Most job descriptions actively repel the candidates they’re trying to attract. They’re written for legal compliance, not human connection. They describe what candidates must give, not what the company offers. They list requirements so long that qualified people self-select out. Here’s how to write one that actually works.
Why Most JDs Fail
The average job description is a laundry list of requirements written by committee. It prioritises protecting the company from unqualified applications over attracting qualified ones. The result is a document that communicates very little about why someone would actually want this job.
Research shows that 43% of candidates drop off a job application because the description was unclear or unappealing — before they even submit their CV.
The Anatomy of a Great JD
A high-performing job description has five components:
- The hook: One punchy paragraph that sells the opportunity and makes a qualified candidate think “that’s for me.” Lead with the most compelling aspects of the role.
- What you’ll do: 5-7 bullet points describing the most important outcomes of the role — not a comprehensive task list.
- What success looks like: Be specific. What will this person have achieved in their first 90 days? Their first year?
- What we need from you: Requirements — but trimmed to genuine must-haves only. Every unnecessary requirement filters out good candidates.
- What we offer: Be specific about compensation range, benefits, flexibility, and growth opportunity. Vague “competitive salary” phrases frustrate candidates and signal a lack of transparency.
Writing for the Right Candidate
Before writing, ask: who is the ideal candidate for this role, and what do they care about? A data scientist and a sales manager want very different things from an employer. Tailor your language and emphasis accordingly.
The best JDs speak directly to the candidate’s motivations:
- For ambitious high-performers: emphasise growth trajectory, impact, and challenge
- For specialists: emphasise the technical depth and quality of the work
- For experienced professionals: emphasise autonomy, leadership opportunity, and strategic influence
Inclusive Language
Language choices in job descriptions can unintentionally signal that certain candidates aren’t welcome. Specific issues to watch for:
- Gendered language (“rockstar,” “ninja,” “dominate”) tends to deter female candidates
- Extensive lists of “nice to have” requirements deter candidates (particularly women) who don’t meet all criteria
- Requirements for specific degrees when equivalent experience would suffice
Testing Your JD
Before posting, run your job description through these checks:
- Read it aloud — does it sound human?
- Ask a current employee in a similar role whether they’d apply based on this description
- Run it through a tool like Gender Decoder (free online) to check for biased language
- Check that the requirements list genuinely reflects must-haves — challenge every item
Your job description is your first piece of employer branding that a candidate sees. It sets expectations, signals culture, and either attracts or repels the people you want. Investing an extra hour into getting it right will pay dividends throughout the hiring process.