As we step into 2025, businesses everywhere are gearing up to attract people to join their company. Whether you're in the digital, marketing, or tech industries, one thing remains: great talent doesn’t come knocking on your door unless you give them a compelling reason to.
Yet, for so many hiring managers and companies, the first impression candidates get - the job advert - is boring, outdated, and ineffective.
Let’s be honest: most job adverts suck.
This New Year, it’s time to change that.
In this blog, we’ll break down exactly why most job adverts fail and provide actionable strategies to fix them. If you’re ready to attract the best talent in digital and marketing, keep reading.
Why Most Job Adverts Fail
1. They’re Written Like Job Descriptions
Most job adverts are nothing more than a long, dull list of responsibilities and requirements. "Optimize SEO strategies," "Manage email marketing campaigns," and "Analyse performance metrics" aren’t exactly inspiring candidates to apply.
Job adverts and job descriptions are not the same thing. FACT.
Job descriptions are internal documents - functional, detailed, and boring. Job adverts are external-facing. Their purpose is to sell the role and your company to candidates.
If your job ad reads like an internal HR document, you’re turning candidates off before they even consider applying.
2. They’re Packed With Buzzwords
You’ve seen them. You’ve probably written them: "We’re looking for a rockstar!" "Join our fast-paced team!" "Be a self-starter with a can-do attitude!"
These phrases don’t mean anything to candidates. They’re filler. Worse, they make your advert blend in with every other mediocre job post out there.
3. The First Few Lines Are a Snooze Fest
You’ve got about three seconds to grab a candidate’s attention. If the opening lines of your job ad are generic - “We’re a leading company in digital marketing” - you’ve already lost them. Don't get me started on "award winning".
Top candidates don’t waste time reading ads that don’t hook them immediately.
If your ad doesn’t shout, “This is the role you’ve been waiting for,” you’ve lost them.
4. They Focus Too Much on the Company’s Needs
While it’s important to convey what your business is looking for, great job adverts also emphasize what the candidate will get out of the role. Remember, you're not the only one trying to get your digital and marketing recruitment right. Most ads fail to answer the key questions top candidates are asking:
Why should I care about this job?
What’s in it for me?
How will this role help me grow?
If your job ad doesn’t answer these questions, you’re not just losing great candidates—you’re driving them straight to your competitors.
How to Fix Your Job Adverts in 2025
Now that we’ve identified the problems, let’s talk solutions. Here are three actionable strategies to make your job adverts stand out and attract top-tier digital and marketing talent.
1. Stop Writing Job Ads Like Job Descriptions
The Fix: Write your ad like a pitch, not a manual. Focus on what the candidate will achieve, not just what they’ll do day-to-day.
Example Before:
Responsible for managing the company’s social media accounts.
Example After:
Own our social media strategy and turn a modest following into a thriving community of brand advocates.
What’s the difference? The second example is exciting. It shows impact. It makes the candidate feel like they’re stepping into a meaningful role where they can make a difference.
Pro Tip: Picture your dream candidate and write the ad as if you’re speaking directly to them. Use dynamic, action-oriented language to paint a picture of success.
2. Ditch the Buzzwords - Say What You Really Mean
The Fix: Be specific and transparent about what makes your workplace and this role unique.
Example Instead of:
"We’re a fast-paced team looking for a rockstar."
Say:
"We’re a small, agile team that moves quickly and has each other’s backs. If you love solving tough problems and thrive under pressure, you’ll fit right in."
Why does this work? It’s relatable and clear. It tells candidates exactly what they can expect and the type of person who thrives in this environment.
Challenge: Ask yourself, “Would I want this job if I read this ad?” If the answer is no, rewrite it.
3. Focus on the First 3 Lines—They’re All That Matter
The Fix: Hook candidates in immediately by answering these three questions:
What’s exciting about this job?
Why does this role matter to the business?
What’s in it for the candidate?
Example:
Help shape the future of e-commerce as our Digital Marketing Lead. This is your chance to take ownership of a multi-million-dollar ad budget and drive growth at a company that values creativity as much as results.
This opening line grabs attention. It’s specific, impactful, and shows exactly why the role is exciting.
Quick Exercise: Revisit your last three job ads. Rewrite the opening lines to make them more compelling. Lead with excitement, not filler.
Make Your Job Adverts Count (and nail your digital and marketing recruitment)
Your job advert is often the first impression a candidate gets of your company. Make it count. Great candidates aren’t looking for "just another job" - they’re looking for their next big move. By writing job ads that excite, inspire, and connect with your target audience, you’ll not only attract better talent but also set your company apart in a crowded market.
Need help fine-tuning your job adverts? At Digital Talent Lab, we specialise in connecting businesses with top digital and marketing talent. Our candidate-led recruitment process ensures you’re only meeting the best of the best.
Got a job advert you’re unsure about? Reach out, and we’ll give you honest feedback—no strings attached.
Ready to attract top talent? Let’s talk.
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