How to Write Job Descriptions That Actually Work

Most job descriptions are terrible. They’re boring lists of requirements that make qualified candidates want to run away. But here’s the thing: your job description is often the first thing a candidate sees about your company. If it’s bad, they won’t apply. If it’s great, they’ll be excited.

“Your job description is your first sales pitch to potential candidates. If it’s boring, unclear, or off-putting, you’ll attract boring, unclear, or off-putting candidates - or worse, no candidates at all.” - Katy Tynan, author of “Survive Your Promotion”

The problem: Most companies write job descriptions like they’re filling out a form. They list requirements, responsibilities, and benefits. It’s all true, but it’s boring.

The solution: Write job descriptions that tell a story. Make candidates excited. Show them what success looks like. Be honest about challenges. Make them want to apply.

This guide shows you how to write job descriptions that actually work - descriptions that attract the right candidates and make them excited about the opportunity.

The Purpose of Job Descriptions

Before diving into how to write job descriptions, it’s important to understand their multiple purposes.

Attracting Candidates

First and foremost, job descriptions attract candidates:

• Initial Impression: Candidates form opinions about your company based on the job description
• Interest Generation: Well-written descriptions make candidates excited about the opportunity
• Self-Selection: Clear descriptions help candidates determine if they’re a good fit
• Differentiation: Strong descriptions help you stand out from competitors

A compelling job description is your first opportunity to sell the role and company to potential candidates.

Setting Expectations

Job descriptions establish clear expectations:

• Role Clarity: Candidates understand what the job actually involves
• Requirements: Candidates know what qualifications are needed
• Responsibilities: Candidates understand what they’ll be doing day-to-day
• Success Criteria: Candidates know what success looks like in the role

Clear expectations prevent mismatched applications and reduce time wasted on unqualified candidates.

Legal and Compliance

Job descriptions serve important legal functions:

• Documentation: They document role requirements and responsibilities
• Compliance: They help ensure fair hiring practices
• ADA Compliance: They establish essential job functions for accommodation requests
• Performance Management: They provide basis for performance evaluations

Well-written job descriptions protect both the company and employees.

Internal Alignment

Job descriptions help align internal stakeholders:

• Hiring Manager Clarity: They force hiring managers to clearly define what they need
• Team Understanding: They help team members understand new roles
• Budget Justification: They support compensation and budget decisions
• Success Metrics: They establish criteria for evaluating candidates and performance

The process of writing a job description often reveals important insights about the role.

Essential Elements of Effective Job Descriptions

While job descriptions vary by role and company, effective ones share common elements.

Job Title

The job title is often the first thing candidates see:

Best Practices:

• Be Specific: “Senior Software Engineer” is better than “Engineer”
• Use Industry Standards: Titles candidates actually search for
• Avoid Jargon: Skip internal-only terminology
• Include Level: When appropriate, indicate seniority (Junior, Senior, Lead, etc.)

Common Mistakes:

• Using overly creative or confusing titles
• Including too much information in the title
• Using titles that don’t match industry standards
• Making titles too generic or too specific

“Job titles matter more than many recruiters realize. Candidates search for specific titles, and using non-standard titles can make your posting invisible.” - Lou Adler, author of “Hire With Your Head”

Company Overview

Brief context about your organization:

What to Include:

• Company Mission: What does your company do and why?
• Company Size: How big is the organization?
• Company Culture: What’s it like to work there?
• Recent Achievements: What has the company accomplished?
• Growth Trajectory: Where is the company headed?

Length: Keep it concise - 2-3 sentences or a short paragraph. Candidates can learn more if interested.

Role Summary

A compelling overview of the position:

Key Elements:

• Purpose: Why does this role exist?
• Impact: What will this person accomplish?
• Context: How does this role fit into the organization?
• Opportunity: What makes this role exciting?

Best Practices:

• Start with the most compelling aspect
• Focus on outcomes and impact, not just tasks
• Use active, engaging language
• Keep it to 2-4 sentences

Key Responsibilities

What the person will actually do:

Structure:

• Primary Responsibilities: 5-8 main duties
• Daily Tasks: What does a typical day look like?
• Projects: What types of projects will they work on?
• Collaboration: Who will they work with?

