It’s easy to see what makes a great job ad. A great job ad is one that gets people excited about working for you, and then makes it easy for them to learn more. Most job ads fail on both counts.
Most job ads start off by telling job-seekers about the high opinion your company has of itself. They don’t give any evidence for the opinion — they just tell us “With a long history of excellence, XYZ Inc. is a leader in its industry.”
Big deal! Anyone could say that. What makes your company a great place to work? That’s what inquiring minds want to know.
The most obnoxious job ads don’t even speak to the people who are reading them. They speak right past their readers, using the third person like this: