Analysis of Job Ad Best Practices
Introduction
Over the years, we’ve worked with a wide range of companies – giving us access to millions of job ads. Along the way, we’ve collaborated with experts to better understand what drives candidate behavior. But while expert opinion offers valuable insights, we rely on data to validate what truly works.
This report presents findings from one of our studies, where we analyzed how various job ad elements affect applicant volume.
The dataset includes 1,276 job ads across five European-based organizations operating in regulated or infrastructure-related sectors. We analyzed how different job ad components correlate with applicant volume, including:
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Employer Value Proposition (EVP)
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Pay transparency
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Skill descriptions
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Clichés and jargon
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Ad length
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Job title clarity
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Unique selling points (USPs)
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Inclusive language across age, gender, ethnicity, physical ability, and neurodiversity
Methodology
To ensure meaningful comparisons, ads were grouped by company, department, seniority, and country. Each group contained at least three job ads with and without the feature in question.
For each valid group:
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The average number of applicants was calculated for each category.
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The percentage difference in applicants was computed.
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These differences were then averaged across all groups to estimate the overall feature impact.
Employer Value Proposition (EVP)
Job ads that included an EVP saw an average increase of 36.1% in applicants.
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Ads with EVP: 146
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Ads without EVP: 150
An EVP highlights the unique mix of benefits, values, and experiences offered by the employer. When clearly communicated, it helps job ads stand out and attract candidates who align with the organization’s culture and mission. The data confirms the significant role EVP plays in candidate attraction.
Pay Transparency
Including salary information in job ads led to a 16.3% increase in applicants.
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Ads with pay transparency: 93
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Ads without pay transparency: 130
Beyond applicant volume, pay transparency increasingly aligns with regulatory requirements, such as the EU Pay Transparency Directive. Providing salary information signals openness, fairness, and respect for candidates’ time.
Job Titles and Jargon
Jargon in Titles
Avoiding jargon in job titles resulted in a 23% increase in applicants.
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Titles with jargon: 160
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Titles without jargon: 153
Title Length
Keeping job titles between 1 and 6 words increased applicants by 7.3%.
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Concise titles: 50
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Longer titles: 109
Job titles play a crucial role in discoverability, search algorithms, and first impressions. Simple, descriptive titles improve search visibility and help candidates quickly assess relevance.
Job Ad Length
Ads between 300 and 650 words generated 13.6% more applicants.
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Ads within 300–650 words: 144
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Ads outside that range: 104
Job ads serve a different purpose than job descriptions. Keeping the content focused, scannable, and appropriately detailed makes it easier for candidates to evaluate fit and move forward.
Unique Selling Point (USP)
Including a clear USP led to a 20.2% increase in applicants.
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Ads with USP: 216
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Ads without USP: 197
USPs articulate what differentiates the employer - whether it’s mission, growth opportunities, or team dynamics. They help candidates connect with the company beyond the job itself and contribute to a stronger employer brand.
Clichés and Buzzwords
Avoiding clichés in job ads increased applicant numbers by 32.8%.
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Ads with clichés: 90
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Ads without clichés: 178
Vague phrases like "rockstar" or "self-starter" create ambiguity, limit accessibility, and may deter qualified candidates. Clear, straightforward language consistently performs better.
Skill Descriptions
Ads listing 3 to 5 well-defined skills saw an 18.3% increase in applicants.
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Ads with 3–5 skills: 84
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Ads with more or fewer: 164
Providing a focused list of essential skills lowers barriers to entry while ensuring candidates can accurately assess their suitability. Overly long or vague requirements risk discouraging otherwise qualified applicants.
Inclusive Language
Inclusive language across multiple dimensions consistently correlated with higher applicant volume.
| Dimension | Increase in Applicants | High-Scoring Ads | Low-Scoring Ads |
|---|---|---|---|
| Gender | +52.1% | 85 | 283 |
| Ethnicity | +49.0% | 59 | 233 |
| Age | +47.2% | 56 | 254 |
| Physical Ability | +31.2% | 52 | 231 |
| Neurodiversity | +19.8% | 51 | 226 |
Language choices send powerful signals about who is welcome and valued. Subtle biases in wording can unintentionally discourage entire demographics. Greater inclusivity expands both applicant pool size and diversity.
Final Observations
Small, data-driven adjustments in job ad content can lead to significant improvements in candidate response. Across multiple variables - EVP, pay transparency, title clarity, ad length, USPs, skill descriptions, and inclusive language - consistent patterns emerged:
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Clear, relevant information increases response.
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Jargon, clichés, and unnecessary complexity limit reach.
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Inclusive, human-centered language attracts broader and more diverse applicant pools.
While no single factor explains all outcomes, the findings reinforce the value of thoughtful, evidence-based job ad creation. This report represents a snapshot of ongoing research that continues to evolve as we expand datasets, refine analyses, and collaborate with TA teams globally.
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