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The Employer Brand Test: Would You Apply to Your Own Job Ad?

Spoiler: “Competitive salary” isn’t the hook you think it is.

Let’s be honest for a second…

You’ve spent hours with hiring managers gathering role details. You’ve battled HR on budget. You’ve finally wrangled approvals and put together what looks like a solid job ad.


You hit publish.

And then… crickets.
Or worse, 48 applications, none of them relevant and your best candidate has ghosted you mid-process.


Cue frustration, a few internal eye rolls, and the inevitable question:
“Where is all the good talent?!”


But let’s pause here.

Before we blame the market (which is tough, we’re not denying it), here’s a question worth asking:

Would you apply to your own job ad?


Because if the answer’s “hmm, probably not,” it’s time for a re-think.


Your Job Ad Is Not Just a Job Ad

It’s your first handshake. Your elevator pitch.
Your shop window on a crowded street full of shiny competitors offering dog-friendly offices, quarterly off-sites in Byron, and four-day work weeks.


In a world where attention spans are shorter than a TikTok video, candidates are scanning fast. You have roughly 15 seconds to:

  • Prove you’re worth their time
  • Show them the why of the role
  • Give them enough insight to imagine themselves in it


Fail to do that and your perfect prospect has already clicked away to something more compelling.


Where Most Job Ads Go Wrong

Let’s call it out:

  • “We’re a dynamic team…” (Everyone is. Even the ones that aren’t)
  • “You’ll be responsible for…” (Please, not the 11-point list of vague duties)
  • “We offer a competitive salary.” (Translation: “We don’t want to put the number”)
  • “Great culture!” (Back it up. Otherwise, it’s just white noise.)


You might think you’re being informative. But what you're actually doing is blending into the noise.


What Candidates Actually Want to Know

Here’s what most tech professionals are scanning for:

  • Impact – What difference will I make here?
  • Growth – Is this a role that challenges me or another BAU placeholder?
  • Tech environment – Are you using the tools I want to work with?
  • Flexibility – Be specific. “Hybrid” could mean anything from 1 to 5 days in-office.
  • Team & culture – Show me the humans behind the work. Mention values, leadership style, ways of working. Bonus if it doesn’t sound like ChatGPT wrote it (ahem).


The Employer Brand Self-Test

Before you hit publish on your next job ad, ask yourself:

  1. Would I click on this if I was passively browsing?
  2. Does the first line grab attention, or put me to sleep?
  3. Do I actually explain what makes this role or team different?
  4. Would I forward this to someone I rate?
  5. Do I sound like a real person? (Or a corporate job board circa 2014?)


If you answered “no” to even one of these, it’s worth tweaking.


A Better Way to Write Job Ads

Think of your job ad as a pitch, not a position description.

  • Lead with a hook - a reason to care
  • Say what the team is building, not just doing
  • Be transparent - salary, flexibility and reporting lines earn trust
  • Mention what success looks like
  • Give it a personality - speak like a human, not a template


Here’s the thing: the market is still active. Great candidates are out there. But they’re not wasting time on bland, beige job posts. If you want them to choose you, make them feel like they already belong before they apply.


Your job ad is your employer brand.

Not the careers page. Not the Glassdoor reviews. Not the LinkedIn banner with smiling stock photos.

It’s the words they read first, so make them count.


And ask yourself honestly:
Would I apply to this?
If not, why would anyone else?

