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Recruiting the perfect candidate for an open position can feel like an endless search. 75% of employers globally are reporting they are having challenges in filling roles, according to ManpowerGroup. While this number is down slightly from 2023, it is still concerning and a major challenge for recruiters. In a competitive market, a strong job description becomes your secret weapon, attracting the right talent and weeding out unqualified applicants.
This article equips you, the recruiter, with the strategies to craft compelling job descriptions that resonate with top performers. Let’s dive into the art of writing descriptions that entice ideal candidates to hit that “apply” button.
Captivate From the Start
A job seeker scrolls through a sea of job postings. How do you make yours stand out? Here’s where a catchy title and an engaging opening paragraph come into play.
- Use catchy titles: Ditch the generic “Marketing Associate” and opt for something that piques curiosity. A title like “Content Marketing Strategist” is enough of a change to showcase the role’s value and attract candidates who identify with that title. The popular eyewear company, Warby Parker, uses playful and unique job titles to grab the reader’s attention. For example, their “Content Marketing Manager” role description is titled “Storytelling Superhero.”
- Focus on your audience: Speak directly to your ideal candidate. Highlight the role’s purpose and the impact it has on the company. For example, “Are you passionate about crafting compelling stories that drive brand awareness? Do you thrive in a fast-paced environment where your ideas can make a real difference? Then we want you on our team!”
Be Clear . . .
but don’t give every last detail. You want to give potential applicants a glimpse of the role’s essence without overwhelming them with information.
- Focus on responsibilities, not tasks: Instead of listing out mundane tasks like “answering phones” or “filing documents,” focus on the core day-to-day functions and the overall impact the role has on the company. For instance, “Develop and implement social media marketing campaigns to drive brand awareness and customer engagement” paints a clearer picture than simply stating “manage social media accounts.”
- Use strong verbs: choose strong action verbs that showcase the candidate’s contributions. Swap “maintain” for “develop” or “analyze” for “review” to emphasize the proactive and results-oriented nature of the role.
Highlight the Meaningful Aspects
Job seekers are drawn to positions that offer a positive work environment, growth opportunities, and a chance to make a real difference.
- Company Culture: Briefly describe your work environment and company values. Do you have a flat hierarchy that encourages collaboration? Is your office known for its casual Fridays and team outings? Sharing these details allows candidates to self-select if your culture aligns with their preferences.
- Growth Opportunities: Highlighting potential career paths or skill development opportunities demonstrates your company’s commitment to employee growth. Do you offer training programs or tuition reimbursement? Mentioning these perks can be a major selling point for ambitious candidates.
- Impact of the Role: Explain how the role contributes to the company’s mission and goals. How will the candidate’s work make a real difference? Showcasing the impact goes beyond just daily tasks and can resonate with purpose-driven individuals.
Companies like Buffer make sure to clearly outline salary ranges, benefits, and what it’s like to work there but also goes beyond responsibilities and showcase elements of the company culture, team dynamics, and growth opportunities.
Common Mistakes to Avoid
A well-written job description comes down to both what you include and what you avoid. Here are some common pitfalls to steer clear of:
- Unrealistic Requirements: Don’t list every skill you can think of. Prioritize the core needs of the role and avoid creating a wish list that discourages qualified candidates.
- Generic Descriptions: Avoid generic language that could apply to any position. Tailor the description to the specific role and the skills required for success.
- Excessive Technical Jargon: Focus on the skills and experience needed, not niche terminology. While some technical terms are unavoidable, explain them in a way that a broader range of candidates can understand.
- Lack of Benefits or Culture Information: Leaving candidates in the dark about benefits, compensation, or company culture creates disinterest. Briefly mentioning these aspects can make your job description more attractive.
Make a Great First Impression
Crafting compelling job descriptions is an investment in your recruitment strategy. By following these tips, you can create descriptions that not only attract a larger pool of qualified candidates but also resonate with the top performers who will make a significant contribution to your team. Your job description is your first impression on potential hires—make it count!
Pro Tip: Once you’ve written your job description, take a step back and read it from the perspective of your ideal candidate. Does it answer their questions? Does it paint a clear picture of the role and the company culture? This practice will help you ensure you are speaking to the right audience.
Join the Ceipal Community!
How do you make your job descriptions stand out? We’d love to hear your thoughts and experiences! Meet us on LinkedIn to share your stories and join the conversation.
