A job advert can undo confidence in seconds. A role looks promising, the salary is sensible, the work sounds interesting, and then comes the long list of required skills. Five years of experience here, specialist software there, industry knowledge, management ability, technical credentials, presentation skills, stakeholder handling, process improvement, reporting, compliance, and ideally something else besides. It is no surprise that many capable people stop reading and talk themselves out of applying.

This is where the 70% rule can be useful. The idea is simple: if someone can do a strong majority of the role, it is often still worth applying, even without meeting every single point in the advert. That is not a licence to ignore essentials or apply blindly. It is a more realistic way of reading job descriptions in a market where employers often ask for more than they truly need.
For many job seekers in the UK, the real obstacle is not a complete lack of suitability. It is imposter syndrome triggered by unrealistic shopping lists dressed up as mandatory criteria. Recruitment adverts often combine what the employer genuinely needs on day one with everything they would ideally like to find in a perfect candidate. Those are not the same thing, and treating them as if they are can lead strong applicants to rule themselves out too early.
The most useful shift is to stop asking, “Do I match every line?” and start asking, “What does this employer actually need someone to achieve?” That question moves attention away from the wording of the list and towards the substance of the job.
What the 70% rule really means
The 70% rule is not an official hiring standard. It is a practical decision-making tool. It recognises that job descriptions are often written to attract the broadest possible pool while protecting the employer from the risk of under-hiring. In practice, many successful candidates are hired because they can perform the core work well, not because they tick every box.
A role is not a checklist in motion. It is a set of problems to solve, tasks to manage, and outcomes to deliver. If someone can credibly show they are capable of producing most of those outcomes, they may be far closer to qualified than they think.
This matters because employers recruit for capability, evidence, and judgement. They may ask for direct experience in one area, but if the underlying skill is transferable and the learning curve is manageable, a hiring manager may still be interested. That is especially true in roles where communication, organisation, analysis, customer handling, teamwork, and accountability matter as much as technical specifics.
Why job adverts often feel impossible to match
Many adverts are written by combining input from several people. A line manager wants someone who can start quickly. Human resources wants consistency and risk reduction. Team members add tasks they wish someone else could take on. The result can be a document that mixes day-one essentials with useful extras, past habits, and aspirational features.
This does not necessarily mean the employer is being misleading. It often means the advert reflects an ideal scenario rather than a realistic expectation. In a competitive labour market, organisations may also write demanding specifications in the hope of attracting highly experienced applicants, even if the actual role allows room to learn.
That is why a long requirements section should be read carefully, not literally. A list can look rigid while the hiring process itself remains more flexible.
Hard requirements versus wish lists
The clearest way to assess an advert is to separate hard requirements from wish lists. This is the point where confidence becomes strategy. We identify what’s a ‘must-have’ and what’s a ‘nice-to-have’ so you can apply with confidence.
A hard requirement is something the employer is unlikely to compromise on because the role cannot function properly without it. That may include a legal entitlement, a professional licence, a specific qualification required for regulated work, the ability to travel if the job genuinely depends on it, or a core technical skill that forms most of the role.
A wish list item is different. It may still be valuable, but it is not always essential on day one. This can include experience with a particular system when similar systems would do, industry background where adjacent sector experience could transfer, a preferred number of years in role rather than proven competence, or extra skills that would make someone more versatile but are not central to the post.
The wording of the advert can offer clues. Terms such as required, essential, must have, or necessary may indicate a genuine hard requirement, but not always. Terms such as desirable, preferred, advantageous, or ideally usually point to wish list territory. Still, wording alone is not enough. Context matters more. If a specific skill appears throughout the advert and sits at the heart of the daily responsibilities, it is probably core. If it appears once in a long section near the end, it may be negotiable.
A better way to judge whether to apply
Instead of counting missed criteria, it helps to assess the role through three questions. First, can the main responsibilities be handled with current skills and experience? Second, are any missing areas learnable within a sensible timeframe? Third, are the gaps in true essentials or in preferences?
