Tips for Writing Job Descriptions to Attract Top Candidates

When hiring for open positions, the job description you post is a crucially important tool. This is what should get the attention of job hunters, allow them to learn more about your company and the position, and ultimately encourage them to apply.

But with so many job searchers on the market, how can you write job descriptions that attract top candidates?

There are many ways to do this including writing personalized descriptions that use keywords being searched by these high-level candidates. You also want to ensure you highlight your company culture and what the candidate will gain from working with you, among other things.

If you’re looking to improve your job descriptions to attract the best talent, read on for all our tips for writing job descriptions to attract top candidates.

12 Tips for Writing Job Descriptions to Attract Top Talent

1. Think Carefully About the Job Title

To attract the best candidates, don’t use “fun” titles such as “digital marketing superstar”. Doing this makes it unclear what level the position is and what it comprises.

Even if you make the job responsibilities and requirements clear in your job description, the title alone can turn candidates off. This is especially true if they see the job title without the description such as when searching through job board search result pages.

This practice can make you lose out on top candidates. For example, someone looking for a high-level digital marketing role will pay more attention to titles like Senior Digital Marketing Consultant, Head of Digital Marketing, or Digital Marketing Executive as these titles alone suggest the position is high level.

Having used a standard title, you can then use your full job description to explain the position and the corporate culture you offer.

2. Include a Job Overview

Begin the job description with a paragraph offering an overview of the position. This includes mentioning the job’s main function as well as how the position contributes to the company’s mission and goals.

The job title you use can drastically effect the types of candidates that apply.

3. Avoid Boilerplate Job Descriptions

To attract the best candidates, it’s important to write a new job description for each open position. While you can look to past job postings for inspiration, don’t publish the same description every time you hire for a certain position.

This also includes not making brief edits to a previous posting for a similar position. For example, don’t briefly edit a posting for “Managing Editor” when hiring for an “Assistant Editor”.

There are two main reasons for this. The first is that the hiring environment and your industry will be changing rapidly. So things that appealed to candidates even six months to a year ago may be outdated now. 

The second is that to find the best candidates you should constantly be thinking about what qualities and skills you need these candidates to possess. As your list of requirements changes, this should be mirrored in your job descriptions.

4. Mention What’s In It for the Candidate

While you’ll have the final say in who gets the job, it's a two-way relationship. Candidates also want to know what they’ll get from you. Especially if they’re high-level employees that will be able to attract a lot of job offers.

Use the job description to explain growth opportunities. This includes opportunities for the candidate and the company as a whole.

For example, mentioning that your company is one of the top in the industry and will continue to grow in some way (high sales projections, international expansion, etc.) will appeal to top candidates. Of course, only use truthful information that can be backed up in these cases.

Emphasize Company Culture

Along with emphasizing growth opportunities, a good way to attract candidates is to offer an overview of company culture. Highlight what the culture is like (for example, offering a collaborative and laid-back environment) as well as perks and benefits.

You can also mention benefits and perks above the standard of health insurance and two to three weeks of paid vacation. This could include mentioning events like happy hours or company retreats.

Other appealing perks include offering monthly “self-care” bonuses or free access to online learning courses. Perks that help employees grow personally and professionally can be very appealing to the most driven candidates.  This information could also include mentioning that you offer remote working opportunities or schedule flexibility too. 

Just like when assessing two very similar candidates, offering a certain perk or type of culture could be the thing that makes a candidate choose you over another company.

5. Make Your Job Description Stand Out

Job searchers have lots of job descriptions to go through and will prioritize those to apply to first. Remember as well that high-level employees may not require a new position but simply searching casually to see what's available. Therefore, you need to stand out to get an application from them. 

Along with highlighting culture and unique perks, consider other techniques to stand out. For example, by including a video of employees explaining company life and what they enjoy about working there.

Think about how you can make your job description stand out, for example, by adding an employee video.

6. Include Carefully Chosen Keywords

Consider the top words and phrases that qualified candidates will be using to search for a position like yours. Also, think about phrases that will appeal to ideal candidates. Ensure these keywords are mentioned in the job description.

Use keywords relating to things you are specifically looking for too. Then look out for these keywords in candidate applications or use an applicant tracking system to highlight those using these keywords.

7. Limit or Avoid Buzzwords

Try to avoid the use of too many buzzwords or jargon. This can actually make it look as though your company doesn’t know much about the position you’re offering and are just trying to be trendy.

People also don’t search for buzzwords when looking for jobs. So focus instead on using clear descriptive words that are being searched by job seekers.

8. Be Detailed

You don’t want to write paragraphs on paragraphs but do be detailed. Mention all the information candidates would need to understand the role, what they need to bring, and what you offer them.

Use to the point and informative sentences. Leaving out crucial information can cause candidates to not apply. It can be difficult to get the missing information they need and many won’t want to waste time applying and interviewing to find out you don’t offer something crucial for them. 

Salary Range 

When considering details to include, think about if you want to include salary estimates. 

If doing so, use a salary range, such as $80,000 to $100,000. This way there's space to hire someone that’s a great fit but needs a little training (so will offer the lower end) or someone very qualified who will be attracted by the higher end of the estimate.

Mention that you’re open to salary discussion too. You may then get candidates looking for a little more than the higher end of the range, hopefully with experience to back up that request.  

Include as much information as possible in your job description while still being succinct.

9. Be Refined and Have a Word Limit

While you do need to include as many details as possible, don’t create a very long description.

Keep sentences succinct and to the point. Include only necessary information and limit the use of jargon and superlatives. Aim to use no more than 1,200 words.  

10. Be Realistic

Try to be as realistic as possible with your job descriptions. Asking for too much can result in top candidates not applying. 

For example, asking for at least five years of experience for a junior position can deter those suited to a junior position from applying. Additionally, those with this amount of experience will be turned off by the title and salary and will be looking for a more advanced position. 

On the flip side, realize that if you want the best of the best you’ll have to pay for it. Highly experienced candidates will be unlikely to take a salary below the industry average and may even expect more than that. 

Try not to ask for anything too specific either, such as experience in a specific niche, unless absolutely crucial to the job. This can dissuade great candidates, who have all the transferable skills you need and will be able to adapt easily, from applying.

Asking for more experience than is realistic can discourage great candidates from applying.

11. Create a Sense of Urgency

Even if you aren’t in a rush to fill a position, add some urgency to your job description. Including a job start date or application due date is a good way to do this. Candidates will be more likely to apply if they know the deadline to do so is approaching.

If including the start date, state that this could be open to change for the right candidate. Otherwise, you may miss out on applicants that the date doesn’t work.

Adding deadlines also helps to show that the job is still open to applications. Many companies don’t remove job postings even if the position is filled, leaving them to expire. Therefore, knowing for certain that applications are still being accepted can encourage candidates to apply.

12. Proofread!

Always check grammar and spelling before posting your job description. Just as with mistakes in candidate applications, these mistakes alone can cause candidates to dismiss your job opening.

Additionally, check for succinctness. For example, could you say something with fewer words? Or, do you need certain sections of information? 

Check for cliches and overuse of jargon too, removing those if they occur. 

Lastly, ensure the description is spaced out. Nobody wants to read a long block of text! Use bulleted lists where appropriate. Also, start a new paragraph between every three to four sentences as well as for topic changes. 

If working on the description alone, send it to coworkers for review, especially to those working in a similar position to the one being posted.