Vacancy Quality Checklist
Writing a strong job advert is key to attracting the right candidates and increasing application quality. A well-structured, clear and engaging advert will drive more clicks, improve relevance, and reduce unsuitable applications.
Below is a practical checklist to help you create high-performing job adverts that stand out and deliver results.
Optimise the job title
☐ Maximum 5 words
☐ Maximum 35 characters (where possible)
☐ Clear and recognisable job title
☐ No location
☐ No salary
☐ No contract length
☐ No unnecessary descriptors or internal jargon
All extra detail belongs in the body of the advert — not the title.
Make the Opening Compelling
The first 2–3 lines determine whether someone keeps reading.
☐ Clearly state what the role is
☐ Explain why it’s interesting
☐ Highlight impact or opportunity
☐ Avoid generic openings (“We are delighted to be working with…”)
Keep the Length Right
Performance data shows:
☐ Keep between 100–300 words
☐ Avoid going over 325 words
☐ Remove repetition and filler language
Concise adverts consistently perform better.
Structure Responsibilities Properly
☐ Include 5–6 core responsibilities only
(this is an ad not a job description)
☐ Avoid long, overwhelming bullet lists
☐ Remove minor or obvious tasks
Use the Right Keywords
☐ Include core job function
☐ Mention key technical skills
☐ Reflect seniority level
☐ Use industry-recognised terminology
☐ Be specific
The more tailored the advert, the fewer irrelevant applications you’ll receive.
Include Benefits (Non-Negotiable)
Benefits significantly improve engagement and applications.
☐ Clearly list benefits
☐ Include flexibility (if offered)
☐ Highlight progression opportunities
☐ Mention culture or work-life balance
☐ Push clients for full benefits information
Every job has benefits — make them visible.
Include Salary (Essential)
☐ Include a salary or salary range
☐ Be transparent wherever possible
Strong candidates often will not apply without salary visibility. Even a range is better than nothing
A high-performing job advert is clear, concise, and tailored to the right audience. By following this checklist, you can craft job content that attracts the right candidates, highlights the value of the role, and drives more meaningful applications. Review, test, and refine your adverts regularly — small improvements can make a big difference.