If the answer to the first is largely yes, the second is yes, and the third points mostly to preferences, there is a strong case for applying. This is the practical heart of the 70% rule. It is not about stretching the truth. It is about recognising that employability is broader than exact matching.
For example, someone moving from retail operations into office-based customer support may not have worked in that exact setting. However, if they have handled complaints, solved problems under pressure, maintained accurate records, trained colleagues, and met service standards, they may already possess much of what the employer needs. The context differs, but the outcomes are closely related.
How to present skill gaps without apologising for them
The cover letter is often where candidates either weaken or strengthen their case. A common mistake is to spotlight missing skills in a defensive way. That can make a manageable gap sound like a fatal flaw. A stronger approach is to acknowledge the relevant requirement indirectly by proving the transferable outcome behind it.
Transferable outcomes are the results achieved in one context that show the ability to deliver in another. They shift the focus from “I have not done this exact task” to “I have produced the kind of result this job requires.” This is far more persuasive because employers care about impact.
If an advert asks for stakeholder management and the applicant has not worked in a formal corporate environment, the relevant outcome may still exist. Coordinating suppliers, resolving customer issues, briefing senior colleagues, or managing expectations across teams all demonstrate the ability to communicate, negotiate, and keep work moving.
If a role requests project experience, a candidate may not need the title of project manager to show readiness. Organising a system change, improving a process, leading a busy handover, or delivering a time-sensitive piece of work can all amount to project-based evidence if described properly.
Writing about transferable outcomes in a cover letter
A good cover letter does not recite the CV. It translates experience into relevance. When a gap exists, the key is to connect previous evidence to the employer’s likely priorities.
A useful structure is to name the area of need, show a comparable outcome, and link it to the role. For instance, if the job asks for data reporting experience and the applicant has produced weekly performance summaries rather than formal dashboards, the letter can explain that previous roles involved analysing operational figures, identifying trends, and presenting clear updates that informed day-to-day decisions. That does not pretend to be something it is not. It simply frames existing evidence in terms the employer can value.
This method works because hiring decisions are often based on confidence in future performance. Exact background is only one way of building that confidence. Clear evidence of transferable outcomes is another.
The same principle applies to software, sector knowledge, and management tasks. Similar systems can demonstrate adaptability. Adjacent sectors can prove commercial awareness. Informal leadership can show management potential if it includes coaching, delegation, decision-making, or responsibility for standards.
When not to rely on the 70% rule
There are limits. Some jobs do have genuine non-negotiables. Regulated professions, safety-critical roles, posts requiring formal clearance, and positions built around a specialist technical function may leave little room for interpretation. In those cases, lacking the essential qualification or core competence is not a confidence issue but a real barrier.
The 70% rule is most useful where the role contains a mix of core requirements and preferences, and where the employer can reasonably hire for potential alongside experience. It is a judgement tool, not a universal answer.
Why this approach helps in a difficult market
A hard job market encourages caution, but excessive caution can become self-exclusion. When strong candidates opt out because they do not match an unrealistic advert perfectly, employers lose suitable applicants and job seekers lose opportunities they might genuinely have secured.
A more balanced reading of job descriptions creates better applications. It allows candidates to spend time on roles where they have a credible case, while avoiding the trap of assuming that every missing line is disqualifying. That is especially important for career changers, returners, and people whose experience is broader than their job title suggests.
The strongest insight behind the 70% rule is not that standards do not matter. It is that relevance is often more important than perfection. Employers hire people to do work, solve problems, and learn what they do not yet know. A good application makes that case clearly.
Conclusion
Feeling underqualified is often a response to how jobs are advertised, not a fair measure of actual ability. The important task is to separate hard requirements from wish lists, identify the core outcomes the role depends on, and present relevant evidence with precision. A candidate who can do most of the job, learn the rest, and explain that convincingly may be far more qualified than the advert first suggests.
If a job advert seems promising but difficult to judge, try a free online job application strategy tool to get a personalised action plan before applying. It can help clarify what is essential, where transferable strengths exist, and how to present a strong case with confidence.


















