How to Write Job Descriptions That Attract Top Talent

You post a job opening on Monday morning. You feel hopeful. You imagine a flood of qualified, enthusiastic candidates hitting your inbox by lunch.

By Wednesday, the reality sets in.

You have three applications. One is from a person who lives in a different continent for an on-site role. One has zero relevant experience. And the third is a generic resume that looks like it was blasted to fifty companies in an hour.

It is frustrating. It feels like a waste of time. And it makes you wonder where all the “good people” are hiding.

Here is the hard truth. The good people are out there. They just aren’t applying to your job because your job description is boring them to tears.

Most small business owners treat job descriptions like a grocery list of demands. They list everything they want the employee to do for them. But top talent doesn’t want a grocery list. They want an opportunity.

If you want to hire A-players, you have to stop writing “Help Wanted” signs and start writing marketing copy. You have to sell the vision.

Let’s talk about how to flip the script and write a job post that makes the right people say, “I need this job.”

The “Laundry List” Problem

Go look at a standard job posting on Indeed. What do you see?

• Must have 5 years experience.
• Must be proficient in Excel.
• Must be punctual.
• Must be able to lift 20 pounds.

It is a list of “Musts.” It is all about what the company demands. It feels transactional. It feels cold.

When a high performer reads that, they don’t see a career. They see a list of chores.

High performers have options. They are currently employed. They aren’t looking for a paycheck; they are looking for a next step. If your description looks like every other corporate copy-paste job, they will scroll right past it.

You are not just competing with other small businesses. You are competing with the noise of the internet. To win, you have to be interesting.

Deep Dive: The 4 Elements of a Magnetic Job Description

To fix this, we need to change the structure. We need to move from “Requirements” to “Results.”

1. The Hook (The “Why”)

Don’t start with the job title and a boring definition. Start with the mission.

• Boring: “We are looking for a Sales Associate to join our team.”
• Magnetic: “We help local homeowners protect their biggest asset. We are looking for a relentless problem solver who wants to change how people think about construction.”

This connects the role to a bigger purpose. It filters out people who just want a clock-in job and attracts people who want to build something. This is the first step in building a strong company culture before they even walk in the door.

2. The “Year One” Outcomes

Instead of listing daily tasks, list the outcomes you expect.

• Task: “Make cold calls.”
• Outcome: “Build a pipeline of 50 qualified leads per month and close $20k in new revenue by month six.”

This does two things. First, it tells the candidate you care about results, not just activity. Second, it allows the candidate to visualize themselves winning in the role.

3. The “WIIFM” (What’s In It For Me)

Top talent knows their worth. You need to sell them on why they should choose you. Don’t just list “dental benefits.” List the intangible benefits.

• “You will have full autonomy over your schedule.”
• “You will work directly with the founder and learn how to build a business.”
• “We pay for your continuing education.”

This shows you are interested in empowering your team, not just extracting labor from them.

4. The Culture Filter

Be honest about who shouldn’t apply. “If you need a manual for everything, this isn’t for you. We move fast and break things.” This scares away the people who want a safe, slow corporate job. And it excites the people who thrive in chaos. It saves you hours of interviewing the wrong people.

Actionable Tips to Stand Out

1. Hack the Job Title (But Be Honest) Don’t use internal jargon like “Level 2 Associate.” Use titles people actually search for. But don’t get too cute. “Sales Ninja” or “Code Wizard” often comes across as immature. Stick to clear, industry-standard titles like “Senior Account Executive” or “Operations Lead.”

2. Post the Salary Range This is non-negotiable in 2024. If you hide the salary, A-players assume it is low. Transparency builds trust immediately. It also saves you from interviewing someone who is way out of your budget. If you are unsure what you can afford, use our calculator for the true cost of hiring to run the numbers first.

3. Use “You” Language Count how many times you say “We” or “The Company” versus “You.” Shift the focus. Instead of “The ideal candidate will…” say “You will…” Make the reader feel like they are already in the seat.

4. Include a “Day in the Life” Give a concrete example. “On a typical Tuesday, you might start with a team standup, spend two hours deep-diving into client data, and end the day brainstorming a new marketing campaign.” This removes the mystery and reduces anxiety about what the job actually entails.

The FAQ Section

Q: How long should the job description be? A: Keep it between 300 and 600 words. Enough to sell the role, but short enough to read on a phone. Use bullets to make it scannable.

Q: Should I require a cover letter? A: Generally, no. Most good candidates won’t write one. Instead, ask a specific question in the application form like, “Tell us about a project you are proud of.” It tests their writing skills without the formality.

Q: Where should I post it? A: Indeed and LinkedIn are the big ones. But don’t ignore niche boards relevant to your industry. Also, ask your current best employees to share it. Great people know great people.

The Bottom Line

A job description is the first handshake. It is the first impression.

If you treat it like a boring legal requirement, you will get boring candidates. If you treat it like a sales letter for the most exciting opportunity in town, you will attract people who want to be part of that excitement.

Stop writing for the person you want to tell what to do. Start writing for the person you want to partner with.

Ready to start hiring? Before you post that job, make sure you know exactly what you are looking for. If you are debating between hiring a leader or a manager, check out our guide on when to hire a COO vs Operations Manager to clarify the role first.