Let’s cut to the chase: most job descriptions are boring, vague, and forgettable. They blend into the noise of generic postings that scream “We copied this from a template!” But here’s the truth—a great job description isn’t just a list of demands. It’s a pitch, a story, and a filter all in one. Get it right, and you’ll attract top talent who want to work with you. Get it wrong, and you’ll waste time sifting through unqualified applicants.
In this guide, we’ll break down how to craft job descriptions that stand out, using real examples, actionable tips, and visuals to make your hiring process smoother. No fluff, no corporate jargon—just straight talk from our recruitment experts at FidForward Talent.
Before diving into the “how,” let’s talk about the “why.” A job description is often the first touchpoint potential candidates have with your company. It’s not just paperwork—it’s a marketing tool that shapes how candidates perceive your organization from the very beginning.
Your job description is your chance to:
According to research from Johns Hopkins University, job postings with salary transparency receive 30% more applications, and listings that highlight company values see a 25% increase in candidate quality. The message is clear: transparency and authenticity in your job descriptions pay dividends in both quantity and quality of applicants.
Let’s break down the essential components of an effective job description that actually converts casual browsers into excited applicants.
Bad: “Digital Marketing Ninja Wizard (Remote)“
Good: “Content Marketing Manager – Remote”
Job titles should be specific, searchable, and free of cringe-worthy jargon. Why does this matter? Because candidates aren’t searching for “gurus” or “rockstars”—they’re searching for roles that match their actual skills and experience.
When crafting titles, simplicity wins. According to Workable’s recruitment research, straightforward job titles receive up to 30% more clicks than creative alternatives. Use tools like LinkedIn’s Job Title Search Trends to see what terminology is commonly used in your industry.
Forget the generic “We’re a fast-growing company…” spiel. This section is your chance to let your company’s personality shine through. Instead of bland corporate statements, paint a picture:
“At FidForward, we’re building tools to simplify workplace communication. Think of us as the Swiss Army knife for team collaboration—less meetings, more doing. We’re fully remote, dog-friendly, and obsessed with tacos (Taco Tuesdays are sacred here).”
Your company overview should include:
Pro Tip: Indeed’s research shows that job posts with visual elements get 37% more applications. Consider linking to a culture deck or team photos to add authenticity and help candidates picture themselves as part of your team.
Let’s normalize talking about money upfront. In today’s job market, candidates expect transparency. A recent survey found that 67% of candidates simply skip postings without salary ranges. Would you apply to a job without knowing if the compensation meets your needs? Probably not.
Be specific with your compensation details:
| Poor Example | Better Example |
|---|---|
| ”Competitive salary" | "$75,000–$90,000 + annual bonus" |
| "Benefits included" | "Full healthcare, 401(k) with 4% match, 4 weeks PTO” |
If you’re hesitant to share exact numbers, at least provide a range or mention that compensation is “experience-dependent.” The Johns Hopkins study mentioned earlier found that companies who began including salary ranges saw a 53% reduction in time-to-hire. That’s a significant efficiency gain just from being upfront about compensation.
This is where most job descriptions fall flat. Avoid generic task lists that could apply to any company. Instead, highlight how the role contributes to bigger goals and what success looks like:
Before:
After:
The difference? The second example gives candidates a clear picture of what they’ll be doing, who they’ll work with, and how their success will be measured. Indeed’s career experts recommend using action verbs like “build,” “launch,” or “optimize” to convey momentum and make responsibilities feel dynamic rather than mundane.
One of the biggest turnoffs in job descriptions is the infamous “entry-level role requiring 5+ years of experience.” Unrealistic requirements discourage qualified candidates and waste everyone’s time.
Instead, clearly differentiate between must-haves and nice-to-haves:
Must-Have:
Nice-to-Have:
Research from Harvard Business Review shows that women typically apply only to jobs where they meet 100% of the criteria, while men apply when they meet about 60%. By clearly separating requirements, you’ll encourage a more diverse applicant pool.
Tools like Creately can help visualize role requirements and team structure in a way that’s easy for candidates to understand at a glance.
Uncertainty creates anxiety. Tell candidates exactly what to expect throughout your hiring process:
A clear timeline does two things: it reduces candidate anxiety and decreases drop-off rates. According to LinkedIn data, applications with transparent processes see a 31% higher completion rate. This small addition to your job description can significantly improve your conversion from interested browsers to actual applicants.
In a sea of text-heavy listings, visuals can make your job post instantly more appealing and memorable.
Our brains process visual information 60,000 times faster than text. Use tools like Visme or Canva to turn bullet points into engaging visuals that communicate key aspects of the role at a glance.
Job Description Infographic
Example: Break down key responsibilities and perks into digestible sections with simple graphics that highlight what matters most.
Context matters to candidates. Show where the role fits within your team using visualization tools like Creately or Functionly. This helps candidates understand reporting lines and how their position connects to the broader organization.
Org Chart Example
Example: Clarify reporting lines and team structure to help candidates envision their place in your company.
Even experienced recruiters make these errors. Here’s how to sidestep the most common job description pitfalls:
Bad: “Leverage synergistic paradigms to optimize cross-functional deliverables.”
Good: “Work with sales and product teams to improve customer onboarding.”
Nobody talks like the “bad” example in real life, so why write job descriptions that way? Clear, straightforward language demonstrates respect for the candidate’s time and intelligence. Imperial College London’s HR department found that job descriptions with simpler language received 21% more qualified applicants.
Your choice of words can subtly signal who you think belongs at your company. Research from the University of Waterloo shows that masculine-coded words like “competitive,” “dominant,” and “rockstar” can discourage women from applying.
Use gender-neutral language and avoid terms that may unintentionally deter diverse candidates. Tools like Textio can scan your job description for biased wording and suggest more inclusive alternatives.
Vague responsibilities create confusion and attract mismatched candidates. Compare these descriptions:
“Assist with marketing tasks” → “Write 2 blog posts weekly and manage email campaigns with 10K+ subscribers.”
Specificity helps candidates self-select based on their skills and interests. It’s better for someone to opt out before the interview than to realize the mismatch after you’ve both invested time in the process.
Let’s look at companies that have mastered the art of compelling job descriptions:
GitLab has set the gold standard for transparent job descriptions. Their postings include exact salary calculators based on location, detailed OKRs for the first 30/60/90 days, and even a “how to apply” video walking through their process. The result? They’ve built a 100% remote team of 1,500+ with remarkably low turnover.
What makes GitLab’s approach work is their comprehensive transparency. They don’t just say they value openness—they demonstrate it in every aspect of their job descriptions.
Starbucks takes a different but equally effective approach. Their job descriptions emphasize community impact and benefits like tuition coverage for college education. By highlighting their values and employee benefits prominently, they attract candidates who are aligned with their mission of creating a positive impact beyond just serving coffee.
Creating great job descriptions doesn’t have to be time-consuming. Here are some tools that can help:
At FidForward Talent, we’ve integrated these tools into our recruitment platform to help hiring managers create effective job descriptions in minutes rather than hours.
Writing a great job description isn’t rocket science, but it does require intentionality. Be clear, be human, and don’t shy away from showing personality. Remember:
Now go write that job post — and make it one people actually want to read.
