In Sri Lanka’s fast-changing job market, writing a good job advertisement is no longer just about listing duties and qualifications. Whether you’re hiring an any Position in any industry, your job ad must reflect clarity, inclusivity, and purpose.
Today’s workforce — especially Gen-Z and Millennials — expect transparency, growth opportunities, and authenticity from employers. A well-crafted job advertisement not only attracts the right people but also reflects your company’s values, professionalism, and employer brand.
1. Why Job Advertisements Matter More Than Ever
In a country like Sri Lanka, where talent mobility is high and skilled labour competition is fierce, your job ad is often the first impression of your organization.
A well-written ad can:
- Increase the number of quality applications by 60%
- Reduce hiring costs by 25%
- Strengthen your employer brand, even among candidates you don’t hire
Over 68% of HR professionals say that their biggest hiring challenge is “attracting the right candidates with the right skills.” The starting point? A clear, well-targeted advertisement.
➡️ External Source: CIPM Sri Lanka – HR Outlook Report 2024
2. The Essential Structure of a Job Advertisement
a. Clear Job Title
Avoid fancy or ambiguous titles like “Operations Ninja.” Instead, use precise, searchable titles such as “Assistant Store Keeper,” “Production Coordinator,” or “Warehouse Associate.”
Job seekers in Sri Lanka frequently use online job portals, where clarity improves search visibility.
b. Company Introduction
Keep it short but meaningful. Share what your company does, where it’s based, and what makes it unique.
Example: “ABC Group of Companies, based in Piliyandala, is a leading importer and distributor of Toys, Kids ware, and sanitary ware, known for its quality and customer trust since 1985.”
This builds credibility and a sense of pride for potential applicants.
c. Role Summary / Key Purpose
Add a short summary explaining what the employee will do and why the role exists.
“The Assistant Store Keeper supports warehouse operations, ensuring goods are received, stored, and distributed efficiently.”
This section helps applicants instantly visualize the job.
d. Key Responsibilities
Use bullet points — concise and action-driven.
- Manage stock and maintain accurate records
- Coordinate goods dispatch and delivery
- Assist with monthly stock audits
- Maintain warehouse cleanliness and safety standards
e. Qualifications and Experience
Be realistic. Don’t demand 5 years of experience for entry-level roles.
Example:
- Minimum 1-year experience in logistics or warehouse work
- Good team player
- Willing to work under supervision and handle pressure
- Age below 35 (optional: “preferred”)
- Based around Moratuwa or Piliyandala
f. Benefits and Rewards
Modern job seekers — especially Gen-Z — want to know what’s in it for them.
Include benefits like:
- Competitive salary + overtime
- Transport and meals
- Health insurance
- Career development and training programs
- Work-life balance
g. How to Apply
Keep it simple and accessible. Include:
- Email address
- WhatsApp or call option
- Deadline for applications
➡️ Example: “Apply by emailing your CV to hrd@companyemail.lk with the subject line ‘Job Position – Your Name’ before 30th October 2025.”
3. Writing Style and Tone: Speak to All Generations
Sri Lanka’s workforce is multi-generational — Baby Boomers, Gen-X, Millennials, and Gen-Z. Your ad must speak to all.
- Use simple, friendly English (with Sinhala or Tamil translation if advertising in regional media).
- Keep sentences short — under 20 words each.
- Avoid jargon unless it’s industry-specific.
- Balance professionalism with warmth — show you value people, not just positions.
Gen-Z especially prefers humanized, relatable communication. Instead of saying “We require personnel capable of fulfilling duties under strict supervision,” say “We’re looking for a reliable team player who can handle day-to-day warehouse tasks.”
4. Visual Design Matters — Use Engaging Layouts
Your provided image (Assistant Store Keeper ad) demonstrates an ideal example of visual job advertising:
- Bold title and location highlight for quick scanning
- Company logo for brand identity
- Smiling professional for positive tone
- Bullet points for readability
- “Apply Now” button for clear call to action
Today, over 75% of Sri Lankan job seekers browse opportunities via mobile devices (Source: ICTA Digital Workforce Survey 2024).
That means — your job ad must be short, visually appealing, and optimized for mobile screens.
➡️ External Source: ICTA Sri Lanka – Digital Workforce Report 2024
5. Common Mistakes to Avoid
- ❌ Overly formal or lengthy text
- ❌ No salary or benefit details (Gen-Z wants transparency)
- ❌ Unrealistic qualifications
- ❌ Gender-exclusive wording unless legally required
- ❌ Forgetting to specify location
A well-written ad should respect diversity, be legally compliant, and reflect modern HR values.
“A job ad is not just an announcement — it’s your brand speaking directly to the talent you want to attract.”
A job advertisement is not just a hiring tool — it’s a story of opportunity.
By combining clarity, purpose, inclusivity, and creativity, employers in Sri Lanka can connect with both Gen-Z’s aspirations and experienced workers’ stability needs.
When crafted well, your ad doesn’t just fill vacancies — it builds long-term relationships, enhances reputation, and positions your organization as a workplace of choice.
8. Going Beyond the Ad — Employer Branding
Your job ad is part of a bigger picture — employer branding. Showcase your:
- Ethical practices (especially if you’re in apparel or manufacturing)
- CSR or sustainability projects
- Learning and development culture
Mr. Wajira Fernando
Group Manager - Human Resources
Puwakaramba Group of Company