Writing Job Descriptions That Convert: Draw In The Right Candidates

Writing job descriptions that attract qualified candidates is an art and a skill. In today’s job market, your descriptions must do more than list requirements. They must sell the job and show the role clearly. In this article, we will learn how to create job descriptions that attract the right candidates and drive applications.

Understanding the Psychology Behind Converting Job Descriptions

Before delving into the specifics, it’s important to know what makes candidates click “apply.” Studies show that job seekers spend 14 seconds scanning a job description before deciding whether to read further. At this time, they look for three things:

• if they’re qualified
• the benefits that they get
• if the company is a good fit.

What is a Job Description?

A job description is a list of tasks and duties a person needs to do in a job. It tells potential employees what to expect from the job. It also helps them decide if they are the right fit for the job.

Why is a Good Job Description Important?

A great job description attracts more people. It tells the right people about the job. A poor description can confuse applicants or scare them away. So, writing a clear job description is key.

Step 1: Start with a Catchy Job Title

The job title is the first thing people see. It should be simple and clear. Avoid using fancy words that no one understands. For example, instead of “Creative Marketing Specialist,” you could use “Marketing Manager” or “Marketing Coordinator.” This will help your job ad show up in more searches.

Step 2: Write a Clear Job Summary

A job summary is a short paragraph at the beginning of your job ad. It tells candidates what the job is about. Think of it like a mini preview. Here’s an example:

Bad Example:
We are seeking a highly skilled marketing professional with years of experience.

Good Example:
We are looking for a Marketing Manager to help us grow our brand. You will create marketing strategies and work with the team to increase sales.

The second example is simple. It clearly explains the job. It tells what the person will do and how they will help.

Step 3: List Key Responsibilities

Now, list the main tasks the employee will do. Be specific but simple. Break down each job duty into easy-to-understand sentences.

Bad Example:

• Work with the marketing team.
• Create marketing strategies.
• Develop new ideas.
• Increase sales and brand visibility.

Good Example:

• Plan marketing campaigns to boost brand awareness.
• Work with the design team to create ads.
• Research customer needs and trends.
• Track the success of marketing efforts.

When writing responsibilities, focus on what the person will do every day. Avoid using “etc.” or “and other tasks.” Be clear.

Step 4: Focus on Skills and Qualifications

Skills and qualifications are the things needed to do the job well. Be careful here. Don’t make the list too long or too hard to reach. If you list too many skills, good candidates may feel like they are not enough. They might not apply.

Bad Example:

• 5 years of marketing experience.
• Excellent communication skills.
• Expert in digital marketing tools.

Good Example:

• At least 2 years of marketing experience.
• Strong communication skills.
• Knowledge of social media platforms.

You don’t need to add every skill a person could have. Just focus on the most important ones.

Step 5: Mention Education and Experience

Some jobs need certain education or experience. It’s important to state what is required. But, make sure not to scare away people who have the skills but may not have formal education or a long work history.

Bad Example:

• Must have a bachelor’s degree.
• Must have 5 years of experience.

Good Example:

• Bachelor’s degree or equivalent experience.
• 2 years of experience in marketing or related field.

This way, people with different backgrounds can still feel welcome to apply.

Step 6: Include Salary and Benefits (Optional)

Some job descriptions include salary information and the benefits offered. This is a good idea because it can attract more candidates. If you’re unsure about salary, you can always give a range.

Bad Example:

• Competitive salary, and benefits package.

Good Example:

• Salary range: $55,000 – $60,000 per year.
• Benefits include health insurance, paid time off, and a retirement plan.

Being transparent about salary and benefits can help people decide if the job is right for them.

Step 7: Use Simple Language

One of the most important things is to keep your language simple. Don’t use big words or complicated sentences. People want to understand what the job is about quickly. Short, clear sentences work best.

Bad Example:
We are in need of a highly qualified individual who possesses advanced knowledge and skills in marketing communication and digital strategy development.

Good Example:
We need a Marketing Manager with knowledge of digital marketing.

Simple language is always better.

Step 8: Highlight Your Company’s Culture

Let candidates know what it’s like to work at your company. People want to know they will enjoy working there. Share your company’s values and culture in a few sentences.

Bad Example:
Our company is innovative and we expect employees to work hard and contribute to the company’s success.

Good Example:
At our company, we value creativity, teamwork, and a positive work-life balance. We work hard, but we also support each other and have fun.

People want to feel comfortable and excited about a job. If they like your company culture, they are more likely to apply.

Step 9: End with a Clear Call to Action

The call to action (CTA) is what you want applicants to do next. After reading your job ad, they should know how to apply. Always tell them exactly what to do.

Bad Example:
If you’re interested, apply through our website.

Good Example:
To apply, send your resume and cover letter to [email protected]. We can’t wait to hear from you!

A clear CTA makes it easy for candidates to apply. They know exactly what to do next.

Step 10: Keep It Short and Sweet

Don’t make your job description too long. People want quick answers. Try to keep your job description between 300-500 words. Focus on the most important details and remove anything that doesn’t matter.

Bad Example:
A long paragraph explaining the history of your company and detailed descriptions of every single task.

Good Example:
A simple list of duties, qualifications, and salary. You can always provide more details during interviews.

Short job descriptions are better. They are easy to read and people can quickly decide if they want to apply.

Step 11: Use Bullet Points for Clarity

Bullet points make a job description easier to read. They break up big blocks of text and help highlight key points. Use bullet points for job responsibilities, qualifications, and skills.

Bad Example:
You will be responsible for planning and executing marketing campaigns, analyzing results, managing social media accounts, and creating advertising materials.

Good Example:

• Plan and execute marketing campaigns.
• Analyse campaign results and report findings.
• Manage social media accounts.
• Create advertising materials.

Bullet points are great for helping candidates quickly understand the job.

Step 12: Proofread and Edit

Before you post your job description, always check for errors. Typos or mistakes can make your job ad look unprofessional. Read it over a few times or have someone else look at it.

Bad Example:

• Proofreading errors or unclear sentences.

Good Example:

• A job ad that is error-free and easy to understand.

A good job description is polished and professional.

Final Tips for Writing Converting Job Descriptions:

1. Be Honest:
   Always tell the truth about the job. If the job is difficult or requires long hours, say it. Honesty will help you find truly interested candidates.
2. Show Diversity:
   Encourage people from different backgrounds to apply. Use language that welcomes everyone.
3. Use Keywords:
   Think about what people will search for when looking for this job. Include these words in your job description. For example, if you’re hiring for a “marketing manager,” make sure that phrase is used in the job title and description.
4. Appeal to Candidates’ Emotions:
   Think about what makes your company special. Highlight why it’s a great place to work. If your employees love their jobs, show that in your description.

Conclusion

Writing job descriptions that convert is not hard. By following these simple steps, you will attract the right candidates for your job. Be clear and honest, and use simple language. Make the job easy to understand and highlight what makes your company a great workplace. This will help you write job descriptions that convert applicants into great employees.

Start using these tips today, and see how your job ads improve. You’ll be amazed at how easy it is to write job descriptions that bring in the right people!