Writing Effective Job Descriptions

Why It Matters

Your job description is often a candidate’s first interaction with your company. Poorly written postings lead to low apply rates, poor-fit applicants, longer time-to-fill, and reduced diversity. This guide distills the research into actionable advice.

Structure and Length

Target 200-400 words. Descriptions in this range achieve the highest apply rates (8-8.5%). Past 700 words, rates drop below 5%.

Use the 3 R’s framework to organize content:

1. Requirements — Place qualifications first so candidates can self-screen quickly
2. Responsibilities — Focus on outcomes and goals, not minute-by-minute task lists
3. Rewards — Close with compensation, benefits, and culture

Formatting for Mobile

Over 70% of applications are submitted on mobile. Format accordingly:

• Keep paragraphs to 3-4 sentences
• Use bullet points for lists (aim for ~30% of content)
• Add clear headings so candidates can scan non-linearly

Do	Don’t
Target 200-400 words	Exceed 700 words
Use the 3 R’s order	Bury requirements at the bottom
Use bullet points and short paragraphs	Use walls of unbroken text
Focus on the top 5-7 tasks and requirements	Copy-paste internal HR job specs

Language and Tone

Use Gender-Neutral Language

Gender-coded language affects who applies. Gender-neutral postings fill 14 days faster on average.

Use instead	Avoid
collaborate, build, manage	ninja, rockstar, dominant, aggressive
culture add	culture fit
proficiency in	native speaker

Be Inclusive

• Replace physical requirements with outcomes: “Move throughout the warehouse” instead of “Must be able to walk”
• Avoid age-signaling terms: “digital native,” “recent grad,” “young team”
• Skip idioms that may confuse non-native speakers (“hit the ground running,” “wear many hats”)

Write in Active Voice

Use “You will lead the sales team” — not “The sales team will be led by the successful candidate.” Active voice is more engaging and concise.

Mix “We” (company culture) and “You” (role duties). Avoid “The Ideal Candidate.”

Requirements and Qualifications

Separate Must-Have from Nice-to-Have

Research shows men apply when meeting ~60% of qualifications, while women tend to apply only when meeting 100%. Clearly separating requirements prevents qualified candidates from self-selecting out.

• Required: Limit to 3-5 bullets — only non-negotiable skills, licenses, or logistical needs
• Preferred: 3-5 bullets — skills that are beneficial but learnable on the job

Prefer Skills Over Credentials

Unless legally required (medicine, law), replace degree requirements with demonstrated skills. “Demonstrated proficiency in Python and software architecture” is better than “Bachelor’s degree in Computer Science required.”

Do	Don’t
Separate Required from Preferred	Mix essential and bonus skills in one list
Limit total requirements to 6-10 bullets	List 15+ requirements
Focus on skills and outcomes	Require degrees unless strictly necessary
Use growth-oriented language	Demand expertise in everything upfront

Compensation and Benefits

Include a Salary Range

Salary is the #1 factor in a candidate’s decision to apply. Transparent ranges attract more qualified applicants and reduce time wasted on mismatched expectations.

• Use a realistic band (e.g., “$80,000-$100,000 based on experience”)
• State whether the range is base salary or total compensation
• Avoid overly broad ranges (e.g., “$50,000-$150,000”) — they erode trust

Make Benefits Specific

Don’t just list “Health, Dental, 401k.” Explain the value: “Flexible time-off policy to support your work-life balance” is stronger than “PTO.”

Job Titles and SEO

Use standard, searchable titles. Candidates search for “Software Engineer,” not “Code Ninja.” Creative titles hurt discoverability on Google for Jobs and LinkedIn.

• Be specific about location: city/state, “Remote,” or “Hybrid (2 days onsite in Chicago)”
• Include the top 5-10 relevant skills naturally in the text
• Avoid keyword-stuffing long lists of technologies at the bottom

Common Anti-Patterns

Anti-Pattern	Why It Fails	Fix
Wall of text	Unreadable on mobile, signals bureaucracy	Use headers, bullets, short paragraphs
Pasted internal job spec	Contains irrelevant codes, no candidate appeal	Rewrite as a marketing document
Laundry list of technologies	Signals unclear role or “Frankenstein job”	List 3-5 core technologies, rest as nice-to-have
Threatening language (“not for the faint of heart”)	Red flag for toxic culture	Describe pace objectively
Unrealistic requirements (“10 years of Swift”)	Damages employer brand, zero applicants	Verify requirements with a subject matter expert

Quick Checklist

Before publishing, verify:

• Title is standard and searchable
• Word count is between 200-700 words (ideally 200-400)
• Structure follows Requirements, Responsibilities, Rewards
• Formatting uses bullets (~30% of text) and short paragraphs
• Language is gender-neutral (no “ninja,” “rockstar,” “aggressive”)
• Must-haves are limited to 5 or fewer truly essential items
• Physical requirements use functional language (move vs. lift)
• Salary range is included and realistic
• Voice is active (“You will…”) using “We” and “You”
• Location is specific (City, State / Remote / Hybrid)