For Employers: 6 Ways to Make Your Job Description Shine

When it comes to hiring, the humble job description (JD) can either be a powerful tool or a missed opportunity. Over the past 20 years, Lucy Bolan has seen it all, from inspiring JDs that engage candidates to uninspiring lists that struggle to generate excitement. Here’s the thing: a dull, generic JD risks losing out on high-quality candidates who might scroll past it, uninterested. So, what’s the secret to writing job descriptions that not only attract top talent but also create a lasting positive impression?

Let’s break it down with some stats and actionable tips to help you craft JDs that stand out.

Why Job Descriptions Matter More Than You Think

The job description is often the first touchpoint potential candidates have with your company. A recent study shows that 77% of job seekers find poorly written job descriptions to be a barrier when considering a role, and more than half won’t even apply if the description doesn’t feel relevant or appealing. In today’s competitive market, a strong JD can be a deciding factor for candidates – so why not make it an inviting and compelling one?

1. Skip the Buzzwords

Words like “synergy,” “outside the box,” and “dynamic team player” have been used so much that they’ve lost their edge. Instead, use specific, clear language that describes the role and what it truly entails. Highlight the skills and experiences that matter most, and cut the jargon. Fun fact: job descriptions without buzzwords see a 30% increase in applications!

2. Tell a Story

Start your JD with a brief story or scenario. Imagine a “day in the life” for the role – what kind of challenges will the candidate face? What achievements can they expect? People connect with stories, so this narrative approach helps potential applicants visualise themselves in the role. Storytelling in JDs can increase applicant engagement by up to 35%!

3. Use Inclusive Language

Inclusive language is a must. Avoid gender-specific pronouns and steer clear of any biased terms. Studies reveal that 67% of job seekers consider diversity a critical factor when evaluating companies, so signal that your company values and prioritises diversity. A few easy edits can make all the difference in widening your candidate pool and ensuring everyone feels welcome to apply.

4. Highlight Company Culture

Today’s candidates are looking beyond just salary and benefits; they’re interested in your company’s culture. Share insights about your mission, values, and what makes your workplace unique. According to Glassdoor, 56% of job seekers rank company culture as more important than salary when considering job offers. So, if you’ve got an awesome culture, let it shine through in the JD!

5. Write in a Conversational Tone

No one wants to read a robotic job description. Use a conversational tone that reflects the friendliness and approachability of your team. Imagine you’re speaking directly to your future colleague, not just another applicant. Job descriptions with a conversational tone are perceived as more inviting and can improve the perception of your company by 40%.

6. End with a Clear Call to Action



Every job description should conclude with an enthusiastic call to action. Encourage the reader to apply and show your excitement about potentially welcoming them to the team. This call to action should be clear, straightforward, and positive, motivating potential applicants to take the next step.

Additional Tips to Make Your JD Stand Out

💡 Remember: Your job description sets the tone for the candidate’s perception of your organisation. A lacklustre or overly complex JD can turn off applicants, especially in a competitive market. By investing a little more time in crafting a JD that’s clear, engaging, and reflective of your company’s unique qualities, you’ll attract higher-quality candidates and make a better first impression.

With these tips in hand, you’re ready to write job descriptions that not only capture attention but also inspire the right people to hit “apply.” Happy hiring!