Don’t you just love it when a job advert doesn’t actually tell you anything?

Imagine your perfect candidate, that digital marketing unicorn you’ve been hoping to hire, reads your job advert and then decided not to apply.

You can avoid this from happening by including these 5 elements to your advert…

1. Company Overview

More and more businesses are describing themselves as ‘award-winning’ which is great, but does it actually set your company apart from everyone else? Not really.

If you’re a start-up or an industry disrupter, why not describe yourself as that? Or, if there’s already a 30-year history of strong trade, share this. Or, if you’re a FTSE100, global company, or family business, use that! Just be sure to drill down on the detail rather than using generic wording!

You might also want to offer an insight into the company culture. Whether it’s a flat structure with a highly approachable senior management team, a family business or if there’s strong corporate identity with established support and process.

2. Key Responsibilities

Queue my favourite saying… ‘Job titles mean everything and nothing!’

What may be one job in one company, could be something very different in another. This is why it’s so important job duties are included in the advert. Explaining how the role fits in the business, who it reports to, whether there’s people management or a budget to control.

By clearly stating what skills and experience are needed for the job, candidates will be clear in exactly what the role is and what is required from them to make the cut before they even apply!

3. Location, Location, Location

Identifying where your business is located is important. It allows the reader to assess whether in reality it’s commutable for them. Providing details of public transport options, the nearest train stations or if there’s access to parking could make a real difference.

Digital Marketing Unicorn

4. Salary

Adverts with details of salary are MUCH more attractive to job seekers than those not providing any. Many companies don’t like to disclose salary specifics which can be challenging, but I’d recommend including it even if it means stating a figure with a ‘from’ or ‘up to’ salary banding.

5. Benefits

Any extra bits and pieces offered by the company in addition to basic salary are benefits. These can be really appealing for a job seeker. I am not sure if they’d sway someone with zero interest to sending a CV, but they can certainly take a ‘maybe’ to a ‘definite’ application.

Benefits are evolving. There’s been a significant increase in appreciation for a better work life balance in recent years. If you’re offering good benefits, make sure you detail them in your job advert. Flexible / remote working, Netflix subscriptions, product discounts, quirky or cool workspaces are very appealing to current job seekers but so are more traditional benefits like career development, conference attendance, training, bonuses and pensions.


To sum up, a stale, HR compliant job description just isn’t going to win in the competition for candidate attention. An advert written to ‘sell’ the job will entice applications from unicorns. And we know you want that unicorn!

If you need help with your hiring or think you need the support of an experienced recruiter get in touch with clockworkTalent by either calling 02037514108 or emailing me, Natasha on hiring@clockworktalent.com.