Create a Great Job Ad in 5 Minutes or Less


Do you ever wonder if your job ad is attracting the employees that you want?  This isn’t the entire reason for lousy results, but writing a great advertisement makes the difference.

Today I did a simple job search on Not all of the ads were bad. Some were great—but most were confusing, oversimplified, or too broad. 

Wanted: With minimal supervision, provide proactive servicing to assigned clients as part of our customer retention strategy. Plan and coordinate sales activities associated with qualifying and selling to prospects; the installation of new client changes to existing clients and renewals. … 

Office Clerk Needed 

20 hours per week for each office or 40 hours total. $18.50/hr+ benefits. May work at one office or both—please indicate a preference. Email resume to… 

Required Skills, Knowledge, Abilities: 

Strong organizational skills 

Strong writing and communication skills 

Basic Word and Excel knowledge 

Self-starter, ability to work independently 

Professional demeanor 


If we advertise using all or many generic words, for the most part, these ads will attract people who are unclear, broadly qualified, or only hopefully qualified.  

Most of the applicants to these jobs believe that they can perform the job. But you already know that that’s not what happens in real-time. There is only a 50/50 chance that you are making a good decision and choosing the right behavior style when you are picking from an untargeted, unscreened group of applicants. 

Here are Three Keys to Writing Great Job Advertisements: 

  1. Approach job ads like marketing copy. Just as you would think deeply about writing an ad to attract your ideal customers, the same principle is true of ads that attract employees to the right jobs. 
  2. Avoid “must have” language. Instead, use “get to” language—presenting the job as a gift for the right person. When you tell people that they will get to be in their natural behavior and use their genius on a daily basis, they will love your job. It’s a win-win. 
  3. Use the Right Words. The right words attract the right applicants. To know what words to use, always create a job behavior profile first. When you understand the behavior that will work best with your job, it becomes easier to find the words that work best. 

I’ve divided job behaviors into four categories, described below. The word choices and language remove ambiguity to create awesome ads. 

Behavior Style A 

You need a Sales Manager who is ambitious, results-oriented, and able to close deals as well as help others to close deals. This means that while relationship-building or detail may be somewhat important, more important is their ability to be direct, results-oriented, independent, and persuasive. 

To attract this person, you will need to use words such as: 

  • Management 
  • Goal 
  • Independent 
  • Results 
  • Change Agent 
  • Leader 
  • Autonomous 
  • Forward-looking 
  • Implement 


An exciting opportunity for a Licensed Insurance Producer to sell commercial policies. One of the most prestigious and successful family insurance brokerage firms is looking for an experienced Producer to learn, implement, and lead this effort. If you love sales with lots of potential for results, as well as independence while working with a great team, then AAA Insurance needs you. 


Behavior Style B 

Your Customer Service Rep needs to build comfort and relationships. This means that while sales may be important, in this job it is more important to be friendly, attractive, and able to build confidence in others. To attract a person for this type of job, you will need words such as: 

  • Friendly 
  • Networking 
  • Team Player 
  • Positive 
  • Build Relationships 
  • Sensitive 
  • Pleasant 
  • People-orientated 
  • Empathetic 


Are you ready to assist in all aspects of customer service for an international lifestyle company? We are looking for someone to be the welcoming, first-response troubleshooter who takes timely care of our interesting and sensitive customer base. You need to be personable as well as willing to answer a wide variety of questions with TLC. If this sounds like you, then this is the ideal job you’ve been looking for. 


Behavior Style C 

You need an Office Manager to “hold down the fort.” While relationships and detail may be important, more important is their ability to adhere to the routines of the office and help others do the same. To attract this type of person, you will need to use words such as: 

  • Support 
  • Team player 
  • Coordinate 
  • Serve others 
  • Second in command 
  • Helpful 
  • Persistent 
  • Steady 
  • Consistent 
  • Conservative 


Do you love being the ultimate in support for both coworkers and clients? If you enjoy maintaining a busy front desk while serving others, this is the job for you. You will get to help many people on the phone, greet people at the door, and coordinate materials. As our ideal candidate, you will have little fear in communicating a variety of subjects. If this is you, then we look forward to hearing from you. 


Behavior Style D 

You need an Executive Assistant to handle detail that you cannot. This means that being friendly or results-oriented is important, but making sure that all the rules are followed, the i’s are dotted and the T’s are crossed is imperative.  To attract a detail-oriented person, you will need to use words such as: 

  • Detail-oriented 
  • Systematic 
  • Analytical 
  • Well-disciplined 
  • Precise 
  • Systems designer 
  • Handles complex tasks 
  • Diplomatic 
  • Organized 
  • Procedural 

Example: Are you ready to assist in many aspects of organizing one of the country’s most prestigious consulting and training companies? You will enjoy being the ultimate organizer while attending to a variety of detail and systems for our owner, speakers, and trainers. 


Since people are complex and not as simple as I’m making them out to be. And no one can be all and everything. That is why it is so very important to create a profile, prioritize behaviors, and use the right words when you place ads for your job. 


Job ads are marketing copy. 

Think “get to” language. 

Use the right words. 


Get the right employee in the job from the beginning, and you’ll leave behind lousy employees forever.

If you want help developing company culture at your business,  a consultant with IDAHO SBDC in your region is available to help.  Click here to set up an appointment. 

Ruth Schwartz

Ruth Schwartz joined the Idaho SBDC in March of 2020, She has been a life-long entrepreneur and business owner. She spent 25 years in the music industry: radio, publishing, producing, retail.

Most notably, Ruth started, built and sold a $10 million, wholesale, music, distribution company. She has owned and operated a leadership training and coaching company, a debt collection company and an Amazon store.

Ruth is a Professionally Certified Business Leadership Coach (PCC) through the International Coaching Federation, an Economic Development Finance Professional (EDFP) through the National Development Conference and is the author of the book, The Key to the Golden Handcuffs: Stop Being a Slave to Your Business. She is certified in over four assessment sciences and the creator of the Fail Proof Hiring Program. She is a Distinguished Toastmaster and a member of the National Speakers’ Association.

Hailing from the Sierra Foothills in Northern California, Ruth taught at the Sierra Commons Business Incubator and became a consultant with the California SBDC before her move to Idaho in 2017.

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