More than a vacancy: Rethinking the humble job ad

TL;DR: Most job ads fail because they’re generic and disconnected from brand and culture. Today’s candidates want more than duties, they want purpose, flexibility, and growth. Great ads tell a story, reflect real culture, and connect on a human level. But even the best ad needs a strong employer brand behind it to truly work. 

We’ve all seen them: copy-paste job ads listing duties, bullet points, and the promise of a “competitive salary.” In a market where it's easier than ever to hit apply and just as easy to fire off a generic job ad, you might find yourself sifting through applications but still struggling to find the right people. 

It might look like a pipeline problem. Chances are, it’s a messaging one and often, a brand one too. 

Job ads are your shop window 

Think about how brands engage you as a consumer. Before you buy, you’ve been nudged, inspired, reassured. You’ve seen the story, understood the value, maybe even pictured yourself in it. 

A job ad is no different. 

It’s not just the top of your recruitment funnel, it’s how your brand sells the opportunity to your potential next hire. Your first shot at relevance, connection, and trust. 

What makes a great job ad? 

• Show what the company stands for, not just what it does. 
  Bring your values to life with real examples. Instead of listing them, talk about how they show up in day-to-day work. 

• Make culture feel real. 
  Skip the buzzwords. Describe what it’s actually like to work there, how the team operates, what kind of people thrive, how success is measured. 

• Let candidates hear it from the team. 
  A short quote from someone in the role or a quick story about why they joined can go a long way. It adds authenticity and makes the ad feel more human. 

• Show where the role could lead. 
  Candidates care about growth and development. Mention what they’ll learn, how they’ll be supported, or what doors this role could open for them. 

Recent ZEIL search data reinforces that the most common queries aren’t about job titles, they’re about lifestyle fit: job type (full-time, part-time) and work style (remote, hybrid, on-site) top the list. Candidates are filtering for culture, too, with high interest in benefits like birthdays off, four-day workweeks, dog-friendly offices, and family-friendly policies. Make sure they’re highlighted and focused on what makes the role unique. 

We’re seeing similar trends in HainesAttract’s candidate data. Of the 400+ professionals recently surveyed many in senior technical and leadership roles 68% are either actively looking or open to new opportunities. Among those living overseas, 65% are planning to move countries for work. Their motivations? Quality of life, meaningful career development, and a stronger sense of purpose. 

In other words: today’s jobseekers aren’t just looking for work. They’re looking for a life that works. 

But even the best job ad doesn’t work in isolation. 

Recruitment marketing needs to reflect the full funnel: awareness, consideration, and conversion. Job ads are tactical, but their effectiveness is amplified if your brand has already done the work to build familiarity and trust. 

Let’s move beyond the bullet points 

Great job ads look more like marketing copy than HR forms. They spark curiosity. They help people see themselves in the role. They speak to both head and heart. 

So the challenge is this: 
Are your job ads just filling space, or are they building connection? 
Are they converting the talent you need, or just collecting clicks? 

Because the best job ads don’t work alone, they work because your brand has already shown up, told a story, and made your value clear.  

Practical tips - start today: 

• Of course call your friendly teams at HainesAttract and Zeil  

Take one live job ad and rewrite the intro to hook people, ditch the duties, lead with what makes the role and team stand out. Make them want to read more.