You’ve posted the role and applications are rolling in. But as you scroll through, your heart sinks. You’re getting generic cover letters, irrelevant experience, CV’s that have been written with ChatGPT and candidates who’ve obviously mass-applied without reading what you’re looking for.
After nearly 12 years helping businesses hire, we see this constantly. The good news? Low-quality applications aren’t random bad luck – they’re usually a symptom of fixable problems.
Here’s how to turn things around:
1. Your Job Advert Isn’t Clear Enough
The Problem:
Vague, jargon-filled job ads attract people who don’t understand what you need. When candidates can’t tell what the role involves, they apply anyway “just in case.”
The Fix:
Be brutally specific.
Don’t say “manage social media” – say “create and schedule 15 LinkedIn posts per week, respond to comments within 2 hours and analyse monthly performance metrics.”
Include exact day-to-day responsibilities, specific skills required, what success looks like in the first 6 months and real challenges they’ll face.
The more specific you are, the more you filter out unsuitable applicants before they apply.
2. You’re Not Being Transparent About Salary
The Problem:
“Competitive salary” attracts applications from people across wildly different pay brackets. Someone earning £25k and someone earning £50k might both apply.
The Fix:
Include a salary range.
“£30,000-£40,000 depending on experience” tells candidates far more than “competitive salary” and filters out mismatched expectations immediately.
Not sure what’s competitive locally? We have current market data and can help.
3. Your Application Process Is Too Easy (Or Too Hard)
The Problem:
One-click applications with no customisation? You’ll get mass applications from everyone. Excessively complicated 45-minute forms? You’ll lose quality candidates who have options.
The Fix:
Find the middle ground.
Ask 2-3 specific questions that require genuine engagement:
- “Why are you interested in this specific role?”
- “Describe your experience with [specific skill we need]”
- “What appeals to you about working in [location/sector]?”
This takes 10 minutes for candidates but filters out mass-appliers.
4. You’re Advertising In The Wrong Places
The Problem:
Not all job boards attract quality candidates. Free general job boards often attract job seekers who mass-apply to everything.
The Fix:
Diversify strategically:
- LinkedIn for professional roles
- Industry-specific boards for niche skills
- Local channels if location matters
- Your own network for referrals
- Recruitment agencies for pre-filtered candidates
Where do ideal people for this role spend their time? Advertise there.
5. Your Employer Brand Isn’t Attracting Quality
The Problem:
Quality candidates research you before applying. If your online presence is non-existent or uninspiring, top talent moves on.
The Fix:
Invest in the basics:
- Update your careers page with real team photos and testimonials
- Post regularly on LinkedIn about your culture
- Share behind-the-scenes content
- Respond professionally to reviews
- Be authentic about challenges and rewards
Quality candidates have options. Give them a reason to choose you.
6. Your Requirements Are Unrealistic
The Problem:
The “unicorn job spec” – 10 years experience, 15 skills, 3 qualifications, available immediately for £30k. Quality candidates self-select out, leaving you with unsuitable applicants.
The Fix:
Separate must-haves from nice-to-haves.
Be honest about what’s genuinely essential (probably 3-5 things maximum) versus what you’d ideally like but could train.
Ask yourself: Could someone be successful in this role without this requirement? Are we excluding quality candidates unnecessarily?
8. You’re Targeting The Wrong Experience Level
The Problem:
Your ad might be too junior for the expertise you need, or too senior for the salary you’re offering.
The Fix:
Be honest about the level you’re hiring:
- Entry-level: “No prior experience required”
- Mid-level: “3-5 years experience in [specific area]”
- Senior: “7+ years experience leading [specific thing]”
Match your requirements to your salary. Asking for 10 years experience but offering £28k? That’s why quality candidates aren’t applying.
The Bottom Line
Low-quality applications are frustrating, but they’re almost always fixable. Usually it’s a combination of unclear messaging, unrealistic expectations, or process issues – not a lack of good candidates.
Ask yourself:
- Is my job ad specific enough?
- Am I being transparent about salary?
- Are my requirements realistic?
- Am I moving fast enough?
- Is my employer brand attracting quality?
If you’ve tried multiple fixes and nothing’s improving, or you simply don’t have time to manage recruitment properly, that’s where we come in.
How Journey Recruitment Can Help
We don’t just post ads and forward CVs.
We:
✅ Write job ads that attract the right people (and filter out the wrong ones)
✅ Pre-screen applications so you only see quality candidates
✅ Provide market insights on realistic requirements and competitive salaries
✅ Move at pace to secure talent before competitors do
✅ Understand the market and what candidates actually want
We’ve spent 12 years learning what works (and what doesn’t) in recruitment. Let us save you the trial and error. Get in touch today to get started.
