It’s Sunday morning. You’re sipping your coffee and flipping through the newspaper. No big headlines today, but you’re on a mission: You’re looking for a job.
Somewhere in the back pages, you find them – the job ads. Black-and-white blocks of text, some bold headlines: “Office assistant wanted for busy company”. It’s vague, short, and… enough. Because that’s what job hunting looked like back then.
But times have changed. And so has the job ad.
A journey through the evolution of the job ad
From text block to trust builder
In the beginning, the job ad was a pure necessity. Short, informative, and often as dry as the paper it was printed on. No branding, no storytelling – just a title, requirements, and a phone number. The candidate had to imagine the rest.
Then the internet changed everything
With job boards taking over, ads got more space and a longer lifespan. It became easier to apply – and easier to be overlooked. Everyone looked the same. The descriptions got longer, but not necessarily better.
The rise of the modern job ad
As employer branding gained momentum, the job ad became a strategic tool. Companies started writing to people – not just profiles. They used images, described the culture, and tried to inspire.
Then social media rewrote the rules
Suddenly, your job ad was competing with cat videos, holiday snapshots, and breaking news. It wasn’t enough to be found – you had to get chosen. Your message had to be sharp. Visuals became critical. Short-form content and attention-grabbing formats became key.
Today: The job ad is an experience
Today’s job ad is no longer just an information tool. It’s a branding channel. A teaser. An emotional bridge between an unknown candidate and a potential future.
It must spark curiosity – especially among passive candidates. It needs to reflect values, tone, and purpose. And most of all, it needs to inspire action.
So what does it take?
If you want to attract the right talent today – both active and passive – you need more than a job posting. You need a strategy for how you communicate opportunity. Here are seven things you should focus on:
1. Create stop-effect
In a world of fast scrolling, your ad needs to grab attention in seconds. Use strong visuals, bold headlines, and formats made for social – think short videos, visual quotes, or snapshots from the team’s day-to-day.
2. Sell the culture, not just the role
Candidates don’t just choose jobs – they choose communities. Let the ad paint an honest, vivid picture of your company culture, values, and vibe. What do you believe in? What’s it like to be part of your team?
3. Speak to people – not profiles
Forget generic, stiff descriptions. Write like you’re speaking to a real person. Show them what they’ll gain – professionally, socially, and personally.
4. Make it easy to act
A good ad removes friction. Whether it’s applying, booking a chat, or simply learning more – it should be simple. Make sure it’s mobile-friendly, and that the next step is obvious and easy to take.
5. Think audiences – not just channels
Tailor your ad to the people you want to reach. What language do they use? Where do they spend time online? What motivates them? You might not need one ad – you might need three, each targeting a different segment.
6. Use data to refine and improve
Track performance. Measure clicks, reading time, apply rates, and candidate quality. Use those insights to fine-tune copy, visuals, timing, and channel mix.
7. Design the full candidate journey – not just the ad
The ad is just one part. What happens when someone clicks? What does your career page look like? What story are you telling elsewhere? Your job ad should open the door – the rest of the journey needs to invite them in.
What does that look like from the candidate’s side?
It’s Thursday evening. You’re lying on the couch, phone in hand. Casually scrolling through LinkedIn. You’re not actively job hunting – just curious.
Then something catches your eye. A 15-second video of a team leader talking about why she loves her job. It feels real. You click.
The job ad is short, but engaging. No long list of must-haves – just a sense of what it’s like to be part of the team. There’s humor. There’s meaning. You see photos of the office, a quote from a future colleague – and a clear, simple button: “Curious? Let’s talk.”
You don’t need to upload a polished CV. Just your name and number.
Thirty seconds later, you’ve taken the first step – without even planning to.
This is the new reality
A strong job ad today isn’t about being found by someone who’s searching.
It’s about being chosen by someone who feels something.
