A job description is a snapshot of your company culture, and might make the difference between a wide pool of applicants or candidate radio-silence. Applying for job interviews is already a stressful experience for many applicants because most of them will have doubts about whether or not they’ll fit into the company. A succinct and friendly job description can help as it identifies what your company is about, and what kind of people you’re hoping to attract for the position.

In other words, it’s better to consider recruitment as a marketing campaign. You will need to familiarise your target audience – a potential new hire – with your company brand and get them to invest in you over your competitors. This is particularly true for the modern market, where jobs are on the rise and talented people are difficult to source, which makes the recruitment process a neck and neck battle to prove that your company, and your job offering, should be selected over anything else.

Here are some of our suggestions:

Get straight to the point

We’re looking for a creative person to lead this work by providing insight-driven strategies‘. The best job descriptions are those that balance giving enough detail so candidates can understand the role and what is expected of them while keeping things brief and to-the-point.

Make it personal

Replace ‘the ideal candidate’ with ‘you. This will create a connection with the reader, and allow them to reflect on whether or not the position sounds suitable for them. The closer someone can relate to the job descriptions, the more likely it is that you will attract the right people. Statements such as ‘you are self-motivated and jump at opportunities to work on new projects’ make your intentions clear.

When referring to qualifications and role requirements, it may be a good idea to use ‘my qualifications include’ and ‘I have 3 years’ experience working in a similar role’. While a small detail, it encourages candidates to put themselves in the ‘ideal’ candidate’s shoes.

Give the job role purpose

Show candidates that they will have the chance to make an impact within the organisation or team, however small it may be. Instead of saying something like ‘create yearly marketing calendar’, you can write ‘this is a chance to define our brand strategy and direction’. It has more ‘oomph’, and will inspire and excite the applying candidate.

Show your company personality

Hook candidates in by showing what is unique about your company. Add a short section called ‘Why join us?’ and pinpoint why a candidate would love to join your team. It may be tempting to just give the good news, but avoid sugarcoating anything: note down the challenges as well as the perks. Great candidates won’t be afraid of challenges, and they will be eager to see how they can make a difference and contribute.

The effort put into the job description will reflect well on your company because it shows you care how job seekers will perceive you, and therefore will care about your employees.