August 20, 2026
A great technology job description does more than list responsibilities and technical requirements. It helps the right candidates understand the opportunity, see where their skills fit and decide whether the role is worth pursuing. In a competitive technology talent market, getting your job description right can make a significant difference to the quality of candidates you attract and how quickly you fill the role. Here are seven things every technology job description should include. 1. Start with the problem you're hiring someone to solve One of the most common mistakes in technology job descriptions is focusing too heavily on tasks and responsibilities. Instead, start with the business problem. What has created the need for this role? Is the organisation implementing a new platform? Scaling its cloud environment? Modernising legacy systems? Improving data capability? Delivering a transformation program? Candidates want to understand what they will actually be responsible for achieving. Instead of: "Responsible for developing and maintaining applications." Try: "You'll help modernise our core applications as part of a broader digital transformation program, working closely with product and engineering teams to improve scalability, performance and customer experience." The second version gives the candidate context, purpose and a clearer picture of the opportunity. 2. Separate must-have skills from nice-to-have skills Technology job descriptions can quickly become a wish list. Employers may ask for years of experience, multiple programming languages, several platforms, industry experience, specific certifications and a long list of tools...all for one role. The problem? Your ideal candidate may not exist. Before publishing the role, identify the capabilities that are genuinely essential to success. A more focused brief can open the talent pool without compromising the quality of your shortlist. Ask: What does this person need to be able to do from day one? Which technical skills are genuinely non-negotiable? Which skills could be developed once they join? Are we asking for experience with a specific tool when transferable experience would work? Would we reject an otherwise strong candidate because they don't meet one requirement? 3. Be specific about the technology environment Technology professionals want to know what they will actually be working with. Rather than simply saying "strong technical skills required", provide useful detail about the environment. Depending on the role, this could include: Technology stack Cloud environment Platforms and applications Programming languages Data architecture Development methodology DevOps practices Security environment Transformation projects underway You don't need to list every technology used across the organisation. Focus on the technologies that are relevant to the role and its objectives. 4. Explain what success looks like A strong technology job description should help a candidate understand what success looks like beyond simply completing their responsibilities. Consider including three or four outcomes for the first 6–12 months. For example: In your first six months, you will: Lead the migration of key workloads to the cloud Improve platform reliability and performance Establish improved monitoring and reporting Partner with internal stakeholders to define the next phase of the technology roadmap This gives experienced candidates something tangible to assess themselves against and helps employers attract people who are motivated by outcomes rather than simply a list of tasks. 5. Sell the opportunity, not just the organisation The best technology professionals are evaluating the opportunity too. A job description should answer the question: "Why would I want to do this job?" Think beyond generic statements about being a "fast-growing organisation" or having a "great culture". Talk about what is genuinely interesting about the role. The more specific you can be, the more compelling the opportunity becomes. Is there a major transformation underway? Will they have the opportunity to introduce new technology? Will they work with modern platforms? Will they have genuine influence over architecture or strategy? Is there a clear pathway into leadership? Will they work closely with senior stakeholders? Is the organisation investing in technology? 6. Don't make the interview process a mystery While this doesn't always sit within the job description itself, being transparent about the hiring process can significantly improve the candidate experience. If there are three stages, say so. If the role involves a technical assessment, explain what candidates can expect. If the hiring manager wants to meet shortlisted candidates within a particular timeframe, communicate that. Technology professionals are often managing multiple opportunities at once. A clear and efficient hiring process can help employers remain competitive once they have attracted the right people. 7. Get the salary and flexibility conversation right Salary and flexibility are increasingly important considerations for technology professionals. If you can provide a salary range, do it. It helps candidates assess whether the opportunity is relevant before investing time in the process and can reduce unnecessary conversations later. The same applies to working arrangements. Rather than simply stating "hybrid working", explain what that means. For example: "This role is based in Sydney with three days in the office and two days working remotely." Specificity builds trust and gives candidates a realistic understanding of the opportunity. A simple technology job description framework Before publishing your next technology role, make sure your brief answers these questions: The opportunity What problem are we hiring this person to solve? The impact What will they be responsible for achieving? The technology What platforms, systems and technologies will they work with? The essentials Which skills and experience are genuinely required? The environment Who will they work with and where does the role sit within the organisation? The opportunity Why would a strong technology professional want this role? The practical details What are the salary, location, working arrangements and hiring process? If you can answer all seven clearly, you're already much closer to a job description that attracts the right people.
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