How to Write Job Descriptions That Actually Attract the Right People

No more job ads that put people to sleep. Let’s fix that.

Hiring incredible people is one of the most powerful moves you can make to grow your business. But it doesn’t start with interviews. It doesn’t start with résumés.

It starts with your job description — and most of them aren’t doing their job.

At Evolve Consulting Co., we’ve reviewed (and rewritten) hundreds of job ads for founders, people leaders, and scaling teams. One thing we know for sure? A great job description is one of your most important hiring tools. It sets expectations, reflects your brand, attracts the right people, and filters out the wrong ones.

It’s not just a list of duties. It sets clear expectations on what you are actually looking for to fill gaps in your team.

If you're building a team and want to do it well, here’s how to write job descriptions that get traction — the kind that draws in aligned, motivated, high-quality talent.

1. Ditch the Fluff — Use Clear, Searchable Job Titles

We get it — calling someone a “Customer Experience Ninja” can sound quirky or “Sales, marketing and operations Coordinator” can sound fancy. But here’s the truth: your ideal hire is typing “Customer Success Manager” or “Sales Coordinator” into Google, LinkedIn, or job boards.

If your title is vague, confusing, or trying to cover too much, your role won't show up in search results — and you’ll attract the wrong candidates or even miss out on highly qualified candidates.

Instead, keep your job title:

• Clear

• Industry-standard

• Search-optimized

  
  

Better job titles look like:

• Digital Marketing Manager – eCommerce

• Executive Assistant – Remote, Startup Experience Preferred

• Sales Manager – B2B SaaS, Canada

  
  

SEO tip: Use keywords like “marketing manager,” “software engineer,” “remote,” “SaaS,” or specific platforms (e.g., Shopify, HubSpot, Salesforce) to help your listing appear in search.

It’s not about being flashy or busy. It’s about being searchable and clear.

2. Lead with the “Why” — Not Just the Work

Before you dive into responsibilities, open with a short, compelling paragraph that tells the candidate how they will really fit and what type of impact the organization is looking for this person to make: Why this role matters. Why now. And why they should care.

You’re not hiring a “Graphic Designer” — you’re hiring someone who’s going to shape the visual voice of your brand. You’re not looking for a “Sales Associate” — you’re building the frontline of your growth engine.

Example:

“We’re looking for a creative thinker who’s obsessed with visuals, branding, and storytelling. As our in-house Graphic Designer, you’ll help bring our brand to life across every channel — and have the freedom to push boundaries while doing it.”

This intro gives your role meaning. It helps people picture themselves in it. And it sparks genuine interest — the kind that makes top talent lean in and hit “apply.”

3. Break It Down — Keep Responsibilities Clear & Scannable

Nobody wants to read a wall of text. Especially when they’re already skimming five other job ads.

Use bullet points (aim for 5–7 max) to outline key responsibilities. And make them specific — not vague.

Instead of this:

• “Manage social media accounts”

  
  

Try this:

• Plan and publish weekly content across Instagram, LinkedIn, and TikTok

• Respond to DMs and comments in a timely, on-brand voice

• Track engagement metrics and adjust strategy based on performance

  
  

Specifics = clarity. Clarity = confidence. Confidence = better applications.

The goal here isn’t to list every possible task — it’s to give candidates a realistic snapshot of the role and help them decide if they’re a good fit.

4. Be Honest About What You Actually Need

Too many job ads read like they’re hunting for a unicorn — and that’s how you lose great candidates.

When you list 10+ “requirements,” you risk pushing away people (especially women and underrepresented candidates) who may not tick every box — but would thrive in the role if given the chance.

Here’s how to fix that: Split your qualifications into two sections:

• Must-Have Skills – your non-negotiables

• Bonus Skills – nice to have, but not essential

  
  

Example: Must-Have Skills:

• 2+ years experience in customer support

• Strong written communication

• Comfortable using tools like Intercom or Zendesk

  
  

Bonus Skills:

• Experience in B2B SaaS

• Familiarity with remote team workflows

• Multilingual (Spanish or French a plus)

  
  

This approach keeps the bar clear and realistic, while also opening the door to great people who may not check every single box — but bring real value.

Posting tip: If you are posting on a job platform, you can make your non-negotiable a question they have to answer before they apply, this will help refind your search if you are getting too many unqualified resumes.

5. Use Human, Inclusive Language

Job descriptions are still marketing. You’re selling the opportunity, and your words matter.

Avoid:

• “We want a killer sales rep”

• “You’ll crush deadlines and dominate your market”

• “Must thrive in a high-pressure, fast-paced environment”

  
  

These phrases can come off as aggressive, biased, or alienating — and may push away the very people you want to attract.

Instead, use clear, inclusive language like:

• “We’re looking for someone who’s proactive, thoughtful, and results-driven”

• “You’ll take ownership of your work and contribute to a collaborative team”

  
  

Tools to try:

• Gender Decoder

• Textio

• Grammarly’s tone checker

  
  

The best job ads sound like they were written by a smart, approachable human — not a cold hiring system.

6. Share What Happens Next

Hiring shouldn’t be a mystery.

Let candidates know what to expect after they apply. Being transparent builds trust — and sets you apart from companies who ghost or drag the process out.

Add a section like this at the end of your job ad:

What to Expect:

• A short intro call with the hiring manager

• A skills-based task (if needed)

• A final interview with the team

• Decision and offer within 1–2 weeks

  
  

This gives great candidates the confidence to apply — and keeps them engaged through the process.

The Anatomy of a High-Converting Job Description

Here’s your cheat sheet: 

✅ Clear, SEO-friendly job title 

✅ Purpose-driven intro 

✅ Specific, scannable responsibilities 

✅ Realistic (and separated) requirements 

✅ Honest culture snapshot 

✅ Inclusive, human language 

✅ Transparent next steps

Nail these, and you’ll not only attract better candidates — you’ll hire better, faster, and with more confidence.

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✔️ Based on what actually works