12 Best Practices for Writing Job Descriptions That Attract Top Talent

Never underestimate the power of great job descriptions.

Fifty-two percent of job seekers say the quality of the job description influences their decision to apply, according to Indeed research. If you don’t write great job descriptions, you lose more than half of the perfect-fit or high-potential candidates before you even start the hiring process.

More proof you want to nail the job description: Nearly two-thirds of employers complain they get too many applications from unqualified candidates.

Poor Job Descriptions = Too Many Unqualified Applicants

The Indeed researchers say the overload (and sometimes an underwhelming response) usually stems from ineffective job descriptions.

How do they know that? Almost half of those employers said they’ve had to revise job descriptions to get qualified candidates.

That’s why you want to get job descriptions right the first time: You are more likely to receive the right number of the most qualified candidates.

Here are 12 best practices for writing job descriptions that people actually want to apply for.

1. Reflect on Your Ideal

You’ll want to envision the ideal job candidate by reflecting on the qualities, knowledge, experience, skills and abilities that would make the person a good fit. Also, consider the key responsibilities and overall objectives. This will be especially important when creating a new role.

It will likely help to work with hiring managers — and perhaps even co-workers — for each role.

2. Go for Appeal

Now, flip the coin and think about what would make the job appealing to that ideal job candidate. Remember, you want to stand out to potential employees, so you need to speak to their wants, too.

Consider what might excite them about the role, the employee experience and working for your company. You can ask employees in similar roles what excites them about all those things to get the right language and tone.

3. Include Your Must-Haves …

To ensure you get the most qualified applicants, you want to create a list of the minimum qualifications required for each role. Let applicants know that they should only apply if they meet those requirements. That will help reduce the number of unqualified applicants from submitting a resume.

But be judicious with these must-haves: Work with hiring managers and people in similar roles to determine what is an absolute requirement.

Now, if there’s some flexibility on qualifications, Indeed experts suggest you split the job requirements into must-haves and nice-to-haves to attract the right range of candidates. Stick to 10 or fewer bullet points of requirements. Why whittle it down to that? Most job seekers in Indeed’s survey admitted they usually spend just three to five minutes reading a job description before deciding if they’ll apply.

4. … and Add the Impact

Now, a list of requirements alone won’t excite many candidates, so think big-picture, too.  Included some details on how the job connects to the organization’s strategy.

Help candidates see how the role adds value to the team and organization. Show them how it’s a fulfilling role that makes a positive impact on colleagues, customers, the company and/or society.

5. Focus on Opportunities for Growth

This point is particularly important for entry-level positions, according to research in the Harvard Business Review. Many job candidates — especially those new to the workforce — like to see a variety of career paths and/or different advancement opportunities.

You might mention mentoring and coaching programs, or opportunities to work with different departments or try different roles.

6. Highlight as Much Autonomy as Possible

If your role offers any degree of flexibility, highlight it. The HBR researchers pointed to a study that shows employees increasingly value control over when, how and where they work.

You might not be able to offer flexibility across all of those areas, but you can focus on areas of responsibility and growth, opportunities to develop new ideas or make an impact in the workplace.

7. Be Specific About Salary Range

According to Indeed, about 25% of job seekers say compensation is the most important part of a job description.

Consider including compensation details or realistic salary ranges to attract the right candidates and ensure you’re aligned on compensation expectations early.

Plus, you might be required by state pay transparency laws to give that information. You can get more details in the laws in HRMorning’s story: Pay Transparency Laws by State: HR’s Latest Compliance Guide.

Also, if you offer other financial rewards — such as performance-based bonuses or commissions — put them in the description. Money talks loudly!

8. Show the Warts, Too

If there are any special requirements that might turn off applicants — such as working weekends or nights, having to travel frequently or making cold calls — put them out there in the job description.

You want potential applicants to have a full understanding, and those who wouldn’t be able to meet those special requirements will know not to apply.

9. Keep the Titles Simple

Both the HBR and Indeed researchers agreed: Keep your job titles simple.

Skip the flashy terms such as “rock star,” “ninja” or “guru.” Use more grounded or “real” language — the kind of words people are using in their online job searches. For instance, if you have an opening for a “Customer Service Representative” or “Senior Software Engineer,” use those names instead of “Customer Service Expert” and “Software Engineer IV.” People default to the generic terms when searching.

10. Consider the Formatting

Most job seekers are looking for jobs on all kinds of devices — from a home laptop, a work monitor and their mobile devices (maybe from that the most). Formatting for each is important.

Use headings to break up sections and organize information into bullet points. Proofread and get someone else to check job descriptions again to ensure the spelling, grammar, role description and formatting are easy to read. Finally, make sure it’s mobile-friendly.

11. Talk Culture

Indeed found that job details aren’t the only thing job seekers want to see: More than 70% say it’s very important to see details about company culture.

Ask employees for the words to describe your culture to help you convey the “true feel.” You might include:

• A brief overview of your company
• Your employee value proposition
• Your company’s values or mission statement, and
• Links to your company’s career page and social media pages.

12. Be Exciting

To gain more attention for your job descriptions, go beyond the basics of posting a job.

Consider incorporating multimedia elements such as videos that include some inside looks at your company, the role and/or the employees. Add links in job descriptions to these less formal peeks into the job.