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Client Resource: Why Your Job Ad Isn’t Converting
Why Your Job Ad Isn’t Converting (and the 6 Lines to Fix First)
If your job advert is getting views but not the right applications, it’s rarely because “there aren’t any candidates”. Most of the time, the advert is missing clarity in the first few lines.
Good candidates skim. They decide in seconds whether a role is worth their time. If the key details aren’t obvious, they move on.
This guide shows the six lines that usually make the biggest difference.
The 6 lines to fix first (copy/paste checklist)
- Job title
- Salary range
- Hybrid / location expectations
- Team size and reporting line
- Type of work (what they’ll actually do)
- Progression (what “next step” looks like)
1) Job title: make it searchable and accurate
Common issue: titles are internal, vague, or inflated.
Fix: use market-recognised titles and add a clarifier.
Better title examples: – Private Client Solicitor (2–5 PQE) – Commercial Property Solicitor (NQ–2 PQE) – Audit Senior / Accounts Senior (Practice)
Quick rule: if a candidate can’t find it via a normal search, it won’t convert.
2) Salary range: reduce drop-outs and wasted interviews
Common issue: “competitive” or no range at all.
Fix: include a range, even if it’s broad, and state what drives flexibility.
Simple wording options: – Salary: £X–£Y (depending on experience and role scope) – Salary: £X–£Y + bonus/benefits (flexible for the right fit)
Why it matters: strong candidates won’t apply if they can’t sense-check alignment.
3) Hybrid/location: define it properly
Common issue: “hybrid” with no detail.
Fix: state days in office, whether they’re fixed, and any probation/busy period changes.
Clear wording examples: – Hybrid: 2 days in the office (days agreed with the team). – Hybrid: 3 days in the office (Mon/Wed/Fri). – Probation: 4 days in-office for onboarding (first 8 weeks), then 2 days.
Why it matters: hybrid ambiguity is a top cause of late-stage negotiation and offer wobble.
4) Team size + reporting line: help candidates picture the role
Common issue: candidates can’t tell who they’ll work with or learn from.
Fix: add one line that answers: who is my manager, and what does the team look like?
Wording examples: – You’ll report to the Head of Department and work in a team of 6 (mix of solicitors and support). – You’ll report to a Senior Manager within a 12-person audit/accounts team.
Why it matters: good candidates choose roles where support and supervision are clear.
5) Type of work: be specific about the day-to-day
Common issue: a long list of generic responsibilities.
Fix: give 3–5 bullets that describe the real work and the typical matters/clients.
Examples (legal): – Private Client: wills, probate, LPAs, estate administration, HNW client exposure. – Commercial Property: acquisitions/disposals, landlord & tenant, development, refinancing.
Examples (accountancy practice): – Audit: planning through completion, fieldwork, file ownership, client communication. – Accounts: year-end accounts, management accounts, VAT, client queries, workflow management.
Why it matters: candidates apply when they can see themselves doing the work.
6) Progression: define “next step” in plain English
Common issue: “great progression” with no explanation.
Fix: give a realistic 12–18 month picture.
Wording examples: – Progression: clear route to Senior Associate within 12–18 months (based on performance and caseload). – Progression: opportunity to step into a Supervisor/Assistant Manager track with review points every 6 months.
Why it matters: progression is one of the biggest reasons experienced candidates move.
A quick before/after template (use this at the top of your advert)
Role: [Job title + PQE/level]
Salary: £X–£Y (DOE)
Location: [Town/City]
Hybrid: [X days in office + any conditions]
Team: [team size + reporting line]
Work: [3–5 bullets on typical matters/clients]
Progression: [what next step looks like in 12–18 months]
Final check: does your advert answer these 6 questions?
- What is the role, in market language?
- Is the salary broadly aligned?
- What does hybrid mean in practice?
- Who will I work with and learn from?
- What will I actually do day-to-day?
- What does progression look like, realistically?
If the answer to any is “not sure”, that’s usually why the advert isn’t converting.
Want a quick rewrite?
If you send us your current job advert (and role/location), we’ll rewrite the top section and the six key lines so it converts better and reduces drop-outs later in the process.