Too many job ads these days are dull cut and pasted offerings that have no kind of sell in them whatsoever. Every organisation has its own unique selling points and each role has something about it that will appeal to a certain type of person. Recruiters/employers need to spend more time identifying what makes their offering unique and attractive. Ditch the meaningless buzz words (everyone is dynamic in some way so it actually says nothing) Better still, they need to get an experienced recruitment advertising copywriter to write their advertising copy (had to slip a ‘sell’ in somewhere along the line!) thus giving potential candidates a message that inspires the very best to apply and gives their organisation the competitive edge over their industry peers.