Job descriptions are often responsible for the first impression a candidate has of your business, and as we all know, first impressions count. A well-written job ad doesn’t just describe the role; it communicates your company’s culture, values, and expectations. Get it right, and you’ll attract candidates who are genuinely suited to the role and eager to contribute. Get it wrong, and you risk wasting time, budget, and missing out on top talent.
Here’s how to craft job descriptions that are clear, compelling, and attract the right permanent candidates.
1. Use a Clear, Searchable Job Title
In all job descriptions, your job title is one of the most important parts of the advert. It needs to be accurate, commonly used in your industry, and easily searchable. Avoid quirky or overly creative titles like “Marketing Ninja” or “Customer Experience Rockstar” – while fun, they often confuse job seekers and reduce the chances of your ad being found in online searches. Instead, stick to straightforward titles like “Marketing Manager” or “Customer Service Executive” to ensure your vacancy appears in relevant search results.
2. Start with an Engaging Summary
The opening paragraphs of the job descriptions should give candidates a reason to keep reading. Summarise the purpose of the role, the impact it has within the organisation, and why it’s an exciting opportunity. This is also your chance to highlight your company’s mission or culture in a way that feels authentic and inviting. Candidates want to understand what it’s like to work for you, so don’t be afraid to include a few human touches.
3. Be Clear About Responsibilities and Outcomes
List the key duties of the role using bullet points and action-oriented language words like “lead”, “develop”, “coordinate” or “analyse” work well. Aim for 6 to 8 core responsibilities that provide a snapshot of the role’s day-to-day activities. Wherever possible, link tasks to business outcomes. For example, instead of saying “manage social media accounts,” say “manage and grow our social media presence to drive customer engagement and brand awareness.”
4. Separate Essential and Desirable Criteria
Clarity is key when it comes to qualifications and experience. List essential requirements first; these are the skills, qualifications or experience someone must have to be successful. Then outline any desirable criteria, those that would be a bonus but aren’t mandatory. This helps candidates self-assess and prevents those without core skills from applying unnecessarily.
It’s also helpful to include a balance of technical and soft skills, such as communication, teamwork, or problem-solving – qualities that often determine long-term success in a role.
5. Be Transparent About Salary and Benefits
Salary transparency is becoming increasingly important. Job ads that include a clear salary range tend to attract more applicants and build trust with candidates from the outset. Where possible in the job description, include bonus structures, annual leave entitlements, pension schemes, or flexible working policies. Highlight any perks that make your business stand out, whether that’s wellbeing support, regular team socials, or development opportunities.
6. Make It Easy to Read Online
Most candidates skim job descriptions before deciding whether to read further, especially on mobile. Use short paragraphs, bullet points, and subheadings to break up the text. Keep sentences concise and aim for a total word count between 300 and 700 words. This strikes the right balance between providing enough detail and staying digestible.
7. Let Your Culture and Brand Shine Through
Your tone of voice should reflect your company’s culture. If your team is collaborative, innovative or fast-paced, let that come through in the language you use. Avoid corporate jargon and use a friendly, professional tone that makes candidates feel like they’re getting a real insight into your workplace. Mentioning team values or the working environment can help candidates picture themselves in the role.
8. Promote Diversity and Inclusion
Inclusive language is critical to attracting a diverse pool of candidates. Avoid gendered terms and internal jargon, and consider adding a short statement encouraging applications from candidates of all backgrounds. Make it clear that your hiring process is inclusive and that you value diversity, not just because it’s the right thing to do, but because diverse teams drive innovation and performance.
9. Focus on Competencies, Not Just Tools
Rather than simply listing software or systems experience, describe the broader competencies required for success in the role. For instance, rather than stating “must be proficient in Excel,” say “able to analyse data and draw actionable insights using spreadsheets or data tools.” This gives candidates more room to show how their experience applies, even if they’ve used different tools or worked in different industries.
10. End with a Clear Call to Action
Finish your job advert by telling candidates what to do next. Include simple, clear instructions, such as how to apply, what documents to submit, and when the deadline is. Where possible, add a human touch: include a contact name, email, or phone number so applicants know who to reach out to with questions. This makes your company feel approachable and supportive from the very first interaction.
Final Thoughts
Effective job descriptions do more than list responsibilities – they connect the right people with the right opportunity. When crafted with care, clarity and personality, your job descriptions can become one of the most powerful tools in your recruitment strategy.
At Highbridge Talent we help businesses write compelling, inclusive and strategic job descriptions that not only attract top talent, but also reflect your company’s unique strengths.
Get in touch with our team today to see how we can support your hiring success.
