People search for jobs on Countertalk because they are drawn to our focus on values and workplace culture. They’re self-selecting for quality, and your ad needs to meet them there. Our data is clear: in today’s competitive market, the listings that convert views into applications are the ones that show candidates what’s in it for them, not just what you expect from them.

1. Lead with what you offer

Before listing a single requirement, answer the question every candidate is asking: why should I work here? What will I learn? What does the team feel like? How will I grow? If your ad reads like a shopping list of demands with a salary at the end, it’ll get scrolled past. If it paints a picture of a workplace where someone can thrive, it’ll get applications.

In a highly competitive market you’re not filling a position, you’re selling an opportunity. The best candidates are choosing you as much as you’re choosing them.

2. Go beyond perks: show your values in action

“What you offer” isn’t just staff meals, a day off on your birthday. Candidates want substance:

• Learning & development: training sessions, courses, stages, supplier visits, tastings, recipe development
• Values-led initiatives: staff wellbeing focuses,  community involvement, volunteering days, sustainability commitments, charitable partnerships
• Team culture: how you treat one another, what your internal goals and priorities are, how you eat together, celebrate wins, give people a voice in menus and decisions,

If you haven’t thought about these yet, now is the perfect time to do so. A monthly team volunteer morning, a training budget per head, a local sourcing pledge — all these build what’s known as your employer brand, and whatever the size of your business that’s no longer a nice-to-have, it’s crucial. 

3. Your employer brand matters

We see it consistently: recognised names get more applications. That’s not because they’re necessarily better (often they’re not), but because candidates know what they’re getting. If you don’t have that name recognition yet, your ad needs to do the work. Tell your story and name your values explicitly. Reference real, specific things — your suppliers, your approach, a recent team achievement. Specifics build trust in a way that generalities never will.

And remember: people in hospitality talk. Every person you hire becomes part of your reputation. The industry talks - brilliant hiring experience and great staff retention is some of the best PR you can get. Treat every interaction as an extension of your brand.

Your Countertalk employer profile is a powerful tool here. Fill it out properly and make it inspiring — it’s often the first thing a candidate checks before deciding to apply.

4. Be clear about what you need, and where you’re flexible

Once you’ve shown why your place is worth applying to, be honest and structured about the requirements. A wall of non-negotiable demands puts off great candidates. Instead, break it down:

• Non-negotiables 

  The genuine essentials. Keep this short and honest — is three years’ experience truly required, or would the right attitude with two do?

• Nice-to-haves

  These are bonus qualities where you have flexibility. For example: “Wine knowledge is a plus but we’ll support you in developing it” widens your pool enormously.

• Soft skills

  Teamwork, communication, curiosity, kindness, empathy… these can matter as much as qualifications for building a strong team. Name what counts in your culture.

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And Finally... 

5. Structure your ad for impact

The best-performing ads on Countertalk tend to follow this flow:

• A hook that’s about them: open with what makes this role exciting for the right person, not just what you need.
• A snapshot of who you are: two or three genuine sentences about your place, your ethos, your team.
• What you offer: learning, culture, values, perks, progression — be specific and generous. This is the section that entices, impacts and converts.
• What you need: non-negotiables, nice-to-haves, and soft skills.
• The practical details: salary, hours, location, start date.

service@countertalk.co.uk

The True Voice of Independent Hospitality