How to write a skills-based job ad that attracts the right talent

It’s no secret the traditional job ad is in trouble. 

Lengthy lists of role responsibilities. Arbitrary degree requirements. A maze of internal jargon that means little outside your four walls. 

In a world shifting towards a skills-based approach, the old model just doesn’t cut it anymore. Today’s jobseekers, especially those looking for inclusive, agile, and future-ready employers—are asking: 

Can I do this? 
What skills do I need? 
Will I be supported to grow? 

If your job ad doesn’t answer those questions clearly and credibly, you’re not just losing applicants: you’re losing the right ones. 

So, what does a great skills-based job ad actually look like? And how do you write one? Here’s your step-by-step guide. 

Why job ads need a skills-based refresh 

The move towards skills-based hiring is more than a trend—it’s a strategic imperative. Forward-thinking organisations are already: 

Opening up access by removing unnecessary degree or tenure requirements 
Hiring for potential, not just pedigree 
Using skills data to match people to opportunities faster and more fairly 

But if your job ads still follow a rigid, role-based format, you’re creating a disconnect. The messaging doesn’t match the mission. Shifting to a skills-first job ad approach helps you: 

Widen your talent pool 
Create a more inclusive candidate experience 
Signal to the market that you’re future-focused and growth-oriented 

Here’s how to make it happen. 

6 Steps to writing a great skills-based job ad 

1. Lead with purpose, not the job title 

Instead of opening with a laundry list of duties or a flat job title, lead with the “why.” 

Why does this role matter to your organisation? 

What’s the impact this person will have? 

Why should someone with the right skills feel excited? 

This helps candidates connect emotionally before they connect functionally. 

Example: 
Instead of: “We’re looking for a Digital Marketing Executive” 
Try: “Help us reach more people with life-changing health products by bringing your digital marketing expertise to our growing brand team.” 

 

2. Focus on capabilities over credentials 

One of the key shifts in a skills-based ad is moving away from rigid requirements toward must-have capabilities. 

Ask yourself: 

What does someone need to know how to do, not just what should be on their CV? 

Could these skills come from experience in another sector or job type? 

Are you over-indexing on experience where potential would do? 

Replace “5+ years of X” with “Demonstrated ability to…” or “Confidence using…” 

Instead of: 
“Bachelor’s degree in Computer Science and 5+ years of Java experience” 
Try: 
“Proficient in Java and experienced in building scalable backend systems—regardless of how you got there.” 

 

3. Be clear about must-have vs. Nice-to-have 

Too many job ads overwhelm candidates with an endless list of “requirements”—many of which aren’t actually essential. 

That leads to good people (especially underrepresented talent) opting out. 

Create two sections: 

What You’ll Need to Succeed (essential skills and behaviours) 

Bonus If You Have (nice-to-haves that won’t exclude someone) 

This structure also reinforces fairness and transparency. 

 

4. Highlight growth and learning opportunities 

In a skills-first environment, candidates care about what they’ll gain, not just what they’ll bring. 

Use the ad to showcase: 

What new skills they’ll build 

What development resources they’ll have access to 

What mobility or project exposure might be available 

Even if it’s a niche or junior role, show that it’s a stepping stone to something bigger. 

Pro tip: Don’t wait until onboarding to talk about development. Start in the ad. 

 

5. Make it inclusive—In tone and language 

Skills-based hiring and inclusive hiring go hand in hand. 

Review your language for: 

Jargon, acronyms or overly corporate phrasing 

Gender-coded language (tools like Textio can help) 

Assumptions about background, location, or career path 

Use clear, conversational language that welcomes people in. 

Instead of: 
“You will hit the ground running and work cross-functionally in a fast-paced environment” 
Try: 
“You’ll collaborate with colleagues across teams and have the support you need to get up to speed.” 

 

6. Close with a call to action—that feels human 

End your job ad with an invitation, not just an instruction. 

Let people know: 

What the next step looks like 

That you welcome non-traditional backgrounds 

Who they can reach out to if they have questions 

This builds trust and reduces barriers. 

Instead of: 
“Apply now by submitting your CV.” 
Try: 
“Not sure if you meet every single requirement? We’d still love to hear from you. Tell us what you can bring—we’re excited to learn more.” 

 

Final thoughts: The job ad is a strategic touchpoint 

In a world where skills—not job titles—are becoming the currency of work, your job ads are more than operational documents. They’re branding tools. Culture signals. First impressions. 

Done right, a skills-based job ad tells candidates: 

You care more about what they can do than where they’ve been 

You offer growth, not just a gig 

You’re building a future-ready organisation—and they can be part of it 

So the next time you’re drafting a job ad, don’t reach for an old template. Reach for a new mindset. 

Need help building skills-based job ad templates across your business? Let’s connect. 

 

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