How To Tweak Job Ads to Increase Job Apply Rates

Has this ever happened to you? You know your company has a great role to offer, but the right applications just are not coming in. Often, the problem isn’t the job itself—it’s the job ad. The way you phrase, organize, and present a job posting plays a major role in whether candidates are compelled to apply or scroll past.

The good news? You don’t need a complete rewrite. Simple tweaks - like clearer wording, highlighting what candidates care about most, and keeping things mobile-friendly, can dramatically increase apply rates. Let’s look at some easy ways to turn good job ads into great ones.

Keep It Clear and Friendly
Candidates don’t want to wrestle with jargon, acronyms, or buzzwords. A plainspoken description not only feels approachable but also signals that your company values communication.

Before: “Primary responsibilities include driving accountability through KPI delivery within SLA parameters, aligning cross-functional operational competencies across relevant stakeholders.”

After: "You’ll help track team performance against goals, work with other departments to solve challenges, and make sure projects stay on schedule.”

See the difference? One feels like a corporate memo; the other feels like a real tasks someone can easily imagine themselves doing.

Trim Down the Requirements
A mile-long list of “must-haves” can cause great candidates to self-select out. Instead, stick to the essentials. Add a short “nice-to-have” list for skills that are helpful but not absolutely required.

Before:
 - Master’s Degree in Business Administration
-  7+ years’ leadership experience
-  Experience in six different project management tools
-  Advanced coding abilities in Python, Java, and Ruby
-  Formal certification in Lean, Agile, and Scrum
-  Public speaking experience

After:
- 3+ years of experience leading teams or projects
- Strong communication and organizational skills
- Comfortable learning and using new project management tools

Nice-to-haves: project management certifications, coding knowledge, or experience with Agile methods.

By keeping it lean, you’ll attract more confident applicants while leaving room for motivated learners.

Highlight What Candidates Care About
Put yourself in a candidate’s shoes. The first thing they want to know is, What’s in it for me? Lead with that instead of burying it under a pile of tasks.

Before:
“Responsibilities include drafting project timelines, sending internal updates, and managing stakeholder communications.”

After:
“Join a growing team where you’ll have the chance to take on meaningful projects, work a flexible hybrid schedule, and have a clear path for career growth. Day-to-day, you’ll draft project timelines, keep things on track, and communicate progress with the team.”

Notice how flipping the order makes the role more appealing right from the start.

Share Pay and Benefits
Applicants are more likely to hit “apply” when they understand the payoff. A vague “competitive salary and benefits” just doesn’t cut it anymore.

Before:
“We offer a competitive compensation package.”

After:
“Pay range: $65,000–$75,000, plus health insurance, 401(k) with 4% company match, annual learning stipend, and wellness benefits.”

It’s transparent, specific, and builds trust.

Use Simple, Searchable Titles
Quirky titles might seem fun, but most candidates aren’t typing “growth guru” or “sales rockstar” into their job search. Keep it clear and searchable.

Before:
“Customer Happiness Ninja”

After:
“Customer Success Specialist”

Clarity wins every time.

Keep It Mobile-Friendly
Job seekers are often scrolling on their phones, maybe on the bus or between errands. Make it easy to scan with short paragraphs and bullet points. A wall of text can feel overwhelming.

Before (hard to skim):
“This role requires consistent communication with clients, building reports to track metrics, analyzing trends to optimize performance, documenting findings in internal platforms, collaborating with cross-functional teams to share learnings, and presenting updates on a regular basis.”

After (easy to skim):
In this role, you’ll:
- Communicate with clients regularly
- Build and share performance reports
- Analyze trends and suggest improvements
- Collaborate across departments
- Present updates to leadership

Share Your Company Story
Even a couple of sentences about your mission and values can go a long way. Most people want purpose as much as a paycheck.

Before:
“ABC Inc. is a leading provider of business solutions.”

After:
“At ABC Inc., we believe work should be meaningful. Whether it’s supporting small businesses or giving back to our community, we are driven by making a positive impact - and we want teammates who share that spark.”

When job ads feel clear, respectful, and inspiring, candidates notice. And when you go the extra mile to show what makes the role (and your company) worth applying to, you don’t just improve apply rates, you also set the stage for attracting the right fit.