A job ad should make job seekers say to themselves “I want to work for this company.” But too often a job posting is an uninspiring mess of bullet points that do nothing to sell the job.

Instead of showing job seekers why they should work there, most job postings are just a list of requirements, or worse all about the company and not the ideal candidate.

A boring job posting is more likely to attract lower quality candidates. So, here are a few ways to improve your ad and make it appealing to the high quality candidates you are looking for.

Who Is Your Firm?

Tell candidates who your company is and what you do. Eliminate boring phrases such as “we are a foremost producer of goods for X industry.” Give job seekers a vision they can care about and believe in. This is typically where you describe your EVP (employer value proposition) which tells candidates why you are different.

Don’t Beat Around the Bush

Be direct with candidates. For example, “You will be in charge of…” “Your will require these skills…” “You should be familiar with…” Talk to them one on one and use the word “You” during the discussion.

Who’s in Charge

Candidates want to know which division of the company they will work in and who they’ll be reporting to. Use more “you will be reporting to the manager of X” in job postings. Being able to research who they might be working for is often a key factor in a job seeker’s decision-making process.

The USP

You need to explain to the average job seeker what makes this particular job fun or interesting. Spell out the appeal of this position when pitching your ideal candidate. Is it a critical role? Will it make an impact? If so, state it.

Don’t Talk Down to Them

Eliminate robotic phrases like “You will perform tasks and duties blah, blah, blah.” That language is fine for internal use but is likely to repel job candidates.

Tell a Story

Job ads don’t always need bullet points. Instead, try telling a story of who, what, and why: Who is the idea candidate? What will they do? Why is this position open? Write your ad like this:

“Having recently received a new contract to make widgets for a new client, our business is about to take off. We are looking for smart, dedicated line workers to assemble, pack and ship our products to customers throughout the country. We offer a stable work environment, great benefits, and the opportunity to work with great people. We’d love for you to apply today.”

Email Me

Small companies in particular should consider listing an email address that goes directly to the hiring manager. An email address will give the process more transparency and should increase the number of applicants. In the instructions you could even have candidates tell you, in 300 words or less, why they are right for the job. The results may surprise you.

Decide what makes your job unique and use these tips to stand out in an ocean of ads that all sound the same. By making your job ad different, you will stand out and attract the candidates you are looking for.

Need more? Check out this audio from 4 job description experts.