While the job market is flooded with candidates, the best and most sought after candidates are still difficult to snag.  So how do you create a job ad that's powerful enough to pull in the A-players?  Give them the information they need to know about your job opportunity. Let them know how this job will fulfill their career wants and needs. Here are a few tips:

Make the job ad reflect the culture of the company.  If the company is serious and traditional, make your job ad formal.  However, if the company is laid back and progressive, consider humor or a more creative writing style for the job ad.

Emphasize the strengths of the company.  Is the company financially stable and established?  Unaffected by the crisis?  Do they have growth opportunities? Free funding for education? If so, mention it!

Is the company prestigious?  Have they won awards or are they often mentioned in the press? If the company has a high status, remind the candidate of that fact.

Think about and address the possible desires of the candidate?  Times are tough right now, so if the company has a high retention rate, you may want to mention it.  For example:  "Ninety percent of the law firm's employees remain with the firm for at least ten years."  Or, maybe the company has a habit of promoting employees or giving them raises, if so, mention that also.

This should go without saying; but make sure your job ad is free of grammar and spelling mistakes.  Errors in your ad are comparable to broken windows in a store and can be turn-off for many candidates, so do your best to avoid mistakes.