How to Write a Job Ad That Gets Applicants (Free Template)

Most job ads don't fail because there are no candidates. They fail because the right candidates scroll past them — or open them, feel unsure, and never apply.

The good news: writing a job ad that gets applicants is not about clever copywriting. It comes down to a handful of decisions — the title, the salary, the requirements and how easy you make it to apply.

This guide walks through each part of a strong job ad, covers what changes when you hire across borders, and ends with a free copy-and-paste template and a checklist you can use before publishing.

Why Most Job Ads Don't Get Applicants

When a job ad gets few or no applications, the cause is usually one of four problems:

The Structure of a Job Ad That Works

Candidates skim. A strong job ad puts the information they need in the order they look for it:

1. Write a Job Title People Actually Search For

The job title is the most important line in your ad. It decides whether the ad appears in search results — on job boards and in Google's job search — and whether anyone clicks on it.

Avoid internal titles, creative labels and unexplained levels. Instead, use the terms a candidate would type into a search bar:

A simple formula works for most roles: seniority + role + key specialization + location or work model. Keep it short enough to be read in full on a phone.

2. Open With a Summary of the Role

Many job ads begin with several paragraphs about company history. Candidates, however, want to know what the job is first.

Start with two or three sentences that answer three questions: What will this person do? Who will they work with? And why does the role exist right now?

3. Describe Responsibilities as Real Work

Phrases like “various administrative tasks” or “responsible for social media” tell candidates almost nothing. Five to seven concrete points work better than a long, generic list.

Describe what the person will actually do and achieve. Instead of “responsible for social media”, write: “Plan and publish three posts per week on LinkedIn and Instagram and report on results every month.” Candidates can immediately picture the job — and decide whether it suits them.

4. Separate Must-Haves From Nice-to-Haves

Long requirement lists are one of the fastest ways to lose good candidates. Many qualified people — especially career changers — don't apply if they don't meet every single point.

For every requirement, ask yourself: Would we really reject an otherwise excellent candidate without it? If not, move it to the nice-to-haves — or remove it.

Degree requirements deserve particular scrutiny. For many roles, practical skills and experience matter more than formal education — see our overview of tech jobs that don't require a degree.

5. Include the Salary

Salary is one of the most important pieces of information for candidates — and in more and more places, stating it is becoming a legal requirement.

Even where it isn't required, a salary range makes your ad more competitive. A few practical tips:

• Give a realistic range you would actually pay — not an extreme span from junior to senior.
• State the currency and the basis: gross or net, per year or per month.
• Show variable pay separately, for example bonuses or commission.
• List concrete benefits such as paid leave, remote days, training budget or health insurance.

6. Be Specific About Location, Remote Work and Visas

This is where international job ads most often create confusion. “Remote” can mean anywhere in the world — or anywhere within one country and one time zone. Be precise about:

7. Tell Candidates Why They Should Work for You

Keep the “About us” section short and concrete: what your company does, how big it is, which team the new person joins — and one or two things that genuinely make it a good place to work.

Avoid generic phrases such as “dynamic team” or “fast-paced environment”. Almost every job ad uses them, so they tell candidates nothing about you.

8. Make Applying Easy

Every extra step in the application process costs you applicants. Say exactly what you need — a CV only, or an optional cover letter? — how to apply, who the contact person is and when candidates can expect to hear back.

Many candidates look for jobs on their phones. An application that can be completed in a few minutes on a mobile device will reach far more people than a long form that requires creating an account.

Use Clear, Inclusive Language

Address the candidate directly (“you will…”) instead of writing in the third person, and avoid internal jargon and unexplained abbreviations.

Use gender-neutral job titles and wording. In some countries this is also a legal requirement: in Germany, for example, job ads must not discriminate under the General Equal Treatment Act (AGG), which is why many German ads add “(m/f/d)” to the title.

Avoid age-related phrases such as “young team” or “digital native”. They can discourage experienced candidates and may be considered discriminatory in many countries.

Free Job Ad Template (Copy and Paste)

Use this structure as a starting point and replace everything in brackets:

[Seniority] [Job Title] ([Specialization]) – [City / Remote]

About the role
[Two or three sentences: what the person will do, who they will work with and why the role exists now.]

What you'll do
• [Concrete task or outcome]
• [Concrete task or outcome]
• [Concrete task or outcome]

What you bring
• [Must-have 1]
• [Must-have 2]
• [Must-have 3]

Nice to have
• [Skill that helps but can be learned on the job]

What we offer
• Salary: [range] [currency] per [year / month], [gross / net]
• [Concrete benefit, e.g. 28 days of paid leave]
• [Concrete benefit, e.g. annual training budget]

Location & requirements
• Location: [City, Country] – [On-site / Hybrid (x days) / Remote from (countries)]
• Visa sponsorship: [Yes / No]
• Languages: [e.g. English (fluent), German (a plus)]
• Contract: [Full-time / Part-time], [Permanent / Fixed-term]

About us
[Two short paragraphs: what you do, company size, the team and what makes you a good employer.]

How to apply
[What to send, how to apply, contact person and when candidates will hear back.]

Checklist Before You Publish

Where to Publish Your Job Ad

Once your job ad is ready, the next question is where to post it. Our guide to free job boards compares options that don't cost anything.

On CityJobs.info, employers can post jobs for free. Job listings can also appear in Google's job search results — one more reason to include a clear title, location and salary, because Google uses exactly this information to display job listings.