Wrong candidates or no applications? Here’s how to write a good job description

You write your job description, post it online and clap your hands with glee as applications flood in! But wait, why don’t any of these have the correct skills, where is their experience, why are they wasting their time and yours?

You need to take a good look at your job description. Your job description is your chance to connect with potential candidates. And first impressions matter. Effective job descriptions are engaging and inclusive, prompt the right people to apply and help you trim down your time-to-fill.

To write a good job description, keep these pointers in mind:

Use a clear job title

Non-traditional job titles (like “Rockstar Engineer” or “Sensational Software Demon”) are unrealistic and potentially discriminatory. Trade disingenuous job titles for clearer ones. If you want to hire a Call Centre Agent and instead advertise for a “Sales & Marketing Specialist,” you are likely to attract the wrong people and miss out on qualified candidates.

Speak directly to candidates

Effective job ads are professional and relatable. Candidates tend to skim job descriptions, so jargon and confusing phrases will turn them off. Before publishing, double-check your description to ensure clarity and accuracy.

Describe tasks

Help candidates visualize a typical day at work. Break responsibilities into short, clear job duties. For example, if you’re advertising for a Digital Marketing Manager, instead of using a vague description (e.g. “You will be responsible for the Digital Marketing department”), describe specific responsibilities:

Manage all digital marketing channels (e.g. website, blogs, emails and social media) to ensure brand consistency

Measure ROI and KPIs

Monitor social media accounts

This is a biggie!

Make sure you and the hiring manager are on the same page about the position’s requirements to avoid confusion with candidates later in the hiring process. You may have crafted the perfect job description and spent time screening the perfect candidates according to your understanding of the role only for the hiring manager to reject them.

Sell your job

Candidates need compelling reasons to leave their current workplaces or choose your job over others. Describe benefits and perks that come with the job (e.g. high-end workstation, gadgets and/or free meals) and explain how this role contributes to the company’s growth.

Sell your company

Your job ad is your chance to offer candidates a glimpse of your company culture. Consider including links to testimonials from your employees or photos of team activities.


If you want to create a diverse workplace, an equal opportunity disclaimer is a good place to start, but even unconscious bias in your job description language will cost you candidates. Asking for a “Marketing Manager with 10 years of experience” eliminates younger, potentially talented people and saying that you’re “looking for salesmen” implies a gender bias. Tools like Textio help you create gender-neutral job descriptions by identifying masculine (e.g. “ambitious” and “challenging”) and feminine words (e.g. “collaborative” and “support.”) This is especially relevant for tech recruiting.

Asking for too much

Unless you want to hire a former President ( you might want to think twice about that!), unrealistic requirements are off-putting and you may not need to include them. Identify what’s required and what can be learned on the job and include only must-have skills in your description. If you already have someone in mind who could be a good fit for your role, contact the person directly with a personalized email.

Negativity can damage your brand

List job requirements in a clear yet positive tone, even if you want to eliminate unqualified candidates. Leading with a statement like “candidates with fewer than 5 years of experience won’t be taken into consideration” is an unfriendly way to introduce your job and impacts how all candidates will view your employer brand. Instead, be courteous and consider job description language like: “Please note that this a senior-level role, so proven experience in X field is important.”

Forgetting about structure

A good job description is both clear and attractive. Job seekers might check for open roles on their phones, so make your ads easy to read. Bulleted lists are easier to read than narrative-style paragraphs. Also, well-structured sections help separate duties from requirements and must-have from nice-to-have skills.

Being mysterious

You want to intrigue potential candidates with your job descriptions, but avoid sounding mysterious. The job title and duties should make clear what you expect from your future hire. Be upfront about non-negotiable requirements, like necessary certifications, driving license and working hours. This way, you’ll avoid potential deal-breakers later in your hiring process.

A well-crafted job description opens the door for a successful hiring process. Once you’ve piqued candidates’ interest with your job ad, showcase your company culture with an attractive company careers page and make sure you have an effective way of screening candidates.

If you would like any help with writing a job description or have any questions about how to recruit more effectively please get in touch.

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