A job description is more than just a formality in the hiring process; it’s your first pitch to potential candidates. In many cases, it’s the first impression they’ll have of your company. A well-written job description can spark interest, inspire applications, and set you apart from other employers. On the other hand, a vague or generic posting can blend into the background and fail to attract the right talent.
If you want to draw in skilled, motivated applicants, you need to approach job descriptions as a mix of marketing, clarity, and honesty. Here’s how to write one that gets results.
1. Start with a Clear, Compelling Job Title
The job title is the first thing candidates will see, so it needs to be both accurate and attention-grabbing. Avoid overly creative titles like “Marketing Wizard” or “Customer Happiness Ninja.” They might sound fun, but they can make it hard for job seekers to find your listing in search results.
Instead, use straightforward, industry-recognised titles. For example:
Good: “Digital Marketing Specialist”
Not so good: “Growth Guru”
If you want to add personality, you can do so in the introduction, not the title.
2. Hook Them with a Strong Opening
The first paragraph should explain why the role exists and why it’s exciting. Think of it as your elevator pitch to a potential hire. Avoid starting with “We are looking for a…”—everyone says that.
Instead, highlight the impact of the role:
“At BrightTech, our marketing team shapes how thousands of people discover and use our products every day. We’re looking for a Digital Marketing Specialist to help us launch bold, creative campaigns that inspire action.”
This immediately tells candidates what your company does, the scope of the role, and why it matters.
3. Show Off Your Company Culture
The best candidates aren’t just looking for a paycheque; they want to know what it’s like to work with you. Use the job description to give them a taste of your company’s personality and values.
If your office is fast-paced and collaborative, say so. If you prioritise work-life balance, mention it. The HR solutions department doesn’t need to oversell, but you do want to give an honest reflection of the environment.
Example:
“We believe great work happens when people feel supported, respected, and inspired. Our team celebrates wins together, learns from challenges, and makes time for the occasional coffee-fuelled brainstorm.”
4. Clearly Outline Responsibilities
Once you’ve hooked their interest, lay out the key responsibilities. Use bullet points so the list is easy to scan, and start each point with a strong action verb. Keep it concise, around 5–8 main points is ideal.
For example:
Plan and execute multi-channel marketing campaigns
Analyse campaign performance and report on key metrics
Collaborate with the design and product teams to create engaging content
Optimise website and social media presence for lead generation
This gives candidates a clear picture of what they’ll be doing day-to-day.
5. Be Honest About Qualifications
It’s tempting to create a “wish list” of every skill and qualification you’d like, but this can unintentionally scare away great candidates. Research shows that some candidates, especially women, may only apply if they meet nearly all listed requirements.
Separate “must-haves” from “nice-to-haves.” Keep the must-haves to essential skills or qualifications needed to perform the role effectively.
Example:
Must-haves:
3+ years in a digital marketing role
Strong knowledge of SEO and content marketing strategies
Nice-to-haves:
Experience with marketing automation tools
Basic knowledge of HTML/CSS
This approach keeps the role accessible while still setting clear expectations.
6. Talk About Growth Opportunities
High-quality candidates want to know where the role can lead. Briefly mention potential career paths, learning opportunities, or professional development support.
Example:
“This role offers opportunities to lead larger campaigns, mentor junior team members, and take part in international marketing projects as we expand into new markets.”
7. Include Practical Details
Job seekers appreciate transparency. Include:
Location: Specify if it’s on-site, hybrid, or remote.
Salary range: If possible, be upfront—it shows trust and can save time.
Work schedule: Full-time, part-time, flexible hours, shifts, etc.
Benefits: Health insurance, retirement plans, extra leave, training allowances, etc.
Even if some details seem small, they can make a big difference in whether someone applies.
8. Make It Inclusive
The wording of your job description can influence who applies. Avoid gender-coded words like “dominant” or “nurturing” unless they’re essential to the role. Use neutral, professional language and avoid jargon that might alienate applicants from different backgrounds.
You can also include a short diversity statement:
“We value diversity and are committed to creating an inclusive environment where everyone can thrive.”
9. End with a Call to Action
Don’t just end with the last bullet point; invite them to apply. Encourage enthusiasm and let them know what the next step is.
Example:
“If you’re excited about helping us shape the future of digital marketing, we’d love to hear from you. Apply now and tell us why you’d be a great fit for our team.”
10. Review and Refine
Finally, review your job description as if you were a candidate. Does it spark interest? Is it easy to read? Does it clearly explain the role? You can also have someone outside your team read it to ensure it’s engaging and free from unnecessary jargon.
Final Thoughts
Writing a job description isn’t just about filling a vacancy; it’s about attracting the right people who will thrive in your workplace. By being clear, authentic, and intentional in your wording, you can turn your job postings into powerful tools that not only draw in talent but also set the stage for long-term success.
The goal is simple: give candidates a clear reason to see themselves in the role and get excited about joining your team. Do that, and you won’t just get more applicants, you’ll get better ones.
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