How to write a job description that’ll attract top talent

Attracting and recruiting talent to your organisation depends on the strength of your hiring process. A key element in that is writing a job description that is both accurate, and also ensures that the vacancy appeals to the best candidates for the role.

Job descriptions are not just a bullet point list of technical skills; they can include compelling brand messaging and details about your corporate culture, along with a marketing-style 'call to action' that encourages interested candidates to submit an application.

Why does the job description matter?

The job description is your first point of contact with potential applicants, and as the employer your side of the recruitment 'bargain' is to demonstrate why a talented candidate should apply for your job, and not one of your competitors.

On a basic level, a job description should include all of the essential details for the role to ensure that applicants know what they are applying for - and to prevent spurious applications from unsuitable individuals.

Next-level job descriptions don't just list the fundamental requirements of the role; they also emphasise what makes the position attractive and should work to entice the right people to apply for the vacancy.

Eliminating confusion and doubt

Removing doubt and confusion about the nature of the role can streamline the hiring process by avoiding unnecessary interviews. You want applicants to know, when they send in their CV and cover letter, that they are a good fit for everything the role demands.

The worst-case scenario is inviting a candidate to interview, only to find out that they are a total mismatch for the role (either for some technical reason, or because they don't feel the vacancy is right for them).

By producing valuable job descriptions in the first instance, you can avoid wasting their time and yours. A job description with clear and accurate scope ensures that nobody over-qualified or under-qualified puts themselves forward for the role.

What to put in a job description

There's a definite art to crafting the perfect job description, but if you're struggling to know what basic information to include, here's a handy checklist you can refer back to in future:

• Job title and location
• Department
• Line manager(s)
• Key responsibilities
• Role objectives
• Development/promotion opportunities
• Education/qualification requirements
• Desirable soft skills/personality
• Salary and benefits
• Any other perks

With regards to salary, it's up to you whether you include an exact figure, a range bracket or leave it out altogether; but disclosing this information helps candidates work out whether it’s a suitable role for them. Final negotiations can take place later, if the precise salary is subject to change.

Language and tone

Just as you'd expect a candidate to adopt a professional tone and language choice at interview, so should you keep it business-appropriate in the job advertisement.

Here are some useful rules of thumb when choosing the language for a job description:

• 2nd person: Address the candidate as 'you' for a more direct and engaging tone (as opposed to stuffy, bulky phrasing like "the successful candidate will..."). This doesn't need to be informal - and shouldn't be - but it's OK to be 'conversational' in a semi-formal way.
• Jargon: Avoid it if you can, especially in job titles. Remember that the terminology you use internally might make no sense at all to an applicant from outside of your organisation. If you must use a role-specific acronym, spell it out in full at the first suitable opportunity in the job advertisement.
• Discrimination: It's easy to unintentionally exclude minorities and specific demographics from your job advertisement, even just because of the wording you choose. The 2nd person voice (addressing the candidate as 'you') is a good way to avoid this, rather than having to choose which pronouns to use.

Always proofread the job description on several levels: simple typos, less obvious grammatical errors and weird turns of phrase, and overall tone. If it helps, get a trusted colleague to take a look - but be wary of 'writing by committee' which can introduce even more confusion into your text.

Final tweaks

If you're satisfied with your wording throughout your job description, take some time to consider readability. This isn't just about the words used, but how they are presented - similar to how a candidate uses white space on their CV.

Make sure there are bullet lists where appropriate, paragraph breaks and subheadings, with a simple but effective formatting scheme for bold text, hyperlinks and so on.

Job descriptions may be in print or online, but good page layout will help in any medium. You can also use formatting to highlight the most important points, which can help to improve the relevance and calibre of applicants.

If you want to discuss any of the above insight, or you need any extra help with your hiring process - from job description to final offer - contact Michael Page today.