Most job descriptions read like legal documents — long lists of requirements and duties that tell candidates almost nothing about what it's actually like to do the job. If you want strong applicants, the description has to do more work than that.
Lead with the role, not the company
Candidates skim. Put the job title, location, and a one-line summary of the role at the very top, before your company history. Save the "about us" paragraph for after they know what the job is.
Separate "must-have" from "nice-to-have"
Long, undifferentiated requirement lists scare away qualified candidates who don't check every box — and research consistently shows this effect is stronger for some groups of applicants than others. Split your list into what's actually required and what's a bonus.
Say what success looks like
Instead of just listing duties, describe what a person in this role accomplishes in their first 90 days. It gives candidates a clearer picture than a bullet list ever could.
Include the salary range
Listings with a posted salary range consistently get more applicants — and fewer wasted interviews with candidates whose expectations don't match your budget.