Are Your Job Ads Scaring Candidates Away? 7 Instant Turnoffs to Avoid

Writing an effective job ad is a challenge.

You need to provide enough detail to attract qualified candidates, but not so much that you overwhelm them. Your ad should sound professional yet approachable.

Nailing this balance is crucial. Do it well, and you’ll draw in top candidates. Miss the mark, and you might get zero applications (or worse, a flood of unqualified ones).

So, what exactly makes a good job ad? And what pushes candidates away?

To find out, we surveyed over 1,400 job seekers for our annual State of Online Recruiting Report. Their responses provide valuable insights into how to write a job ad that works and how to avoid common pitfalls.

Let’s break down the seven biggest job ad turnoffs and provide actionable tips to help you improve the candidate experience and attract top talent.

1. No Salary Information

Topping the list of bad job ads is the absence of salary information. A significant 60.7% of job seekers said that not providing a salary range is an instant turnoff.

In today’s market, transparency is non-negotiable – and legally required in some states. Candidates want to know if a role aligns with their financial needs before they invest time in the application process.

Leaving out the salary can signal a few things to a job seeker, none of them positive. They might assume the pay is below market rate or that the company isn’t transparent. By including a clear and competitive salary range, you can transform your ad into an example of a good job ad and show respect for the candidate’s time.

2. Anonymous Job Postings

Coming in at a close second, 50.9% of candidates are turned off by anonymous job postings where the employer’s name isn’t included. Job hunting is a two-way street; just as you are vetting candidates, they are vetting you. When you post anonymously, you prevent them from doing their own research.

Candidates want to learn about your company culture, read employee reviews, and understand your mission and values. An anonymous ad raises red flags.

Is the company hiding a poor reputation? Is it a scam? To improve the candidate experience and make your ad more trustworthy, always include your company’s name unless you absolutely need to post confidentially.

3. Too Many “Must-Haves”

Does your job ad have a laundry list of requirements? If so, you might be scaring off qualified candidates. According to our survey, 37.2% of job seekers are deterred by job ads with too many “must-have” qualifications.

Bad job ads often focus on an ideal candidate that doesn’t exist. Instead, focus on how to write a job ad that highlights the true essentials for the role. Differentiate between “must-have” and “nice-to-have” skills to widen your talent pool. This approach not only attracts a diverse range of applicants but also ensures you don’t miss out on great hires.

4. Unclear or Overly Creative Job Titles

While a creative job title like “Marketing Rockstar” or “Coding Ninja” might seem fun, 28.8% of job seekers find them to be an instant turnoff. These titles are often unclear and can make it difficult for candidates to understand the role’s responsibilities and seniority level.

Good job ads use standard job titles that candidates (and search engines) will easily recognize. This improves visibility and helps attract the right talent. Clarity is key – stick to job posting examples that use straightforward and professional titles.

5. Misspellings and Grammatical Errors

First impressions matter. For 28.6% of candidates, misspellings and grammatical errors in a job ad are enough to make them pass. These mistakes suggest a lack of professionalism and attention to detail.

Before you publish, have multiple people proofread your job ad. Using tools like grammar checkers can also help catch errors. Well-written and polished ads show candidates that your company values quality and attention to detail.

6. Poor Formatting

A wall of text is intimidating. Poorly formatted job ads are a turnoff for 22.0% of job seekers. If your ad is difficult to read, candidates are likely to give up before they even get to the “Apply” button.

Good job ads are visually appealing and easy to scan. Use clear headings, bullet points, and white space to make your job ad readable. This helps candidates quickly find key details, such as responsibilities, qualifications, and benefits.

7. Too Much Corporate Jargon

Overusing industry buzzwords like “synergize” or “paradigm shift” can be a major deterrent. In fact, 20.2% of candidates are turned off by excessive corporate jargon.

When considering how to write a job ad, focus on clear, simple, and inclusive language that resonates with a broad audience. Use a conversational yet professional tone to describe the role and company. Avoiding jargon will improve the candidate experience and ensure your message is easily understood.

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Create Job Ads That Attract

Writing a good job ad is an art and a science. By avoiding these common mistakes, you can create compelling postings that stand out for all the right reasons. Transparency about salary, a clear company identity, and concise, well-written ads will attract better candidates and improve your hiring outcomes.

Ready to refine your job ad writing approach? Use iHire’s job posting tools – including our AI-powered Job Ad Builder – to attract top talent for your open positions.