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How to write an effective job advert that attracts the right people

Guide to Writing a Search Engine Optimised (SEO) Job Advert

Introduction

A clear, well structured job advert helps you reach more of the right candidates and makes every job credit work harder . It also showcases your organisation, culture and benefits so people can picture themselves working with you.

A strong job description that uses the right keywords is essential for helping people find and apply for your roles on s1jobs and jobs24 . Job seekers search by job title, skills and location, so adverts that reflect those terms clearly are more likely to appear in their results and attract relevant candidates. To give your vacancy the best chance of being seen, repeat the main job title and key skills several times throughout the advert in a natural way, weaving them into your opening paragraph, responsibilities and requirements rather than forcing them into a list.

1. Start with a clear job title

A straightforward job title helps candidates and search engines understand the role quickly.

  • Use common titles candidates actually search for, such as “Sales Manager” or “Software Engineer”.

  • Avoid internal jargon and grades, for example use “Customer Service Advisor” instead of “Level 3 Product Expert”.

  • Do not phrase the title as a question and avoid vague wording such as “Superstar wanted”.

2. Make your opening paragraph work hard

Your first few lines should tell candidates what the job is, where it is based and why it matters.

  • Summarise the role, team and impact in two or three sentences.

  • Include location and working pattern such as office based, hybrid or fully remote.

  • Mention one or two standout benefits or aspects of your culture to encourage people to read on.

3. Use relevant keywords naturally

Smart search tools and job boards look for keywords to match your job with suitable candidates .

  • Include the main role title and specialism a few times throughout the advert in natural sentences.

  • Add important skills and technologies, for example “Sage payroll”, “PHP” or “B2B marketing” where relevant.

  • Avoid cramming long lists of keywords that make the advert hard to read.

4. Describe the role clearly

Candidates want to understand what they will do day to day and what success looks like .

  • Use a short paragraph plus bullet points for key responsibilities.

  • Focus on outcomes as well as tasks, for example “You will lead a small team to deliver month end reporting” rather than only “Produce reports”.

  • Keep sentences short and use active verbs such as “manage”, “support”, “deliver” and “lead”.

5. Set out skills and experience

Clarity here reduces unsuitable applications and helps the right people feel confident to apply .

  • Separate essential and desirable requirements so candidates can judge their fit.

  • Focus on what is genuinely needed rather than a long wish list.

  • Where experience can be gained in different ways, say so, for example “Experience may be gained through paid work, volunteering or study”.

6. Highlight benefits and work culture

A strong benefits and culture section helps your job stand out and supports your employer brand .

  • Outline your core benefits such as pension scheme, bonus, annual leave, enhanced family leave and any flexible or hybrid working options.

  • Mention professional development opportunities, for example funded qualifications, training sessions or mentoring.

  • Describe your work environment in concrete terms, such as collaborative teams, supportive management or modern offices close to transport links.

  • Include any wellbeing support you offer, for example employee assistance programmes, mental health resources or paid volunteering days .

  • Add a short, specific statement on your values and commitment to inclusion, and invite applications from people with diverse backgrounds and experiences.

You can also use your s1jobs or jobs24 Company Profile to showcase your brand story, photos and video which will link to your job adverts for extra impact.

7. Be transparent about pay and location

Clear, honest information builds trust and improves response quality.

  • Include a salary or realistic salary range wherever possible.

  • Add the town or region and state whether the role is on site, hybrid or remote.

  • If there is regular travel, shift work or weekend working, explain this simply so there are no surprises later.

8. Finish with a simple call to action

Tell candidates exactly what to do next and what to expect.

  • Use a direct instruction such as “Apply now with your CV” or “Click Apply to send us your CV and a short cover letter”.

  • If you have key dates such as closing date or interview week, include them.

9. Review and refresh your adverts

Regularly reviewing your adverts helps you stay competitive and fill roles faster.

  • Check live vacancies every week and update responsibilities, requirements or benefits as needed.

  • If a role is hard to fill, consider tweaking the title or opening paragraph and using featured or sponsored job ads to stand out and boost visibility on s1jobs and jobs24.

  • Use your application insights to see which adverts perform best, then apply those learnings to future roles.