Most job adverts are written in ten minutes, copied from an old one, and posted everywhere. Then the business owner wonders why they got 150 applications and none of them fit.

A good advert does two jobs: it attracts the people you want, and it gently puts off the people you don't. Here's how to write one.

Start with the title

Use the words people actually search for. "Office Administrator" or "Receptionist" will be found. "Front of House Hero" or "Admin Ninja" won't.

If the role is part-time or in a specific town, add it: "Part-Time Office Administrator, Thame".

Put the salary in

Adverts without a salary get fewer and weaker applications. People don't want to apply, interview and then find out the pay doesn't work for them.

If you have a range, show it: "£25,000 to £27,000 depending on experience."

Describe the actual work

"Supporting the team with administrative duties" tells nobody anything. Be specific:

  • "Answering calls and greeting visitors"
  • "Booking appointments in our diary system"
  • "Raising invoices and chasing late payments"

When candidates can picture the job, the right ones apply and the wrong ones self-select out.

Say what's in it for them

Most adverts are a list of demands. Flip it around and include:

  • Hours and flexibility
  • Holiday and benefits
  • Training and progression
  • What it's like to work with you

Small businesses have real advantages: variety, being part of a close team, and seeing the impact of your work. Say so.

Keep the requirements realistic

Every requirement you add shrinks your pool. Ask yourself, for each one: would I really turn down a great candidate without this?

  • "Must have 2 years' experience" often puts off people who'd be excellent.
  • "Confident with Microsoft Office" is usually enough. You don't need to list every program.

Split your list into essential and nice to have.

Tell people what happens next

End with how to apply and what to expect, for example: "Send your CV by Friday. We'll reply to everyone within a week, and interviews will be the following Tuesday."

It sounds small, but it makes you look organised and respectful, and it's what good candidates notice.

A template you can copy

[Job title], [town], [salary] · About us: two lines on what you do and why it's a good place to work. · What you'll do: four to six specific tasks. · What we're looking for: three or four essentials, plus nice-to-haves. · What you'll get: hours, holiday, benefits, training. · How to apply: what to send, the closing date and when you'll reply.

Want us to handle it for you?

At Bridge Gap Recruitment, I help small and mid-size businesses across Oxfordshire, Buckinghamshire and the Thames Valley find office, admin, customer service and sales staff. We write the advert, sift the applications and screen every candidate, so you only meet people worth your time.

Our fee is a flat 10% of the first year's salary, only once your new starter begins. Tell us about the role and I'll come back to you personally.