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How to write a job description that converts

Crafting a successful job advertisement isn’t an easy thing to do, and how you describe the role can be the key factor in whether or not it can convert.

Arguably one of the most important parts of recruitment is posting a job advert online. However, with so many different roles being advertised for all the time, it is hard to stand out. If you want to make sure the right applicants are applying to your clients, you need to write the best possible job description.

Done right, this will not only showcase what to expect from the job but also show off what it will be like to work at the company, what kind of person they are looking for and what benefits they can expect. Done wrong, it can leave applicants confused about what the role actually entails.

So how can you ensure the job descriptions you write are as effective as possible? There is no single answer, but we’ve put together a series of tips that you can use to make sure you are creating descriptions that are more likely to convert.

Highlight the company culture

Research from Glassdoor has found that 84 per cent of job seekers think the reputation of a company is important when deciding to take on a role, while 40 per cent of millennials select an employer-based more on their health and wellness benefits. It’s clear that leading with salary and responsibilities is not enough if you want your job description to be successful.

You should make sure you highlight your client’s company culture, reputation and health benefits as part of the job description. Don’t leave them as afterthoughts at the end of the description, make sure they’re one of the first things applicants read.

Avoid unusual job titles

You – or your clients – might be tempted to title a job something like ‘development rockstar’ or ‘software ninja’, but this is a big mistake. Titles like these can easily be misconstrued by applicants, and in many cases, they will not know what the job actually entails from the title.

These strange titles can be even more harmful to your role, as they can severely reduce the number of women who apply. Studies have shown that gendered words make women less likely to engage with job adverts, and words like ‘ninja’, ‘rockstar’, ‘wizard’ etc are generally seen as masculine.

Keep diversity in mind

In a similar manner, you should avoid using terms like ‘dominate’, ‘superior’ and ‘aggressive’, as these are considered masculine and can put women off applying. If you want to foster diversity, you should make sure your descriptions are as neutral as possible to avoid putting off prospective applicants.

Diversity might not be your clients’ top priority, but research shows that diverse hires have a lot of benefits to a company. Inclusive businesses have been found to generate 1.4 times more revenue and are 120 per cent more capable of meeting financial targets than the average. Diverse hires are therefore better hires, and if they are seen as such then you are more likely to get repeat business from your client.

Include salary information

It’s often tempting to state that the salary is negotiable when the time comes to write a job description, but this has a good chance of putting applicants off. While it’s becoming less important, salary is still a major concern for candidates of all age ranges, and they might not bother applying if they don’t think they’re going to get fairly compensated.

Studies show that including salary information on a job description results in around 30 per cent more applicants. If you don’t want to miss out on top talent, you need to ensure you’re providing all the information you can on your job descriptions when it comes to salary.



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