The average time someone spends on a job ad before moving on is just 13 seconds.

That’s not a lot of time to make an impression. Remember: an ad is an advert, not a full job description. The details belong in the job spec, but your advert needs to hook the right candidates fast.

Research by Reed reveals the five priorities jobseekers care about most in a job advert:

1. Salary & Benefits

Salary tops the list. Two in three jobseekers are more likely to apply when a salary is displayed. Transparency matters—make your salary range clear and include benefits upfront.

2. Convenience

Commute time and working hours rank high, especially for candidates earning £20k or below. For many, convenience can outweigh salary. Highlight location, flexibility, and working patterns.

3. Culture & Brand

Brand and culture matter—especially for senior roles and millennials (who make up 50% of the workforce). Share your mission, values, and what makes your workplace unique. Culture fit is key for retention.

4. Day-to-Day Responsibilities

Candidates want clarity on what the role involves. Be specific about tasks and responsibilities so they can picture themselves in the job.

5. Career Progression & Training

Ambitious candidates look for growth. Highlight career paths and learning opportunities—training, mentoring, and development programs signal long-term value.

*Principle: Keep It Short

Most job ads should be 90–135 words. For highly technical roles, you can go up to 600 words. Brevity is crucial—remember, you only have 13 seconds to make an impact.

Need help crafting ads that attract the right talent?
Get in touch: david@coreus.co.uk