A job description is more than just a list of responsibilities—it’s a critical tool for attracting the right candidates and setting clear expectations. Too often, companies treat job descriptions as dull, generic templates filled with buzzwords and unrealistic requirements. This leads to wasted time, mismatched hires, and high turnover.

A well-crafted job description sells the role while ensuring that the right candidates self-select into the process. It should be clear, compelling, and designed to attract high performers who will thrive in your business. Here’s how to write one that works.

1. Ditch the Generic Job Title and Make It Meaningful

Job titles should reflect the real purpose of the role, not just industry jargon or internal job levels.

• Avoid vague or inflated titles like “Marketing Ninja” or “Sales Rockstar.” These don’t tell candidates what the job actually involves.

• Be specific—instead of “Project Manager,” consider “IT Project Manager – Cloud Infrastructure.”

• If possible, add a key outcome to the title. Example: “Customer Success Manager – Increase Retention by 20%.”

High performers are drawn to roles with clear impact, so a meaningful title helps set the right expectations.

2. Lead with Why the Role Matters

Most job descriptions start with a long-winded company bio that candidates skim over. Instead, grab attention immediately by answering:

• Why does this role exist?

• How does it contribute to the company’s success?

• What will a top performer achieve in this position?

For example:

"This role is critical to driving our expansion into the fintech market. You’ll be leading growth initiatives that directly impact revenue, with the opportunity to shape the future of our product strategy."

This framing sells the opportunity, making high performers excited about the impact they can have.

3. Focus on Outcomes, Not Just Responsibilities

A job description should clearly define what success looks like, not just list day-to-day tasks.

• Instead of “Manage social media accounts,” say “Increase engagement across LinkedIn and Twitter by 25% in 6 months.”

• Instead of “Lead the sales team,” say “Build and coach a team that consistently exceeds $1M in quarterly revenue.”

By focusing on measurable outcomes, you attract candidates who are motivated by results rather than just those who check the boxes on a generic skills list.

4. Cut the Laundry List of Requirements

Most job descriptions are overloaded with unrealistic “must-haves” that discourage great candidates from applying.

• Separate must-haves from nice-to-haves. Not every role needs a degree or 10+ years of experience.

• Prioritise skills that actually predict success. Research shows that past performance and problem-solving ability matter more than credentials.

• Limit it to 5-7 key requirements. If your list is too long, you’ll eliminate great candidates who could succeed with the right training.

A good rule: If a requirement isn’t absolutely necessary for success in the first six months, leave it out.

5. Sell the Company, but Keep It Short

Candidates care about why your company is a great place to work, but they don’t need a full history lesson.

• Instead of a long corporate bio, highlight what makes your company unique.

• Focus on culture, mission, and impact. Example: “We’re a fast-growing SaaS company that’s helping small businesses streamline payments. Our team thrives on innovation and collaboration.”

• Share what makes employees stay—growth opportunities, leadership support, or flexibility.

This section should make high performers excited about joining your team, not just inform them about your industry.

6. Make the Application Process Simple and Clear

If a job description doesn’t tell candidates what happens next, they may hesitate to apply.

• State exactly how to apply—whether that’s sending a CV, completing a form, or including a portfolio.

• Be upfront about timelines—for example, “Interviews will be conducted in the next two weeks.”

• Set clear expectations—such as whether there will be a task, panel interview, or reference check process.

The easier you make it for great candidates to apply, the higher the quality of applicants you’ll receive.

A Strong Job Description Attracts the Right People—And Repels the Wrong Ones

A job description is more than just an ad—it’s a filter that ensures you attract the right people and deter the wrong ones.

A well-written job description:
- Grabs attention with a meaningful title and impact statement
- Focuses on measurable outcomes, not just responsibilities
- Keeps requirements reasonable to attract strong candidates
- Highlights why the company and role are exciting
- Makes it easy for candidates to apply

If your job descriptions feel generic or uninspiring, take the time to rewrite them using this framework. The right candidates aren’t just looking for a job—they’re looking for the right opportunity. Your job description should make it clear that this is it.