Published by
Tim Janbell Tellqvist
on
TL;DR:
Dominant intent: informational. You want a practical playbook to write job descriptions that attract qualified candidates fast.
Use a clear 7-part structure, skills/outcomes over vague requirements, inclusive language, and salary transparency to lift conversion and quality-of-hire.
Measure JD performance like a funnel: views → clicks → applies → submittal→interview ratio → offer-acceptance; iterate monthly.
Borrow phrasing from O*NET for accuracy, add your EVP, and run a 10-point QA checklist before posting.
What candidates actually read in job descriptions
Candidates skim. Your first screen - the opening 5–7 lines - does most of the work. Place the role purpose, top 4–6 outcomes, location/remote policy, and salary range above the fold. Keep paragraphs short and scannable. This improves early-funnel conversion (views → clicks → qualified applies) and sets expectations that protect your submittal→interview ratio and offer-acceptance rate.
The 7-part job description structure that converts (Framework)
Primary keyword used here: job descriptions.
Framework
Role title and one-sentence purpose
Impact/outcomes (4–6 bullets describing what success looks like at 90–180 days)
Responsibilities (6–10 bullets, grouped by theme)
Skills and qualifications (must-haves vs nice-to-haves, separated)
Compensation, benefits, and working model (salary range, bonus, remote/hybrid, hours)
About the company and EVP (why us, growth, culture, mission)
Application and timeline (what happens next, interview steps, target start date)
Tip: Keep bullets to one line. If a requirement isn’t used to screen, move it to nice-to-have or delete to reduce noise and save time-to-fill.
Writing inclusive, accurate job descriptions
Inclusive language broadens the top of your funnel and can lift qualified applies without extra sourcing spend.
Practical moves
Avoid gendered, militaristic, or age-coded words. Prefer plain, skill-focused phrasing (see GOV.UK guidance in sources).
Distinguish must-haves from nice-to-haves to reduce self-selection drop-off among qualified but underconfident talent.
Use people-first, accessible language. Avoid acronyms and insider jargon unless explained.
Calibrate responsibilities with hiring managers using validated task libraries (O*NET) for accuracy and quality-of-hire alignment.
Short note on compliance: if your market requires pay ranges, accommodations, or EEO statements, include them consistently and log where posted.
SEO for job descriptions
Treat job descriptions as searchable content.
Quick wins
Use the exact role title candidates search (e.g., “Account Executive” over “Revenue Hero”). Mirror it in the first sentence and one H2.
Add high-intent modifiers naturally: “remote,” “hybrid,” “contract,” “entry level,” “senior.”
Include location data even for remote roles (city/country) to match geo searches.
Write meta-style first lines: “We’re hiring a Senior Data Analyst to build automated dashboards and improve product decisions.”
Avoid stuffing. Prioritize clarity, synonyms, and plain language.
Pay, benefits, and EVP: say the quiet part out loud
Salary transparency reduces late-stage drop-offs and improves offer-acceptance. State the base range, bonus/commission, equity (if any), and benefits. Add 2–3 EVP points that actually differentiate: manager quality, learning budget, product stage, team size, or flexibility norms. This filters in the right candidates and protects your cost-per-hire.
JD vs job ad: what’s the difference?
A job description defines the role; a job ad markets it. You’ll publish a hybrid. Keep the core responsibilities accurate (for selection) and the intro/EVP compelling (for attraction). Avoid hype that the interview process can’t back up—quality-of-hire erodes when expectations diverge.
Measure and iterate: turning JDs into a performance asset
Track like a funnel and review monthly with hiring managers.
Metric — What it indicates — JD levers to move it
Views→Clicks — Headline clarity and relevance — Title wording, first 3 lines, keywords
Clicks→Qualified Applies — Scannability and fit — Outcomes section, must-have vs nice-to-have split, salary clarity
Submittal→Interview — Match quality — Responsibilities accuracy, skills specificity
Offer-Accept — Expectation alignment — Transparent range, EVP proof, interview steps
Checklist: 10-point JD QA
Role title matches market search behavior
One-sentence purpose is crisp and concrete
Outcomes list uses measurable verbs (build, reduce, launch)
Responsibilities grouped and limited to 6–10 bullets
Must-haves vs nice-to-haves clearly separated
Inclusive language; jargon and filler removed
Salary range and working model stated
EVP: 2–3 differentiators added
Plain next steps with response SLA (e.g., “hear back within 5 business days”)
Naming conventions and links (careers page, benefits) verified
Common pitfalls and quick fixes
Laundry lists: Trim or merge overlapping bullets; keep what you’ll actually screen on.
Credentials creep: Replace “degree required” with “or equivalent experience” where feasible.
Hype-y intros: Swap adjectives for outcomes; promise only what the team delivers.
Missing salary: Add a real range; explain variables briefly.
Accessibility blind spots: Check reading level; expand acronyms; ensure mobile scannability.
Key Takeaways
Put outcomes, salary, and working model above the fold; clarity beats clever.
Use skills- and outcomes-based language to lift quality and speed.
Treat job descriptions as performance assets: measure, review, and iterate.
Inclusive, transparent JDs improve apply rates and reduce late-stage fallout.
Align with hiring managers via O*NET-backed tasks to protect quality-of-hire.
FAQ
What’s the ideal length for a job description?
Aim for 400–700 words with one-screen scannability; prioritize outcomes and must-haves.
Should we list every tool?
Name core tools and allow equivalents.
Do we need a salary range if it’s negotiable?
Yes. Provide a good-faith range and note the variables (location, experience, equity, commission).
How many requirements should be must-haves?
Only those you’ll actually screen on—often 4–6. Move the rest to nice-to-haves.
How do we adapt for contract/temporary roles?
Lead with assignment length, project outcomes, onboarding speed, and redeployment path; include pay rate and overtime rules.
