Is Your Job Advert Actually Turning Candidates Off?

When you sit down to write a job advert, it’s easy to forget what it feels like to be on the other side of the process. You know the role inside out, you understand what the business needs, and you’ve got a clear idea of the “perfect candidate.” But candidates don’t see that context. They see the words you’ve chosen, and those words can either pull them in or push them away.

We see it every day: adverts that unintentionally turn candidates off before they’ve even had the chance to apply. In a competitive market, that’s the last thing you want.

One of the quickest ways to lose candidates is with the phrase “competitive salary.” For many professionals, particularly EAs, PAs and Chiefs of Staff, it’s a red flag. It tells them nothing about whether the role aligns with their expectations. In fact, it often signals that the employer hasn’t benchmarked the position properly or is trying to keep costs down. Candidates don’t want to waste their time going through a long process only to find out the salary isn’t viable. Be upfront. Salary transparency not only attracts more applications, but it also builds trust from the outset.

Another of our biggest frustrations as an agency is the insistence on a university degree for roles where it simply isn’t necessary. Of course, for certain positions, a degree is essential, there’s no debate about that. However, when clients refuse to flex on this point for roles like Executive Assistants, PAs, or Office Managers, it significantly reduces the talent pool and often results in businesses overlooking the best quality candidates.

Some of the most talented support professionals we’ve placed over the years didn’t go to university. What they bring instead is years of experience, practical knowledge, emotional intelligence, and the ability to influence at the highest levels, all skills you can’t measure with a degree certificate. By making a degree mandatory across the board, employers risk closing the door on exceptional candidates who could add real value.

We often see job adverts proudly describe roles as being in a “high pressure environment,” as if this is a badge of honour. What does that actually mean? For candidates, it often triggers alarm bells. Does it mean long hours without support? A lack of structure or resources? Or is it code for poor leadership?

There’s no doubt that some roles carry responsibility and intensity, that’s part of the job, but language matters. If “high pressure” is the way you sell your business, many candidates will read it as unsustainable, unrewarding, or even toxic. A better approach is to be specific. If deadlines are tight because of the industry you’re in, say that. If priorities shift frequently, explain how you support your team to manage that. Candidates want honesty, but they also want reassurance that pressure won’t come at the expense of their wellbeing.

Beyond “high pressure,” many adverts still fall back on tired clichés like “willing to go the extra mile.” Candidates see these phrases every day, and instead of enticing them, they blur you into the background. Focus on what really makes the role unique. Does the EA have the chance to shape strategy? Will the Office Manager be instrumental in driving culture? Is there exposure to the senior leadership team? Those are the details that spark interest.

It’s tempting to list every skill, qualification and attribute you can think of. When job adverts read like shopping lists, they can intimidate great candidates into thinking they shouldn’t bother applying. A PA with five years’ experience may not apply if you say “minimum seven years.” An EA who could do the job brilliantly might dismiss themselves if you insist on sector-specific experience that isn’t actually essential.

Focus on what’s truly non-negotiable, and leave room for potential. The best candidates know how to grow into a role.

Your job advert is often the very first interaction a candidate has with your brand. If it feels vague, outdated, or unconsidered, they’ll assume that reflects the business itself. On the flip side, a well-written advert that is clear, transparent and engaging sends a powerful message that you value your people, before they’ve even applied.

A job advert isn’t just a list of tasks and requirements; it’s a window into your business. Candidates make decisions based on how your advert makes them feel. Does it inspire them? Does it show respect for their time and skills? Or does it raise doubts? If you want to attract the best talent, every word matters. Be clear, be honest, and be realistic about what’s genuinely essential. Otherwise, your job advert might be doing the opposite of what you intended and turning candidates off before you’ve even met them.