How to write a JD that makes candidates want to apply?

According to a recent study, very few companies invest time and effort into crafting well-written job descriptions (JDs). Most JDs are mechanical and monotonous, lacking attention to detail. However, all candidates, whether passive or active, take the time to read your job description at a certain point in the recruitment process. So why don't recruiters invest in a strategy to draft JDs that attract and maintain the attention of the candidates they are truly pursuing?

Below are six examples of carefully crafted job descriptions for your reference.

1. Eliminate lengthy paragraphs about company background information

Many companies start their job descriptions with generic introductory paragraphs to introduce the company. However, it is evident that every company has a Careers Page and Company Page on LinkedIn, where candidates can learn about your company if they truly want to explore more about it. Therefore, present a concise overview of the company, and if possible, consider moving it to a less prominent position in your job posting.

Zappos, the US online footwear and clothing retailer, approaches JDs with a candidate-centric mindset, focusing on reasons that make candidates feel interested in working there before delving into job requirements. This includes:

• A brief statement about diversity and inclusion in the work environment.
• Information about the company culture.
• Employee benefits and perks.

The Company Introduction section should be integrated into a collapsible tool so that candidates can explore more about the company if they are genuinely interested.

2. Avoid using buzzwords and listing unnecessary job requirements.

Use simple and meaningful sentence structures. Each small content paragraph should have a clear title and appropriate indentation to make it easy for candidates to read and follow. Trim down your list of requirements to highlight the ones that are truly essential for performing the job well. Additionally, if the company has legal requirements, separate them and place them at the end.

Red Bull's JD is concise and gets straight to the point with a short list of required skills and qualifications for the job. Candidates won't have to strain their eyes reading long blocks of text filled with countless obscure jargon - this is even more important as most candidates nowadays read job descriptions on their phones rather than on a computer. Writing long and tedious JDs is easy, keeping them concise and focused demonstrates the employer's investment of effort.

3. Replace the phrase "ideal candidate" with the word "you".

Whether your company culture is serious or relaxed, the sole purpose of these JDs is the candidates, so write as if you're talking to them.

GitLab (US) company presents detailed requirements and job responsibilities as if they were discussing the job with their own familiar employees. For example, "As a Product Design Director at GitLab, you will be responsible for managing a team of up to 5 Product Design Experts." This approach allows job seekers to envision themselves in this role and make a decision on whether it suits them or not.

4.Use captivating subheadings.

Limit the use of standard job description headlines such as "Skill Requirements" and "Job Responsibilities" as they have become outdated. Employers should infuse creativity into subheadings to attract candidates and keep them engaged with your job listing long enough to decide to apply. Subheadings can be simple yet effective, such as "You'll Excel in This Role" or "We Expect from You."

Amgen, a multinational biopharmaceutical company based in the US, uses subheadings like "LIVE" to explain the role, "WIN" to share essential job standards and priorities, and "THRIVE" to list some benefits and privileges for their employees. But they don't stop there; their call to action is "Apply today for a challenging career opportunity that will stimulate your creative mind." This statement is sure to stand out and immediately attract candidates who have grown tired of seeing the same basic headlines in every other job listing.

5. Describe a typical workday at the company in detail.

Nearly one-third (30%) of employees leave their jobs within the first 90 days, and 41% of them leave because the day-to-day work doesn't align with their expectations. The goal of crafting a well-defined job description is to attract suitable candidates and encourage them to apply immediately, while minimizing time wasted with unsuitable candidates. Painting a vivid picture of the tasks to be performed in a day with specific details will help candidates envision and align their work effectively.

Litera, a software corporation based in the US, emphasizes the specific "A Day in the Life" of an employee while also addressing how new candidates will progress in their role in the first six months. The JD specifically states that a successful customer care employee will "work with a variety of customers from simple to complex" and will need to "troubleshoot independently." These illustrations of the role can help potential applicants understand what the job entails and determine if this opportunity is a long-term fit for them.

6. Engage candidates in discussions about relevant issues and projects related to the job.

High-quality candidates always seek to make a positive impact and are not afraid to face challenges. Therefore, employers should maximize the specificity of the projects they are preparing to undertake so that candidates can actively contribute.

Save the Children, an international non-governmental organization focused on child welfare, shares detailed projects related to diversity, equity, and inclusion (DEI) while also planning how much time will be allocated to each project. The job description explicitly states that this is a support role that impacts various HR-related areas, including the onboarding, learning and development, and fostering close-knit employee groups. It is clear that a "commitment to promoting and maintaining a diverse, inclusive, and cohesive environment" is necessary, but prior DEI experience is not required. This can help them find motivated entry-level candidates who are eager to succeed.

DEI stands for Diversity, Equity, and Inclusion. DEI is a principle that ensures any policies or practices created must make people from diverse backgrounds feel welcome and ensure they receive the necessary support to reach their full potential in the workplace. Diversity refers to the presence of differences in a specific context, which, in the workplace, can mean differences in race, ethnicity, gender, gender identity, sexual orientation, age, and socio-economic background. Equity is the action of ensuring that processes and programs are impartial, fair, and yield equal results for all individuals. Inclusion is the action of making people feel a sense of belonging in the workplace.

Conclusion: Be creative with JDs that align with your company's hiring goals.

The best job descriptions are the ones that attract and acquire the right talent for the position. Take inspiration from the examples provided above and use them to create your own creative job descriptions that generate the most appealing job listings.

(Translated from Vietnamese, source: LinkedIn)