Why Your Job Ad Isn’t Attracting the Right Candidates – and How to Fix It

You’ve got a vacancy. You’ve written the job ad. You’ve posted it.And now… tumbleweed. Or worse, a flood of applicants - none of them right.

Sound familiar?

We see it all the time. You’re short on time, the business is stretched, and you just need someone in. But the right candidates just aren’t biting - and you’re left wondering if they even exist.

They do. But chances are, your job ad isn’t pulling them in - or pushing them away entirely.

So, let’s talk about why that happens, and what you can do about it.

First things first: are you writing a job ad, or just reposting a job description?

A job description is for you.

A job ad is for them - the people you want to reach.

It’s meant to sell the role, spark interest, and give the right people a reason to click apply. But too often, job ads end up reading like internal checklists or legal disclaimers.

Here’s a question to ask yourself:

If you were reading your own job ad, would you actually apply?

If the answer is no - or even “not sure” - it’s probably not doing the job.

Common reasons your job ad isn’t working

Here’s what we often see go wrong:

• It’s too vague – “fast-paced environment” and “dynamic team” don’t tell candidates anything. Be specific.

• It’s too rigid – 18 bullet points of “must haves” will narrow your field fast. Are they all really essential?

• It sounds like every other ad – If your tone and language are generic, you’ll blend in with every other company hiring this week.

• It’s all about what you want – But what’s in it for them? Candidates want to know how they’ll grow, who they’ll work with, and what the day-to-day feels like.

• There’s no sense of who you are – Culture matters. Values matter. Do they come across?

Even small tweaks to language, structure, or focus can make a huge difference in who you attract.

What happens when you get it wrong

The wrong ad doesn’t just mean fewer applicants - it means the wrong ones. Which means you spend more time sifting, more time interviewing, and more time wondering where all the good people are.

And that’s before you even hire someone.

If you’ve read the earlier blogs in this series - on Talent Shortages and How To Make Your Business More Attractive - you’ll know that attraction starts long before the interview. The job ad is often a candidate’s very first impression of you.

If it’s bland, confusing or too demanding, you’ve lost them - even if the job itself is great.

But what if you have to DIY it?

We do understand. Not every business has the time or budget for a full recruitment campaign. Sometimes you do need to keep control or do it in-house - and sometimes DIY is the only real option.

That’s exactly why we created Simply Sourced.

It’s our candidate sourcing and job ad management service - professionally managed, without the full-scale commitment.

It’s ideal for owner-led or small teams who don’t need a full recruitment campaign but can’t afford to waste time or money on the wrong hire.

Here’s what it includes:

• We investigate the role, the team, and your culture - so we really understand who you’re looking for.

• We help you craft the right job description and write a job ad that speaks to the right audience.

• We advertise and take it to market with care and purpose.

• You choose the level of support: just basic sifting, or a longlist you can work through internally.

It's a smart in-between - a way to get the front end right so you don’t waste time and budget fixing it later.

One wrong hire can cost thousands in lost time, disruption, and missed opportunity. Simply Sourced helps prevent that.

📍 Find out more about Simply Sourced →

The takeaway? You don’t need to go it alone

You don’t have to get every word perfect. You don’t have to become a copywriter. But you do need to think carefully about the story your ad is telling - and who it's telling it to.

Because candidates are scanning, not studying. They’re making quick decisions. And your ad has just seconds to say: “this is for you.”

If it doesn’t, they’ll scroll on. And you’ll be left wondering why it’s all gone quiet.

Ready to stop guessing with your job ads?

Whether you’re hiring now or just starting to think about it, let’s talk about how

Simply Sourced can help. It's recruitment support, made simple - just the way we like it..

Talk to us and let’s make your next job ad work harder (and smarter) for you.

Call the team on 01379 779 829 or email hello@dennyrecruits.com