8 Tips for Writing Enticing Job Descriptions in a Candidate’s Market

There’s been a lot of innovation in recruiting and HR, but one area that’s remained relatively unchanged is the job description. Today’s postings look remarkably like the ones from 1990s job boards. 

“Job postings are one of the least evolved tools in recruiting,” says Lars Schmidt, founder of Amplify. “We know what candidates want to know, but too often we recycle unrealistic laundry lists of responsibilities and qualifications and expect them to draw great candidates.”

And boring, recycled job descriptions aren’t going to cut it in the Great Reshuffle. You need to do more to compete for excellent candidates, and that starts with writing excellent job descriptions. Here are eight things you can do to improve your current set. 

1. Rethink the beginning of your postings

Reimagine your opener

It’s hard for your job postings to stand out these days — candidates are looking at nearly twice as many job postings per application as they were two years ago. 

One way to get noticed is to fine-tune your openings. We know that the information at the beginning of job descriptions carries more weight in the minds of candidates. They pay attention to and remember the start more than other sections. We also know that they decide in about 14 seconds whether to keep reading. 

This means your introduction needs to be compelling enough to get candidates to continue reading, but brief enough that they can decide within seconds whether to do so. Here are some ways to strengthen your opening:

Make it about the candidate 

Company information is important, but it’s not the most important thing in the eyes of candidates. At the end of the day, they want to know what’s in it for them. 

So talk to your candidates first and about the company later. Rather than use impersonal statements — “The ideal candidate will . . .” — be human by using “you” and “your,” as though you were speaking to job seekers directly.

LoSasso does this in its account executive job posting below. Props for the use of humor too (third bullet point), another good way to engage candidates.

Hook with your mission 

During this Great Reshuffle, candidates can be choosier about where they work. Another option is to give them the bigger picture up front and pull them in with your purpose. 

Robinhood looks for people for whom its mission really resonates. Desiree Caballero, the head of employer brand at Robinhood, says the job description is a call to action for those who care a lot about that company’s mission: “Democratize finance for all.” 

“If you’re passionate about our mission,” Des says, “we want you to make a difference here. We want you to feel safe and supported in your identity — whatever that may be — and make an impact on a mission that’s worthy.”  

So Robinhood leads with its mission in its postings, which includes a “we” statement to humanize it.

Get creative with headings

Although overly creative job titles are a no-no (for example, “marketing ninja”), creative subheadings are fair game, and they can be a great way to grab attention and highlight your culture. 

ADP leads with a “what’s cool about this job” section in its sales rep posting below, a refreshing change from the typical “About Us” corporate blurb. The heading immediately draws candidates in and convinces those who think that getting paid to help people is “cool” to keep reading. 

The “What we’ll do for you to make each day amazing” section that follows is another original heading that speaks directly to what candidates want to know — what’s in it for them.

Load it with information

“Front-loading information allows candidates to opt in or out accordingly,” Lars Schmidt says in a reply to his LinkedIn post. “If there’s enough there that captures interest, prospects will keep reading. If not, they won’t.”  

“Tl;dr” stands for “Too long; didn’t read” and is a way to tee up lengthy posts. This “Quick Hits (tl:dr)” section in a posting for VP of talent management at Guild Education does just that, so candidates can decide from there whether to proceed. This type of up-front summary scales relatively easily across roles.

2. Use multimedia to bring the role to life

Video has become a huge part of daily life due to smartphones, but you’d never know that reading job descriptions. Conveying the role with more than just bullets brings it to life and helps candidates visualize the job. Let candidates see the office space and hear the hiring manager’s voice — more sensory input can make the content memorable and improve engagement. 

This video of Guild Education's chief people officer Lorna Hagen is embedded in the company’s job posting. Her description of the company’s culture is informative, but it also gives a glimpse of Lorna’s energy and conversational style. The compelling quote above the video also entices candidates to press play.

Video takes more time and effort, but it may be worthwhile for certain high-profile or high-volume positions that have large applicant pools. Audio clips are another good way to spice up your posting, which Lorna and team also do:

Software firm Level 12 leverages audio as well in its job descriptions. Candidates can hear “Some Quick Advice” directly from CEO and chief executive developer Randy Syring via an embedded podcast.

3. Check your text for biased language

Word choice sends signals, often outside of your awareness. Screen for unconscious bias in your text with tools like Textio or Textmetrics and use the score to identify and tweak the language so you can avoid, say, being too male- or millennial-skewed. We know that language impacts whether women will apply, and that it can also go the other way with more feminine language deterring men.

