Most job descriptions fail before they're even read. They're a wall of generic requirements ("3–5 years experience," "strong communication skills," "team player") that tells candidates nothing about what the job actually involves or what success looks like. The result: you attract a flood of technically-qualified-on-paper applicants who are wrong for the role, and you miss the candidates who would have been excellent but didn't recognize themselves in the description.
A well-written job description is one of the highest-leverage things you can do early in a hiring process. Here's how to write one.
Start With the Job Title — Get It Right
The job title is the single most-viewed piece of your job post. It needs to match what candidates are actually searching for. Some rules:
- Use the common title for the role, not your internal jargon. "Growth Hacker" might be how you think about the role internally, but candidates search for "Marketing Manager" or "Digital Marketing Specialist."
- Include the level if it matters — "Senior Software Engineer" vs. "Junior Developer" attracts very different applicant pools.
- Add the work arrangement if it's a major factor — "Customer Support Specialist (Remote)" filters for people who want remote work from the start.
- Keep it short. Titles longer than 60 characters get cut off in search results.
Write the Overview: What Is This Job, Really?
The first paragraph of your job description should give a clear, honest picture of what this person will do and why the role exists. Avoid corporate-speak. Write like a human describing the job to a friend.
Bad: "We're looking for a dynamic, results-oriented self-starter to drive brand growth across multiple channels in a fast-paced environment."
Good: "We're a 10-person e-commerce company looking for our first dedicated marketing hire. You'll own our email marketing program, run paid social campaigns, and help us figure out what channels to invest in next. Most of your time will be split between writing copy and analyzing performance data."
The second version tells a candidate exactly what their day looks like. The first tells them nothing.
| Vague (attracts wrong applicants) | Specific (filters for the right ones) |
|---|---|
| Manage our social media presence across platforms | Write and schedule 3 LinkedIn posts per week; respond to comments within 24 hours |
| Be a dynamic self-starter who thrives in a fast-paced environment | Own your projects start-to-finish with minimal oversight — we check in weekly, not daily |
| Help grow the business through various marketing initiatives | Run and report on our monthly email newsletter (5k subscribers); own open-rate improvement |
List Responsibilities Specifically
The responsibilities section is where most job descriptions get lazy. Bullet points like "Develop and execute strategies" or "Collaborate with cross-functional teams" mean nothing. Candidates can't visualize what they'd actually be doing.
Write responsibilities as specific actions with context:
- Not: "Manage social media." Instead: "Write and schedule 3–4 Instagram posts per week, respond to comments daily, and deliver a monthly performance report."
- Not: "Handle customer inquiries." Instead: "Respond to 40–60 customer emails per day using our support tool (Zendesk), escalating technical issues to the engineering team."
- Not: "Support the sales team." Instead: "Build outbound prospect lists in Apollo, write first-draft email sequences, and sit in on sales calls twice a week to take notes."
This level of specificity scares off the wrong candidates (those who want a vague role they can define broadly) and excites the right ones (those who can picture themselves doing this work).
Separate Must-Haves From Nice-to-Haves
Requirements lists are often too long and too rigid. Research consistently shows that women and underrepresented candidates are less likely to apply if they don't meet every listed requirement — while other candidates apply regardless. The solution: be explicit about what's truly required vs. what's preferred.
Required:
- 2+ years managing paid social campaigns (Meta or Google Ads)
- Comfortable with basic analytics reporting (doesn't need to be technical)
- Strong written English — you'll be writing copy daily
Nice to have:
- Experience with e-commerce brands or DTC companies
- Familiarity with Klaviyo or similar email tools
- Previous experience on a small team (under 20 people)
This structure makes your requirements honest and your posting more inclusive.
Include Compensation — Seriously
Posting a salary range is the single most impactful thing you can add to a job description. It:
- Dramatically improves application quality (people who apply know they can afford to take the role)
- Reduces time wasted on candidates who are mismatched on comp expectations
- Signals that you're a transparent, direct employer — which attracts better candidates
- Is increasingly required by law in many US states (California, New York, Colorado, etc.)
If you're worried about anchoring to a number, post a range. "$70,000–$85,000 depending on experience" gives you flexibility while being honest.
Describe Your Company Briefly and Honestly
Candidates are evaluating you as much as you're evaluating them. A brief, honest company description helps them decide if this is the right environment for them:
- What does your company do? (One clear sentence)
- How big is the team?
- What's the growth stage? (Early-stage startup? Established SMB? Growing fast?)
- What's the culture actually like? (Honest, not aspirational)
End With a Clear Call to Action
Tell candidates exactly how to apply. If you're using an application form, link to it directly. If there's something specific you want them to include (a cover letter, portfolio, or answer to a question), state it clearly. Don't make candidates guess.