How to write a good job description

04/04/2024

As an employer, you know the ideal scenario: job seekers meticulously combing through your vacancy announcements. But reality often differs. Studies show the job seekers typically spend just 63 seconds scanning descriptions before deciding on its relevance.

To achieve your hiring goals – attracting qualified applicants – you need to make those seconds count. This blog post offers tips for crafting compelling job descriptions that grab attention and entice potential hires.

The key lies in understanding how people read online content. Unlike in-depth reading, job seekers tend to skim descriptions, focusing on specific sections. Visual aids can be particularly helpful here.

The following heatmap illustrates where website visitors typically focus their attention. Areas highlighted in red receive the most attention, while yellow and blue zones indicate less focus.

Vacancy Structure

Structured planning is necessary, first you will attract the candidate’s attention with the title and introduction, then you will arouse interest with information about the company and description of duties, in the third stage you will convince them by summarizing the information you offer as an employer. The final paragraph encourages them to take action.

In detail, this structure looks like this:

Functional Title
Introduction & Information
About the Company
Information About Work
Experience & Job Requirements
Conditions & Salary
Final Paragraph (Contact Details)

The initial information in a job description is crucial for capturing a candidate’s attention. The Latin F shape marked in red in the second image attracts the most attention of the job seeker, so it’s important that the title and introduction provide the right information about the vacancy. The name of the position should be specific. When posting a project manager position, are you really just looking for a project manager or an experienced project manager with knowledge of the IT project process?

Incomplete or vague information in a job description can be a major turn-off for potential candidates. Unclear descriptions, ambiguous requirements, and a lack of compensation details all contribute to a confusing and misleading picture of the position.

Without clear communication about what you expect from potential employees and what you offer them in return, reaching your target audience becomes significantly more difficult.

Specifying the salary range in a job description is crucial, regardless of whether the offer falls within or above the average market rate. While some may believe that disclosing a lower-than-average salary range discourages applications, transparency throughout the hiring process is essential. Some employers might hesitate to disclose salary ranges due to concerns like:

Competitors will learn about your salary policy
For those who would have agreed to a lower salary now you will have to pay more
Those who want a higher salary can still be brought in and negotiated down

Withholding salary details wastes time for both you and qualified candidates who wouldn’t accept the offered range.

Lengthy job descriptions can overwhelm readers, leading to confusion and a lack of interest. To ensure your descriptions are clear, concise, and engaging, focus on highlighting key information.

Large job descriptions can cause readers to lose interest quickly and increase the chance of confusion. Focus on important aspects and make the text easy to read by using subheadings, paragraphs, and typographical symbols. However, avoid excessively long lists. Instead, select the main duties and only include those in the vacancy.

For instance, the following wording is incorrect:

SpaceX was founded on the idea that the best development for the future of humanity is its fundamental exploration of the universe. Today, SpaceX is actively developing technologies to make it possible to achieve the main goal of the company – to create a living environment for people on Mars. SpaceX is recruiting for an Automation and Controls Engineer whose role will be to facilitate complex troubleshooting of automated manufacturing systems; Design, programming and creation of small and large-scale automation processes for production equipment and mechanisms. Support projects to improve existing products of automated systems, including ERP integration where necessary, as well as facilitating the resolution of complex failures of automated manufacturing systems.

The following formulation would be better:

The company SpaceX was founded on the idea that the best development of the future of humanity is its fundamental exploration of the universe. Today, SpaceX is actively developing technologies to make it possible to achieve the main goal of the company – to create a living environment for people on Mars.

SpaceX is hiring an Automation and Control Engineer.

Main responsibilities:

Facilitating the resolution of complex failures of automated production systems.
Designing, programming and creating small and large-scale automation processes for production equipment and mechanisms.
Support projects to improve existing automated systems products, including ERP integration as needed.

Qualification Requirements:

Bachelor’s Degree in Engineering.
…

Research shows readers focus heavily on the vertical layout when consuming information electronically. By incorporating informative subheadings and bolding key terms, you can significantly enhance the readability and impact of your job descriptions.

Text Style

Job descriptions written in various styles can be difficult to read for potential candidates. It’s confusing to encounter one vacancy addressed directly (“You will…”) and another written entirely in the third person (“The ideal candidate will…”). Consistency in style and formatting across all job descriptions ensures clarity and a positive first impression.

Job descriptions written in a passive voice, like “The candidate we are looking for has a strong work ethic,” can be a turn-off for potential applicants. This impersonal style creates a disconnect and makes the role sound abstract. By switching to an active voice, you can directly engage candidates and bring the position to life! Instead of “In this position, the employee will…”, write “In this role, you’ll…”.

Write in spoken language. If the text is simple, quick to read, less formal and more personal, candidates will feel more close to employers, which will make them interested.

So, what makes a good job description?

Put the important stuff first
Keep it brief and to the point
Use active voice and simple language
Make it skimmable – headings, bullet points, bold keywords – all these help job hunters find what they need fast.