When we talk about teacher recruitment, we often focus on application forms, interviews and selection panels.
But long before any of that happens, many teachers have already made a quiet decision: whether a role feels like it’s meant for them. That judgement is often made in seconds, while scrolling through a job advert.
More than words
Working closely with school leaders on recruitment, I’ve seen just how much influence these adverts carry.
The words we choose don’t simply describe a vacancy; they offer a snapshot of the school itself. They signal what is valued, what is assumed, and who we picture standing at the front of our classrooms.
Most adverts are written with the best intentions, yet it’s easy to fall into familiar patterns. Long lists of ‘essential’ criteria, vague references to resilience or pressure, or a heavy emphasis on experience can all suggest there’s only one acceptable route into teaching.
Don’t overwhelm the reader
None of this is designed to exclude, but it can quietly narrow the field. For some teachers, particularly those early in their careers, returning after a break, or balancing responsibilities beyond school, this kind of language can be enough to put them off applying.
Clarity matters, too. When job adverts are unclear about pay, progression or working patterns, candidates are left to fill in the gaps themselves. That uncertainty can undermine trust and confidence, especially for teachers who already feel less secure in the profession.
While clear language won’t fix every systemic issue, it can play a role in encouraging more teachers to take the next step.
“What’s in it for me?”
Alongside this, job adverts should do more than describe what the school needs; they should clearly set out what the school can offer in return. For a candidate, this is often the deciding factor. What kind of support will they receive in their first term? How is professional development approached? What does workload look like in practice, not just in policy?
Schools that articulate their commitment to staff wellbeing, mentoring, collaboration and career progression send a powerful message that teachers are valued as individuals, not just as resources. Making this explicit helps candidates picture themselves not just getting the job but thriving in it.
Inclusive job adverts aren’t about lowering expectations or adding fashionable phrases. They’re about focus and honesty. What really matters in this role? What support is available? Where is there room to learn and grow? And, crucially, what does success actually look like in this school?
Simple but powerful
Some of the most effective adverts I’ve seen are also the simplest. They prioritise purpose over paperwork and speak directly about the impact teachers will have on pupils, colleagues and the wider school community. They acknowledge that great teachers arrive with different experiences and at different stages of life.
Job adverts are one of the most overlooked tools we have for shaping an inclusive school workforce. Taking the time to read an advert through a candidate’s eyes can be revealing. Every job advert answers a question, whether we intend it to or not: Is there a place for someone like me here?
Natalie Turner is recruitment manager at Shaw Education Trust, working with school leaders to improve recruitment practice, candidate experience and inclusive hiring across schools.
