Writing Job Descriptions That Attract the Right People

Most Job Descriptions Are Terrible

Here's the truth: most small business job descriptions are either a copy-paste from some corporate template or a vague wish list that reads like a dating profile. Neither works. A good job description is a filter -- it should attract the right people and repel the wrong ones.

Start With the Outcome, Not the Tasks

Before you list a single bullet point, answer this question: what does success look like in this role after 6 months? That's your opening paragraph. Candidates want to know what they'll accomplish, not just what they'll do all day.

Bad: "Responsible for managing social media accounts." Good: "You'll build our social media presence from scratch and grow our audience to 5,000 engaged followers in your first six months."

The Anatomy of a Job Description That Works

Job Title

Keep it simple and searchable. "Marketing Coordinator" works. "Marketing Ninja Rockstar" does not. People search for real job titles. Use them.

Company Overview (2-3 sentences)

Tell them who you are, what you do, and why it matters. Skip the corporate jargon. If you're a 12-person HVAC company that's been in business for 20 years, say that. Authenticity beats polish every time.

The Role (1 paragraph)

Describe the role in terms of impact. What will this person own? What problems will they solve? Who will they work with?

Responsibilities (5-8 bullets)

List the core responsibilities in order of importance and time spent. Be specific. "Manage client relationships" means nothing. "Serve as the primary point of contact for 15-20 active client accounts" tells the candidate exactly what to expect.

Requirements (5-7 bullets)

Split these into must-haves and nice-to-haves. Be honest about which is which. If you require 10 years of experience for a $45,000 job, you'll get zero applicants. Research shows that women in particular will not apply unless they meet close to 100% of listed requirements, so inflated requirement lists shrink your talent pool.

Compensation and Benefits

Put the salary range in the posting. Yes, really. Listings that include compensation get significantly more applicants. If you can't post exact numbers, at least give a range. Also list your actual benefits -- PTO, health insurance, retirement, flexible schedule, whatever you offer.

Location and Schedule

Be explicit. Remote, hybrid, or on-site? What are the hours? Is there travel? Don't make candidates guess.

What to Leave Out

Vague qualifiers: "self-starter," "team player," "wears many hats" -- these mean nothing
Impossible combinations: Don't ask for entry-level experience at senior-level skill
Discriminatory language: Avoid age-coded words ("digital native," "young and energetic") or gendered language ("he/she will...")
Every possible task: If the list is 25 bullets long, you don't have a job description -- you have three jobs

Where to Post

For small businesses, these tend to work best:

Indeed: Largest job board, free basic listings
LinkedIn: Good for professional and skilled roles
Local job boards: Your city or state likely has one
Industry-specific boards: Trade associations often have job boards
Your own network: Post on social media, ask for referrals, tell your vendors

Referrals consistently produce the best hires for small businesses. Before you spend money on job boards, ask your existing team and professional network.

Legal Considerations

The EEOC enforces federal anti-discrimination laws that apply to job postings. You cannot state or imply a preference based on race, color, religion, sex, national origin, age (40+), disability, or genetic information. Many state and local laws add additional protected classes.

Some jurisdictions now require salary transparency in job postings. Check your state and city laws before posting.

Test Your Description

Before you publish, have someone outside your business read it and answer two questions:

Do they understand what the job actually is?
Would they know whether or not they're qualified?

If the answer to either question is no, rewrite it.

The Real Secret

The best job descriptions sound like they were written by a human being who actually does the work. Write like you talk. Describe the role honestly. And for the love of everything, proofread it before you post.