Recruiters are commonly provided with a job description (JD) as a starting point for their efforts. However, as they’ll tell you, these are not directly suitable for acquiring talent. While thorough, they are built to satisfy internal requirements, not those of the external talent market. Thus, for talent acquisition, recruiters need to convert job descriptions to job ads. But the process to convert can feel time-consuming, which means some companies just post JDs as if they were ads—and wonder why they’re not attracting the right candidates.
In a recent Datapeople workshop, From Job Descriptions to Jaw-Dropping Job Ads, industry experts demystify the importance of this step and provide a roadmap to quickly and easily turn requirement-heavy JDs into compelling job ads that candidates want to click.
Job description vs. job ad
A job description is an internal document created and used by Human Resources and Compensation teams. It’s a formal, often lengthy, inward-looking compliance-focused document that outlines the duties, responsibilities, and requirements of a role.
A job ad, on the other hand, is a talent attraction marketing tool. It’s designed to be an engaging advertisement that excites potential candidates and maximizes exposure on job boards. Think of it as a pitch for the job and your company’s culture. While the JD is the source of truth, the job ad is the public-facing version that should be clear, concise, and compelling.
Here’s why this matters: More candidates see your job ads than your company’s homepage. On LinkedIn, Indeed, and beyond, your job ads are often the very first touchpoint with your brand. Treating them like dry, internal paperwork is a missed opportunity to stand out.
Elements of a high-performing job ad
An effective job ad is all about the candidate experience. It should make it easy for the right person to find the job and feel compelled to apply. The best job ads are impossible to ignore by your target talent.
- Job Title: Clear Beats Cute
The job title is the first hook. Internal titles like Software Engineer II don’t help searchability. Overly clever titles like Customer Happiness Ninja confuse candidates. Use clear, searchable titles that match what candidates type into job boards. - Qualifications: Keep It Essential
Long lists of “preferred” qualifications don’t improve quality; they deter qualified talent and shrink your pool. The deterrence is especially pronounced with women and underrepresented groups. Stick to the must-haves. Save the “nice-to-haves” for the interview. - Soft Skills: Make Them Tangible
Generic soft skills like “great communication skills” or “excellent attention to detail” are meaningless. Instead of using a broad term that is hard to demonstrate, describe the specific actions that showcase that skill. For an engineer, this might be “experience writing clear technical documentation.” For a marketer, it could be “proven ability to present analyses to leadership.” Specificity attracts the right candidates and repels the wrong ones.
- Benefits: Lead With What’s In It for Them
Even standard benefits matter. Ads with clear benefits perform 5–10% better. A job description is typically all about what you want from the candidate. The benefits section is the first place you signal that this is a partnership. It shows you care about your employees.
Seven common mistakes
Creating effective job ads from detailed job descriptions is both an art and a science, but it’s also easy to fall into common traps. Many companies inadvertently undermine their recruitment efforts by making easily avoidable mistakes. By understanding and sidestepping these pitfalls, you can significantly improve your talent attraction.
- Unclear Hiring Locations: Misclassifying a job as remote, hybrid, or onsite can lead to a lot of wasted time for both recruiters and candidates.
- Pay Transparency Violations: Failing to include salary ranges where required by law can result in fines and a poor candidate experience. Jobs with salary ranges perform better and align expectations internally and externally.
- Fluffy Junior Roles: Entry-level candidates need clarity, not jargon. These roles often contain a lot of “fluff” and generic requirements, making it hard for entry-level candidates to know if they’re a good fit.
- Vague Senior Roles: There’s a misconception that senior candidates don’t read job ads. They do! A poorly written senior role can be confusing and off-putting, especially when it includes a long list of ambiguous requirements.
- Copy-Paste Old Roles: Copying and pasting old JDs can include outdated skills or languages that signal a backward-looking culture. Be intentional about every requirement.
- Not Validating with Market Data: Writing job ads in a vacuum is a mistake. Always check what competitors are doing to ensure your job is competitive and stands out.
- Sloppy Errors: Simple typos and formatting errors can hurt your brand and make the company look careless.
The journey from JD to job ad
The difference between a JD and a job ad is the difference between paperwork and marketing. By putting candidate experience at the center with clear titles, focused requirements, tangible soft skills, and visible benefits, you can convert job descriptions to job ads that resonate, convert, and strengthen your employer brand.
Interested in learning more about how to position your job ads for success? Tune into the workshop, download a cheat sheet, or request a free job review.