The Four Biggest Mistakes People Make in Recruitment Adverts – and Why It Matters - a guest post by Mark Topley

If you’ve ever been involved in recruitment, you’ll know it can feel like trying to find a needle in a haystack. With so many job vacancies and a smaller pool of candidates, it’s crucial to get recruitment adverts right. Yet, many practices make the same mistakes over and over again, which stops them from attracting the best talent.

And here’s the thing: Millennials and Gen Z – the two generations that make up the majority of the workforce now – have very different expectations when it comes to work. If your job advert isn’t speaking to those expectations, you’re losing out.

In this post, we’ll explore the four biggest mistakes people make in recruitment adverts and why fixing them can help you find the right people for your team.

1. Focusing Too Much on Skills and Qualifications Early On

One of the most common mistakes is leading with a list of essential skills and qualifications. Yes, skills are important, but starting with them in your job advert can make potential candidates switch off. People want to feel like they’re more than just a box-ticking exercise. They want to know that the practice they’re applying to shares their values and vision.

What to do instead: Start by describing your practice’s culture and values. What makes your workplace unique? Why do people enjoy working there? Once you’ve sold your practice as a great place to work, then you can talk about the skills and qualifications required. It’s all about attracting people who are a good fit for your team and who believe in what you’re doing – you can teach skills later.

2. Not Communicating Your Vision

Another big mistake is failing to communicate the long-term vision of your practice. Candidates today aren’t just looking for any job; they’re looking for something with meaning and purpose. Gen Z, in particular, is known for prioritising purpose over money – they want to make a difference. In fact, an empowering work culture is twice as important to them as a high salary.

What to do instead: Talk about the future of your practice. Where are you heading? What’s your mission, and how can potential candidates be part of that journey? If people can see a future with your practice, they’ll be more interested in applying. Help them visualise how they can grow with you, not just fill a role.

3. Not Giving a Realistic Picture of the Job

Lots of recruitment adverts focus on vague descriptions or big promises, without giving candidates a real sense of what the job involves day to day. This can lead to disappointment down the line when the role doesn’t live up to the hype, resulting in quick turnover. People don’t want just a shiny sales pitch; they want to know what they’re really signing up for.

What to do instead: Be honest and transparent. Including a realistic job preview, like a video testimonial from a current employee, can make a big difference. This gives potential candidates a better idea of the day-to-day realities and team atmosphere. Authenticity matters to both Millennials and Gen Z, and they’ll be able to see through any overly polished messaging. So, keep it real.

4. Ignoring the Importance of Inclusion and Belonging

If your job advert feels too cold, corporate, or impersonal, it can turn people off. Millennials and Gen Z want to feel like they belong at work. They’re looking for workplaces that match their values, and they care about diversity and inclusion. In fact, Gen Z actively supports brands that take a stand on issues like equality and environmental sustainability.

What to do instead: Use your advert to show that your workplace is inclusive and welcoming. Describe how new hires are supported, integrated, and valued from day one. Highlight the importance of teamwork, open communication, and collaboration. By doing this, you’ll attract people who are not just qualified but who also want to contribute to a supportive and inclusive work environment.

Why This Matters

So, why is getting your recruitment advert right so important? Well, Millennials and Gen Z now make up the largest part of the workforce, and they’re not motivated by the same things that previous generations were. For them, it’s about purpose, authenticity, values, and flexibility.

For example, 75% of Millennials believe that work should have a greater purpose than just earning money, and 60% of Gen Z want to work for organisations that take a stand on social issues. If your job advert doesn’t reflect these priorities, you’re missing out on attracting top talent. And it’s not just about filling a vacancy – it’s about building a team of motivated people who are genuinely excited about your practice and where it’s going.

Ignoring these trends can lead to hiring the wrong people, which means more turnover and lower morale. On the flip side, if you focus on purpose, inclusion, and a realistic picture of the role, you’re far more likely to find candidates who align with your practice’s long-term goals and culture.

Recruitment is more than just ticking boxes – it’s about finding people who fit into your practice’s culture, share your values, and want to be part of something bigger. By avoiding these common mistakes and crafting a thoughtful, authentic job advert, you’ll attract the right people – those who will thrive in your team and contribute to its success. After all, people don’t just want a job anymore; they want to belong, to grow, and to make a difference.

And that’s exactly who you want on your team.

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If you’re ready to stop making these common recruitment mistakes and start attracting the right people for your team, I’ve got something just for you. Download my free cheat sheet to dive deeper into the key steps of creating a standout recruitment advert that speaks to today’s workforce.

But that’s not all—on Thursday, 12th September, I’m launching a 4-week pop-up course designed to help you build a recruitment process that aligns perfectly with your practice culture, values, and long-term vision. From creating the perfect advert to onboarding new people successfully, this course will set you up for success, ensuring you attract and retain the right talent.

Ready to get started? Grab the cheat sheet and get all the details for the course here:

https://great-boss.com/nextgen 

Don’t miss this opportunity to take your recruitment strategy to the next level!