Nearly half of Romanian employees plan to change their current job by 2025, 22.6% aim to secure a higher salary, 11.5% want the option to work remotely, and 4.3% intend to start a professional retraining course, according to a November 2024 study conducted by one of Romania’s largest job platforms, ne
The first step in attracting talent is transforming job ads into compelling messages and a sales pitch. Here’s what you need to do to create job ads that attract candidates effectively.
How to meet candidates’ expectations in job ads
How Job Descriptions Should Be Crafted to Attract Candidates in 2025
Job descriptions shouldn’t just be informative. Think of them as the first impression you make on candidates because, in 2025, talent will prioritize companies that align with their personal and professional goals. Here’s how you can leverage this:
Display the salary: According to the Society for Human Resource Management (SHRM), 4 out of 5 job seekers consider salary the most important aspect of a job posting, followed by the benefits package.
Highlight career development opportunities: Candidates want to know if they’ll be able to expand their knowledge and skills in the new role. Use the job description to showcase learning opportunities, career paths, and mentorship programs. According to Forbes, 46% of Millennials and 42% of Gen X consider development opportunities the second most important element of their work, after salary.
Promote flexibility: 80% of employees consider flexibility when evaluating job offers. Flexibility is no longer a perk for candidates—it’s an expectation. Mention what flexibility means in your company: hybrid or remote work styles? The ability to choose their work schedule, a shorter workweek, more vacation days, or even mental health days?
Showcase the purpose of the job: What role does the company play in society? Is its purpose clear?
Highlight leadership style: Candidates often check review sites to learn more about the work environment and managers. They want to know if the company has ethical leadership, which you can address in job postings.
Support for emotional well-being: The World Health Organization (WHO) states that 12 billion workdays are lost every year due to depression and anxiety, costing $1 trillion annually. Considering these figures, it’s clear that people are dealing with emotional challenges caused by economic conditions, and personal, and/or professional factors, and they want to know that their employer cares about their emotional well-being.
ANSWER THE KEY QUESTION: WHY SHOULD THEY CHOOSE YOU?
Candidates need to understand why they should leave their current job in favor of the one you’re offering. A compelling job description answers the question, “What’s in it for me?” from the start. This could mean highlighting benefits, exciting projects, or initiatives that support work-life balance. Your company’s “X factor” — the element that sets you apart — must be clear and unmistakable.
YOUR GUIDE TO WRITING JOB ADS THAT ATTRACT CANDIDATES IN 2025
WRITE SIMPLE JOB ADS
Avoid jargon and meaningless words in your job titles and descriptions. Use clear and straightforward language to prevent confusion or frustration for candidates. Always review your job ads for these types of words and remove them!
WRITE SHORT JOB ADS
Don’t try to write essays or novels. No one will read the entire text. If you don’t break the content into sections with subheadings and use bullet points, candidates will lose interest and move on to another ad that’s easier to skim.
START WITH A CLEAR AND ATTRACTIVE TITLE
The first interaction a potential candidate has with your ad is the title. It should be:
- Clear: Include the exact job title and, optionally, a differentiating element such as “Remote,” “Entry-Level,” or “Senior.”
- Concise: Avoid overly long phrases or vague terms.
- Attractive: Subtly include a motivational hook, like “Join Our Innovation Team!”
Example: “Software Developer (Remote) | Work on Cutting-Edge Tech Projects”
HOW TO CREATE JOB ADS TO ATTRACT CANDIDATES IN 2025
SHOWCASE SALARY AND BENEFITS
Candidates will always want to know, “What’s in it for me?” when reading about a role and your company. Present the benefits in a conversational way that helps people feel like they are already part of the team.
CLEARLY DEFINE EXPECTATIONS
By informing candidates about the expectations in the requirements section, you can avoid situations where their expectations differ from those of the employer and reduce the number of irrelevant applications.
Candidates need to understand exactly what the role entails. Include:
- Key Responsibilities: Highlight the job tasks.
- Required Qualifications: Mention essential criteria (e.g., education, experience, technical skills), and differentiate between “mandatory” and “optional.”
- A Glimpse into Daily Tasks: Companies that provide a snapshot of the day-to-day responsibilities of a role help candidates make more informed decisions.
- Benefits: The benefits list should be clear and appealing. Include details about salary, schedule flexibility, professional development opportunities, and perks.
SPEAK DIRECTLY TO CANDIDATES
Communicate in a direct and conversational tone, addressing candidates in the second person rather than referring to “the ideal candidate.” Avoid excessive corporate jargon and use a tone that reflects your company’s personality. This makes the job description feel more personal and helps candidates feel valued.