Writing Tips:

• Use action verbs (manage, develop, create, analyze)
• Be specific but not overly detailed
• Focus on outcomes, not just activities
• Prioritize by importance or frequency

Example: Instead of: “Handle customer inquiries” Better: “Respond to customer inquiries via email and phone, resolving issues within 24 hours and maintaining 95% customer satisfaction”

Required Qualifications

Must-have skills and experience:

Categories:

• Education: Degrees, certifications, training
• Experience: Years of experience, specific roles
• Skills: Technical skills, software proficiency
• Competencies: Abilities and characteristics

Best Practices:

• Be realistic about what’s truly required
• Distinguish between must-haves and nice-to-haves
• Focus on skills that can’t be easily taught
• Avoid over-qualifying (excluding good candidates)

Common Mistakes:

• Requiring years of experience for entry-level roles
• Listing every possible skill as required
• Using arbitrary requirements (e.g., “must have 5 years”)
• Requiring specific degrees when skills matter more

Preferred Qualifications

Nice-to-have attributes:

What to Include:

• Additional experience that would be valuable
• Bonus skills or certifications
• Industry-specific knowledge
• Soft skills that enhance performance

Purpose:

• Attract stronger candidates
• Provide flexibility in evaluation
• Indicate growth opportunities
• Show what ideal candidates look like

Compensation and Benefits

When possible, include compensation information:

What to Share:

• Salary Range: When legally required or when competitive
• Benefits: Health insurance, retirement, PTO
• Perks: Remote work, professional development, etc.
• Total Compensation: Equity, bonuses, other incentives

Benefits of Transparency:

• Attracts candidates who are a good fit
• Saves time by filtering mismatched candidates
• Demonstrates transparency and trust
• Improves candidate experience

“Candidates want to know what they’ll be paid. Being transparent about compensation builds trust and attracts candidates who are genuinely interested.” - Tim Sackett, author of “The Talent Fix”

Application Instructions

How to apply:

What to Include:

• Application Method: Where to apply (ATS, email, etc.)
• Required Materials: Resume, cover letter, portfolio, etc.
• Deadline: If there is one
• Contact Information: Who to contact with questions

Best Practices:

• Make the application process clear and simple
• Minimize friction in the application process
• Provide contact information for questions
• Set expectations for response time

Writing Style and Tone

How you write matters as much as what you write.

Use Inclusive Language

Inclusive language attracts diverse candidates:

Avoid:

• Gendered language (“he/she” when “they” works)
• Age-specific references
• Unnecessary physical requirements
• Cultural assumptions

Use:

• Gender-neutral language
• Focus on skills and abilities
• Clear, direct communication
• Respectful, professional tone

Be Clear and Direct

Clarity prevents confusion:

Best Practices:

• Use simple, straightforward language
• Avoid jargon unless necessary (and then explain it)
• Break up long paragraphs
• Use bullet points for lists
• Write in active voice

Example: Instead of: “The successful candidate will be responsible for the management of customer relationships” Better: “Manage customer relationships”

Show Enthusiasm

Enthusiasm is contagious:

How to Show It:

• Use positive, energetic language
• Highlight exciting aspects of the role
• Show passion for the work
• Demonstrate company culture

Balance:

• Be enthusiastic but authentic
• Don’t oversell or mislead
• Maintain professionalism
• Be honest about challenges

Tell a Story

Stories are more engaging than lists:

Elements:

• Context: Why does this role matter?
• Journey: What will the candidate experience?
• Impact: What difference will they make?
• Future: Where can this role lead?

Example: Instead of: “We need a marketing manager” Better: “Join our growing marketing team and help shape how we connect with customers. You’ll develop campaigns that reach thousands of people and directly impact our company’s growth.”

Common Mistakes to Avoid

Learning from common mistakes helps you write better job descriptions.

Mistake 1: The Kitchen Sink Approach

Problem: Listing every possible requirement, skill, and qualification.

Why It’s Bad:

• Scares away qualified candidates
• Creates unrealistic expectations
• Makes the role seem overwhelming
• Reduces applicant pool unnecessarily

Solution: Distinguish between must-haves and nice-to-haves. Be realistic about what’s truly required.

Mistake 2: Vague or Generic Descriptions

Problem: Using generic language that could apply to any company or role.

Why It’s Bad:

• Doesn’t differentiate your opportunity
• Fails to attract the right candidates
• Doesn’t set clear expectations
• Makes your company seem uninteresting

Solution: Be specific about your company, role, and what makes this opportunity unique.

Mistake 3: Overly Technical Language

Problem: Using excessive jargon or technical terms without explanation.

