Article: Writing job descriptions that open doors, not close them

Job descriptions are no longer just functional documents—they’re strategic assets. Think of them as digital handshakes: your organization's first impression on a potential new hire. A well-crafted JD doesn’t just convey information; it broadcasts your values, culture, and aspirations.

Too often, however, job ads still read like legal disclaimers or internal memos. And while compliance is crucial, your best candidates won’t be wooed by cold, impersonal copy or a never-ending list of “must-haves.” Instead, they’re looking for purpose, clarity, and a sense of belonging.

So, how do we write job descriptions that don’t just inform, but inspire? Let’s break it down.

Start with a story, not a template

Your JD is a pitch, not a policy. Open with a compelling narrative about what it’s like to work in the role—paint a picture of a day in the life. A strong opener hooks readers within seconds, especially if it’s tailored to your audience—whether that’s Gen Z idealists, Millennial parents, or Boomer professionals looking for one last meaningful chapter.

Ditch the flat “XYZ Ltd is seeking…” for something like:

“At XYZ, we’re transforming the future of fintech—and we’re looking for someone ready to help shape what comes next.”

Purpose-driven language isn’t fluff—it’s fundamental. Including a mission statement connects the role to your broader vision.

As Divya Divakaran of EVS, Inc. notes, “The opening lines should paint a picture of the day-to-day experience and cultural vibe.” Your JD should reflect not only what the job is, but why it matters.

Don’t chase unicorns—hire humans

Let’s bust a myth: the perfect candidate doesn’t exist. Designing job specs around an unrealistic “unicorn” profile can scare off exceptional talent before they even apply.

Research shows women are far less likely to apply for roles unless they meet 100% of the listed criteria. That means every extra bullet point could become a barrier. As Ursula Mead of InHerSight suggests, distinguish clearly between what’s essential and what’s trainable. Focus on core competencies and potential, not a laundry list of requirements, and you’ll widen your funnel without lowering the bar.

This isn’t about compromise. It’s about accessibility. Great hiring starts with open doors, not locked gates.

Built with heart, humanity, and inclusivity

The most effective job descriptions strike a balance between clarity and character. To get there, think of your JD as needing three key ingredients:

Human: Use second-person language like “you” instead of the sterile “the successful candidate.” Speak like a person, not a policy. Ditch the jargon. Let your brand personality come through.

Hearty: Don’t just list tasks—explain the role’s impact. Talk about what the person will achieve, how they’ll collaborate, and what they’ll learn. Weave in opportunities for growth and purpose.

Inclusive: Use language that welcomes rather than excludes. “Collaborative leadership” says more—and feels better—than “strong leadership.” Avoid hyperbolic titles like “rockstar” or “ninja,” unless you’re hiring for a band or a dojo.

Tools like Textio, Gender Decoder, or TalentKoala can help you identify and eliminate hidden bias in your language. These platforms don’t just make job ads sound better—they make them work better.

A study by Totaljobs found that gender-neutral language can increase the number of applicants by up to 42%. We’ve seen similar boosts ourselves since adopting this approach.

Some practical tips:

Replace gendered terms like “he,” “she,” “man,” or “guys” with “they,” “them,” or “the candidate.”
Avoid words that favour or stereotype a particular gender.
Use skill-based descriptors such as “goal-oriented,” “collaborative,” or “empathetic.”
Use software tools to help flag unconscious bias and offer more inclusive alternatives.

Culture isn’t a buzzword—it’s your edge

Candidates don’t just want to know what the job is—they want to know who they’ll be doing it with. Your team’s rituals, your commitment to mental health or DEI—these all matter.

As Carmen Amador Barreiro from Oyster puts it: “A clear and comprehensive job description will not only set expectations... but also support fairness in hiring and performance evaluations”.

Job descriptions shape perception well before the first interview. When done right, transparency builds trust, and trust is the foundation of a thriving team.

Share what makes your workplace human. Do you do walking meetings? Offer mental health days? Have a Slack channel for dog pictures? Mention it. These small details can make your JD feel warm and welcoming, not robotic or rigid.

Get the fundamentals right

Here’s what every standout JD should include:

Job title: Be specific and searchable. Skip inflated titles like “Marketing Wizard.” Go for accuracy and SEO: “Senior Content Marketing Manager” is more discoverable and respected.

Summary: Keep it under 150 words. Highlight why the role matters and how it contributes to the company's mission. Short, compelling summaries can boost applications by up to 18%.

Key responsibilities: Prioritize and quantify. Rather than listing every task, focus on the top 5–7 outcomes that drive value. For example, “Grow monthly active users by 10%” is clearer than “Drive user engagement.”

Qualifications and skills: Use bullet points. Separate must-haves from nice-to-haves. Avoid asking for 10 years of experience for a mid-level role. Focus on capability, not chronology.

Salary and benefits: Over 60% of candidates say salary is the most important part of a job ad. Be transparent. Highlight flexibility, learning budgets, equity, and other perks. People join for pay—but stay for purpose and growth.

Company culture: Briefly describe your values and link to deeper content—videos, team blogs, or a careers page. You don’t have to say everything, just point candidates in the right direction.

DEI and inclusion: Signal your commitment. A line like “We welcome applicants from all backgrounds, even if you don’t meet every requirement” sends a powerful message. Link to ERG content or diversity statements to build authenticity.

Keep a global lens

Hiring across borders? Your language needs to travel well. Avoid regional slang or assumptions about lifestyle—not everyone has a home office or high-speed internet. Clarity and cultural sensitivity matter. Your JD should read just as well in Singapore as it does in Sheffield.

Also, partner with HR and legal teams to ensure compliance across jurisdictions, especially with anti-discrimination laws and work eligibility requirements. Today’s JDs aren’t just recruitment tools—they’re also part of your legal risk management toolkit.