Example:
- Avoid: “We are looking for a dynamic candidate capable of contributing to organizational goals.”
- Use: “Are you passionate about digital marketing and looking to work in a creative team? We’re seeking a specialist who can bring fresh ideas and contribute to our projects.”
SHARE INSIGHTS ABOUT THE TEAM AND PROJECTS
For instance, explain the goals of the team the candidate will join and its projects. Especially for IT roles, this approach can spark interest among the right candidates and increase the likelihood of applications.
SHARE YOUR COMPANY’S PURPOSE AND MISSION
Many job seekers are looking for more than just a job; they want a sense of purpose. Companies that clearly and inspiringly communicate their vision, mission, and purpose in job descriptions connect with candidates’ aspirations. This connection can lead to longer collaborations compared to companies that view employment purely as a transactional act.
SHOWCASE YOUR COMPANY CULTURE
Give candidates the chance to understand what your company does and evaluate if they would fit into your work environment.
Include in the job ad:
- A brief description of the company, its mission, and vision.
- Core values that define your team.
- Recent achievements or projects that reflect the company’s success.
USE AN ATTRACTIVE LAYOUT
Choose a layout and structure for the job ad that is easy to navigate. Candidates should not have to wade through endless text, struggle to find the “Apply” button or get lost in multiple pages. Incorporate attractive design elements, such as:
- Company logo
- Brand colors
- Information structured into clear sections with bullet points
.
USE TECHNOLOGY TO SIMPLIFY THE APPLICATION PROCESS
Make sure your job ad provides candidates with a pleasant experience by using the latest technologies to simplify the application process. You can include a chatbot to answer simple questions about the job and guide candidates through the next steps.
INCLUDE A CALL-TO-ACTION
Don’t forget the end of the job ad—it’s the most important part if you want to attract as many candidates as possible! Briefly give them a few reasons to apply and ensure the “Apply” button is visible.
You can also include:
- Steps in the application process
- Required documents (e.g., CV, portfolio)
- The deadline and how selected candidates will be contacted
OPTIMIZE YOUR JOB AD FOR SEARCH ENGINES (SEO)
Your ad must be easy to find online. Use relevant keywords for the position, such as “Remote Graphic Designer” or “Financial Specialist Bucharest.” Ensure the title and description include terms candidates search for most frequently.
BEST PRACTICES FOR JOB ADS IN 2025
In 2025, candidates won’t just look for a place to clock in their hours—they’ll seek an environment where they can grow. Here’s a checklist to ensure your job ads stand out:
- Use bold and inclusive language to grab attention.
- Avoid jargon—keep the tone conversational and clear.
- Highlight the impact the candidate will have in the role.
- Personalize the ad by addressing candidates directly. Instead of “The ideal candidate will…,” try “You’ll thrive in this role if…”.
MISTAKES TO AVOID IN JOB DESCRIPTIONS
Writing an excellent job description involves knowing what not to do to avoid losing great candidates before they even apply. Here are some common mistakes to steer clear of:
- Not disclosing the salary
- Creating a very long job description without subheadings or bullet points
- Being vague about job responsibilities
- Being too rigid in the requirements section regarding skills, experience, or qualifications
- Failing to proofread the ad after writing
A compelling recruitment ad combines clear information with an engaging presentation. Besides attracting the right candidates, it also strengthens the company’s employer brand. Be clear, honest, and creative to turn recruitment into a positive experience for both candidates and your team.
WORK WITH A RECRUITMENT AGENCY TO CREATE YOUR JOB ADS!
The team at BIA Human Capital Solutions has over 31 years of experience in recruitment and can support your business. We aim to give you more time for your team while finding the best solutions to attract new colleagues, even for hard-to-fill roles.
Here’s what recruitment through BIA HCS offers:
- Integrating the job profile into your company culture and defining a candidate search strategy.
- 90% of projects are completed through direct search and headhunting.
- Reduced recruitment time—some positions were filled in less than 5 business days from project start.
- Support with candidate offers and negotiations.
- Experience recruiting in various fields: accounting, construction, retail, healthcare, pharma, automotive, and architecture.
Tell us about your business and recruitment needs at biaoffice@bia.ro.
Sources:
How to Write a Job Posting That Stands Out – Harvard Business Review
Q4 Hiring Alert: Craft Job Descriptions That Will Attract Top Talent In 2025 – LinkedIn
How to Write a Good Job Description – Toggl Blog
10 Tips for Crafting Effective Job Ads – Indeed Hiring Lab
The Art of Writing Job Ads to Attract Top Talent – SHRM (Society for Human Resource Management)
Job Post Optimization for SEO: The Ultimate Guide – LinkedIn Talent Blog