Job ad guide: How to attract top candidates

Top candidates are moving faster than ever and chances are you’ve felt the sting of missing out. As the competition for top talent gets harder, and the time top candidates spend on the market gets shorter, posting an average job ad isn’t going to cut it anymore. 

If you want to attract the perfect candidate, your job ad needs to be perfectly aligned to your business and the role. It needs to grab their attention, spark interest and give them a reason for them to want to join. 

But if the job ad isn’t up to scratch? You could watch your perfect candidate exit out of the tab as quickly as they opened it. 

Creating the perfect job ad is easier said than done, especially for you’re ramping up for a period of recruitment. We’re breaking down everything you need to craft a standout job ad, from all the essentials you can’t forget to include, to all the extras that will inspire the right candidates to click apply. Let’s get to it.

What is a job ad?

Think of your job ad as your business’s elevator pitch to your future employees, followed by an invitation to step in. It should showcase what you stand for as a business, as well as paint a picture of what it would be like working with you.

When done well, a job ad should be clear, engaging and just that little bit inspiring. You want to spark interest and curiosity in potential candidates, while clearly setting out the requirements of the role. It should outline the personality, values and culture of the business, as well as the location, skills, experience and perks. 

It’s your first (and sometimes only) chance to stand out in the crowded jobs market, attract the right talent that aligns with your goals and secure them before someone else does. 

The key elements of a standout job listing

A strong job ad doesn’t need to be over-the-top or fancy, but it does need to be clear, informative and engaging. Here are the non-negotiables for every job listing that will help attract the right people, while setting clear expectations from the start.

Job description and duties

This is arguably the most critical part of the job ad, where you outline the responsibilities of the role. To avoid confusion, we suggest keeping it simple, specific to the role and free from any industry jargon. 

Outline the key responsibilities in dot points, who the role reports to and how it contributes to the business goals. When writing the responsibilities, consider outlining the day-to-day tasks, as well as any other teams they may be working closely with.

Need a helping hand to get started? Download our job description template here.

Employee benefits and perks 

Let’s talk perks, because your candidates definitely are. Be upfront about all those little extras that could help sweeten the deal when it comes time for them to sign on the dotted line. 

Do you offer any standout perks like an annual budget for professional development? An epic bonus scheme? Access to an Employee Assistance Program (EAP)? Or even an allowance to set up your remote working space?

These are all things that make top candidates take notice, and have the potential to tip the scales in your favour when it comes down to them making a final call between you and a competitor.

Employee skills requirements (and nice to haves)

List the essential skills, qualifications and experience required for someone to be successful in the role. We suggest breaking it up into two sections; one section outlining the essential skills, and the other outlining the ‘nice to haves’. 

With this structure, you can attract candidates that are genuinely interested and qualified for the role, while also encouraging people who don’t fulfil all of the criteria to still apply for the role.

Working hours and location

Before applying for a role, candidates need to know where the role is based and where they’ll be required to work from. 

Include details about work location and whether it’s in-office, hybrid or remote. You should also include the hours of work and clarify if the role is shift-based. 

Privacy policy 

Be upfront about how you’ll be handling personal information from applicants. Include a link to your privacy policy and outline the key parts of how their information will be handled or used. 

Inclusive language 

It’s important to use language that welcomes everyone to apply for the role. Steer clear of gendered terms, and corporate jargon that can feel exclusive or confusing. Make sure the tone is inclusive and accessible, and encourages people of all backgrounds, ages, genders and abilities to apply. 

Reminder: Your job ads need to comply with relevant employment laws in Australia. Download our hiring compliance guide for everything you need to know.

An example of a good job ad

At Employment Hero, we like to think our job ads are top-tier. Here’s an example of an ‘Assistant Account’ job ad from our careers page, with all the key sections broken down below. 

Why is the ‘Assistant Account’ role considered a ‘good’ job ad?

Gives a clear introduction to Employment Hero: The ad starts with a snapshot of what we do, our history and a brief insight into the business they’d be joining. It also states that it’s a remote role.

