How to Write Job Ads That Attract Top Talent

For SMEs and non-profits, attracting the right talent really matters. The first step in attracting the right candidates is writing a compelling job advert. 

A well-written job ad not only explains the role but also showcases your organisation's culture, values, and mission which can set you apart from larger competitors.

If you’re struggling to get the right applicants or find your job postings aren’t generating enough interest, hopefully these tips will help you write job ads that resonate with top talent.

1. Start with an Engaging Job Title

The job title is the first thing candidates see, so it needs to be clear and relevant:

• Avoid overly creative titles like “Data Ninja” or “Marketing Guru”—these can confuse candidates.
• Use straightforward titles like “Digital Marketing Specialist” or “Finance Manager”.
• Include keywords that candidates are likely to search for.

This doesn't have to be your "internal" job title, you need to ensure that your advert reaches the right audience. You can still include the Titel in the advert description but use something generic to attract candidates with the right skills and experience.

2. Include Clear Salary and Benefits Information

Transparency about pay and benefits saves time for both you and candidates. Job adverts that don't display a salary can receive at least 20% less applicants.

• Include a salary range if you want a bit of flexibility.
• Highlight non-monetary benefits like flexible working, training opportunities, or generous holiday policies.
• For non-profits, mention benefits like meaningful work, community impact, or opportunities to develop skills.

Example:

• Salary: £30,000 - £34,000 (depending on experience).
• Benefits: 25 days annual leave, hybrid working options (2 days per week), and ongoing training support.

If you have a really good benefits package / perks available to everyone, be sure to mention it all.

3. Keep It Concise and Easy to Read

Job seekers scan postings quickly, so make your job advert is easy to digest:

• Use short paragraphs and bullet points to break up text.
• Avoid jargon and use clear, inclusive language.

Tip: Use tools like readability checkers to ensure your job advert is clear and accessible.

4. Open with a Strong Introduction

Start with a brief but impactful overview of your organisation and the role:

• Highlight your mission and the impact your organisation makes.
• Explain how it contributes to your goals.
• Include one or two key benefits that make you stand out, such as flexible working or growth opportunities.

Example: “Join our passionate team at [Organisation Name], a non-profit dedicated to empowering local communities. We’re looking for a Communications Manager who will play a key role in growing our impact and sharing our story with the world.”

5. Be Clear About Responsibilities

Candidates need to understand what the role involves, but this doesn’t mean listing every single task. Instead:

• Focus on the 5-7 most important responsibilities.
• Use bullet points for readability.

Example:

• Develop and execute a social media strategy to increase engagement.
• Collaborate with fundraising teams to create impactful donor communications.
• Manage external communications, including press releases and newsletters.

6. Focus on the Skills That Matter Most

Avoid overwhelming candidates with an unrealistic list of requirements. Instead:

• Separate essential qualifications (must-haves) from desirable skills (nice-to-haves).
• Focus on skills that are truly necessary for success in the role.
• Highlight transferable skills where applicable to encourage diverse candidates to apply.

Example:

Essential:

• 3+ years of experience in communications or marketing.
• Excellent written and verbal communication skills.

Desirable:

• Experience in the non-profit sector.
• Knowledge of graphic design tools like Canva.

Make sure when screening applications that you focus on the essential criteria first.

7. Showcase Your Organisation’s Culture and Values

SMEs and non-profits often have unique cultures that resonate with candidates looking for purpose-driven work. Use the job description to:

• Highlight your values, such as teamwork, innovation, or community impact.
• Share what makes your workplace special, like flexible hours or a supportive environment.
• Include a short sentence about your mission and why it matters.

Example: “At [Organisation Name], we believe in collaboration, creativity, and making a difference. You’ll be part of a small but dynamic team that values ideas and encourages professional growth.”

8. End with a Strong Call to Action

Finish with clear instructions on how to apply:

• Provide a simple application process (e.g., send a CV and cover letter).
• Include a deadline to create urgency.

Example: “To apply, please send your CV and a short cover letter outlining why you’re perfect for this role by [date]. We look forward to hearing from you!”

Final Thoughts

Writing an effective job advert is about balancing clarity, enthusiasm, and purpose. For SMEs and non-profits, showcasing your culture, and values can make all the difference in attracting candidates who truly align with your goals.

Remember - to keep the candidate in mind when writing your adverts - it's not all about you and what you want!

At Key Appointments, we specialise in helping SMEs and non-profits write compelling job adverts that attract top talent. Contact us today to learn how we can support your recruitment needs.