If you’re struggling to attract qualified candidates—even for roles that should be straightforward to fill—your job description may be the problem. In today’s competitive hiring landscape, job seekers aren’t just looking for a paycheck; they’re evaluating company culture, growth opportunities, flexibility, and meaningful work. And where do they get their first impression of all that? Your job ad.

The job description is no longer just a list of duties. It’s a marketing asset. A recruiting tool. A branding moment. And if yours still reads like a dusty HR template from 2010, you’re not speaking the language of today’s top talent. Let’s break down how to write job descriptions that actually attract skilled, motivated candidates—and avoid sending them running to your competitors.

Why Your Job Descriptions Matter More Than You Think

Job descriptions do more than outline expectations—they reflect your company’s values, priorities, and professionalism. In the age of remote work, global talent, and candidate empowerment, vague or poorly written descriptions signal red flags to job seekers. If your ad doesn’t communicate clearly, inspire action, or demonstrate value, it won’t attract the kind of applicants you’re hoping for.

The Most Common Mistakes in Job Descriptions

Before we dive into best practices, let’s look at what not to do. The following errors are surprisingly common—and costly:

• Overloading the requirements list: Demanding 10+ skills for an entry-level role limits your applicant pool and deters great candidates who may not meet 100% of the criteria.
  
• Being too vague: Descriptions like “Must be a team player” or “Looking for a dynamic self-starter” are generic and offer no insight into the role’s real demands or success metrics.
  
• Writing in a cold or robotic tone: Candidates are humans, not robots. If your copy lacks personality, empathy, or authenticity, you’ll miss out on applicants who are looking for culture fit.
  
• Ignoring inclusive language: Subtle wording choices can exclude entire demographics. If your description is riddled with jargon or masculine-coded words like “rockstar” or “dominant,” you could be turning away great talent.

What High-Performing Job Descriptions Actually Include

1. A Clear, Compelling Job Title

The title is one of the most important elements for SEO and for drawing clicks. Keep it simple, searchable, and industry-standard. For example: “Marketing Coordinator – Remote | London-based applicants preferred” is better than “Marketing Ninja”.

Pro Tip: Job seekers use keywords like “remote,” “hybrid,” “flexible,” or “junior/senior” when filtering roles on platforms like LinkedIn, Indeed, and Glassdoor. Include them where relevant.

2. A Human Introduction

Start with a few sentences about your company and the role. This is your chance to set the tone. What makes your company unique? Why is this role essential to your mission? Avoid clichés and be specific.

Example:
“We’re a growing fintech company based in London with a mission to make financial services more accessible for small businesses. We’re looking for a detail-oriented, strategic thinker to help us improve customer onboarding and retention.”

This kind of intro frames the opportunity with purpose and relevance.

3. Responsibilities—But With Context

List the day-to-day duties, but make sure they’re tied to real outcomes. People want to know how their work fits into the bigger picture.

Bad: “Answer customer emails.”
Better: “Respond to customer inquiries and help resolve issues efficiently to maintain a 98% satisfaction rating.”

This shows impact—and it makes the job feel more meaningful.

4. Must-Have vs. Nice-to-Have Skills

Top talent often self-selects out of applying if they don’t meet every single bullet point. Make it easier for qualified candidates to raise their hands by separating must-have and nice-to-have qualifications.

Instead of:

• Bachelor’s degree
  
• 3 years’ experience
  
• Photoshop
  
• HTML/CSS
  
• Salesforce
  

Try:
Must-Have:

• At least 2 years of experience in digital design
  
• Strong working knowledge of Adobe Creative Suite
  
• Ability to manage multiple projects under tight deadlines
  

Nice-to-Have:

• Familiarity with HTML/CSS
  
• Experience using project management software (Asana, Trello)
  

This flexible format encourages more candidates to apply and allows you to evaluate potential, not just checklists.

Highlight What Candidates Really Care About

Salary transparency is gaining traction—and many job seekers are actively avoiding ads without pay ranges. If you’re serious about attracting top-tier professionals, be open about compensation, benefits, and perks.

Other compelling incentives to include:

• Flexible work hours or hybrid/remote options
  
• Professional development stipends
  
• Mental health support or wellness budgets
  
• Learning and mentorship opportunities
  
• Clear paths to promotion
  

Job seekers want to know that your company invests in people, not just performance.

Make It Inclusive—Deliberately

The best candidates may not look like your “usual hire,” and that’s a good thing. Write your descriptions to invite, not exclude. That means:

• Avoiding gendered or biased language
  
• Encouraging applicants who don’t meet every requirement to still apply
  
• Reviewing for ableist or ageist phrasing (e.g., “energetic,” “digital native”)
  

Also, a brief inclusion statement can make a difference:

“We welcome applicants of all backgrounds and experiences. If you’re excited about this role but aren’t sure you meet every qualification, we encourage you to apply.”

Use SEO to Your Advantage

Search engines don’t just scan your website—they index job boards too. That means you need to optimize your listings for searchability.

Use keyword-rich phrases in your title and throughout the description. Think like a job seeker:

• “Remote project manager job”
  
• “Admin assistant jobs in London”
  
• “IT support vacancy with benefits”
  

Include location tags, industry terms, and variations of job titles people may search for.

Don’t Forget the Call to Action

Close your job description with a clear next step. Should applicants email a CV? Apply through your careers page? Include a portfolio? Make the process simple and approachable.

Example:
“Think this sounds like you? Send your CV and a short cover letter to [email address] by [date]. We look forward to hearing from you!”

Clarity reduces drop-off and shows respect for applicants’ time.

Write to Attract, Not Filter

Too often, companies write job descriptions with the goal of filtering out “unqualified” candidates. But in today’s talent-driven market, the real win is attracting the right people. A well-written job description isn’t a gate—it’s a magnet.

By being clear, human, and intentional in your wording, you position your company as a place where skilled professionals want to work—not just need to. And in a market where top talent moves quickly, that edge could make all the difference.