Your best future hire probably isn't job hunting. She's busy, reasonably happy, and scrolling past roles on her lunch break. You get about ten seconds of her attention, and most job descriptions waste those ten seconds giving her a reason not to bother.

Here's what I see most often.

The wish list. Eleven "must haves", including CA or CPA, five years' experience, Xero, MYOB, BGL360 and "exceptional attention to detail". Strong candidates read that list honestly and rule themselves out. The ones who apply anyway are often the ones who didn't read it closely, which is a funny result for a role that asked for attention to detail.

The clichés. "Fast-paced environment" reads as understaffed. "Work hard, play hard" reads as unpaid overtime with a side of Friday drinks. "Competitive salary" reads as "we'd rather not say". Accountants are trained to spot the gap between what's stated and what's real, and they'll find it in your ad too.

Here’s the problem. Every single firm in Brisbane needs a tax accountant. Very few explain why someone should leave a stable seat to come and sit in theirs.

So what do you say instead?

Describe the actual week. What's on her desk on a Tuesday in March? What kind of clients, who she reports to, who she'll be training. Specifics make the role feel real and help the right person picture themselves in it.

Cut the list to what matters. If you'd hire someone without too much Div7a experience and teach them, say so. Three real requirements beat eleven hopeful ones.

Show the number. A salary range saves everyone time and tells candidates you're serious.

Identify and share what's great about you. Study support paid upfront, flexibility year round, a partner who actually mentors, a path to manager that isn't just a rumour. If it's true, put it in. If it isn't, that's a different conversation.

Leverage a professional. One (or maybe even two) trusted recruitment partners who can serve as walking talking brand ambassadors for your firm & bring you top talent, while you focus on billing.

Not sure how your ad or value proposition looks from the other side? Send it to me. I'll give you honest feedback, plus insight into what candidates are actually saying about roles like yours.

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Em