salary information important when deciding whether to apply. Even if you have flexibility, give a range. ‘Competitive salary’ is widely regarded by candidates as a red flag, not a selling point.
• Key Responsibilities: List four to six core duties. Use plain language. Bullet points work well here. Focus on what the person will spend most of their time doing, not every possible task they might ever perform.

Section 2 Benefits

Benefits are increasingly important to candidates, particularly in a region like the South West where quality of life, work-life balance, and flexibility often matter as much as salary.

• Flexibility: If you offer hybrid working, flexible hours, or condensed weeks, say so prominently. This is now one of the most influential factors in candidate decision-making.
• Pension: Mention your pension contributions, even if they are standard. Many employers forget to list this.
• Training and Progression: Candidates, especially those earlier in their careers, want to know they can grow. Even mentioning ‘opportunities for development’ is better than saying nothing.
• Other perks: Free parking in a town or city centre, wellness benefits, team events, or extra holiday days are all worth including if you offer them.

Section 3 About the Company

Candidates want to know who they would be working for. This section does not need to be long, but it does need to be authentic.

• Short overview: What does your business do, and how long have you been trading? A sentence or two is enough.
• Culture and values: What is it actually like to work there? Are you a close-knit team? Do you value autonomy? Are you growing quickly? Be honest, candidates who apply based on false expectations rarely stay.
• Why work here: Think about what genuinely makes your business a good place to work, and say it plainly. Candidates in the South West often value being part of something local and purposeful.

Section 4 Essential and Desirable Criteria

This is the section most employers get wrong. Listing 15 or 20 requirements does not raise the quality of applicants it reduces the number of them, often discouraging strong candidates who do not tick every box.

Research published by Harvard Business Review found that men tend to apply when they meet around 60% of the criteria, whereas women often wait until they meet 100%. An overly long requirements list therefore has an unintended discriminatory effect.

Instead, split your criteria clearly:

• Essential: The skills and experience the person absolutely must have to do the job safely and effectively.
• Desirable: Skills that would be helpful but which you could teach or develop.

Aim for no more than five to six essential criteria. This simple change typically improves both the volume and quality of applications.

Section 5 How to Apply

Make it easy. A surprising number of applications are lost simply because the instructions are unclear or the process feels too burdensome.

• State clearly how to apply, email, online form, or phone call.
• Include a deadline if one exists.
• Tell candidates what to submit, CV only, CV and cover letter, or a completed application form.
• Consider adding a named contact where possible. ‘Send your CV to Sarah at jobs@yourbusiness.co.uk’ feels more human than a generic inbox.

5.  Expert Tips for Writing a Better Job Advert

Beyond the template, these practical tips will give your advert the best possible chance of performing well:

• Keep it concise.

Aim for 300 to 700 words. According to Indeed’s research, adverts in this range consistently outperform longer ones. Candidates are time-poor and respond better to clarity than comprehensiveness.

• Use plain, searchable job titles.

Job titles drive search visibility on platforms like Indeed and Reed. If candidates are not searching for the title you have used, they will never find your advert. Avoid internal naming conventions or aspirational titles that nobody actually searches for.

• Avoid unrealistic requirements.

If you are hiring for an entry-level role, do not ask for five years of experience. If you genuinely need someone with specific qualifications, include them, but be honest about what is truly essential versus what would just be nice.

• Be transparent about salary.

The days of ‘salary on application’ are largely over. Job seekers in 2024 and beyond expect and deserve this information upfront. Hiding salary wastes everyone’s time and may simply push candidates toward an employer who is more open.

• Be honest about the role.

It is tempting to make a job sound more exciting or straightforward than it is. Resist this. Candidates hired under false pretences leave quickly, and the cost of early attrition, both financial and in management time, is significant.

6.  Common Job Advert Mistakes to Avoid

Even experienced employers make these errors. Here is what to watch out for:

• Copying and pasting the full job description.

A job description is an internal management document. A job advert is a marketing document. They are not the same thing, and they should never be the same document.

• Listing 20 or more requirements.

This overwhelms candidates and reduces applications. Fewer, more focused criteria will attract better-matched applicants.

• Omitting salary information.

As noted above, this is one of the single most significant reasons strong candidates choose not to apply. Even a salary range is better than nothing.

• Using vague job titles.

Titles like ‘Team Member’, ‘Key Holder’, or ‘Operations Champion’ are difficult to search for and provide no clarity about the actual role. Use the industry-standard job title whenever possible.

• Writing in corporate jargon.

Phrases like ‘self-starter with a passion for excellence’ or ‘dynamic and results-driven professional’ are clichés that carry no meaning. Write like a human talking to another human.

• Forgetting the candidate’s perspective.

Too many adverts focus entirely on what the employer wants. Remember to also communicate what the candidate will get, the benefits, the growth opportunity, and the culture.

7.  Example Job Advert Template

You can copy and adapt the format below for any role in your business. Replace the italicised sections with your own content.

JOB ADVERT TEMPLATE   Job Title [Job Title] — [Location]   Salary and Hours £[X,000] – £[X,000] per annum | [Full-time / Part-time] | [Permanent / Fixed Term] [Hybrid / Office-based / On-site] — [any flexible working arrangements]   The Role Briefly introduce the role in 2–3 sentences. What is the purpose of the position, and how does it contribute to the business?   Key responsibilities include:   •  [Core duty 1]   •  [Core duty 2]   •  [Core duty 3]   •  [Core duty 4]   About Us 2–3 sentences about your business, what you do, and why it is a great place to work. Keep it honest and specific.   What We Are Looking For Essential:   •  [Must-have skill or qualification]   •  [Must-have experience]   •  [Any regulatory requirement, e.g. driving licence, DBS check]   Desirable:   •  [Preferred skill or experience]   •  [Any qualification that would be advantageous]   Benefits   •  [Salary / pay details]   •  [Pension]   •  [Flexibility or remote working]   •  [Training and progression]   •  [Any other perks]   How to Apply To apply, please send your CV [and a brief cover letter] to [name] at [email address] by [closing date]. Interviews will be held during the week of [date]. If you have any questions before applying, feel free to call us on [phone number].

8.  Before You Post: A Final Checklist

Before you click ‘publish’, take five minutes to review your advert against this checklist:

• Have you used a clear, searchable job title?
• Is the salary included, or at minimum, a salary range?
• Is the location clear, including any remote or hybrid arrangements?
• Have you listed only five or six essential criteria?
• Is the advert between 300 and 700 words?
• Have you written about what the candidate will gain, not just what you need?
• Are the application instructions simple and clear?
• Have you proofread for spelling, grammar, and clarity?

Final Thoughts

Writing a great job advert does not need to be complicated. It simply requires clarity, honesty, and a willingness to think from the candidate’s perspective.

In a region like Devon, Cornwall and the wider South West, where the talent pool can be smaller than in major cities, the quality of your job advert matters even more. A well-crafted advert does not just attract more candidates. It attracts the right ones, saving you time, money, and the headache of a poor hire.

Use the template and checklist in this guide as your starting point. Review your previous adverts with fresh eyes. And remember: your job advert is your employer brand in miniature. Make it count.