Recruitment starts before the first interview. It starts with the words you put online. Yet most job ads still look like a shopping list of skills, written for HR rather than humans.
“Candidates don’t apply to bullet points. They apply to stories.”
The problem? Candidates today skim content in seconds. If your ad doesn’t connect emotionally and cognitively, the best talent will scroll past.
What research shows
- Clarity beats jargon. Job ads written in plain language attract up to 40% more applicants (LinkedIn Talent Solutions, 2022).
- Autonomy, mastery, purpose. Candidates engage more with ads that highlight meaning and growth, not just tasks (Deci & Ryan, Self-Determination Theory).
- Gendered words cost talent. Words like “rockstar” or “dominant” deter women applicants, while communal language (“collaborative”, “supportive”) balances appeal (Gaucher et al., Journal of Personality and Social Psychology, 2011).
Why most ads fail
Too many ads still read like:
- A rigid list of 20 bullet points
- Buzzwords nobody believes (“dynamic”, “fast-paced”)
- Vague promises (“competitive salary”)
This approach is outdated. Candidates want to see themselves in the role and imagine their future in the company.
Four actions you can apply today
- Open with a hook. Use the first three lines to answer: Why does this job matter?
- Show the journey. Instead of endless tasks, describe what the candidate will achieve in 6 or 12 months.
- Cut the noise. Limit requirements to 5 real “must-haves” to avoid scaring away talent.
- Balance your words. Use inclusive and neutral language, tested through gender decoder tools.
The big picture
At Kingsley, we see it daily: companies that craft job ads with psychology in mind don’t just get more applicants, they get better-fit applicants. A thoughtful ad filters talent naturally, while boosting employer brand at the same time.