## 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)