Why Basic Job Ads Are Failing… And What Your Construction Business Can Do Instead

Ever posted a job ad and felt like you were yelling into the void?

No decent applicants. Just a few tyre-kickers or blokes with a resume that screams “unreliable.” Sound familiar?

Most construction businesses are still writing job ads like it's 2005. Dry, generic, and totally forgettable. And the reality is—they’re not cutting it anymore.

Let’s unpack why, and what you can do instead to actually attract the kind of people you'd trust on your best job.

You’re Not Connecting With Real Humans

Too many job ads read like a bloody textbook. “Must have Cert III,” “Minimum 5 years’ experience,” “Be a team player with strong time management skills.”

Who’s reading that and thinking, “Yeah, that’s me!”?

Tradies want to know who they’ll be working with, what the job’s really like, and why your crew is worth joining. The ad should feel like it was written by someone on the tools—not some HR robot.

Instead of leading with a shopping list of demands, start with the story. What kind of projects are you running? What’s the crew culture like? Do you shout the Friday knock-off? That’s what cuts through.

You're Not Selling the Dream (Or Even the Day-to-Day)

Hiring’s not that different from marketing. You're trying to sell the idea of working for you.

So talk about the good stuff. Do you run tidy sites? Always finish on time? Work with a cracking bunch of blokes who have each other’s backs?

If the work’s high-end, say so. If you pay on time and don’t tolerate cowboys, that’s worth a mention. Let them picture their day working with you, not just the tools they’ll touch.

You're Listing Too Many Requirements

If your ad reads like a Centrelink checklist, it’s time to ease up.

We see this all the time—ten must-haves, four nice-to-haves, plus a unicorn qualification nobody actually needs to do the job well.

Here’s the truth: most good tradies aren’t ticking every box. And if they think they need to, they’ll scroll on.

Stick to what matters. What’ll actually make someone succeed in the role? The rest? You can train that.

No Mention of Money? Bad Move

You wouldn’t walk into a job without asking about pay. So why are so many ads still dodging the money question?

“Competitive salary” doesn’t mean squat. It says you’re either hiding something or don’t know the market.

Be upfront. Say what you’re offering—or at least give a ballpark. Not only will you build trust, you’ll also weed out time-wasters straight away.

Your Ad Looks Like a Wall of Text

Let’s face it—nobody’s reading five chunky paragraphs on their smoko.

If your ad looks like a uni essay, it’s getting ignored.

Keep it clean. Use short sentences. Add spacing. Be punchy. Think of how you’d talk to a solid candidate face-to-face—and write like that.

You’re Not Using Video—and That’s a Missed Opportunity

Here’s something the best construction businesses are doing now: short, raw videos.

A quick vid from you or the site supervisor talking about the role. A few shots of the team in action. Maybe even a quick word from one of the apprentices or foremen.

Doesn’t need to be Hollywood. Just honest.

Video builds trust. It shows who you are. And it makes your job stand out in a sea of same-same listings.

You’re Only Posting in One Spot

Throwing your ad on Seek and hoping for the best? You’re leaving talent on the table.

Tradies hang out on Facebook, Insta, local community pages—even walking past your ute with signage out front. Don’t limit your reach.

Go where they are. Simple.

You’re Ghosting Applicants—and It’s Hurting Your Reputation

This one’s a killer. You finally get a decent applicant… and then take three weeks to reply. Or worse, you never reply at all.

Guess what they’re telling their mates?

Even a polite “No thanks, we’ve filled it” leaves a better impression than silence. Keep your comms sharp—it’ll pay off down the line.

So What Should a Great Job Ad Look Like?

Let’s keep this simple.

Start with a solid headline. Not “Carpenter Wanted”—try something like “Lead Hand Needed for High-End Brisbane Renovations.”

Open with the vibe. “We’re a small crew working on premium projects across the northside. Clean sites, tight timelines, solid gear—and no dickheads.”

Then outline the role:

• What they’ll actually do.

• Who they’ll work with.

• Why the job matters.

Be real about what you’re looking for—but don’t overdo it. Keep the must-haves tight and forget the fluff.

Be crystal clear on pay. And finish with a friendly call-to-action: “Keen? Shoot me a message or swing by site for a yarn.”

If you’ve got a video—whack it in. Gold.

Conclusion: Build Better Ads, Hire Better People

Hiring is hard. But it doesn’t have to be this hard.

If you keep banging out the same dry ads and getting the same dud results—it’s time to change your approach.

Speak like a human. Sell the gig. Be real about what it’s like to work for you.

Because in this market, you’re not just choosing tradies—they’re choosing you too.

FAQs

1. Do I really need to post the pay range?
Yes. Even a ballpark shows you’re legit and helps filter out mismatches early.

2. What if I don’t have time to shoot a video?
Record it on your phone. 30 seconds of real talk beats a fancy written ad every day.

3. Is it okay to hire without ticking all the boxes?
Absolutely. Hire for attitude, train for skills. The best workers often aren’t the ones with the perfect resume.

4. How often should I follow up with applicants?
Ideally within a week. Ghosting tanks your rep and makes the next hire even harder.

5. Where else should I post besides Seek?
Facebook groups, Instagram, word-of-mouth, and even your local trade supplier. Go where tradies go.