In a competitive hiring market, writing a strong job advert is one of the simplest ways to attract better candidates. Yet many Scottish employers still struggle with adverts that are too vague, too long, or too complicated. The result? Fewer applicants—and often the wrong ones.
A good job advert does more than list responsibilities. It sells the opportunity, sets clear expectations, and makes the right people want to hit “apply.” Here’s exactly how to write a job advert that performs well on UK job boards and resonates with today’s job seekers.
1. Use a Clear, Search-Friendly Job Title
Your job title is the first thing candidates see, and it decides whether they click through. Avoid internal titles or creative names - Scottish job seekers search for straightforward, industry-standard terms.
Good examples:
- Customer Service Advisor
- HR Administrator
- Marketing Manager
2. Start With a Short, Engaging Summary
The first two sentences are crucial. They should explain:
- Who you are
- What the role is
- Why it matters
Scottish candidates often skim before reading in depth, so this opening “hook” encourages them to keep going.
Example:
We’re an award-winning Glasgow-based agency looking for a Marketing Manager to lead multi-channel campaigns and support our growing client base.
3. Be Transparent With Salary
Salary transparency is becoming the norm in Scotland—and adverts with salaries consistently get more applications.
Where possible, include:
- A clear figure or a salary range (e.g., £25,000–£28,000 DOE)
- Whether the salary is pro rata for part-time roles
- Clarification for OTE or commission-based roles
This builds trust and helps filter out unsuitable candidates early.
4. State the Location and Working Arrangements Clearly
Whether your role is:
- Onsite
- Remote
- Hybrid (e.g., “2 days per week in Dundee”)
Being upfront about location and expectations is essential.
Also mention:
- Required right to work
- Whether visa sponsorship is available
Transparency here saves time on both sides.
5. Use Bullet Points for Responsibilities
A good job advert is easy to scan. Break responsibilities into 5–8 bullet points. Candidates want clarity, not an exhaustive list of everything they might ever do.
Example bullets:
- Answer customer queries via phone and email
- Assigning tasks to team members
- Receiving and inspecting shipments
Short, action-oriented bullets perform best.
6. Separate “Essential” and “Desirable” Requirements
Scottish job seekers respond well to clarity about what’s mandatory and what’s a bonus. This approach helps widen your talent pool and supports inclusive hiring.
Essential might include:
- Required experience
- Qualifications
- Technical skills
Desirable might include:
- Industry experience
- Additional certifications
- Specific software knowledge
This gives candidates confidence and reduces unnecessary self-deselection.
7. Highlight Benefits UK Candidates Actually Care About
The Scottish market has clear benefit expectations, and including them boosts apply rates. Popular benefits include:
- Employer pension contributions
- Private medical insurance
- Hybrid/flexible working
- Cycle-to-work scheme
If your benefits are a selling point, don’t bury them—advertise them.
8. End With a Clear Call to Action
Tell candidates exactly what you want them to do next.
For example:
Click ‘Apply’ and upload your CV. We review applications daily and will contact shortlisted candidates within 5 working days.
This helps set expectations and encourages prompt applications.
Example Structure of a Strong UK Job Advert
- Job title
- Salary and contract type
- Location and working pattern (onsite/hybrid/remote)
- Short company intro
- Role overview
- Key responsibilities (bullets)
- Essential and desirable criteria
- Benefits
- How to apply / next steps
Follow this structure and your adverts will be clearer, more appealing, and much more effective.
Writing a good job advert in Scotland doesn’t have to be complicated. With clarity, transparency, and a candidate-first mindset, you can dramatically improve both the quality and quantity of applicants. In a market where competition for talent is high, a well-written advert is one of the most powerful tools you have.