It's time to rethink the job description

A lot of employers have a hypocritical attitude toward talent.

They expect applicants to send carefully crafted personalized cover letters and resumes, weaving their skills and experiences into the fabric of the company’s mission, hoping to stand out among a sea of talent. Applicants agonize over the right wording, aim to strike a tone that conveys both professionalism and enthusiasm, and spend time perfecting each line for that unique "fit."

And they expect applicants to win them over in less than 30 seconds.

But what do applicants get in return? More often than not, an uninspired, one-size-fits-all job description from the company — a carbon copy of postings used for the last decade with the same stale phrases and vague responsibilities. There’s a growing disconnect between what companies expect from applicants and what applicants get from companies in terms of motivation, clarity, and passion for the role.

It's time for a shift. For employers to attract top-tier talent, job descriptions need a thoughtful overhaul. Here's why job postings should be so much more than recycled templates and what they can offer to help qualified candidates see not only a job, but a place where they can build a meaningful career.

Why job descriptions need a makeover

The traditional job description often fails to convey much about a company’s culture, growth, or vision. Or even really get deep about the job the description purports to promote. The talent employers want to attract have options, and this one detail could be the thing that telegraphs to viewers “maybe don’t take this one too seriously.” This is terrible from a recruiting standpoint as well as the POV of the brand. Job descriptions are an advertisement.

Job descriptions need to speak directly to the talent a company wants to attract. It’s not enough to list a bullet-pointed list of qualifications or a bland summary of duties. Today’s workforce wants to connect with the “why” behind a role and an organization. Companies spend time crafting brand stories for customers, but prospective employees are also an audience that needs to be engaged in a similar way. Think of the job description as the first touchpoint, the one that gets talent interested not only in the position but in the company’s larger story.

What job descriptions should include to stand out

A truly compelling job description should go beyond the standard “what you’ll do” format. Here’s what to include to transform you job description from an overlooked listing into an enticing invitation:

First, a compelling job description starts with the company’s story and mission, helping candidates understand the organization’s origins, purpose, and vision for the future. When candidates see how their role ties into the bigger picture, they’re more likely to feel a genuine connection to the position. Follow this with a “day in the life” section to give a realistic look at daily responsibilities, key projects, and team interactions. By bringing the role to life, candidates can better envision themselves in it.

Next, clarifying what success looks like is crucial for setting expectations. Define key outcomes and goals to help candidates assess their fit and build a sense of purpose from the start. Include insights into the team they’ll work with and the company’s culture, describing the style of collaboration and unique elements that make the workplace special. Highlight any growth opportunities, such as mentorship or career progression, to show that the company values long-term employee development.

Also, make the application process transparent by explaining each step, including any assessments, interviews, and expected timelines. Rather than simply listing values, share examples of how they play out in daily work to make them feel real. And finally, address work flexibility, wellness benefits, and perks, as quality-of-life considerations are essential for many candidates. Together, these elements turn a job description into an engaging, informative introduction to the company, helping candidates see a promising path forward within the organization.

Why ChatGPT won’t save you

And guess what? You can’t just ChatGPT your way out of doing the deep work of connecting with talent through job descriptions. By the time you’ve crafted a prompt that displays deep knowledge of a job, the company, and other details that matter to candidates, you’ve wasted a lot of time and are only just at the start, because the next step is making sense of what ChatGPT generated. Next, you have more rounds of edits or prompts to get the description right. And don’t forget to format it so it reads smoothly on your site and on job boards. Not efficient at all.

Instead, hit record

Now, more than ever, recruiting teams can lean into video to attract top talent. Job postings have traditionally been text-based, but video allows companies to authentically communicate in a way that words often fall short.

Here are five ways to shine on camera:

1. Bring the office (or remote) culture to life – A short video can transport candidates into your workspace. Show them the environment, the people, and even snapshots of team rituals. This gives them an authentic view of what it’s like to be part of the company.
2. Showcase real employees – Featuring team members in video testimonials adds an authentic touch. Prospective candidates want to hear from current employees about their experiences, challenges, and triumphs within the company. These voices are much more powerful than corporate marketing language.
3. Capture the energy of the role – Videos can vividly show the day-to-day energy and excitement that words alone can’t capture. From fast-paced meetings to solo brainstorming sessions, these videos give candidates an engaging look at the dynamics of the job.
4. Answer common questions – Consider including a Q&A segment where hiring managers or team members answer common applicant questions. This saves time in the interview process, addresses candidate concerns, and positions your company as approachable and transparent.
5. Stand out in a sea of text – Video job descriptions stand out immediately in job boards and social media feeds. A well-crafted video captures attention faster than a static block of text, and viewers are much more likely to remember it.

Using video to enhance or even replace job descriptions sends a clear message: you care about communication, transparency, and attracting the right people. It’s an investment in storytelling that pays off with a more engaged, informed pool of candidates.

It’s not hard, either, especially if you’re using Vouch

Think of this article as a lesson and our own job description. Engaging videos that illuminate the transformative work of thousands of people is something we do at scale and with ease. Vouch is the go-to communications platform for people and culture teams. We elevate the candidate experience with all sorts of videos — from job postings (we just explained why those are so important and need a revamp) to personalized communications throughout the hiring process.

Thousands of teams love working with us, including Cisco, Amazon, MongoDB, Atlassian, GoDaddy, and Nike.

We’d love to be part of your story.

Reimagining our workforce starts here

What a company says and how they say it is often all that a job seeker has to go on when they interact with potential employers. Make it count at every touchpoint, including the job description, the first meaningful connection with future employees.