In a job market that’s shifting rapidly, charities and not-for-profits are facing a new challenge: how to attract the right candidates in a sea of applications, many of which might not be the right fit.
According to the Office for National Statistics, there were 736,000 job vacancies in the UK in June 2025, a drop of 150,000 (16.9%) compared to the same time last year. This significant decline means more candidates are applying for fewer roles. One of the biggest conundrums for hiring managers in this candidate-led market is managing these high volumes of applications.
The Challenge: Too Many Applications, Too Few That Fit
With AI and one-click applications simplifying the job application process, it’s easier than ever for candidates to apply, often for roles they aren’t truly qualified for.
This leaves hiring teams with the time-consuming and resource-heavy task of filtering through applications, many of which don’t meet the role’s requirements.
Recent data shared from Totaljobs highlighted some interesting statistics from across the UK job market:
- Less than 1 in 3 recruiters receive high-quality applications
- 50% of applications fail to pass the first screening
- 70% of recruiters reject candidates due to a lack of relevant skills
- 69% of job seekers find job descriptions unclear
- 74% of recruiters believe AI improves application quality, but reduces authenticity and the human touch
This may not all be new to you, and unfortunately, there isn’t an easy answer or quick fix. The market will inevitably dictate job search behaviours and patterns, but the good news is that there are things you can try, to manage the quality of the applications you receive.
Tips to Improve Application Quality through Recruitment Advertising
- Benchmark your role within the sector – to stay competitive, ensure you’re presenting positively in the market.
- Align your job advert with the person specification and essential criteria to attract the right candidates.
- Be clear and specific in your job descriptions – avoid vague language.
- Include salary and benefits – transparency builds trust. Including salary ranges and benefits can increase the quality and relevance of applications.
- Set expectations – note that the role may close early due to high interest.
- Encourage authenticity – ask candidates to personalise their applications, even if they use AI tools.
- Use visuals to boost engagement – job adverts with strong visual elements like branded banners, team photos, or short videos can significantly increase click-through rates and application quality. They help bring your organisation’s culture and values to life, making your advert more memorable and appealing.
- Optimise for mobile – many candidates apply via mobile devices. Ensure your job adverts are easy to read and apply to on smaller screens.
- Promote across the right channels – don’t rely on one job board. Use a mix of platforms, sector-specific sites, social media, and your own networks to reach the right audience.
- Track and tweak – monitor the performance of your adverts. If you’re not getting the right applicants, adjust the language, placement, or visuals.
Solutions to fit your needs
As the recruitment landscape continues to evolve, one thing is clear: purpose-driven organisations need purpose-driven advertising. It’s not just about where you post, it’s about how you tell your story, who you reach, and how you stand out.
At Prospectus, our Advertising and Design team work closely with charities and not-for-profit organisations to create recruitment campaigns that do more than just fill roles – they connect people with purpose.
Whether you’re advertising a single vacancy or running a larger campaign, we’ll help you:
- Reach the right audience with targeted media planning
- Reflect your values through creative design and compelling copy
- Save time with full campaign management
- Benefit from decades of experience in the purpose-led sector
While our Advertising Services can be used on their own, they also sit alongside our wider recruitment services, including Permanent Recruitment, Temporary and Interim Recruitment, Executive Search and Longlisting.
Wherever you are in your hiring journey, we’re here to help you find the right people, in the right way, for you.
