Why your job ad is your most important recruiting tool

Despite social media ads, videos and sophisticated recruiting funnels, one thing still holds true: Most applicants first encounter your company through an online job ad. If they don’t find what they are looking for (or if the information fails to convince them) they often drop out of the process early. This is exactly why a job posting remains your calling card and a central channel for employer branding. A strong job ad deepens initial interest, provides clarity and forms the basis for a well-informed application decision. In times of talent shortages, mobile-first usage, and high comparability, a well-written ad becomes a key recruiting skill. With a thoughtful job ad, you not only attract the right candidates, but also boost your employer brand and save time and effort in the recruitment process. This article guides you through each step.

1. Define your target profile and responsibilities 

Before you start writing, gain clarity: who exactly are you looking for? Define the target profile (candidate persona) and the specific scope of the role. What are the key responsibilities? Which qualifications and soft skills are truly essential? Consider which requirements are mandatory and which are nice to have. This helps you stay realistic and prevents you from unnecessarily excluding suitable candidates.

2. Communicate your employer value proposition

Why is it worth working at your company? What makes your culture special? Why should someone work for you? What defines your company culture? What benefits, development opportunities or working models do you offer? Especially in a competitive job market, talent wants to know what to expect. Show personality and authenticity – without exaggeration. What makes you stand out as an employer belongs clearly and visibly in your job ad. Clearly articulating your employer promise also lays the foundation for your Employer Value Proposition (EVP) – the core message by which you position yourself in the talent market.

3. Structure and content – how to build a strong job ad

A good job ad is easy to scan, well-organized, and quickly digestible. An ideal structure might include:

• Job description: Department, role, team, responsibilities 
• Job title: Possibly with subtitle including workload, start date, remote option 
• Tasks: Max. 5–7 bullet points, active voice, focused on relevance and unique aspects 
• Requirements: Clear and realistic. Skip the “unicorn profile” – focus on what matters. 
• What you offer: Benefits, growth, purpose, flexibility 
• Company description: Short, concrete, incl. industry, positioning, and culture 
• Location: Include map if possible, mention if remote is available 
• Contact: Who can answer questions?
• Process: What does the application process look like and which steps are planned? This creates transparent expectations.

End with a clear and simple application method – the best option is a user-friendly online form.

4. Language, tone, and keywords

Address your target group directly and on equal footing. Avoid empty phrases and stay specific. Use the search terms candidates actually type in – that boosts your visibility on Google and job boards. Quick SEO tip: Use clear, conventional job titles, e.g., “HR Business Partner 80–100% (m/f/d)” rather than “People Champion”.

5. Mobile first – your ad must work on the go

Most people search for jobs via smartphone or tablet. So your job ad must be mobile-optimized - from layout to application form. No endless scrolling, clear calls to action, simple forms, file upload via phone, no media breaks - start on mobile, finish on desktop.

Remember: A good candidate experience starts here.

6. Use visuals & strengthen your employer brand

A picture is worth a thousand words – also in recruiting. Use authentic photos, short videos, or team testimonials to offer a real glimpse into your culture. But make sure your visuals are high quality and relevant – no generic stock photos in stiff suits, but real imagery that fits your brand.

7. Final check & publication

Before going live, ask yourself:

• Is the text easy to read and understand? 
•  Does the tone match the target audience? 
•  Are all facts accurate and complete? 
•  Have you included relevant keywords? 
•  Does it work on mobile? Run a quick test on your device to make sure your ad looks and works great everywhere.

Conclusion: A great job ad opens the door to the right talent

A strong job ad is much more than a routine task – it’s the starting point for a positive candidate experience and a powerful tool to boost your employer brand. The clearer, more authentic, and mobile-friendly your ad is, the better your chances of reaching candidates who truly fit. Want to take your job ads to the next level?