A job advertisement is often a candidate’s first interaction with your company. It shapes their first impression of you as an employer and has a direct impact on whether strong candidates decide to apply. Although writing a job ad may seem simple, there are many small details that influence how credible and effective the advertisement appears. Here are six aspects to avoid when creating a job ad.
1. Unstyled or plain-text job advertisement
A visually appealing and well-designed job ad helps you stand out among other employers. It is part of your employer branding and conveys the image of a professional and modern company. A plain text ad can create the impression that the organisation does not invest enough in recruitment.
2. “Only selected candidates will be contacted”
Including this line in a job ad gives the impression that other applicants will receive no feedback at all. Applying for a role takes time and effort, and candidates want to feel confident that they will at least receive a response. Providing feedback strengthens the employer’s reputation and creates a positive candidate experience.
3. “The ideal candidate has high stress tolerance”
This phrase, commonly used in job ads, can mean very different things to candidates and employers. Employers often refer to someone who can handle everyday challenges, take responsibility for their mental wellbeing, live a healthy lifestyle and manage stress, recognising that stress can arise from many areas of life, not just work. Candidates, on the other hand, may interpret this as a sign that the job is inherently high-stress and that burnout may be inevitable.
4. No contact person listed
Including a specific name in the job ad gives candidates a sense of security by showing that there is a real person responsible for the recruitment process. It also creates psychological reassurance that they are applying to a workplace where human connection matters, not an anonymous system. Even in the digital age, trust and collaboration are built between people, and candidates appreciate the opportunity for a personal and human point of contact.
5. Vague definition of flexible working hours
Flexible working hours can mean very different things to different people. For some, it implies the freedom to plan their day independently; for others, it may suggest the expectation to be available during evenings or weekends. Clarify what flexibility means in your organisation.
6. Requirements that are too general
If job requirements are written too broadly, candidates interpret them in their own way. For example, if a job ad mentions a required number of years of work experience, candidates may assume it refers to general professional experience. If you are specifically looking for experience in a certain field, it is important to spell it out clearly in addition to the number of years. Clear requirements save time and help attract the right candidates.
Would you like feedback on your job advertisement?
If you want us to review your job ad and provide practical recommendations, send it to info@teamcreator.ee. We will give you tips to help you make your job ad even more effective.
