The world of work has fundamentally changed. What was once a niche benefit is now a standard expectation, and the UK has quickly become a remote-first nation. For employers, this new landscape presents a massive opportunity to tap into a wider, more diverse talent pool. However, it also means that simply stating a role is "remote" is no longer enough to stand out.
To attract top talent, your remote job ad must do more than just list duties; it needs to be a compelling invitation to a new way of working. It must address the unique concerns and desires of modern professionals who are actively seeking a career that offers flexibility, trust, and a strong culture—all from the comfort of their home office.
This guide will walk you through how to write a remote job ad that not only gets noticed but also convinces the best candidates that your company is the right fit for them.
The shift to remote work in the UK has been swift and profound. According to recent studies, a significant majority of British employees now favour a hybrid or fully remote working model. This isn’t a temporary trend; it's a permanent evolution of the workplace.
For employers, this brings clear advantages:
Wider Talent Pool: You are no longer restricted to candidates who live within commuting distance of your office. This allows you to hire the best person for the job, regardless of whether they live in London, Manchester, Edinburgh, or a rural village in Wales.
Reduced Overheads: The move to remote work often leads to savings on office space, utilities, and other related costs, which can be reinvested into employee benefits or growth initiatives.
Increased Diversity: Remote work can attract a more diverse range of candidates, including parents, carers, and individuals with disabilities, who may face barriers to traditional office-based roles.
However, a crowded market of remote opportunities means that your job ad is your most important tool for attracting attention. A generic ad will get lost in the noise. A compelling ad will make a candidate stop scrolling and take notice.
A successful remote job ad needs to be a carefully crafted narrative that paints a clear picture of what it’s like to work for your company.
The first thing a candidate sees is the job title. It needs to be precise and include keywords they are likely to search for.
Avoid ambiguity: Don't use internal jargon or overly creative titles. A "Digital Marketing Guru" is less effective than a "Remote Digital Marketing Manager."
Use the right keywords: Include terms like "Remote," "Work from Home," "UK-based," or "Hybrid" in the title. This immediately tells the candidate that the role meets their search criteria.
The company introduction is your chance to make a human connection. Don't just copy and paste the "About Us" section from your website.
Highlight your mission and values: What problems do you solve? What impact do you have on the world? Candidates today want to work for a company whose values align with their own.
Describe your remote culture: Briefly mention your experience with remote work. Are you a remote-first company? Do you have an office, but employees are free to work from home? Be specific to manage expectations from the start.
While a list of responsibilities is necessary, a great remote job ad focuses on the impact the successful candidate will have.
Use active language: Instead of "Responsible for managing social media accounts," write "You will lead our social media strategy to drive engagement and brand growth."
Describe a typical day: Give a glimpse into what the role actually entails. For a remote role, this is especially important as candidates can't simply observe the office environment. Mentioning a daily stand-up call or a weekly team-building session helps them visualise the experience.
This is perhaps the most critical element. In the UK, salary transparency is a key differentiator, especially for remote roles.
Provide a clear salary range: Candidates often skip ads that don't list a salary. By providing a competitive range, you save both yourself and the candidate time.
Justify the range: If the salary has a wide range, explain why. For example: "The salary for this role is £35,000 to £45,000, depending on experience."
What makes a remote job ad truly compelling is its ability to address the unique needs and concerns of remote workers.
Be extremely clear about the remote working policy.
Remote Policy: Is it fully remote, remote-first (meaning remote is the default, but an office is available), or hybrid (a set number of days in the office)?
Geographical Constraints: Clearly state if the candidate needs to be based in the UK. This prevents applications from unqualified candidates and saves time. For example: "This is a fully remote role, but candidates must be based and have the right to work in the United Kingdom."
Candidates are naturally concerned about feeling isolated in a remote role. Your ad must show that your company has a thriving remote culture.
Communication Tools: List the tools your team uses for communication and collaboration (e.g., Slack, Microsoft Teams, Asana). This shows that your company is prepared for a remote-first model.
Social & Wellness Initiatives: Mention virtual team lunches, wellness challenges, or other non-work-related activities. This demonstrates that you actively work to build a sense of community.
Asynchronous vs. Synchronous Work: Explain your approach to work. Do you value uninterrupted deep work (asynchronous), or are you a company that thrives on live, collaborative sessions (synchronous)? This helps candidates find a culture that matches their work style.
Standard benefits are expected. A great remote ad includes benefits tailored to a home-based work environment.
Home Office Allowance: Offer a budget for a comfortable chair, a new monitor, or other equipment.
Internet/Utility Stipend: A small contribution to a candidate’s internet bill shows you care about their remote setup.
Wellness and Mental Health: Highlight access to mental health services or wellness apps. Remote work can be challenging for mental well-being, and this benefit shows that you are a supportive employer.
Finally, here are a few key pitfalls to avoid:
Being Vague About the Remote Policy: An ad that says "Flexible" without defining what that means is a red flag. Is it one day a week or is it fully remote? Be specific.
Failing to Mention Salary: This is the quickest way to have your ad ignored. Be transparent and competitive.
Using American Terminology: For a UK audience, use terms like "CV," "holidays," and "company car," not "resume," "vacation," or "company vehicle." A local touch goes a long way.
Copy-and-Paste Descriptions: A generic job ad shows a lack of effort. Take the time to tailor each ad to the specific role and its unique challenges and opportunities.
In the modern remote-first UK, your job ad is no longer just a list of requirements; it's a window into your company culture and values. By crafting a compelling, transparent, and remote-specific job ad, you will not only attract a wider pool of talent but also find the dedicated and motivated professionals who are ready to thrive in this new way of working.
A great ad is an investment in finding the right person for your team. Start crafting your compelling remote job ad today and discover the talent that's waiting to join you.
