5 common job ad mistakes – and how to fix yours fast
Issue 6 — Reading time: 1.5 minutes
One quick thing before we start:
A job ad isn’t a job description.
A job description documents a role.
A job ad invites someone into it.
When job ads sound like internal paperwork, people switch off. Here are five common job ad mistakes and the fixes that make them more effective.
🤖 1. Using impersonal language
Many job ads still open with lines like:
“The ideal candidate will…” or
“The role requires the successful applicant to…”
Accurate? Yes. Engaging? Not really.
Fix it
Use direct, personal language:
“In this role, you’ll…”
“You’ll thrive here if you…”
“You’ll work closely with…”
Same information. Far more inviting.
😃 2. Sharing only the good parts
It’s tempting to focus on perks and positives. But people want to understand what the role actually feels like, including the pressure points.
Fix it
Balance the picture. Mention pace, expectations or challenges alongside growth and support. Clear context builds trust and attracts better-fit applicants.
😶 3. Being vague about what happens after they apply
Phrases like “Only shortlisted candidates will be contacted” leave people guessing, and hesitation kills momentum.
Fix it
Add a short “What happens next” section. Outline the stages, timelines and who they’ll meet. Clarity encourages action.
🤔 4. Leaving out the deadline
No deadline means no urgency. People assume they’ll come back later, and often don’t.
Fix it
Include a clear closing date. It gives the right people a reason to apply now.
😵💫 5. Saying too much
Long lists of responsibilities overwhelm readers and blur what actually matters.
Fix it
Prioritise what shapes the day-to-day experience. Shorter lists. Clear subheads. Less noise.
🥡 The takeaway
A job ad shouldn’t read like a to-do list for the already-hired.
A strong job ad invites you in and shows you around.
Over to you
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Happy holidays!