The single biggest reason a job ad gets no useful applicants is that it tells candidates almost nothing about what the job actually involves day to day.
Step 1: Nail the job title before you write a single word
The title is the only part most people read before deciding whether to click. Use the words a person would actually type into a search bar: 'Warehouse Picker Packer', 'Barista', 'Aged Care Support Worker'. Avoid internal jargon like 'Guest Experience Champion' or 'Sandwich Artist'. Those titles make sense inside your business but they are invisible to someone searching for work in your area. Keep it short, keep it literal, and if the role is part-time or casual, say so in the title so you are not wasting either party's time.
Step 2: Put the pay in the ad
This is the one where most small employers hesitate, and it costs them good applicants. When there is no pay rate in an ad, experienced job-seekers often skip it entirely because they assume the rate is low. Publishing a rate signals confidence. It also means the people who do apply have already decided the money works for them, which removes a whole conversation from your process.
The adult minimum wage in NZ is $23.95 per hour. If you are hiring someone who qualifies for the starting-out or training wage, that floor is $19.16 per hour. If you are paying above those rates, say so. If you are at minimum wage, say that too rather than leaving it vague.
Source: Minimum wage rates, Employment New Zealand
Step 3: Describe what a Tuesday actually looks like
This is the section that separates a useful ad from a useless one. Instead of listing responsibilities in the abstract, write one paragraph about what someone does between starting and finishing a shift. 'You will be on the counter from 7am, making coffee and clearing tables until the morning rush dies down around 10, then restocking and helping with lunch prep.' That is more useful to a candidate than 'duties include food and beverage preparation and customer service'.
Be honest about the hard parts. If the role involves heavy lifting, cold temperatures, fast-paced service, or lots of repetitive work, put that in. Someone who reads it and still applies is a better fit than someone who finds out on day two and leaves.
Step 4: State the practical details clearly
Location, hours, and shift pattern need to be in plain sight, not buried in the footer. If the role is in Porirua, say Porirua, not 'Wellington region'. If the roster changes week to week, say that. Candidates often rule a job in or out purely on logistics, so the more specific you are, the less time you spend on enquiries from people who live too far away or cannot work the required hours.
Step 5: Write a short, honest 'about us' section
Two to three sentences is enough. What does your business do, who does it serve, and what is the vibe of the team? You do not need to sound like a brand manifesto. 'We run a busy cafe on the Kapiti Coast, open seven days, team of eight' tells a candidate more than 'we are a passionate team committed to exceptional experiences'.
Step 6: Make the application step obvious
Tell people exactly what you want them to do: email a CV, fill in a form, or apply through the portal. If you have a preference, for example you want them to include their availability, say so explicitly. A vague 'apply now' with no instructions leads to incomplete applications that take longer to process.
What puts good people off applying?
A long list of requirements for an entry-level role is the single fastest way to lose applicants. If a role genuinely does not require a licence, a certificate, or two years of experience, do not list those things as requirements. Every unnecessary requirement is a filter that removes someone who might have been excellent. Ask for what you actually need, nothing more.
Vague language about culture ('fast-paced, dynamic environment') has become background noise. Specifics beat adjectives every time.
Key takeaways
- A literal, searchable job title gets more clicks than a creative internal one.
- Including the pay rate upfront filters for genuine interest and removes a negotiation step.
- Describing a real shift in plain language is more persuasive than a bullet list of responsibilities.
- Unnecessary requirements in entry-level ads reduce your applicant pool without improving quality.
- Location and shift pattern should be in the first screen of the ad, not the last.
Frequently asked questions
How long should a job ad be for an entry-level role in NZ? Aim for 300 to 500 words. Long enough to cover the role, pay, location, and hours honestly, but short enough that someone on a phone can read it in two minutes. Padding with mission statements and corporate values tends to push the practical information out of view.
Should I list every duty in the job ad? No. List the four or five things that take up most of someone's day. A full duty list belongs in the employment agreement or an internal job description, not the ad. The ad needs to answer 'what will I actually be doing?' not 'what are all possible tasks I might ever do?'
Does it matter which job board I use for entry-level roles? Yes. Different boards attract different candidate types. A board focused on entry-level and career-change applicants will reach people who are actively looking for roles that do not require an existing track record, which is what most small business roles actually need.
Can I ask applicants to include availability in the application? Yes, and it is a good idea for hospitality, retail, and care roles where rostering depends on it. Just put the request clearly in the ad so applicants know to include it. Do not leave it as a follow-up question that slows down your screening.
What if I am not sure what the correct pay rate is? Start with the legal minimum for the type of employee you are hiring. The adult minimum is $23.95 per hour, and the starting-out and training minimum is $19.16 per hour. From there, consider what comparable roles in your area are advertised at and what your budget allows.
Source: Types of minimum wage, Employment New Zealand
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