Before you post your next job opening, try this simple test:

Read your job ad as if you were a candidate in the market. Be honest with yourself. Would you feel compelled to apply? Would you be excited about this opportunity?

If the answer is anything less than a confident yes, you're likely missing out on the talent you want to attract.

‍

The Job Ad Problem

Most job ads read like internal HR documents or a list of chores.

They typically include:

• ✅ Responsibilities
• ✅ Requirements
• ✅ Vague references to culture

But here's the truth: top talent already have jobs. They're not desperately scanning job boards. They're being selective, looking for opportunities that genuinely excite them.

And most career sites are not kept up to date or present what really matters to candidates.

‍

What Job Ads Usually Look Like

Let's be honest about what most job descriptions contain:

A laundry list of tasks: "Responsible for managing projects, coordinating with stakeholders, preparing reports, attending meetings, maintaining documentation..."

Generic requirements: "Bachelor's degree required, 5+ years experience, strong communication skills, ability to work in a fast-paced environment..."

Vague culture statements: "We're a dynamic, innovative company with a collaborative culture and exciting growth opportunities..."

None of this tells a candidate why they should care. None of it answers the questions they're actually asking.

‍

What Top Talent Actually Want to Know

Top talent are likely to already have a job. They look for:

Meaning - Why does this work matter? What impact will I have?

Clarity - What does success actually look like in this role? What challenges will I face?

Challenge - Will this stretch me professionally? Is there room to grow?

Reason to join you - What makes this opportunity special compared to staying where they are or joining your competitor?

They want to know:

• Why this role matters to the business - Not just what tasks they'll do, but why those tasks matter
• What kind of person thrives here - Not just who can complete the work, but who genuinely enjoys it
• How this opportunity shapes their career and life - What they'll learn, how they'll grow, where this could lead

‍

The Questions You Should Ask Before Publishing

Before you go live with your next job ad, ask yourself:

Does it show why this role matters to the business? Can a candidate understand the impact they'll have, not just the tasks they'll complete?

Does it speak to the kind of person who'll thrive here—not just tasks to do? Have you described the qualities and mindset that lead to success, not just technical requirements?

Would I be intrigued enough to hit 'apply'? If you were qualified and in the market, would this ad make you excited to learn more?

Where and how are we presenting this information? Is it buried on an outdated career page, or is it prominently featured where candidates will actually see it?

Is there room to level up? Does the role offer growth, challenge, and development—or is it just a static set of responsibilities?

‍

What Makes a Job Ad Actually Work

Great job ads do three things:

1. Tell a Story

They explain the context: why this role exists, what problem it solves, and how it contributes to the bigger mission. Stories engage people in ways that bullet points never will.

2. Speak to Aspirations

They address what candidates want for their careers, not just what you need from them. The best job ads help candidates envision their future, not just their daily tasks.

3. Create Clarity and Honesty

They're transparent about challenges, expectations, and culture. They help the right people self-select in and the wrong people self-select out—saving everyone time.

‍

Real Examples: Generic vs. Compelling

Generic approach: "Seeking experienced Marketing Manager to develop and execute marketing campaigns. Requires 5+ years experience, bachelor's degree, strong analytical skills."

Compelling approach: "We're building a marketing function from the ground up. You'll shape our brand voice, own our go-to-market strategy, and have direct influence on company direction. If you thrive on autonomy, love building systems from scratch, and want your work to directly impact revenue—this might be your next challenge."

See the difference? The second version tells you why the role matters, what kind of person would love it, and what makes it unique.

‍

Common Job Ad Mistakes to Avoid

1. Requirement inflation Listing every possible skill creates the impression you want a unicorn, discouraging qualified candidates who don't check every single box.

2. Corporate jargon overload "Synergize cross-functional initiatives in a dynamic environment" means nothing to candidates. Use plain language.

3. Hiding compensation Transparency builds trust. Candidates appreciate knowing the salary range upfront.

4. No personality Your job ad should reflect your company's actual culture, not sound like it was written by a robot.

5. Forgetting the 'why' You explain what and how, but never why this role matters or why someone should care.

‍

The Birdeey Perspective

At Birdeey, we help hiring managers go beyond bullet points and present roles with the depth and transparency today's candidates are looking for.

Because attraction isn't about getting more applications—it's about getting the right ones.

Our approach helps you:

• Articulate why your opportunity matters
• Describe what success looks like in meaningful terms
• Speak to the aspirations of candidates you want to attract
• Create transparency that builds trust from the first interaction

‍

The Bottom Line

If what you're saying about your job and company isn't inspiring, informative, or honest, you're likely missing out on talent.

The best candidates are evaluating you just as much as you're evaluating them. Your job ad is often their first impression—make it count.

So ask yourself one more time: Would you apply to your own job ad?

If not, it's time to rewrite it.