Make your job descriptions pop, and attract the candidates you want.
Are you convinced that job descriptions looking for “rock star writers” or “digital marketing magicians” really attract the best candidates in the field? Honestly, most candidates can’t take those clichés seriously. They simply don’t know what you’re looking for. Take a glance at job ads on any platform, and you’ll notice that they are often full of these outdated phrases.
Think about it: When you’re looking through resumes, are you attracted to the generic ones that don’t say much? Probably not. Then why would a great candidate be attracted to a generic job description? They’re selecting the best opportunities, just like you are.
What might not be working
If you failed to attract outstanding candidates for an open position, maybe you made some of the following mistakes in your job postings:
- The ad didn’t evoke your brand’s personality. Everyone wants to work for special brands. Job ads that don’t express a vibrant office culture generally won’t attract the stars you’re seeking.
- You didn’t specify the requirements and circumstances. Is it an office position? Will the employee be required to work off-site? If you give job seekers doubt regarding the responsibilities of the position, they will simply proceed to the next ad.
- It wasn’t scannable. When people are looking through ads, they often don’t have time to read entire descriptions. They are just scanning. Write your ads in scannable text.
- You didn’t include a call to action. If you want to trigger responses to your ad, you need to. Include key phrasing and special language that makes your ad pop.
5 Essential components to include
1. Company culture info
It’s important to convey the company’s vibe through the job ad. The best applicants have choices.“There’s something about the culture of some places that keeps corruption and misconduct more in check than at other places.” That quote from can go far in explaining why company culture is important. The leadership has to make sure the organization has culture and integrity. This is important for the company’s growth.
Job seekers are interested in more than money; they want to work in the best surroundings.
2. The expectations
Your job description should clearly communicate the expectations you have of whomever fills the role. Often, recruiters are focused on listing the required skills and experience necessary, however, expectations for the position are equally important.
Think of five essential duties for the particular position and highlight them in the ad. Remember: the ad has to be scannable, so the expectations portion is a great place to be brief and use bullet points.
3, A clear job title
The job title is the first element that will attract the right candidates. What exactly is a rock star writer? What’s a digital marketing magician?
By trying to make job titles seem more attractive, many recruiters achieve the opposite effect: they make them confusing. You can’t expect a potential candidate to read through the entire description just to figure out if they want the job. The job title should be enough. Make it very clear and specific. There’s no need to be creative here.
4. Compensation information
Star applicants tend to apply to ads that will advance their careers. The job title clarifies the degree of career progress only to a certain extent. The finances are an important part of the full picture. Disclose as much as you can regarding salary in your ad.
5. Emotional triggers
Here’s that reminder again: you need to think like an online marketer when writing job descriptions. What does an online marketer do? They awaken a response through emotional triggers. They understand their audience has specific needs, and they target those exact points.
For example, all job seekers want to be part of a winning team. You can target that need by outlining the achievements of your organization. Tell them they will be part of challenging projects and team building events.
Keep in mind that professional growth is not the only reason why talented individuals are looking for new jobs. You can target their need to grow in their lives, too. Ensure the applicants they won’t be faceless pieces of a giant puzzle. Tell them what results they can expect to accomplish within the first year on your team. Be very precise with this part. Think of tangible achievements and make them attractive in terms of personal growth.
Here you can specify opportunities in terms of emotional, physical, spiritual, intellectual aspects to take your offer forward:
- Group classes on better lifestyles: e.g., personal finance management, work-life balance trainings, building healthy relationships, physical health disciplines and others.
- One-on-one coaching sessions as a bonus for stellar performance.
- Company outings based on hobbies and common interests to add to team building and informal communication.
An attractive job description should include all the right elements, but should never be full of superfluous statements. Make it relevant and straight to the point so you don’t waste your time, or theirs.
Sophia Anderson is an associate educator, a blogger and a freelance writer at who enjoys covering topics on writing, business, careers, self-growth and others. She believes in the driving force of positive attitude and constant development.