Why It’s Bad:

• Excludes candidates who could learn
• Makes descriptions hard to understand
• Focuses on tools rather than outcomes
• Reduces diversity of applicants

Solution: Use clear language. When technical terms are necessary, explain them or focus on outcomes rather than specific tools.

Mistake 4: Unrealistic Requirements

Problem: Requiring more experience, skills, or qualifications than necessary.

Why It’s Bad:

• Excludes qualified candidates
• Reduces diversity
• Creates unnecessary barriers
• Often reflects unclear role definition

Solution: Focus on what’s truly required for success. Consider alternative qualifications and growth potential.

Mistake 5: Negative Language

Problem: Focusing on what candidates shouldn’t do or what the role isn’t.

Why It’s Bad:

• Creates negative first impression
• Doesn’t inspire candidates
• Focuses on problems rather than opportunities
• Reduces application rates

Solution: Frame everything positively. Focus on opportunities, growth, and positive aspects.

Mistake 6: Copying Competitors

Problem: Copying job descriptions from other companies without customization.

Why It’s Bad:

• Doesn’t reflect your unique needs
• Fails to differentiate your opportunity
• May include irrelevant requirements
• Doesn’t showcase your company culture

Solution: Write descriptions that reflect your specific needs, culture, and opportunity.

Mistake 7: Ignoring SEO

Problem: Not optimizing job descriptions for search engines and job boards.

Why It’s Bad:

• Candidates can’t find your posting
• Reduces visibility on job boards
• Misses opportunities to attract passive candidates
• Wastes recruiting budget

Solution: Include relevant keywords candidates actually search for. Research what terms your target candidates use.

Job Description Templates

Templates provide structure while allowing customization.

Template for Technical Roles

Job Title: [Specific Title, e.g., “Senior Full-Stack Engineer”]

Company Overview: [2-3 sentences about your company, mission, and culture]

Role Summary: [Compelling overview focusing on impact and opportunity]

Key Responsibilities:

• [Primary responsibility with outcome]
• [Primary responsibility with outcome]
• [Primary responsibility with outcome]
• [Primary responsibility with outcome]
• [Primary responsibility with outcome]

Required Qualifications:

• [X years] of experience in [specific area]
• Proficiency in [specific technologies]
• Experience with [specific methodologies or practices]
• Strong [specific competencies]

Preferred Qualifications:

• Experience with [additional technologies]
• [Specific certifications or training]
• [Industry-specific experience]
• [Additional competencies]

Compensation & Benefits: [Salary range, benefits, perks]

How to Apply: [Clear application instructions]

Template for Sales Roles

Job Title: [Specific Title, e.g., “Enterprise Account Executive”]

Company Overview: [Company mission and value proposition]

Role Summary: [Focus on impact, growth opportunity, and earning potential]

Key Responsibilities:

• [Sales activity with target/outcome]
• [Sales activity with target/outcome]
• [Sales activity with target/outcome]
• [Relationship building activity]
• [Internal collaboration activity]

Required Qualifications:

• [X years] of [type] sales experience
• Track record of [specific achievement]
• Experience with [specific sales methodology]
• Strong [specific sales competencies]

Preferred Qualifications:

• Experience in [specific industry]
• [Specific certifications]
• [Additional sales skills]

Compensation & Benefits: [Base salary, commission structure, benefits]

How to Apply: [Application instructions]

Template for Management Roles

Job Title: [Specific Title, e.g., “Engineering Manager”]

Company Overview: [Company context and team structure]

Role Summary: [Leadership opportunity and team impact]

Key Responsibilities:

• [Team management activity]
• [Strategic planning activity]
• [Cross-functional collaboration]
• [Development and coaching]
• [Process improvement]

Required Qualifications:

• [X years] of [relevant] experience
• [X years] of management experience
• Experience [managing teams of X size]
• Strong [leadership competencies]

Preferred Qualifications:

• Experience in [specific industry/context]
• [Advanced degrees or certifications]
• [Additional leadership experience]

Compensation & Benefits: [Compensation details]

How to Apply: [Application instructions]

Optimizing for Different Channels

Job descriptions may need adjustment for different posting channels.

Company Career Page

Advantages:

• More space for detail
• Can include multimedia
• Better formatting options
• Company branding

Best Practices:

• Include more detail and context
• Add images or videos
• Link to company culture pages
• Include employee testimonials

Job Boards (Indeed, LinkedIn, etc.)

