Summary - job advert writing tips

Refer to the Job Advertisement Checklist to ensure that all necessary elements are included in your advert.
Use one simple headline, and make the job advert headline relevant and clear. Normally the logical headline is the job title itself (not the location or department).
If the job title does not describe the job function, then use supporting text to do so. If you have an unusual or non-descriptive job title for a job advert which does not convey the primary function of the job, then consider changing the job title for advertising purposes.
Make the advert easy to read. Use simple language, avoid complicated words unless necessary and relevant to the specialist nature of the role. Less is more.
Giving text some space is a very powerful way of attracting the eye.
Use short sentences. More than 15 words in a sentence reduces the clarity of the meaning. After drafting your communication, seek out commas and 'and's, and replace with full stops.
Use short bite-sized paragraphs and bullet points.
Try to avoid upper-case (capitals) even in headings – it is very much slower to read and makes the text less accessible to people with reading difficulties. Increase prominence by use of a larger point-size, or emboldening.
Use simple black (or dark coloured) text on a white (or light coloured) background for maximum readability.
Get the reader involved. Use the second person (‘you’, ‘your’ and ‘yours’ etc) in the description of the requirements and expectations of the candidate and the job role. This helps people to visualise themselves in the role.
When listing the required skills, state whether they are essential or desirable and at what level of competency: basic, intermediate or advanced, for example.
Record where advertisements have been placed and their cost, and monitor the success or otherwise of candidates attracted via different media. Use this information when deciding about where to place adverts.