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Does your latest job ad lead with the “No two days the same” line or ask for candidates who “Go the extra mile”?

Then this article is for you.

Sure, both statements might be true. But if they’re framed as the primary ‘benefits’ of the job, and you haven’t expressly outlined what you offer…don’t be surprised if the right candidates pass you by.

Employment is a two-way street, and top performers know as much. 

But cliché phrases aren’t the only signs you’re stuck in the Just Another Job Ad trap. If you’re not sure whether you are, now’s your chance to find out. And be sure to stick around until the end – we’ll show you exactly how to escape it before your dream hire signs with someone else.

Red flags to look out for

The odd vague phrase might not be the only reason you’re stuck in this trap. But, it may be a symptom of an unclear and invisible Employer Value Proposition (EVP). If that’s the case, you’re probably relying on copy-pasted job ads from older listings or opting for broad, catch-all statements that speak to everyone and no one. If that sounds something like you, consider these telltale signs too.

You’re getting irrelevant applications (or none at all)

A sample of 91���� customers recently told us that the quantity of applications wasn’t a problem. In fact, they were getting applications in droves. It was sifting through over 200 irrelevant applications per vacancy that caused the most trouble. 

If that resonates, your job ads may be unintentionally losing good candidates – and attracting all the wrong ones. 

New hires leave after only a short period of time

Our 2025 Hiring Snapshot Report showed it’s not uncommon for new hires to leave much sooner than expected. In fact, 60% of businesses said they’d had new starters leave within the first month of starting their new job. 

Early exits can be a sign of many things, but it might suggest there was a mismatch with what was shared in the job ad, and the reality. Perhaps the true scope of responsibilities weren’t clearly outlined, and the candidate jumped ship once they realised. Or maybe the benefits package was over-cooked.

Either way, when there’s a gap between what’s promised in the job ad and the actual experience, it’s no surprise that new hires might run for the hills. 

You’re fielding loads of questions about the specifics of the role

If candidates are following up with heaps of questions about what the role actually involves, it could be a sign your job ad missed the mark. Maybe the duties weren’t clear, or the ad made the role sound like a mash-up of several jobs in one.

This is especially common when it’s a brand new position and you’re still figuring things out internally. But if that uncertainty shows up in your job ad, candidates will come back trying to pin down the scope before they even consider applying.

When the basics aren’t clear upfront, candidates can lose confidence in the opportunity or in your business. A good job ad should answer the what and the why, so when the right candidates get in touch, you’re already on the same page.

Okay, so what exactly should my job ad cover?

Your job ad is not meant to be a simple laundry list of tasks they’ll be doing, nor should it be a detailed outline of your company’s history. That approach only serves to alienate top performers, and attract less than ideal applications. 

Conversely, it should clearly articulate the core responsibilities of the role, alongside the benefits of working for your company. Getting the balance right between the two is essential. 

To get started, let’s look at what the foundations of your ad should include, before we move on to the elevator pitch. 

First, get the basics right

Before you craft the perfect pitch, make sure the essentials are covered. It’s surprising how many ads skip them:

• Clear job duties: Be specific. “Build strong client relationships” beats “manage stakeholders.”
• Salary and benefits: List the pay range, perks, and flexibility upfront – candidates want to know.
• Skills and requirements: Split the must-haves from the nice-to-haves.
• Work hours and location: Be upfront about shifts, remote options, and expectations.
• Point of contact: A human name and email makes you more approachable than a generic “enquiries” email.

Once you’ve nailed these basics, you can start to inject more personality throughout to grab the attention of your dream candidates. 

Next, weave in what makes you unique throughout 

Top performers aren’t going to click apply on a job ad that just lists a bunch of tasks. But if yours covers those points and engages, connects and inspires them, they will.

The way you do this is by ensuring your Employee Value Proposition – the things that make people want to work for you – is clear throughout the job ad. 

Your job ad should outline the most impactful features of your EVP throughout, including the below.

Offer career progression

You don’t have to have big training budgets to help people see a future for themselves in your business.

If it’s likely they’ll be able to progress to more senior roles in future, state that. Perhaps you can offer to mentor them in key areas they’d like to grow in or put them in touch with someone who can.

The key to offering this as a benefit with (a small-to-medium enterprise budget) is thinking outside the box. Get creative, ask your team what they think, and capture it all in the job ad. 

Offer work life balance

In our 2024 Wellness at Work report, we asked what outside of pay could convince an employee to stay with a company. The number one perk they highlighted? You guessed it – remote and flexible work options.

If you offer hybrid work, remote work or part-time options, say so. If you can’t offer those things, perhaps you can consider alternatives like flexible start and finish times, job-share arrangements, support for parents during school pick up times, or something else. Whatever version of flexible you can offer, clearly outline it in the job ad to make sure top performers don’t overlook you. 

Offer company culture

This is a big one. Top performers don’t want to work somewhere where there’s no sense of belonging, shared purpose, or support. They do want to work somewhere with a clear vision for the team and company, unique values that shape positive relationships with their peers and leaders who care. 

Don’t underestimate the importance of clearly explaining these aspects in your job ad. Whatever helps you maintain a positive working culture, whether it’s your company values, your leadership style or something else – capture it in the job ad. 

(And no, free fruit won’t cut it: here’s why)

Offer a benefits package

Benefits don’t have to be luxurious to be attractive. Whether it’s a dedicated parking spot (prime real estate in the CBD!) mental health support, a day off for their birthday or something else, make it known. 

Examples of a good job ad

Still not convinced a job ad can really be so make-or-break? Check out these examples below – the differences are subtle, but significant. Can you spot them?

Go from generic to magnetic with 91����

If you spotted any of these red flags in your own hiring process, there’s no shame – most businesses have fallen into the Just Another Job Ad trap at some point. The good news is that now you know the signs, it’s easier to get out of it for good.

It starts with job ads that actually reflect what you offer and who you are. It continues with a hiring process that’s smooth, consistent and engaging at every step. That’s exactly what we’ve built the Employment Operating System to help you do.

With the Employment Operating System, the entire hiring process is covered: 

• Post your ad to multiple channels automatically
• Get instantly matched with pre-screened candidates 
• Chat with candidates in real time, or save them until you’re ready
• Automate and digitise contracts, onboarding, and training

Plus, keep top performers for the long-haul with built-in employee engagement tools, our employee app, 91���� Work, and so much more.

Ready to see for yourself?

Book a demo today and see how the Employment Operating System can take your hiring from generic to magnetic in record time.