Constraints:

• Character limits
• Limited formatting
• Need to stand out in search

Best Practices:

• Optimize for keywords
• Lead with most compelling information
• Use clear, scannable format
• Include salary when possible

Social Media

Constraints:

• Very limited space
• Need to grab attention quickly
• Visual format preferred

Best Practices:

• Create short, punchy versions
• Use visuals (images, videos)
• Include link to full description
• Make it shareable

Email Outreach

Context:

• Personalized to specific candidates
• Part of relationship building
• More conversational tone

Best Practices:

• Customize for the candidate
• Highlight why it’s relevant to them
• Include personal note
• Make it easy to learn more

Legal Considerations

Job descriptions have legal implications.

Essential Job Functions

For ADA compliance, clearly identify essential functions:

• What’s Required: Functions that are fundamental to the job
• What’s Not: Functions that could be reassigned or accommodated
• Documentation: Clear documentation supports accommodation requests

Non-Discriminatory Language

Avoid language that could be discriminatory:

• Age: Avoid age-specific requirements
• Gender: Use gender-neutral language
• Disability: Focus on abilities, not limitations
• Protected Classes: Avoid any language that could exclude protected groups

Accurate Representation

Job descriptions should accurately represent the role:

• Honesty: Don’t misrepresent the role or company
• Updates: Keep descriptions current as roles evolve
• Consistency: Ensure description matches actual role

Local Laws

Be aware of local requirements:

• Salary Transparency: Some jurisdictions require salary ranges
• Language Requirements: Some areas have language requirements
• Other Regulations: Local laws may have specific requirements

Measuring Job Description Effectiveness

Track how well your job descriptions perform:

Key Metrics

Application Metrics:

• Number of Applications: Are you getting enough applicants?
• Quality of Applications: Are applicants qualified?
• Source Performance: Which channels perform best?

Candidate Metrics:

• Candidate Experience: How do candidates rate the description?
• Self-Selection: Do candidates accurately assess fit?
• Drop-Off Rates: Where do candidates drop off?

Hiring Metrics:

• Time to Fill: How quickly do roles fill?
• Quality of Hire: Do hires match descriptions?
• Retention: Do hires stay in roles?

A/B Testing

Test different approaches:

• Different Titles: Test which titles attract more candidates
• Different Formats: Test various structures and lengths
• Different Messaging: Test various value propositions
• Different Requirements: Test which requirements are necessary

Continuous Improvement

Use feedback to improve:

• Candidate Feedback: Ask candidates about descriptions
• Hiring Manager Feedback: Get input from those who use descriptions
• Recruiter Feedback: Learn from those who work with descriptions
• Data Analysis: Use metrics to identify improvements

Best Practices Summary

Here are the key principles for writing effective job descriptions:

1. Be Clear and Specific: Use clear language and be specific about requirements
2. Focus on Outcomes: Emphasize impact and results, not just tasks
3. Be Inclusive: Use language that attracts diverse candidates
4. Show Enthusiasm: Demonstrate excitement about the role and company
5. Be Honest: Accurately represent the role and company
6. Optimize for Search: Include keywords candidates actually search for
7. Distinguish Requirements: Clearly separate must-haves from nice-to-haves
8. Tell a Story: Make descriptions engaging and compelling
9. Keep It Current: Update descriptions as roles evolve
10. Measure and Improve: Track performance and continuously optimize

Conclusion

Effective job descriptions are powerful recruiting tools. They attract the right candidates, set clear expectations, and showcase what makes your opportunity special. By following best practices, avoiding common mistakes, and continuously improving, you can write job descriptions that drive recruiting success.

Remember: a job description is often a candidate’s first interaction with your company. Make it count. Invest the time to write descriptions that are clear, compelling, and accurate. The quality of your job descriptions directly impacts the quality of your candidates and hires.

“Great job descriptions don’t just fill positions - they attract people who are excited about the opportunity and well-matched for the role. That’s the foundation of great hiring.” - Anonymous Recruiting Leader

Next Steps

To continue improving your recruiting:

1. Learn about applicant tracking systems and how they manage job postings
2. Discover sourcing strategies beyond job postings
3. Explore the recruiting process in detail
4. Understand recruiting metrics and how to measure success
5. Master candidate evaluation techniques

Each of these topics builds on the foundation of effective job descriptions.