The vast majority of people in employment have, at some point, applied for a job. And if you've applied for a job, you'll know how difficult it can be to understand a job advert. Not only because many adverts are poorly written – but because it requires both experience and training to interpret what is actually meant. It's also not uncommon to be left with a feeling that reality didn't quite match expectations.
Actually, one in five people who have started a new job say it was worse than they expected. This is not just a problem for the candidate – it's a breach of trust and a risk for the business. And the reason? We who are hiring are too poor at providing good information – and it starts with the job advertisement.
In this article, I will share three concrete steps you can take to improve your job advertisements – steps that we at MeyerHaugen have been teaching since 2018 through the course «How to Write Effective Job Advertisements».
- Capture attention with an introduction that means something
The classic introduction to a job advert starts like this: «XX AS is a leading company within Y. We are now looking for a new Z.» It's informative, but also boring and unengaging. Think about how we evaluate the introduction to an application – why don't we set the same standard for the adverts we write?
Instead, we should start by answering the most important question for the job seeker: Why should this job exist? What will this person contribute? What is the purpose of the role in the bigger picture?
Use storytelling. Tell a story about what the business wants to achieve and what role this position plays in that. For example: «As we now look to elevate our customer journey to a new level, we need someone who can set the direction for our entire digital presence.» It's more engaging than a flat job title – and it helps candidates understand why the job matters.
- Stop making claims – rather, show what you mean
«Exciting job responsibilities», «good working environment», «good development opportunities» – these are classic phrases we see in almost all job advertisements. The problem? They are just claims. And what is exciting for you is not necessarily exciting for me.
Instead of saying that the tasks are exciting – describe what they actually involve. Let the candidate assess for themselves whether it's exciting. What does «good development opportunities» mean in practice? Are there courses, mentoring programmes, a career ladder?
This change is about giving the reader control back. By describing, rather than judging, you provide more credible and relevant information – and increase the accuracy of who you attract.
This is about moving from «we say» to «we show». Don't say it's a good working environment – give examples of how it feels in everyday life. What do you do together? How do you collaborate? How do you support each other?
- Write for the candidate – not just for yourself
Many job advertisements are written solely from the employer's perspective. We list requirements, qualifications, and expectations as if the candidate should approach with cap in hand and prove their worth. The result is a self-centred and un-inclusive tone.
You'll get much further with a more human approach. That doesn't mean you shouldn't set expectations – but you can do so in a way that invites, not excludes.
Consider this example:
«We expect you to be organised.»
Better: «We believe structure is an important characteristic for success in the role.»
Best: «If you are a person who likes structure, we believe you will thrive with us.»
The difference is significant – both in tone and effect. The latest version helps the candidate identify with the role, rather than feeling assessed and judged.
In summary: Three high-impact actions
To write better job advertisements, you don't need to revolutionise everything you do. You can start with three steps:
Begin with meaning – Show why the role exists and why it matters.
Look, don't tell Hæver floskler og påstande. Skildrer, hvad der faktisk sker.
Candidate-friendly – Invite rather than instruct.
By making these adjustments, you will not only get more applicants – you will attract the right applicants. And you will give a more realistic expectation of what the job actually entails.
It is both good recruitment and good employer branding.
