Are your job adverts putting off applicants?

You only have one opportunity to make a good first impression. When it comes to hiring, a potential candidate will form an opinion of what it would be like to work at your organisation before they even set foot in your office for an interview – it’ll happen when they’re reading your job advert and deciding whether to apply for the role. What you include – or choose to leave out – in a job advert can make or break the quality of applications you receive, ultimately resulting in either a smooth-sailing or challenging hiring process.

According to a recent 2024 report surveying nearly 11,900 professionals, valuable insights have emerged about what job seekers prioritize in job adverts and what might discourage them from applying altogether.

Most job seekers won’t apply without salary information

There are several valid reasons why some organizations choose not to include salary ranges in their job advertisements. For instance, it could lead to dissatisfaction among current employees if they find their pay lower than that of a newly advertised role. Additionally, disclosing the range may encourage some candidates to aim for the upper limit, even if their experience aligns more with the lower end, leading to unrealistic salary expectations.

“85% of jobseekers wouldn’t consider applying to an organisation that didn’t state the salary within the job description.”

However, phrases like “competitive salary” and “dependent on experience” likely won’t cut it for most jobseekers. In fact, according to the research, the vast majority (85%) wouldn’t even consider applying to a role that doesn’t include the salary in the job description. This suggests that the potential risks of being transparent about compensation are far outweighed by the benefits. In a skills-short market where competition for top talent is intense, you could face significant challenges attracting suitable candidates if you’re only appealing to a small 15% of the talent pool.

Clear career prospects are paramount to most candidates

When evaluating job opportunities, personal and professional growth is a top priority for many jobseekers. It’s crucial that your job advert highlights the role’s development potential, or you risk missing out on top talent. In fact, if there’s no clear indication of a career path, only around 11% of professionals would consider applying, with another 16% unsure. Meanwhile, nearly three-quarters (73%) wouldn’t even consider the role.

Some organisations wait to discuss career plans and progression until the interview process is underway, rather than mention it in their job advert – though evidently most candidates won’t stick around long enough to find out if that’s the case. While interviews are a great time to go into more detail about job prospects, it’s still important to include a summary of the role’s trajectory in your job advert to maximise your applications.

For example, how quickly can a potential employee expect to see a promotion if they’re performing well? Would there be any future plans for further responsibilities?

Include information that applicants will seek on your website

Aside from the job itself, compensation and potential for growth, an applicant also wants to know what kind of organisation they would be working for – beyond just the industry it falls into. Many candidates care about working for an organisation that ‘does the right thing.’

It’s likely that your company website already showcases your organisations’ positive contributions to the environment and community, but it may be worth mentioning these in your job advert and linking to any relevant webpages on your website. Why? According to our findings, 62% of professionals wouldn’t consider applying to an organisation that didn’t have a public commitment to corporate social responsibility (CSR).

Having a commitment to diversity, equity and inclusion (DE&I) is also important to most candidates, with almost three-quarters (72%) of professionals saying they wouldn’t consider applying to a company that failed to show this. Including this information on your job advert can help to immediately present your organisation as one that cares about DE&I, rather than applicants having to search through your website for information.

The right job advert can attract the right candidates

A job advert is your first opportunity to tempt high-calibre candidates to apply for your role. As the job market battles skills shortages and fierce competition for top talent, a simple description of the job responsibilities just won’t cut it for the majority of jobseekers. Salary information, career prospects, and a public commitment to CSR and DE&I are among the most important for applicants.

Looking for more guidance on how to effectively advertise your role? Connect with one of our consultants for tailored advice on attracting top talent for your positions.