Confusing Job Ads Lead to Confused Candidates

For years I've been instructing companies on how to write proper job ads to attract the candidates they want regardless of where they advertise. I'm proud to say that many of the companies have taken my lessons to heart. Some have not. Many companies still tell me that despite all the people looking for jobs, their company is getting nothing except more and more unqualified candidates. If your ads are as confusing as the one below, it is no wonder the qualified candidates are not coming in. This is an ad from an actual company I found while sourcing leads. I contacted the recruiter mentioned in the ad with some questions about what they were really looking for. His response is below the ad. Good luck getting the right candidate with this ad. My comments are in parenthesis.
Thanks!
Ev

XYZ123 Corp. is a $100M provider of engineering and IT staff augmentation and project outsourcing services. Since its inception in 1980, XYZ123 has been the preferred service provider to numerous Fortune 500 companies and government entities nationwide. With over 20 offices in the U.S. and additional offices in the U.K. and India, today, the company ranks among the nation’s top-100 firms in its industry.
(Nice but WHY SHOULD I APPLY, what is in it for me)


Intranet Designer
Location: US-WI -Milwaukee
Classification: Information Technology
Required Education: Some College (no degree required? Fine. What if I have tons of experience and never went to college, does that count or do I need "some college?" What if I went to college for something other than IT does that count since I don't need an IT degree?)
Required Travel: Not Applicable
Client: Fortune 500 Client (Am I working WITH or FOR a Fortune 500 client)
Position Type: Contract
Start Date: Immediate
Duration: 2 Months
(What am I being paid? Do I need to have a consultancy already set up?)
Description
Intranet Designer, Milwaukee, WI  (These were already stated)


Develops, organizes, and adds content to Microsoft SharePoint Web sites by performing the following duties.(should be a colon rather than period) Consults with design, technical, engineering, supply chain, finance, and management staff as needed to plan Microsoft SharePoint web site development. Implements plan for Microsoft SharePoint Web Sites including development and modification of user permissions, content types, lists, document libraries, views, web pages, sub-sites, etc. ("Etc.?" What does that mean? I get the staff coffee? Other IT duties?) 


Candidates that know HTML or Microsoft SharePoint best practices are preferred. (What if I know other languages?) Willing to train candidates in both HTML and SharePoint best practices. (Willing to train? So someone with no experience can apply?)

(The above was the entire ad. I called with questions such as, is the company really willing to train, what is the pay, and other questions as I've earlier stated. The recruiter said he would rather email me the answers to my questions and I got the response below)




Hello Everet,
Thank you for your call and follow up email, this is not a entry level position they required minimum 2 years of experience and this required HTML and SharePoint.
Regards,
XYZ123 Recruiter
Sr. Staffing Consultant
XYZ123 Service Corporation  (notice this is a different name than in the ad)
Direct: 555-555-1212X501
Fax: 555-555-1212 XYZ123Recruiter@XYZ123.com
www.XYZ123.com 39209, W. Sixteen Hundred Road, Suite 250, City, MA 48152

If the position requires two years of experience and knowledge of the HTML and SharePoint why isn't it in the ad?
Confusing ads lead to confused candidates, wasted time on your behalf, and lack of good candidates.
In the near future I'll post an example of a better ad.
Thanks!
Ev