Attracting top-tier talent in today’s UK job market goes beyond listing duties and qualifications. In 2025, candidates expect more clarity, transparency, purpose, and language that resonates with who they are and where they want to go. If your job descriptions still sound like they were written in 2012, it’s time to rethink your approach.
At Resource Provider Ltd, we help employers across the UK write smarter, sharper, and more human job descriptions that speak directly to today’s workforce. Here’s how to craft job ads that truly connect with the talent you want to hire.
Start with a Clear, Recognisable Title
Candidates search using standard job titles. That’s why clarity beats creativity. Use commonly recognised titles like Marketing Manager, Frontend Developer, or HR Business Partner. Avoid internal jargon like Digital Rockstar or Team Ninja these confuse search engines and candidates alike.
Instead of impressing, focus on accuracy. Ask yourself: “Would someone actually search for this title on a job board?”
Begin with a Purpose-Driven Summary
The first few lines of your job description are prime real estate. Use them to explain:
- What the role contributes to the company
- Why it matters
- Who the person will be working with
For example:
“We’re looking for a Marketing Manager to lead our brand strategy as we expand into new markets across London and the South East. You’ll work closely with our product and sales teams to shape messaging that resonates with UK audiences.”
This isn’t just a role it’s a mission.
Sell the Role Without Overpromising
Outline the key responsibilities in a list, ideally using action verbs like lead, coordinate, build, deliver, or optimise. Be honest about the scope and expectations, but avoid listing every possible task. Focus on what they’ll do most often and what makes the role exciting.
Separate “must-have” and “nice-to-have” qualifications clearly. Overstuffed requirement lists turn away great candidates especially women and underrepresented groups, who may not apply unless they meet all listed criteria.
Be Transparent About Salary and Benefits
UK jobseekers are increasingly expecting salary ranges in job ads and rightly so. Posting a salary range shows transparency, speeds up the hiring process, and builds trust.
In addition to pay, include:
- Hybrid or flexible working arrangements
- Professional development opportunities
- Company culture highlights (brief and authentic)
- Location specifics, especially if based in London or remote-friendly
Speak in a Human, Inclusive Voice
Your tone matters. Drop the corporate buzzwords and talk like a person. Candidates should feel they’re being invited to be part of something, not completing a legal contract.
Avoid exclusionary phrases and keep the language gender-neutral and inclusive. Tools like Textio and Gender Decoder can help identify unconscious bias in your copy.
For example:
❌ “We want a fearless self-starter who thrives in high-pressure environments.”
✅ “We’re looking for someone who enjoys collaborating in a fast-moving team and takes ownership of their work.”
End with an Encouraging Call to Action
Close with a simple, motivating CTA. Rather than the cold “Apply now”, try:
- “If this sounds like your next step, we’d love to hear from you.”
- “Have questions before applying? Reach out we’re happy to chat.”
This small shift makes your company feel approachable and respectful of the candidate experience.
Final Thought
In a tight talent market, writing better job descriptions isn’t just a branding exercise it’s a competitive advantage. By speaking your candidate’s language, showing what matters, and being transparent, you stand a much better chance of attracting motivated, qualified people who’ll stay and grow with your organisation.
At Resource Provider Ltd, we specialise in helping UK employers shape more effective, inclusive and engaging hiring strategies from job postings to onboarding. If your listings aren’t getting the traction you need, let’s talk.