In today’s competitive job market, attracting the right talent is more challenging than ever. Businesses are in a constant race to find skilled individuals who can drive growth and fit seamlessly into their teams. However, many companies are unintentionally sabotaging their own efforts by writing job advertisements that read more like an unattainable wishlist than a genuine invitation.
This outdated approach, focused on rigid "requirements" and "must-haves," is not only a major deterrent for top talent but is also a significant barrier to building a diverse and dynamic workforce. Instead of describing the perfect candidate who likely doesn't exist, it's time to shift your focus to the skills that a successful person in the role will actually use.
This guide will walk you through the pitfalls of the traditional job ad and show you how to write compelling, skills-focused descriptions that attract the best candidates—not just the ones who tick every box on a long, intimidating list.
For years, the standard job ad has been a laundry list of qualifications: "Must have a degree in X," "Requires 5+ years of experience in Y," "Proficient in Z software." While these criteria may seem logical on the surface, they create several critical problems that limit your talent pool.
1. It Discourages Diverse Talent: A report by LinkedIn found that women tend to apply for a job only if they meet 100% of the listed requirements, while men will apply if they meet just 60%. While this is a broad generalization, it highlights a common psychological barrier. Highly qualified candidates from underrepresented groups, who may not have followed a traditional career path, often see a long list of requirements and disqualify themselves before they even have a chance to show what they can do. You are not only missing out on them but also reinforcing a hiring bias you may not even know you have.
2. You Get a Smaller Applicant Pool: By listing a dozen "must-haves," you are automatically excluding a vast number of talented individuals who possess the core competencies you need but might lack a specific, non-essential qualification. For example, a star candidate with a decade of proven success in marketing might be overlooked because they don't have a specific marketing degree, even though their real-world experience is far more valuable.
3. It Fosters a Rigid Company Culture: The tone of a job ad sets the first impression of your company. An ad that demands a perfect candidate can make your business appear rigid, bureaucratic, and unapproachable. Today’s top talent is looking for a workplace that values adaptability, growth, and innovative thinking. Your job ad should reflect that dynamic culture, not a stale, checklist-driven one.
4. It Confuses 'Desirable' with 'Essential': Hiring managers often include qualifications that are merely "nice-to-have" in the "essential" section. For instance, is a master's degree truly required to perform the job, or is it a preference? Is 10 years of experience a must, or could a candidate with 5 years of exceptional experience be a better fit? This confusion makes it difficult for you to identify what you actually need, leading to a muddled recruitment process.
The skills-first approach flips the script. Instead of focusing on a candidate’s past, it focuses on their future potential. By describing the skills needed to succeed in the role, you open the door to a wider, more diverse, and more talented group of applicants.
1. Focus on the 'Why,' not Just the 'What': Your job ad should not just list duties; it should describe the impact the new hire will have. What will they achieve? How will their work contribute to the company's mission? For example, instead of "Responsible for managing social media accounts," try "Drive engagement and build our community across social media platforms." This shift in language is more motivating and clearly communicates the value of the role.
2. Value Transferable Skills: In a rapidly changing world, transferable skills are more valuable than ever. A candidate from a completely different industry might bring a fresh perspective and innovative ideas. Instead of asking for "Financial services experience," consider asking for "Demonstrated ability to manage complex budgets and present data clearly." This focuses on the core ability, not the industry context.
3. Use Inclusive and Encouraging Language: Review your job ad for any language that might inadvertently discourage certain applicants. Avoid jargon and acronyms that are specific to your industry, as they can confuse and alienate candidates from other sectors. Instead of "Ninja-like developer," use "Collaborative and skilled developer." This simple change can make a huge difference in the diversity of your applicant pool.
Ready to transform your recruitment? Follow these practical steps to write a job ad that attracts top-tier talent.
1. Define the Core Competencies: Before you write a single word, sit down with your team and identify the 3-5 absolute essential skills needed to succeed in the role. Differentiate between "essential" and "desirable."
Essential Skills: These are the non-negotiables. The person absolutely cannot do the job without them. (e.g., "Must be able to write and edit clear, compelling copy.")
Desirable Skills: These are the "nice-to-haves" that would be a bonus. (e.g., "Familiarity with SEO principles is a plus.")
2. Write with Action Verbs and Purpose: Use strong verbs to describe the responsibilities and impact.
Instead of: "Requirements: 5 years experience in project management."
Try: "You will be responsible for managing projects from conception to completion, communicating progress to stakeholders, and ensuring deadlines are met."
3. Paint a 'Day-in-the-Life' Picture: Help candidates visualize themselves in the role. Describe what a typical day or week looks like.
"On a typical day, you might collaborate with the marketing team on a new campaign, analyze data from our customer feedback forms, and present your findings to the leadership team."
4. Showcase Your Company Culture and Benefits: The best candidates are looking for more than a job; they’re looking for a place where they can thrive. Your job ad should sell your company as a great place to work.
What makes your team unique?
What is your company's mission?
What are the benefits (flexible hours, professional development, a supportive work environment)?
To make this advice concrete, let's look at an example.
Traditional, 'Wishlist' Ad:
Senior Marketing Manager
Must have a Master's degree in Marketing.
10+ years experience in a similar role.
Proven track record in B2B marketing.
Highly proficient in HubSpot, Salesforce, and Google Analytics.
Expertise in SEO, SEM, and content strategy.
Ability to manage a team of 5+.
Skills-Based, 'Skills-First' Ad:
Marketing Manager We’re looking for a passionate and strategic Marketing Manager to join our growing team. You’ll be responsible for developing and executing marketing campaigns that drive brand awareness and generate leads.
What You’ll Be Doing:
Developing and implementing innovative marketing campaigns.
Mentoring and guiding a small but dedicated marketing team.
Analysing campaign data to inform future strategies.
Collaborating with sales and product teams to align on goals.
Skills That Will Make You Successful:
A strong strategic mindset and the ability to turn data into actionable plans.
Excellent communication and leadership skills.
Experience in creating and managing multi-channel marketing programmes.
A desire to learn and adapt to new technologies and market trends.
(Desirable) Prior experience with marketing automation tools like HubSpot or Salesforce is a plus.
The second ad is not only more inviting but also broadens the potential talent pool. It focuses on the core abilities and potential, rather than a rigid list of past experiences.
The Great Reshuffle has shown us that the best talent is no longer looking for a job; they’re looking for a purpose. Your job ad is your opportunity to show them that your company is a place where they can find it. By moving away from an exclusive, checklist-based approach and embracing a skills-first mindset, you’ll not only attract a more diverse and skilled pool of candidates but also build a stronger, more resilient company.
Ready to find your next great hire? Post your job for free on MyJobsi.co.uk today and start writing for skills, not for wishlists.
