We Analysed 1,000 Job Ads. Here's What Attract the Best Talent

In Singapore’s hiring landscape, competition for top professionals has never been fiercer. Unemployment sits at historic lows, with just 2.0% as of mid-2025, according to the Ministry of Manpower (MOM). Meanwhile, demand for skills in technology, healthcare, sustainability, and logistics continues to outstrip supply.

But here’s the surprising truth: even in a tight market, most employers undermine their own recruitment efforts with job ads that fail to connect with the people they’re trying to reach.

We recently analysed 1,000 job ads across Singapore to discover what helps employers attract the best talent in Singapore and, by extension, how to attract the best talent for your company in today’s market.

The patterns were clear, and surprisingly consistent across industries.

Here’s what we found.

1. Clarity Beats Creativity

The best-performing job ads weren’t the most colourful, they were the clearest.

Across all industries, ads that performed better shared these traits, and avoided the common mistakes Singapore companies make when writing job descriptions that often reduce engagement:

Specific outcomes, not just responsibilities. Instead of “Manage regional projects,” top ads said things like, “You’ll lead three cross-border projects in your first six months, collaborating with teams in Malaysia and Hong Kong.”
Transparent salary bands. Even approximate ranges boosted application rates by up to 28%. Singapore jobseekers have become increasingly selective, and ambiguity around pay is one of the fastest ways to lose quality candidates.
Readable formatting. Ads that used bullet points, short paragraphs, and section headers consistently drove higher engagement times on job boards and LinkedIn.

Why it matters: In a digital-first talent market, candidates scan job ads like consumers scan e-commerce listings. Clarity signals confidence. Ambiguity feels like a red flag.

2. “Culture” Mentions Are Overused, But “Flexibility” Converts

If there’s one word that’s lost meaning in Singapore job ads, it’s “culture.” Almost 8 in 10 ads used the term, often paired with “dynamic,” “inclusive,” or “collaborative.” Unfortunately, candidates have become immune to it.

What cut through the noise were ads that illustrated culture rather than declared it.

For example:

“We have no fixed meeting times. Your calendar is your own.”

“Every new hire is assigned a mentor for their first 90 days.”

These specifics made candidates 3.4 times more likely to engage with the ad or click through to the employer’s careers page.

It also reflects a local truth: according to MOM’s Labour Force Survey 2024, flexible work arrangements remain a top priority for Singaporean professionals, second only to salary and job security, a trend also linked to how companies retain top talent in Singapore in 2025 through better flexibility.

3. A Strong EVP Hook Changes Everything

Your Employer Value Proposition (EVP), why someone should work for you, shouldn’t live only in PowerPoint decks or HR pages. The best employers weave it directly into their job ads.

In our analysis, high-performing ads opened with a hook that reflected purpose or growth, not corporate boilerplate.

Instead of:

“We’re a leading provider of integrated logistics solutions…”

Top ads led with something like:

“If you want to see how your work moves real products across Asia every day, and not just manage spreadsheets, this is for you.”

This subtle shift humanises the brand. It signals intent and direction, which is especially vital in high-demand fields such as software engineering roles in Singapore, where competition for talent is intense.

And it aligns with what Singaporean professionals are seeking: meaningful work with visible impact.

4. Career Growth Mentions Boosted Applications by 36%

Even among senior candidates, one of the strongest motivators to apply was visible career progression.

Ads that referenced:

…saw application rates increase by an average of 36% compared to similar roles that didn’t.

Interestingly, this trend held true even for executive and mid-management roles, where employers often assume candidates are “settled.” In reality, these professionals are evaluating roles based on strategic career growth, not just title or pay.

This aligns with data from SkillsFuture Singapore, which found that over 70% of working professionals plan to upskill within the next 12 months.

If you want to know how to attract the best talent for your company, show that you invest in growth, which is a message that resonates especially in structured career paths like nursing jobs or chartered accountancy roles in Singapore, where clear progression frameworks matter most.

That’s also how you attract the best college talent entering the workforce, who prioritise learning and progression above perks.

5. Employer Branding Extends Beyond the Job Ad

The final, and possibly most important, finding: job ads rarely stand alone.

When candidates clicked through to employers’ LinkedIn pages or careers sites, their experiences often determined whether they applied.

When candidates clicked through to employers’ LinkedIn pages or careers sites, their experiences, and even delays in decision-making, often determined whether they applied, echoing what we discussed in how a slow hiring process in Singapore can cost your business money.

Ads linked to well-branded career touchpoints, with clear visuals, employee stories, or consistent messaging, converted 2x better than those pointing to outdated or generic sites.

In Singapore’s relatively small and reputation-sensitive talent market, this is huge. Employer brand coherence signals stability and maturity, key decision factors for top candidates, especially in industries like finance, engineering, and tech.

Bonus Insight: Timing and Channel Matter

We also found notable variations by posting time and platform:

The Bigger Picture: Recruitment Is Now a Marketing Function

The patterns are clear.

Recruitment in Singapore is evolving from a transactional HR function to a strategic marketing discipline. Employers who invest in data-backed messaging, strong branding, and candidate experience, or strategically outsource hiring in Singapore where needed, will consistently outperform those who rely on volume-based posting.

As the workforce grows more discerning, and as younger generations prioritise meaning, flexibility, and authenticity, the job ad is becoming a core brand asset, not an administrative necessity.

At Wecruit, we believe data-driven recruitment starts with understanding the human signals behind every application. Because attracting great talent isn’t just about finding people, it’s about knowing how to attract the best talent and make them want to find you.

About the Study

Our analysis included 1,000 publicly available job ads across Singapore, posted between January and June 2025. The sample covered technology, logistics, healthcare, finance, and professional services, representing both SMEs and MNCs. Engagement metrics were sourced from LinkedIn, JobStreet, and MyCareersFuture, cross-referenced with publicly available analytics tools.

Final Thought for Employers

If your job ads aren’t performing, it’s not always the market. Sometimes, it’s the message.

Before spending more on job board credits or agency retainers, take a moment to audit how your brand speaks to talent.

Because in today’s talent economy, the best candidates don’t just apply, they choose.

And the employers who truly understand how to attract the best talent will always have the competitive edge.

FAQ

1. What does “attracting the best talent” mean?

It means hiring skilled professionals who align with your company’s mission, values, and growth needs.

2. How can employers attract the best talent through job ads?

Use clear job outcomes, transparent salaries, flexibility, a strong EVP, and visible career growth opportunities.

3. What are common mistakes in job ads?

Vague language, missing salary info, and unclear career paths reduce candidate engagement.

4. Why are flexible work arrangements important?

Flexible work arrangements are a top priority for Singaporean professionals. According to Randstad’s 2024 Workmonitor survey, 49% of Singapore’s workforce stated they would leave jobs that require more in-office presence. This sentiment is particularly strong among Gen Z, with 69% expressing this preference.

5. How can SMEs compete for top talent?

Offer faster growth, mentorship, and real impact to attract candidates despite smaller brand size.

6. What role does employer branding play?

A strong brand boosts credibility and is proven to increase job ad conversion rates.

7. When is the best time to post job ads?

Mid-week (Tuesday-Thursday) generally sees the highest engagement.

8. Can outsourcing help attract talent?

Yes. Agencies can craft effective ads, strengthen branding, and reduce time-to-hire.

9. How often should companies review job ads?

At least every six months to stay competitive and aligned with market trends.