What to include in your job advert to attract top talent

As many employers continue to battle skills gaps, candidate shortages and heavy competition for job applicants, it’s becoming increasingly more important to ensure that your job adverts are working as hard as they can. Getting it right can not only increase your chances of attracting the most sought-after talent, but it can also make your hiring processes a much smoother endeavour all round and make it more likely that you’ll secure a successful hire. A job advert plays a significant part in attracting new employees to join your organisation, which is why it should include more than just a description of the role itself – after all, it’s your chance to make the best first impression on potential candidates, ultimately enticing them to apply.

Hiring processes can be time-consuming, so you may be tempted to cut corners – perhaps by quickly copying and pasting sections of the job description and using that as your advert. However, a rushed job advert that lacks certain information could result in you receiving few relevant applications and lead you down the path of a tricky hiring process.

In our latest What Workers Want: When Applying for Jobs 2024 Report, which received over 1,000 responses from professionals, we explore what’s important for potential candidates to see in a job advert, and what would deter them from applying.

Salary transparency is a must-have for most jobseekers

If you’re not including salary information in your job advert – perhaps opting for a description of ‘competitive’ instead – then you could be drastically reducing your potential talent pool. In fact, our research found that the vast majority (82%) of professionals wouldn’t consider applying to a role that didn’t provide salary information.

Most employees – both new and existing – value salary transparency. Often, organisations opt to not advertise the salary in fear of it giving existing employees visibility and potentially opening a can of worms, but it may be worth revisiting so you don’t lose out on the best talent. Another concern that may be cited by employers for not stating the salary at application stage is that it could give jobseekers more power when it comes to negotiating, as they’re already aware of the budget for the role. However, it’s instead advised manage expectations during the interview process based on their level of experience, as the likelihood of immediately discounting so many applicants certainly outweighs any potential risks in this instance.

Also, with organisations in Ireland having to comply with the EU Pay Transparency Directive by June 2026 – which will mean employers will have to indicate the pay range prior to interview and won’t be permitted to ask applicants for details of their pay history – it may be best to get ahead of these legislative changes by adhering to them now.

Professionals value clear career development plans

Having a view of a prospective employer’s investment in personal development and a clear indication of what to expect in terms of career progression is important for most candidates. Without proof of investment in personal development, a mere 9% of professionals said they would apply to an organisation, while 13% remain unsure. A job advert that lacks guidance about career development opportunities draws in similarly meagre results, with only 10% of professionals saying they would consider submitting their application, while 12% are uncertain.

To ensure your job advert is effective in attracting the right calibre of candidates, you should detail plans for progression and growth, including possible career paths, timelines, and any financial support available for training and qualifications.

Candidates want to know an organisation’s Employee Value Proposition (EVP)

What are the unique selling points of your organisation? What value do you bring to your employees? What do your current workers enjoy about your company culture? When considering applying to an organisation, these are some of the questions candidates will be asking themselves about your workplace.

Most professionals want to understand an organisation’s Employee Value Proposition (EVP) before committing to a job application. In fact, our research found that over two-thirds (68%) of workers wouldn’t apply to a role without this information, hence why it’s important to showcase this in your job advert. After all, the hiring process isn’t just an opportunity for candidates to highlight their strengths to you; it’s also a chance for you to prove why you would be a good employer to work for.

As the competition for top talent remains fierce, ensuring your job advert doesn’t fall short of expectations can help you to attract the most sought-after candidates. It’s clear that jobseekers want to see more than just a simple job description, so taking the time to include more detail in your job advert could be the difference between hiring someone adequate or brilliant for your vacancy.

For more guidance about what job applicants want to see from your job advert, and other valuable insights, request your copy of our What Workers Want: When Applying for Jobs 2024 Report.