How to Write an Engaging Job Description for Recruitment Marketing

September 2, 2022

Want to learn how to write a job description? Crafting an engaging, compelling job description is essential in drawing in the most qualified candidates for your open position. With more than 40% of jobs posted online, your job descriptions need to be consistent while also standing out from the rest.

So, what should an engaging, realistic job description include? Kind of like an advertisement (because it is), it should include the following:

How to Write a Job Description: Craft An Attention Grabbing Headline

A headline that grabs a job seeker’s attention without being “corny” is an easy way to get someone to read the job description.

You can even use “call-to-action” words to create a sense of urgency, such as:

Apply Now
Immediate Openings
Sign-On Bonus Provided

A Specific Job Title

Your job title needs to be ultra-specific to the work. Targeted job titles are by far more effective than generic ones.

If yours is too broad, you’ll not only reap more unqualified candidates, but increase the bounce rate of your job posting. In fact, a 2020 Indeed survey found that 36% of job seekers that use job sites search for a job using the title of the job they’re looking for.

“Why You’ll Like Working for Us”

This is one of the most important components of a successful job description. In this part, you should include the following:

2-3 sentences providing a brief overview of your company: How many years have you been in business? What does your company do? Why does your company do the work they do? Be specific, yet concise.
List 5 specific key benefits of the role and company: Does the role have opportunity for internal growth? Is there travel involved? Also, this is where you list the 5 key benefits of the company as well. Do you guys have unlimited PTO? A low turnover percentage? List that here!
Address flexibility available, if any: If your position is open to hybrid or remote work, say that! If you aren’t, also say that. You’d rather be upfront and get candidates to apply who are okay with your work environment. Also, if you do welcome remote work, say if you’re open to out-of-state candidates as well.
Include points about the pay, benefits and culture: This is all the nitty-gritty stuff. It’s also one of the first things job seekers look for. According to SHRM, when looking at a job posting, compensation and benefits are the primary things that most candidates are looking for. Be honest about the position’s salary range, the benefits (both hard and soft), and the team culture.

*Extra tip: in a time when nearly everyone is advertising hourly rates and “starting at” or “up to __/hour,” consider advertising it as an annual salary, too!

“What You’ll Do”

It may be obvious, but it still needs to be said; job seekers need to know what they’re signing up for.

No one wants to waste their time interviewing for a job they aren’t qualified for or interested in. This is where you can weed out the unqualified candidates and bring in the qualified, interested ones. List at least five (5) key responsibilities and duties; if not more.

Below is our current Marketing Specialist job description. Take a look at this position’s key responsibilities:

These are specific, day-to-day activities of a Marketing Specialist at RED66. It also includes how the position fits into the organization and demonstrates purpose. Consider this when you’re writing your next job description.

“What We’re Looking For”

There’s a difference between requirements and preferences. Requirements are hard and fast; if the position needs someone who is skilled at Excel without exception, that’s a requirement. However, if it would be beneficial for someone to be skilled at Excel, but not necessarily required for the position; that’s a preference.

Outline the requirements and preferences of your position in the description. These don’t have to be skill based. They also should include some character-based qualifications, such as:

Someone who likes to feel accomplished at the end of a day's work
A self-starter who can work independently and collaboratively, as needed
Communicate directly and consistently with the team
Be proactive in learning industry news and trends

Close with Thought Provoking Questions or Alternate Titles and Keywords

You want to be (and sound) just as invested in the right candidate as they are in you. They’re taking the time to read your posting; you want it to be worth it and ultimately, have them apply for it!

The final paragraph is where you can really convince the job seeker to hit the “Apply Now” button. Include keywords that job seekers search in your thought-provoking questions, such as the examples below:

“Do you have experience as a delivery driver?
“Are you looking to establish and grow your career?”
“Looking for a business that cares about their employees?”

At the end of the day, you want to be honest about your business while also highlighting the best parts about it. That way, you’ll get employees who are invested in your company’s mission and who will stay for the long run.

Having Trouble With Your Recruitment Marketing?

Although important, recruitment marketing is no easy feat. In fact, it’s a whole entire position, or even department, for many companies.

If you find yourself struggling with keeping up with the demands of recruitment marketing, RED66 can help. We offer tailored packages for small businesses, and have helped many of our clients achieve online visibility and thus, higher employee retention.

Need to put your recruitment marketing ideas into action? Download our “Strategies for Successful Recruitment Marketing” eBook now to stand out among other companies today!