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.
Job Posting Cost Comparison: Where to Spend Your Budget
| Platform | Cost | Best For | Typical Results |
|---|---|---|---|
| Indeed (free posting) | $0 | Most hourly and skilled trade roles | High volume, variable quality |
| Indeed (sponsored) | $5-15/day | When you need more visibility | 2-3x more applicants vs. free |
| LinkedIn (free) | $0 | Professional and salaried roles | Lower volume, higher quality |
| LinkedIn (promoted) | $5-10/day | Competitive markets for skilled roles | Targeted reach to passive candidates |
| ZipRecruiter | $16-30/day | Quick fill for common roles | AI matching sends to relevant candidates |
| Craigslist | $10-75 per post | Local hourly, labor, trades | Variable quality, fast posting |
| Industry job boards | $50-300 per post | Specialized roles | Pre-qualified candidates in your field |
| Employee referral bonus | $250-2,000 per hire | Any role | Highest quality, lowest turnover |
| Local community boards | Free | Entry-level, part-time | Good for first jobs, seasonal work |
| Social media (organic) | $0 | Any role | Reaches your existing network |
The ROI perspective: A $500 referral bonus that produces a great hire is dramatically cheaper than a $3,000 job board spend that produces five mediocre candidates you have to interview, only to hire someone who leaves in 3 months.
Salary Transparency: What the Law Requires and Why It Works
An increasing number of states and cities now require salary ranges in job postings:
| Jurisdiction | Requirement |
|---|---|
| Colorado | Salary range required in all postings |
| New York City | Salary range required for any role performed in NYC |
| California | Salary range required in all postings and on request |
| Washington State | Salary range required in all postings |
| Connecticut | Salary range required upon request or upon extending an offer |
| Rhode Island | Salary range required upon request |
| Maryland | Salary range required upon request |
| Nevada | Salary range required after interview |
| Jersey City, NJ | Salary range required in all postings |
| Cincinnati, OH | Salary history ban; range required upon request |
| Toledo, OH | Salary range required upon request |
Even where not legally required, posting salary ranges is good practice. Data consistently shows that job listings with salary ranges receive significantly more applications. Listings without salary information make candidates suspicious about low pay or disorganization.
How to Write Inclusive Job Descriptions
Certain words and phrases discourage qualified candidates from applying:
Words that discourage women applicants: "aggressive," "dominant," "competitive," "ninja," "rockstar." Research shows that masculine-coded language reduces female applications by 10-20%.
Words that discourage diverse applicants: "culture fit" (interpreted as "people like us"), "digital native" (age-coded), "young and energetic" (age-coded and legally problematic), "native English speaker" (national origin issue -- say "fluent in English" instead).
Better alternatives:
| Instead of... | Try... |
|---|---|
| "Aggressive self-starter" | "Takes initiative and drives results" |
| "Must be a culture fit" | "Shares our values of integrity and teamwork" |
| "Digital native" | "Proficient with modern software tools" |
| "Hit the ground running" | "Bring relevant experience in [specific skills]" |
| "Able-bodied" | "Able to perform the physical requirements listed below" |
| "Young and dynamic team" | "Collaborative and high-energy team" |
Run your job descriptions through a free gender bias decoder tool (like Textio or Gender Decoder) before posting.
Job Description Template: Copy and Customize
Here is a complete template structure you can adapt for any role:
[Job Title -- keep it searchable and standard]
About Us (2-3 sentences) Who you are, what you do, how long you have been doing it, and why it matters. Be authentic.
The Role (1 paragraph) What success looks like in 6 months. What this person will own. What problems they will solve.
What You Will Do (5-8 bullets) Core responsibilities in order of importance and time spent. Be specific about scope and scale.
What You Bring (5-7 bullets) Split into "Required" and "Preferred." Be honest about which is which. Include years of experience, specific skills, certifications, and physical requirements (if applicable and job-related).
What We Offer
- Salary range: $X-$Y (based on experience)
- Benefits: list what you actually offer
- Schedule: hours, remote/hybrid/on-site
- Location: address or service area
- Other perks: professional development, flexibility, equipment, etc.
How to Apply Specific instructions. Do you want a resume, cover letter, portfolio, or references? Where should they send it?
4Sources
- 01Prohibited Employment Policies and Practices — EEOC.gov
- 02Job Openings and Labor Turnover Survey — Bureau of Labor Statistics
- 03Hire and Manage Employees - SBA — SBA.gov
- 04SHRM Job Description Resources — SHRM.org
Frequently Asked Questions
Should I put salary in a job posting?
Yes. Job listings that include a salary range get significantly more applicants and filter out candidates who are not in your budget. Some states and cities now legally require salary transparency in postings. If you cannot post exact numbers, at least give a range. This one change will dramatically improve your applicant quality.
How do I write a job description that attracts good candidates?
Start with what success looks like in 6 months, not a task list. Keep the title searchable (no 'ninja' or 'rockstar'). List 5-8 core responsibilities in order of importance. Split requirements into must-haves and nice-to-haves. Include salary range, benefits, and location details. Write like a human, not a corporate template.
Where should a small business post job openings?
Indeed (free basic listings) and LinkedIn work for most roles. Your local job board and industry-specific boards are often underused. But referrals consistently produce the best hires for small businesses -- ask your team, professional network, and vendors before spending money on job boards. A $500 referral bonus is cheaper than a bad hire.
How many requirements should I list in a job posting?
List 5-7 requirements and clearly separate must-haves from nice-to-haves. Research shows that women will not apply unless they meet close to 100% of listed requirements, so inflated lists shrink your talent pool. If your list is 15+ items, you are describing three jobs, not one. Be honest about what is truly required.
What should I leave out of a job description?
Remove vague qualifiers ('self-starter,' 'team player,' 'wears many hats'), impossible requirement combinations (entry-level experience with senior skills), age-coded language ('digital native,' 'young and energetic'), and task lists longer than 8 bullets. Every item should help a candidate decide if they are a fit -- if it does not, cut it.