What Does Your Job Ad Actually Tell a Candidate?.
Candidates use your job ad to decide whether the role deserves a closer look. Check whether it explains the work, expectations and support clearly enough for them to make that decision.
“Join our growing team. Great culture. Attractive package. Exciting opportunity.”
Those words could describe almost any vacancy. They tell an experienced candidate very little about the job or why they should consider moving.
Read your ad as someone who knows nothing about your agency. Can they work out what they would be taking on?
Can they picture the work?
Give candidates a clear account of the main responsibilities and the scale of the role.
For a property manager, that might include the portfolio size, geographic spread and whether leasing, inspections and administration are handled separately.
For a sales role, explain the area, how leads are allocated, what prospecting is expected and what support is available.
You do not need to include every duty. Include the details that could influence someone’s decision to apply.
Does the support sound real?
“Full support provided” leaves candidates guessing.
Name the support. Does a leasing consultant handle enquiries and opens? Does an administrator prepare campaign material? Is the principal available for difficult client matters?
Be accurate about shared resources. An assistant working across five agents offers a different level of support from someone dedicated to one.
Are you showing what the workplace is like?
Claims about culture are more useful when backed by everyday examples.
If your team has a structured handover before leave, regular manager check-ins or protected training time, say so.
Choose details that reflect how the agency actually operates. Team lunches may be welcome, but candidates also want to know how work is covered when someone is away and who helps when a problem escalates.
Have you left out the practical details?
Check whether the ad answers the questions candidates are likely to ask first:
Where is the role based?
What are the working hours and weekend expectations?
Is it full-time, part-time or another arrangement?
What salary range or remuneration structure is offered?
Is a vehicle required?
Who does the person report to?
If flexibility is available, explain what it means. “Flexible workplace” could mean adjusted start times, some work from home or simply flexibility by agreement. These are different offers.
Are the requirements proportionate to the role?
Separate what someone must bring from what you can teach.
A long list of preferred skills can make a capable candidate assume they are unsuitable. Check whether each requirement is necessary, especially familiarity with particular software or a set number of years in an identical role.
Explain the capability you need. “Able to manage difficult owner conversations independently” is more informative than “excellent people skills”.
Is applying straightforward?
State what candidates should submit, who will receive it and how they can ask a question. Request only what you need for the first stage.
Before publishing, ask someone outside the agency to read the ad and describe the job back to you. Anything they cannot explain clearly may need another sentence.