How to Write a Job Advertisement?

Hiring the right talent starts with a compelling job advertisement. In today’s competitive job market, a well-written job ad can attract qualified candidates, reflect your employer brand, and save valuable time in the recruitment process.

A job advertisement thus, plays a crucial role in recruitment by attracting suitable candidates and setting clear expectations. It communicates the role, responsibilities, required qualifications, and company values, helping to filter applicants effectively.

A well-crafted ad enhances employer branding and ensures a better match between the job and applicants. Yet, many employers and hiring managers still struggle with writing clear, engaging, and legally compliant job ads.

This blog post will walk you through how to write a job advertisement that stands out and delivers results. Whether you’re a small business owner, HR professional, or recruiter in the UK, you’ll learn how to structure your ad, what to include (and avoid), and how to ensure compliance with employment laws.

What Is a Job Advertisement?

A job advertisement is a formal notice by an employer that they are hiring for a particular role. It outlines the job title, duties, required qualifications, location, salary range, and application instructions. It can be posted on job boards, the company website, social media, or shared via recruitment agencies.

A job ad serves two main purposes:

• To attract suitable candidates for the role.
• To communicate your employer brand and culture.

But to achieve this, your job ad must be more than just a list of requirements—it must sell the opportunity, engage the reader, and reflect your organisation’s tone and values.

Why Writing a Great Job Ad Matters?

First impressions counts: Your ad is often the first point of contact with your future employee.

Higher quality applicants: Clear, engaging ads attract serious candidates and deter mismatched ones.

Reduced time-to-hire: A targeted ad means less time screening unsuitable applicants.

Enhanced employer brand: Professionally written ads reflect a professional company.

Step-by-Step: How to Write a Job Advertisement

1. Start with a Clear Job Title

Use a job title that is commonly understood and searchable. Avoid internal jargon or titles that are too vague or creative.

Examples: “Marketing Manager”, “Sales Executive – B2B”, “Customer Service Advisor”

Avoid terms like: “Marketing Ninja”, “Sales Rockstar”, “Customer Happiness Hero”

A clear title ensures your ad appears in relevant job searches.

2. Hook with a Strong Opening Paragraph

Your first few lines should answer: “Why should I apply for this role?”

Include:

• A brief company description
• A summary of the role
• One or two key selling points (e.g., benefits, flexibility, purpose)

Example:

“Join one of the UK’s fastest-growing fintech startups as our new Marketing Manager. Based in London with hybrid work options, you’ll lead exciting campaigns that drive real impact. We offer flexible hours, private healthcare, and the chance to grow in a dynamic team.”

Make it aspirational, authentic, and aligned with your company values.

3. Describe the Role Clearly

Outline the responsibilities and tasks involved. Be concise and structured—use bullet points for readability.

Include:

• Core duties
• Daily or weekly tasks
• Who the role reports to
• Tools or systems used

Example:

Key Responsibilities:

• Plan and execute digital marketing campaigns across email, social, and paid channels.
• Monitor performance using Google Analytics and CRM data.
• Collaborate with the product and sales teams on promotional launches.
• Manage a small team of content creators and designers.

Avoid vague phrases like “ad-hoc duties” or “varied responsibilities” without clarification.

4. List Required and Desirable Skills

Be specific about the qualifications, experience, and personal attributes required. Separate “essential” from “desirable” so you don’t discourage capable applicants.

Example:

Candidate Must Have:

• 3+ years of experience in digital marketing
• Excellent written and verbal communication skills
• Proven ability to manage campaigns from start to finish

Desirable:

• Experience in fintech or B2B marketing
• Familiarity with HubSpot or similar CRM platforms

Make sure you only list genuinely necessary skills to encourage a diverse range of candidates.

5. Include Salary and Benefits (If Possible)

Transparency boosts trust and applications. Even a salary range is better than leaving it out.

Include:

• Salary or salary band (e.g., “£30,000–£35,000 DOE”)
• Bonus or commission (if applicable)
• Benefits: pension, remote work, training, holidays, wellness support

Example:

Salary: £30,000–£35,000 per annum + performance bonus
Benefits: 25 days holiday, pension scheme, remote-first working, and £500 annual training allowance

In the UK, employers are increasingly expected to include this information due to the growing emphasis on pay transparency.

6. Highlight Company Culture and Values

Candidates want to know who they’ll be working with and why it matters.

Briefly describe:

• Company mission or vision
• Team culture
• Diversity and inclusion commitment
• Remote/flexible working policies

Example:

We believe in creating a workplace where everyone can thrive. We’re proud of our inclusive, feedback-driven culture and are committed to supporting your growth through ongoing learning and flexible working arrangements.

7. Explain the Application Process

Outline what candidates need to do to apply and what the next steps are.

Include:

• How to apply (e.g., CV + cover letter)
• Deadline (if applicable)
• Number of interview rounds (optional but appreciated)
• Contact details for queries

Example:

To apply, please send your CV and a short cover letter to [email address] by [closing date]. Shortlisted candidates will be contacted within one week to arrange a video interview.

Job Advertisement Template

Here’s a complete example template you can customise:

Job Title: Content Marketing Executive
Location: Remote (UK-based)
Salary: £28,000–£32,000 per year + benefits

About Us:
At ABC Tech, we’re on a mission to make technology simpler for businesses. As a fast-growing SaaS startup, our tools are already helping over 10,000 users—and we’re just getting started.

The Role:
We’re looking for a creative and analytical Content Marketing Executive to lead our inbound strategy. You’ll create compelling content, manage SEO, and work closely with sales to generate qualified leads.

Key Responsibilities:

• Write and optimise blogs, whitepapers, and case studies
• Manage our editorial calendar
• Conduct keyword research and implement SEO strategies
• Collaborate with the design team on branded content

Requirements:

• 2+ years of content marketing experience
• Excellent writing and proofreading skills
• Familiarity with WordPress, Google Analytics, and SEO tools

Nice to Have:

• Experience in B2B SaaS
• Knowledge of email automation tools like Mailchimp or HubSpot

What We Offer:

• £28,000–£32,000 per annum depending on experience
• 28 days holiday (plus bank holidays)
• Flexible hours and fully remote work
• Private healthcare and wellness support

How to Apply:
Send your CV and a portfolio of 2–3 writing samples to careers@ABCtech.co.uk. Applications close on 20 July 2025.

Legal Considerations in the UK

Writing a job ad also comes with legal obligations under the Equality Act 2010 and other employment regulations.

Dos:

• Use gender-neutral language
• Welcome applications from all backgrounds
• Ensure criteria relate directly to the job

Don’t:

• Specify age, gender, or ethnicity preferences
• Use phrases like “recent graduate” or “native English speaker” unless justified
• Include discriminatory language, even unintentionally

Example:

“We welcome applicants from all backgrounds and are committed to creating a diverse and inclusive workplace.”

Some Tips for Better Results

• Use plain English: Avoid jargon and overly technical terms.
• Format for mobile: Many applicants view ads on their phones.
• Be concise: Aim for 500–800 words to hold attention.
• Optimise for keywords: Use relevant job titles and industry terms.
• Promote on the right platforms: Use industry-specific job boards as well as general ones like Indeed, Reed, and LinkedIn.