A good job advert does two things: it helps the right people recognise themselves in it, and it makes applying feel easy. For small and local employers, where every hire matters, getting the advert right is often the difference between a handful of strong applicants and an inbox of poor matches. Here’s how to write one that works.
Use a job title people actually search for
Job seekers search for familiar titles, so use the one they would type: “Chef de partie”, “Care assistant”, “Electrician”, “Receptionist”, “Barista”. Avoid internal titles (“Guest happiness hero”) or vague ones (“Team member”). If the role has a level or speciality, include it: “Senior sous chef”, “Part-time bookkeeper”, “Apprentice plumber”.
Keep the title to the job itself. Put the pay, hours and location in their own fields rather than cramming them into the title.
Be precise about location
Local applicants want to know exactly where they’d be working and how they’d get there. Give the town or village, and ideally the area or postcode. If the role involves travel, say where and how much: “Based in Burgess Hill, with visits to sites across Mid Sussex.” Mention it if:
- there’s parking on site, or the workplace is near a station or bus route
- the role is hybrid or remote, and how many days a week people are expected in
- early or late shifts make public transport difficult, so a driving licence is needed
Show the pay
Including the salary or hourly rate is one of the most effective things you can do. Many people won’t apply for a job that doesn’t say what it pays, and a clear figure saves you time on applicants whose expectations don’t match.
- Give a figure or a realistic range, such as “£12.50–£13.50 per hour” or “£28,000–£32,000 a year”.
- Say whether tips, service charge, overtime or commission are on top, and how they work.
- Make sure the rate meets at least the National Minimum Wage or National Living Wage for the applicant’s age, and check the current rates on GOV.UK when they change each April.
Be clear about hours and contract
Say what kind of job it is — full-time, part-time, temporary, seasonal, an apprenticeship — and what the hours look like in practice: “30 hours a week over four days”, “weekends essential”, “school-hours shifts available”. If hours vary, say so honestly. Flexible working is a big draw for many people, so if you can offer it, put it near the top.
Describe the job, not just the company
Applicants want to picture a normal day. Start with a short, plain description of the role, then list:
- What you’ll do — the main tasks, in order of importance.
- What we’re looking for — the skills and experience that are genuinely essential. Keep this list short. Long lists of “essential” requirements put people off, particularly people who could learn the rest on the job.
- What we offer — holiday allowance, training, staff discounts, meals on shift, pension, career progression. Specific benefits are more convincing than “competitive package”.
Then add a sentence or two about your business — what you do, how big the team is, and what it’s like to work there.
Keep it fair and lawful
Job adverts must not discriminate, directly or indirectly, on the grounds of age, disability, sex, race, religion or belief, sexual orientation, gender reassignment, marriage or civil partnership, or pregnancy and maternity — the protected characteristics in the Equality Act 2010. In practice:
- avoid words that suggest an age or sex, such as “young and energetic”, “recent graduate” or “strong man”
- only ask for qualifications or experience the job really needs
- if a requirement is genuinely necessary, such as a driving licence or a DBS check for work with children, explain why
- offer to make adjustments to the application process for disabled applicants
If you need specific advice, Acas has free guidance for employers on recruitment.
Make applying easy
Every extra step loses applicants, especially people applying on their phones during a break. Tell people exactly how to apply and what to send:
- apply online with a CV, or a short message if they don’t have one
- include a phone number if you’re happy for people to call
- give a closing date, or say that you’ll review applications as they arrive
- tell people what happens next, such as a trial shift or an interview, and roughly when
Then reply to everyone who applies, even briefly. Local reputations travel fast, and candidates who are treated well tell their friends.
Check it before you post
Read the advert on your phone. Is the pay visible without scrolling? Would someone who has never heard of your business understand the job? Have you included the location, hours, contract type and how to apply? Ask a member of your team to read it too — they’ll spot anything that doesn’t sound like the job they actually do.
Post it where local people look
On Go Sussex, your advert gets its own page on the Sussex jobs board, with clear fields for pay, hours, location and how to apply. Each page is marked up in the format search engines use for job listings, including Google’s job search. Applicants can apply directly, and their details come straight to your business account. You can post a job from your business account — each advert runs for 30 days from approval.