Your job description is often a candidate’s first impression of your company. Most job descriptions are forgettable at best, actively repelling at worst.
Here’s how to write one that makes top candidates want to apply.
Start With “Why This Role Matters”
Don’t begin with company boilerplate or generic requirements. Start with what makes this role interesting:
“You’ll be building our product analytics capability from scratch, directly influencing decisions that shape a platform serving 2 million users.”
This tells candidates: this work matters, and you’ll have real impact.
Be Specific About the Work
“Manage marketing initiatives” tells candidates nothing. Everyone manages initiatives.
Instead: “You’ll own our content strategy across three channels, working with a $200k annual budget and a team of two direct reports.”
Specifics help candidates self-select. The right people get excited; the wrong people move on.
Separate Must-Haves From Nice-to-Haves
Long requirements lists deter good candidates—especially women, who research shows are less likely to apply unless they meet nearly all criteria.
Be honest about what’s essential versus preferred:
“Required: 5+ years marketing experience, demonstrated content strategy success, B2B background.”
“Nice to have: SaaS experience, familiarity with our tech stack, team management experience.”
Better yet, limit requirements to what’s genuinely required.
Include Salary Range
Yes, really.
Companies that hide compensation waste time on misaligned candidates and signal that transparency isn’t valued.
“Compensation: $110k-$140k base, depending on experience, plus equity and benefits.”
Top candidates appreciate this. Those who don’t are often not the candidates you want anyway.
Show Your Culture (Specifically)
“Great culture” and “collaborative team” mean nothing. Every company claims these.
Instead: “We do weekly team lunches, have a strict ‘no meetings Friday’ policy, and our CEO does monthly AMAs where nothing is off-limits.”
Specific examples are credible. Vague claims are not.
Address the Elephant in the Room
Every role has challenges. Acknowledging them builds credibility:
“Fair warning: this is a high-growth environment, and priorities shift quickly. If you thrive on stability and predictability, this may not be the right fit.”
Candidates respect honesty. Those who proceed are genuinely prepared.
Describe the Hiring Process
Top candidates have options. They appreciate knowing what to expect:
“Our process: initial phone screen (30 min), skills assessment (take-home, ~2 hours), panel interview (90 min), final conversation with CEO. Total timeline: usually 2-3 weeks.”
This signals you’re organised and respect their time.
End With a Call to Action
Don’t just trail off. Tell them explicitly what to do:
“If this sounds like you, apply here with your resume and a brief note about why you’re interested. No cover letter needed—we actually read applications, not form letters.”
What to Avoid
Jargon. “Leverage synergies to drive outcomes” makes you sound like everyone else.
Impossible combinations. “10 years experience required” for technology that’s existed for five years.
Kitchen sink requirements. Listing every possible skill means you don’t know what you actually need.
Clichés. “Work hard play hard,” “fast-paced environment,” “like a family.”
Test It
Before posting, ask:
Would I apply for this job based on this description? Does it stand out from competitors? Would someone outside my industry understand it? Is every requirement genuinely necessary?
Your job description competes with hundreds of others for attention. Make it worth reading.
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