Write a job description that attracts candidates by leading with impact and scope, not a laundry list of duties. Include a salary range, be explicit about remote/hybrid policy, limit required qualifications to true must-haves, and use plain language. Clear, specific descriptions outperform vague ones in both search visibility and application quality.
Open with a one-paragraph pitch explaining why this role matters and what the person will own — not a company history. Follow with a short list (5–7 bullets) of what the person will actually do in the first six months. Then list requirements, separating hard requirements from nice-to-haves explicitly. Close with compensation range, work model, and benefits. Candidates scan, not read; front-load the most compelling and differentiating information.
Avoid jargon, superlatives ('world-class', 'ninja', 'rockstar'), and inflated requirement lists. Research consistently shows that women and underrepresented candidates apply at lower rates when descriptions contain unnecessarily gendered language or over-specified requirements. Use gender-neutral language and include only qualifications you would genuinely screen out candidates for lacking. Shorter descriptions — under 700 words — typically generate more applications than longer ones.
Google for Jobs and Indeed index job descriptions like web content. Use the exact job title candidates search for (avoid internal jargon), include the work model and location clearly, and place the job title in the page heading. A well-structured description with a clear title, location, salary, and requirements in plain HTML or ATS-generated markup improves indexation and organic click-through rates significantly compared to poorly formatted postings.
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