You’ve written the job description, posted it across the big job boards, and now… nothing.
The CVs trickle in, but few are relevant. The candidates you really want aren’t applying. It’s frustrating - but it’s also a reality for many hiring managers today.
The truth is, job ads alone aren’t enough anymore. In 2025’s competitive market, the candidates you’re looking for probably aren’t even searching the job boards. If you’re serious about attracting the right talent, it’s time to rethink how you approach recruitment.
The Harsh Truth About Job Ads
Posting a vacancy and waiting for the right person to apply worked a decade ago. Today, it’s a gamble. The very best people are often not actively looking. They’re already employed, busy excelling in their roles, and your job ad will never cross their screen.
At the same time, the ads themselves often struggle to compete. Candidates are bombarded with listings that all sound the same: a list of responsibilities, a vague promise of “competitive salary,” and little to inspire them to take the leap. Even if your business has a fantastic culture or unique benefits, if it isn’t communicated in the ad, candidates won’t see it.
This isn’t about job ads being irrelevant, it’s about them being just one piece of the puzzle. Relying on them alone means missing out on the majority of the talent market.
Why Job Ads Fail
Generic
If your ads aren’t working, it’s usually for a few predictable reasons.
The first is that they’re too generic. Lists of skills and responsibilities don’t spark excitement. A job description that could belong to any company rarely motivates someone to apply.
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No Creativity or Expression
The second is that they’re too transactional. If your ad only talks about responsibilities and salary, you’re overlooking what modern candidates care about: flexibility, career progression, culture, and purpose.
No Reach
Ultimately, visibility is a considerable concern. Your ad is competing with hundreds of others, and without the right positioning it simply gets buried. By the time the right candidate does stumble across it, they may already be in a process with someone else.
We’ve seen this play out countless times. One client came to us after advertising the same role for three months with almost no quality applications. The problem wasn’t the talent pool, it was that their ads never reached the people they were truly looking for.
What You Can Do About It
The good news is that job ads can work - when part of a smarter approach. The first step is to rethink how you frame the opportunity. Instead of leading with a checklist of duties, highlight the impact of the role. How does it contribute to the bigger picture? What makes your organisation worth joining?
Second, think beyond job boards. The best recruitment strategies diversify. Social media campaigns, employee referrals, and niche industry platforms all play a part in broadening your reach. Most importantly, investing in your employer brand ensures that when candidates do find you, they actually want to apply.
Finally, act quickly. The best candidates don’t hang around. If your process is slow or disjointed, you’ll lose them to a competitor.
Why Passive Candidates Hold the Key
Here’s the reality: most of the people you want to hire aren’t looking at job ads at all. Studies show that up to 70–80% of the workforce is “passive” (not actively job-hunting, but open to the right opportunity.) These individuals are often your top performers: skilled, experienced, and already thriving in their current roles.
Job boards will never reach them. But relationships will. This is where Get Recruited makes the difference. Over the years, we’ve built the networks, trust, and expertise to connect businesses with passive candidates that job ads simply can’t touch. When we combine that reach with employer branding and smarter recruitment planning, our clients don’t just fill roles, they hire game-changing talent.
Tips to Improve Your Ads
Even though ads are only one part of the solution, small improvements can make them work harder for you. Keep job titles clear, not overly clever. Lead with what you offer, not just what you need. Showcase culture, flexibility, and progression opportunities. And review your ads regularly to make sure they reflect your brand at its best.
Job ads alone won’t solve your hiring challenges. They can attract applicants, but rarely the top-tier talent you’re really looking for. To win in today’s market, businesses need to think strategically, invest in their employer brand, and reach beyond the job boards to connect with passive candidates.