Make this exciting and it will prompt the semi-active and qualified candidate to apply. People who don't want to do the work are naturally excluded. Paint a clear picture of how the person can grow and develop over the first year. Give them something to reach for. Feature this vision in the ad, and you'll attract some of the best people.
People stay on the job when they can see a compelling future.
Often they'll take a lesser salary increase. Don't pack your ads with lists of requirements, skills, academics or duties. These are a big turn-off and exclude the best from even applying. Unqualified people, who often only read the title, will apply in great numbers. Use interesting, exciting, creative titles for your positions.