How to write job ads that attract talent (even if you’re a small business no one’s heard of)

So, you’re hiring. That’s exciting! But also… a bit terrifying? If you’re a small business owner, pushed for time,  writing job ads probably isn’t one of your favourite pastimes. So maybe you’ve taken some shortcuts. Maybe you’ve copied and pasted something from Seek. Maybe you Googled it. Maybe you’ve even put “must be a self-starter” in there (yikes!).

But here’s the thing: the great candidates who make teh best employees, well, they’re not just scanning job ads for a list of duties. They’re looking for a reason to choose you over the big guys. And yes, even if they’ve never heard of your business before, you can win them over with the right words.

Let’s break down how.

First up: stop writing job ads like a robot

If your ad reads like it was written by a committee of lawyers and HR bots, it’s time for a refresh. Think of your job ad more like a dating profile than a job description. You want to show off your personality, share what you’re about, and help people picture themselves working with you.

Here’s what every job ad needs:

A clear, no-nonsense job title: Ditch the buzzwords. ‘Customer Happiness Ninja’ might sound cute, but people are searching for ‘Customer Service Representative’. So use the title they’ll actually type into Seek or LinkedIn.

A punchy opening line that grabs attention :Instead of “We are a dynamic and innovative SME in the XYZ sector… (YAWN) try:
“Love solving problems and chatting with customers? We’ve got the perfect gig for you.”

The ‘why’ behind your business: Don’t assume people know who you are. Share your story in one or two sentences:
“We’re a family-run cleaning biz that started in the back of a ute< Now we look after over 300 Sydney homes each week.”

Sell the role, not just list the chores

You’re not just hiring a bum on a seat. You’re looking for someone who’ll grow with the business, bring ideas to the table, and care about what you’re building.

So instead of this: “Responsibilities include managing calendars, answering phones, and data entry.”

Try this: “You’ll be our go-to guru for keeping the office humming. Whether that’s juggling calendars, wrangling emails, or making sure the printer behaves. We’ll never ask you to get coffee (unless you want one too).”

See the difference?

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Show off your personality

Let your tone match your business vibe. Are you casual? Quirky? Fast-paced? Family-oriented? Don’t be afraid to show it.

“We’re a bunch of perfectionists who love spreadsheets, strong coffee and Friday pub lunches. If you love ticking things off a list and hate messy desks, you’ll fit right in.”

If your team is fun and your culture’s supportive, say so. A job ad is your chance to attract, not just inform.

Be inclusive, not exclusive

Job ads are infamous for turning great people off, especially women, neurodivergent folks, or people from diverse backgrounds. Don’t let that be yours.

A few quick wins: Ditch gendered language like ‘rockstar’ or ‘dominant leader’.

Avoid long laundry lists of ‘must-haves’. Focus on what’s really essential.

Add a line like:
“Not sure you tick every box? We’d still love to hear from you. We hire for attitude and train for skill.”

Want to write a better ad? Steal this structure

If you want to write a winning job ad, it starts with structure… Here’s the 123…

1. Job title – keep it simple and searchable
2. One-liner intro – grab their attention
3. Who you are. tell them about your business in a nutshell
4. What the role involves. Please put this in plain English
5. What you’re looking for. What are your must-haves vs nice-to-haves
6. Why someone should work for you. Include the perks, your purpose, and your people
7. How to apply: make this as easy as possible

Good Vs bad

Do you still need some help identifying a good ad versus a so-so one? Check out this before and after.

Before

Customer Service Representative – Immediate Start

We are a fast-paced SME seeking a dynamic self-starter with strong communication skills and a proactive attitude. The successful candidate will be responsible for managing inbound and outbound customer interactions, resolving queries in a timely manner, and supporting internal teams with administrative tasks.

You must have:

• Minimum 3 years’ experience in a customer-facing role
• Excellent verbal and written communication skills
• Proven ability to multitask and prioritise in a fast-paced environment
• Competency with Microsoft Office and CRM systems

We offer a competitive salary, the opportunity to work in a collaborative team, and potential for career progression.

Apply today with your CV and cover letter.

After

Customer Service Representative

Love solving problems and chatting with customers? We’ve got the perfect gig for you.

We’re a small but growing team who genuinely care about our customers — and each other. Our business started from a simple idea: make customer service less frustrating and more human. Fast-forward a few years, and we’re proud to say we’re doing just that, one happy customer at a time.

What you’ll be doing:

You’ll be the friendly voice on the phone, the helpful human behind the inbox, and the calm presence when someone’s having a tech hiccup or just needs a bit of guidance.

We won’t lie — it can get busy. But you’ll always be supported, and no one’s throwing you in the deep end. You’ll work closely with a tight-knit team who’ve got your back, whether you’re helping solve a customer issue, keeping records tidy, or jumping in to help improve how we do things.

Who we’re looking for:

We’re not fussed about fancy titles or degrees. What matters most is that you’re kind, reliable and love helping people. Some experience in a customer-facing role (retail, hospitality, admin — it all counts) is handy, but not essential.

If you’re comfortable chatting with all sorts of people, can stay cool under pressure, and aren’t afraid to ask questions or speak up with ideas, we think you’ll do just fine.

Why you’ll love working with us:

• Supportive team who value honesty, curiosity and good humour
• Training and development — we’ll teach you the tools, no need to be a tech wizard
• Flexibility where we can offer it
• A say in how we grow — your input matters
• Oh, and we celebrate birthdays with cake and take coffee breaks seriously ☕

Not sure you tick every box? That’s OK.
We hire for attitude and train for skill. If this sounds like your kind of role, we’d love to hear from you.

To apply:
Just send us a short cover letter and your CV. Bonus points if you include your favourite customer service tip or the best advice you’ve ever received!

Ready to write your first ad?

Before you hit ‘post’, ask yourself:

Is it easy to read?

Does it sound like us?

Have I explained what’s in it for the candidate?

Did I avoid jargon and clichés?

Is the tone warm, human and clear?

You don’t need a fancy employer brand or a ping-pong table to attract brilliant people. You just need a job ad that tells the truth, speaks like a human, and gives candidates a reason to say, “Hey, I reckon I’d love working there.”

Now go write that ad. Your next great employee is waiting to read it!

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