It then moves on to highlight Employment Hero’s culture “The EH Way”: It highlights our unique workplace culture like being mission-driven, remote-first, and AI-enabled, which helps attract like-minded talent.

It provides a general overview of the role: Key stakeholders and working relationships are defined, as well as general duties and skills required. 

And outlines detailed role responsibilities: Specific tasks are outlined clearly, so candidates understand what they’ll do day-to-day and how they’ll contribute.

It also goes into detail about specific skills and qualifications the successful candidate might have: The ideal qualifications and soft skills are clearly listed, helping candidates self-assess their suitability. The inclusion of study options (CA/CPA) makes it welcoming for those still progressing their career.

It highlights cool perks and benefits: The ad shares remote work, industry-leading tools, share options, and unique benefits like subsidised elective egg freezing and generous parental leave.

It uses inclusive language, has details on the privacy policy and a final call to action: The ad encourages people of all backgrounds to apply, includes a link to the privacy policy, and has a clear call to action “Apply for this job”.

How to attract the best talent to your job ads (and get them to apply)

Attracting top talent starts with writing job ads that speak directly to what candidates care about, and making it easy (and exciting) for them to apply. But there are a few other things you can do to move them towards the apply button.

Offer career progression and professional development opportunities

Top performers want to grow in their role, which is why it’s so important to highlight how your company supports learning and career development. 

Whether it’s through mentorship opportunities, personalised training programs, access to an annual professional development budget, or internal mobility, these are key things top candidates are looking for.

Offer true flexibility 

A culture of flexibility can be a massive drawcard for candidates. When your workplace culture is built on trust, shared values, and the freedom to do great work no matter where or when that is, you create an environment where people truly love to be.

Be upfront about what flexibility looks like in your business, whether it’s remote-first, hybrid, or flexible hours. True flexibility helps people balance work with life, and shows that you trust your team to get the job done, their way.

Highlight your company culture

What’s it actually like to work at your company? This is a chance to let your workplace personality shine and bring the team experience to life. 

Use a section in your job ad to give a glimpse into your values, team vibe, and what you stand for as a business. Candidates want to know what it’s really like to work at your company, and can often be the deciding factor if a candidate has multiple offers on the table. 

Whether it’s regular team catch-ups, an async work schedule, or regular lunch and learns, let your workplace culture lead the way. Be descriptive here and give examples that get candidates excited about being a part of your rituals. 

Offer benefits that people actually want

When it comes to employee benefits, one size does not fit all. 

By offering a range of benefits that are unique, meaningful and reflective of a modern workforce, you’ll entice potential candidates to learn more. And the right benefits can set you apart from the competition. 

Think beyond the traditional perks like office snacks or casual Fridays. What people really value today are benefits that support their wellbeing, growth, and life outside of work. 

If you really want to create standout employee benefits, consider going back to basics and creating a robust Employee Value Proposition (EVP) with our template. 

A standout job ad is the key to attracting top talent 

Writing a great job ad is one of the smartest moves any employer can make when it comes to filling roles with the right candidates. When your job is advertised well, it helps job seekers find you in their search and encourages the right applicants to apply. 

Taking the time to write a clear, detailed ad that addresses skills, qualifications, hours required, and benefits sets you up ahead of the competition. Remember, the better your job ad, the better your chances of finding candidates who’ll grow with you. 

Get your job ads in front of the right people with Employment Hero

Building a great job ad, along with a candidate experience that attracts the right people takes time and requires the right tools. But you don’t have to do it alone. 

Our Employment Operating System streamlines your entire hiring process, from attracting candidates to interviewing, right through to onboarding. Our range of in-built templates empowers you to create clear, compelling job ads that bring the right people onboard. 

Plus, our Applicant Tracking System (ATS), expert HR advice, and a range of AI-powered hiring tools, means you can spend less time on hiring admin and more time building a team that drives your business forward.

Want to see what our powerful recruitment solution is all about? Try our free hiring tool and tap into work-ready candidates today.