How to write job descriptions that attract top diverse talent 

Job descriptions are often the first touchpoint candidates have with your company. They have the power to shape perceptions of your employer brand and attract (or deter) potential applicants. Yet many companies treat JDs as an afterthought, resulting in bland, uninspiring, or even off-putting posts that fail to showcase what makes their workplace unique.

In today's competitive hiring market, it's more important than ever to craft compelling job descriptions that not only clearly outline the role, but also give candidates a good first impression of your company culture, mission, and values. The most effective JDs take a transparent, inclusive approach - encouraging a wide range of candidates to apply while still qualifying those who may not be the right fit.

So what goes into writing a  good job description? Having reviewed thousands of JDs at Flexa, we've seen the good and the bad. 

Top tips for creating a good job description

1. Include the salary range 💰

Let's start with a big one: compensation. While some companies shy away from publishing salaries in job ads, being upfront about pay is actually a win-win. It sets clear expectations, filters out candidates who fall outside your budgeted range, and demonstrates a commitment to fair, transparent hiring practices.

Research has shown that including salary bands can increase applications from diverse candidates by up to 27%. After all, you wouldn't buy a product without knowing the price, so why expect candidates to invest time applying without knowing if the compensation fits their needs? Give them the info they need to make an educated decision.

2. Make it two-sided 🤝

The most common pitfall that we see in JDs is when a company only talks about what the candidate must bring to the table, with little or no space devoted to what the company offers the candidate in return.

Recruitment isn’t a one-sided process: the candidate is also choosing you, so talk about what you as a company offer in order to stand out and make the candidate think “that’s the kind of company I want to work for!” Companies that take the two-sided "what's in it for you / what are the requirements for the role" approach see up to 7x more engagement with their roles, as measured by Flexa as a ratio of page saves to views.

Break down your candidate proposition into these buckets:

• The role: what does the job actually entail?
• The opportunity: what’s so great about this role?
• Requirements: what must a candidate have to be successful and, separately, what’s nice to have?
• Why work for us: the chance to wax lyrical about your great working environment and culture.

3. Take an inclusive, open-minded approach 🧠

JDs often paint a picture of an impossibly "perfect" (read: unrealistic) candidate. In doing so, they can unintentionally deter great applicants, especially from underrepresented groups. We've all seen the stat that men tend to apply for roles when meeting just 60% of the specified criteria, while women tend only to apply if they check every box.

Combat this by focusing JDs on core requirements, while leaving some flexibility for different experiences:

• Essential: What's truly needed to perform the role?
• Nice-to-have: Beneficial extras you'd love to see but are willing to be flexible on.
  

4. Show your personality ✨

We constantly hear from our candidates that job descriptions can be some of the worst things in the world to read, and too often we agree!

Frequently, a JD is the first time that a candidate will come into contact with your company. This could be an amazing opportunity for your employer brand to really make an impact! But too few companies make the most of this opportunity, neglecting to give their JDs a bit of personality.

Imagine you are talking to the prospective candidate as if they are thinking about joining your company:

• What do you want them to know?
• Why are you great?
• What language conveys how you work?

Here’s an example from us here at Flexa, bringing a bit of humour and work-life into a JD (if we do say so ourselves):

“About Us: We're a small-but-mighty team on a mission to make the working world better for all. If you're keen to help us shake up the status quo (and have fun while doing it) we'd love to hear from you! Plenty of learning opps, team socials, and cute doggo mascots included."

5. Prioritise transparency 🪟

Some think JDs should cast the widest possible net, but this approach helps no one. The best JDs let candidates make an informed choice about fit - which, yes, means some may opt out. But that's actually a good thing, preventing misalignment and wasted time on both sides.

So be upfront about the key factors we know candidates care about:

• Workplace flexibility (remote, hybrid, flexible hours etc)
• Culture and work style (autonomous, collaborative, fast-paced, etc)
• Mission, vision, and values that drive your organisation 
• Unique benefits, perks, or aspects that set you apart
  

The strongest JDs act like an engaging, informative first date; giving candidates a taste of who you are, what you're looking for, and why they should be interested. By combining clarity and transparency with personality and inclusivity, you'll boost both the quantity and quality of applications in your candidate pipeline.