Hiring is expensive. From the time it takes to advertise and shortlist, to the money spent on recruitment software or agencies, every misstep in the process adds up. But one of the most overlooked causes of a poor recruitment outcome lies at the very start: your job ad.

We often talk about candidate red flags, but what about the red flags in your job description that are quietly turning away your most ideal applicants? If your job ads aren’t delivering the quality of candidates you’re hoping for, or worse, attracting no one at all, your copy might be the culprit.

Let’s break down why your job advert might be doing more harm than good, and how to fix it without overhauling your entire hiring process.

1. You’re Asking for Too Much, Too Soon

One of the most common mistakes in job ads is listing unrealistic or bloated requirements. We’ve all seen them: “Entry-level position. Must have 5 years of experience.” That alone can be enough to send talented, confident candidates scrolling past.

When job ads are packed with excessive qualifications, they disproportionately discourage highly capable applicants, particularly women and underrepresented groups, who tend to only apply when they meet 100% of the criteria. By contrast, some of your best hires may be those who meet 70% but are eager and quick to learn.

How to fix it:
Break your job requirements into “must-haves” and “nice-to-haves”. Make sure the non-negotiables are truly essential to the job. If certain skills can be taught or learned on the job, leave them out of the hard requirements. A leaner list invites more high-potential candidates to apply.

2. You’re Not Selling the Role Or the Business

It’s easy to forget that job ads aren’t just a list of tasks, they’re marketing copy. In today’s competitive job market, especially in sectors like tech, finance, and remote roles, job seekers are assessing you as much as you’re assessing them.

If your ad focuses entirely on what you want, without saying what’s in it for them, you’re missing a huge opportunity to connect with top-tier talent.

How to fix it:
Lead with your employee value proposition (EVP). What makes working at your company fulfilling or exciting? Talk about culture, flexibility, development opportunities, and the impact of the role. Start the ad with a hook, not a checklist. Think: “Tired of clocking in without making a difference? Join our mission to reshape how small businesses grow.”

3. Your Language Is Excluding Great Talent

Even when you don’t intend to, your word choices could be alienating the very people you’re trying to attract. Language matters. A job ad filled with masculine-coded words like “dominant,” “competitive,” or “aggressive” can subconsciously deter female candidates. Similarly, jargon, acronyms, or overly formal language can make your workplace feel inaccessible.

How to fix it:
Use inclusive, clear, and conversational language. Replace jargon with plain English. Use tools like the Gender Decoder to spot and neutralise biased wording. Better yet, have someone from outside the hiring team review your ad for tone and accessibility.

4. You’re Vague About Salary and Flexibility

In 2025, transparency is a key factor in attracting strong candidates. More job seekers are prioritising work-life balance, mental health, and financial security. Vague phrases like “competitive salary” or “great benefits” aren’t compelling, they’re frustrating.

And if you’re not upfront about remote or flexible working options, you’re automatically losing out on a huge talent pool that filters roles based on work style fit.

How to fix it:
Include clear, realistic salary bands, and specify flexibility options. Even a simple line like “Hybrid, 3 days in-office” or “Fully remote within South Africa” can go a long way. Don’t be afraid to be transparent, openness builds trust before a conversation even starts.

5. The Structure Is a Mess

Poor formatting can sabotage even a well-written ad. A wall of text or inconsistent structure makes it hard to read, which means fewer people make it to the “Apply Now” button.

How to fix it:
Use a clear format that includes:

• A strong introductory paragraph
  
• Bullet-pointed key responsibilities
  
• A short, digestible list of required qualifications
  
• A compelling closing statement with next steps
  

Make sure to break long paragraphs and avoid dense blocks of text. You want your ad to be scannable on desktop and mobile.

6. You’re Ignoring Employer Branding Altogether

Your job ad might be the first time a candidate hears about your company, and if your online presence or tone doesn’t match the ad, it can be confusing or off-putting. A dry, outdated ad on a vibrant company website sends mixed signals.

How to fix it:
Make sure your job ad reflects the real personality of your brand. If you’re casual and creative, let that shine through. If you’re mission-driven, lead with that purpose. Every line should feel consistent with your company’s culture and tone.

7. You’re Not Updating the Ad Based on Feedback

If your ad has been live for weeks and hasn’t pulled in quality applications, it’s trying to tell you something. Candidates might be bouncing for reasons you haven’t spotted yet.

How to fix it:
Track your ad performance. Look at click-through rates and time spent on the page. Consider A/B testing different headlines or calls to action. Most importantly, ask recent applicants or candidates what drew them in or turned them away.

The Right Talent Isn’t Ignoring You, They’re Just Not Seeing Themselves in Your Ad

Great hiring doesn’t start with interviews. It starts with words. Job ads are a company’s first handshake with talent, and first impressions count. If your ideal candidates aren’t applying, your ad might not be speaking their language.

By taking a candidate-first approach to job ad writing, focusing on clarity, inclusivity, and real value, you’ll not only attract better applicants, but also signal that you’re a business worth joining.