Do you ever feel like going through potential candidates and CVs is just corporate Tinder? Endlessly swiping left because no one quite fits the bill? That’s exactly why recruitment agencies exist. If job and talent seeking is corporate Tinder, then we are corporate Cupids, here to save you time, energy, and countless headaches by connecting you with the right people, not just more people.
But here’s the plot twist - even the best recruiters can only work with what we’re given. If your job description doesn’t hit the mark, it doesn’t matter how good the outreach is, it will be your top talent’s turn to swipe left on you.
Don’t worry, this isn’t a finger-pointing exercise. It’s a playbook for writing job descriptions that magnetise great candidates, make your recruiter’s job easier, and give your business the competitive edge it deserves.
So Why do Most Job Descriptions Miss the Mark?
Times have changed. It’s a candidate's world out there now people. The talent market has flipped, and top candidates now choose you, not the other way around. You’re looking for the best of the best, but you know what...? So are candidates, and generic, recycled JDs repel high performers.
If you want to garner interest and attract the best talent, then maybe it’s time to start looking at your job descriptions as a marketing tool, not just an HR checklist. People want to feel like they would be an integral cog in a wider mission. Sell the mission, not the role and watch how that calibre of candidate goes up.
Our Top Tips for Writing a Killer JD:
Start with Purpose, Not Tasks
The “why” - What problem does this role solve?
The “impact” - How success in this role will drive company growth.
The “mission link” - How the position fits into the bigger picture.
Try to avoid long laundry lists of duties copied from another posting and vague and blah blah corporate jargon phrases like “dynamic environment” or “fast-paced team.”
Define What Success Looks Like
Giving people a benchmark or a goal is a great way to motivate them right from this very first step. If candidates can see a clear progression and performance journey, they are more likely to look favourably on your role as something that fits them. You want Go Getters right? So appeal to that Go Getter nature. Show clear performance outcomes for 3, 6, and 12 months and measurable goals (KPIs, project milestones, ownership areas) that candidates can envisage smashing!
Use language that signals accountability and growth and help applicants to visualise themselves running the race and crossing that finishing line before they even consider signing themselves up to the race.
Speak to Humans, Not Algorithms
Write the JD for your dream candidate directly. Write it in second person - this helps candidates visualise and manifest - (“you’ll lead,” “you’ll build,” “you’ll own”). Use simple non-buzzwordy language. Keep it brief and clear and conversational but don’t patronise your audience, you’re looking for leading professionals in their industry, not “rockstars,” “gurus,” or “ninjas”.
A good way of checking if you have achieved the right note is asking yourself if A) you would apply for this role yourself or B) your best employee would apply.
You can always A/B test titles and descriptions for engagement. Remember you’re writing for conversions, not clicks.
Sell the Experience, Not Just the Role
We discuss in our 2026 Salary Guide the importance of Employee Value Proposition and how workplace culture is driving talent attraction and retention rates.It’s no secret that when job shopping, candidates are buying the company, not just the role, so make sure you are using this as an opportunity to showcase yours. This is your shop window,make sure you’re including your culture, values, and leadership style (with real examples where possible).
Touch on learning and growth opportunities and highlight any flexibility, wellbeing benefits, and work-life balance policies that make you an attractive employer. Careful though, empty “perks” like free coffee, fruit or ping-pong tables can really date your brand. For more information on the importance of EVP and how to make a big difference, check out our blog on How to Create an Employee Value Proposition.
Clarify Must-Haves vs. Nice-to-Haves
You might have your dream candidate in mind who ticks all the boxes on your wish list as long as your arm. But it’s time to be realistic. Don’t risk scaring off great potentials by setting unreasonable standards.
Do:
Separate essential qualifications from optional/ desirable ones.
Highlight soft skills that actually drive success in the role.
Keep the list short - 5-6 essentials max.
Show Pay Transparency and Growth Path
Let’s be honest, when you’re out shopping what is the first thing you do when you pick up an item? Check the price? Yeah me too. That’s because we want to value anything we’re looking to bring into our lives before we invest too much time or emotion into it. While you might have your reasons for not wanting to include hard and fast numbers in your JD, not being clear or upfront about salary range and bonus structure can be a big red flag.
You’ve done the hard work, you’ve identified the gap you need to fill, you’ve written a glowing, sexy and irresistible job description following the steps in this blog, you’ve even benchmarked salaries against regional trends (No? You haven’t? Well no worries. We’ve done it for you in our 2026 Salary Guide), being shifty about pay could be what triggers that scroll past reflex. People want clarity and they want to know what they’re in for.
This includes adding info about reporting line and next-step opportunities plus examples of internal mobility or career progression.
Transparency builds trust and trust attracts top performers.
Red Flags You Might Be Accidentally Broadcasting
Sometimes in our bid to sell, we actually give top talent the ick. Here are some examples to avoid and what candidates actually infer:
Overly long list of responsibilities = burnout culture.
“Must thrive under pressure” = poor work-life balance.
“We’re like a family” = blurred professional boundaries plus so cheesy.
“Self-starter” + no management support = disorganisation.
Missing diversity language = exclusion by omission.
Final Checklist Before Publishing
You’re so close to clicking that big beautiful publish button and watching those perfect, wish fulfilling, dream candidate CVs role on in. But before you put on your impressive interviewer suit and sit yourself down in your intimidating “why do you think you’re right for this role” chair, just run through this quick checklist:
✅ Is it written in plain English?
✅ Does it show the company’s purpose?
✅ Would your best employee apply for it?
✅ Can a candidate visualise their success in the role?
✅ Does it sound human, not corporate?
✅ Have you written for the talent you want or the role you have to fill?
Remember - the goal isn’t to get more applicants - it’s to get the right ones. Every word signals your culture, standards, and leadership mindset so don’t carbon copy or Chat GPT it, this is a window into your company. Make it personal, bold, authentic and compelling - talent always notices.
Tom Ralph – Division Manager, Finance and Accounting