Start with the proposition
Ask why a capable person would choose this role over alternatives. Consider purpose, responsibilities, development, manager, salary, benefits, flexibility and organisational stability.
Purpose can be powerful, but it should not be used to compensate for unclear expectations or avoidable poor practice.
Make the advert searchable and specific
Use a familiar job title and words candidates actually search for. Put important terms naturally in the title and opening text rather than burying them in a long recruitment pack.
Specific responsibilities and practical information create more confidence than generic claims about culture.
Reduce application friction
Ask only for information you will use. Requiring a CV, full application form and long supporting statement for the same role may discourage strong candidates who are already employed.
Match application effort to the seniority and complexity of the role.
Use targeted outreach
For specialist roles, identify professional communities, networks, membership bodies and people with adjacent experience. Outreach should widen awareness, not bypass fair assessment.
Track which channels actually lead to appointable candidates.
Protect your employer reputation
Candidates notice slow communication, cancelled interviews, unclear salaries and poor feedback. A respectful process can strengthen future attraction even for unsuccessful applicants.
Recruitment is part of the organisation's public reputation.
Learn from every campaign
Review number and quality of applicants, diversity where appropriately monitored, source, time-to-hire, declines and reasons for withdrawal. Use the information to improve the next campaign.
If a vacancy repeatedly fails, reconsider scope and reward before repeating the same advert.
Frequently asked questions
Why are we getting many irrelevant applications?
The advert may be too broad, the title may attract the wrong audience, or essential requirements may not be clear enough.
Should we make applications shorter?
Use the shortest process that still gives enough evidence for fair shortlisting.
How can small charities compete with bigger employers?
Be specific about responsibility, impact, flexibility, culture and development rather than trying to imitate large-employer benefit packages.
Employment, equality, safeguarding and data-protection obligations can depend on the role and circumstances. Use appropriate professional or legal advice where required.