I’m recruiting for a car.
 
It has wheels, brakes, a windscreen and a chassis.
 
To be considered for this car you will be a driver, have a driving licence,
money, and the ability to drive away without crashing.

The price is competitive.
 
Apply now!
 
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What kind of car am I, who is it suitable for and why would you
buy it?

Were these all descriptors you knew about simply from reading the word 'car'?
 
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How about this one instead?
 
I’m recruiting for a market-leading prestigious car, filled to the
brim with innovation.
 
It has progressive wheels, cutting-edge brakes, a distinctive
windscreen and an exciting chassis.
 
To be considered for this unique car-eer opportunity you will be a rockstar driver, have a driving licence, money, and the ability to drive away without crashing.

The price is highly competitive.
 
Apply now!
 
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What kind of car am I, who is it suitable for and why would you
buy it?
 
Did any of those adjectives make any difference other than hide
the generic behind the annoying kind of glitter you can't wash out of your
clothes?

How does the advert show it can make your life better? What reason would you apply, unless any car will do?
 
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Now look at real car adverts. In print, online, video.

How do they make you feel?
 
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Now look at your job adverts and see if you are one of the first two, or the real car adverts that influence buying decisions.

Look at your outreach too. Is it all wheels and brakes, and no advert?
 
Isn't that a problem worth fixing?