Have a clear idea of the candidates you want, provide appealing details, include keywords, and use subheads or bullet points. Proofread the ad thoroughly to ensure it looks and sounds professional.
The purpose of a job advertisement is to attract qualified candidates rather than a large number of unqualified applicants. If you prevent those unqualified applicants from applying, you can focus your attention on the applications from experienced candidates. Before you can write ad that attracts the qualified candidates, you need a clear understanding of what you want in an employee. Review the job description for the position. Pick out the key skills and qualifications for the position for the ad.
Emphasize the main skills that weed out the type of applicants you don't want. For example, you might want applicants for an administrative position to have a certain number of years of experience using Excel. State those skills as absolutes in the ad. Say, "Two years experience with Excel required." Examples of qualifiers include education requirements, past work experience, or experience with a particular program or skill.
Include specific application instructions in the advertisement. Let the applicants know where to send the applications and the type of application materials to include such as a resume, cover letter and work samples. Include an application deadline to encourage applicants to submit materials right away.