Some companies, for example, advertise that they’re looking for candidates who are “ready to hit the ground running.” But when you test that language, you discover that “hit the ground running” is extremely male-oriented, likely turning off many women automatically. (LinkedIn COO Dan Shapero also avoids the phrase “hit the ground running” because it celebrates speed over quality in new hire performance.)   

4. Ask employees — and candidates — for feedback

For a more qualitative assessment of your job postings, ask current employees to review them. Remember the more authentic the job posting, the better chances you have of getting the right people to apply.

People already in the job are the best source of truth. They’ll know what rings true in your job posting — and what doesn’t. They can guide you on what to dial up or down or what may be missing altogether.

Level 12 takes this tip to the next, er, level. Check out the first question in the application — it’s all about the job description.

5. Address inclusion head-on 

Being intentional with language isn’t just about screening out bias, it’s also about screening in candidates from underrepresented groups. Research has shown people prefer this more authentic approach over canned statements. 

Check out this one sentence HubSpot added to its job descriptions back in 2020 to show it’s an inclusive company: 

“Confidence can sometimes hold us back from applying for a job. But we’ll let you in on a secret: there’s no such thing as a ‘perfect’ candidate. HubSpot is a place where everyone can grow. So however you identify and whatever background you bring with you, please apply if this is a role that would make you excited to come into work every day.”

It’s worth noting that one year later, HubSpot’s inclusion blurb has evolved. It’s now shorter and links to current research. This is a great example of a company keeping its postings fresh. Kudos to HubSpot for resisting the copy-paste loop that gives so many other postings a 1990s vibe.

Consider, too, these other examples of honest and straightforward language that signal a commitment to diversity, equity, and inclusion.  

6. Focus on skills and results, not degrees and experience

Skills-based hiring starts with the job description. Requirements for many years of experience and four-year college degrees can be barriers for otherwise qualified candidates. For example, a candidate with a learner mindset and only two years experience may be a better bet than someone who’s less eager but has five years of experience. 

In this spirit, be selective with your must-haves. Too many nonnegotiables and it becomes harder for the candidate to self-select. 

Also consider outlining what success looks like one or two years in. Point out the growth potential and where the candidate can go from the role. For inspiration, check out Guild Education’s approach: 

7. Be transparent about the interview process and flexible work opportunities

How open you are in your job description speaks to the level of transparency at your company. Give context such as what the reporting structure looks like and how the role fits into the organization overall. Outline your application and interview process. Being open about the number of interviews and assessments helps the candidate decide if it’s right for them. See how Guild Education names the people and steps involved in the “Interview Process” section of its job description:

Because so many expectations have been reset with COVID-19, candidates will want to know the details — how much, when, where, and with whom they’ll work. The pandemic spurred the Great Reshuffle, so companies would be wise to tout flexibility if they’re offering it. And it’s not just about flexibility with place of work, but flexibility with scheduling too. See how Level 12 expertly covers the subject with real numbers in its job posting:

If your hook does its job of getting the right candidates to stay on the page, then you’ll want to keep them there by optimizing length. Research shows the ideal length is what we’ll call “medium” — not too short but not too long. Or, as other research shows, it should be between 300 and 660 words total, or about one single-spaced page.  

The Level 12 job posting is much longer than that, but the length works because the company justifies it up front, and then uses expandable sections so that it’s not overwhelming. Another way you can maximize white space is to link to — rather than paste in — sections like DEI initiatives, ESG statements, recent press, and perks.  

8. Humanize the role with real people and stories

Real input and stories from employees can add value to job descriptions. “Consider including a section at the end,” says Nicole Fernandes, senior director of employer brand and culture at Blu Ivy, “with feedback from real incumbents on past projects, challenges faced, success stories, and top tips they would share with prospective candidates. It will help add color to the role from the perspective of someone who has done it.”  

Speak to the good and the not-as-good aspects to give a realistic preview. Sugarcoating will only backfire and won’t attract the talent that will thrive.  

Check out the recruitment video below for Microsoft Research interns. It features senior leaders as well as the interns themselves explaining how interns impact the company.

In the same vein, think about naming the recruiter and including a photo and contact information. When candidates see a face — rather than an anonymous corporate robot — on the other side of the job description, they may be more likely to engage.

Final thoughts

Improving your job descriptions is a way to win talent during the Great Reshuffle. It takes time, but consider the time saved by not having to wade through unqualified applicants or interview poor candidates. When you set candidates up to self-select properly, it’s a better experience for all. 

Part of the challenge with job descriptions is that they go stale. Jobs change, so how you market them should too. Ideally, you evaluate and make adjustments every time you post, but revisiting them every six months is a good rule of thumb.

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