How to Write a Job Ad That Actually Attracts Good Candidates in Australia

Most job ads fail before anyone reads them. They are too vague, too long, full of corporate language, or focused entirely on what the business wants rather than what the candidate gets. Here is how to write one that works.

Hiring is hard in Australia right now. Skills shortages across most industries mean good candidates have options, and they are reading job ads with a critical eye. If yours does not speak to them in the first 30 seconds, they keep scrolling.

The average time to fill a role in Australia has risen to 25 days. (ELMO HR Benchmark Report 2026) A well-written job ad does not guarantee speed, but a poorly written one almost guarantees delay.

What most small business job ads get wrong

• A job title that makes no sense outside the business (“Client Happiness Champion”)
• A list of 25 requirements when six are genuinely essential
• Three paragraphs about the company before a single word about the role
• No mention of salary or even a range
• Generic language that could apply to any business in any industry
• A closing line that says “only shortlisted candidates will be contacted”

Start with the job title

Use the title the candidate will search for. If you are hiring an accounts person, call it Accounts Officer or Bookkeeper. Not “Finance Superstar.” People search for standard job titles on Seek and Indeed, and an unusual title means your ad does not appear in the results.

Lead with what the role offers, not what you need

Most job ads are written entirely from the employer’s perspective. A better structure is to open with what the role offers the candidate: the opportunity, the team, the flexibility, the work itself. Then move into what you are looking for.

Think about it from the candidate’s point of view. They are asking: what is in it for me? Answer that question in the first paragraph.

Be specific about the role

Candidates want to know what they will actually be doing day to day. Three or four bullet points that describe the key responsibilities in plain language are far more useful than a generic paragraph about “contributing to the team’s success.”

“The best job ads read like they were written by someone who genuinely knows the role and wants the right person in it. Not like a legal document or a wishlist.”

Include a salary range

Candidates are significantly more likely to apply when a salary range is included. Most businesses resist this because they worry it limits negotiation. In practice, it saves everyone time by filtering out candidates whose expectations are not aligned.

You do not need to publish a precise number. A range of $65,000 to $75,000 plus super is enough to tell candidates whether it is worth their time to apply.

Keep the requirements list honest

Research consistently shows that some candidates, particularly women, will not apply unless they meet most of the stated requirements. If you list 15 things as essential when four of them are genuinely nice-to-have, you are filtering out good candidates before they have applied.

Be clear about what is essential and what is preferred. Keep the essential list short.

Watch your language for discrimination risk

Job ads must not discriminate on the basis of age, gender, race, disability, or other protected attributes under the Fair Work Act 2009 and the relevant state and territory anti-discrimination laws. In practice, this means avoiding language like “young and energetic,” “recent graduate,” or “native English speaker” unless these are genuine and justifiable requirements of the role. (Fair Work Ombudsman — Equal Opportunity)

End with a clear call to action

Tell candidates exactly how to apply, what to include, and what happens next. If you can, give them a sense of the timeline. “We will review applications as they come in and contact shortlisted candidates within two weeks” is simple and professional.

Jigsaw HR can help you write position descriptions and job ads that attract the right people. We also run structured interview processes so you hire well the first time.