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Crafting a job description is an essential part of the hiring process. Not only does it help hiring teams gain a better understanding of the position’s scope and the team needs, but it is also the first introduction potential applicants have to the role and organization. Making a great first impression is important for every business but it is especially crucial for startups, which typically don't have an established brand or well-known name that would attract more candidates.

If a job description is not done right, it can seriously affect the likelihood of an organization bringing in quality talent. In this guide, we will share eight tips to help you turn a banal job posting into an exciting advertisement that will have the applicants rolling in.

1. Include the right information

A well-written job description (JD) should be informative, exciting and most of all, evoke interest in all relevant job seekers who are reading. The first step to crafting an effective job advertisement is to include all the pertinent information a potential candidate would need to decide if the role and company sounds like a good fit for them. Some of the typical information that a JD should include:

About the role

• Job title
• Department
• [Reporting structure ][1]
• Salary range
• Role responsibilities
• Required or preferred skills, education and experience

About the company

• Description of the organization
• Location and remote work policy
• Benefits
• Expected work hours and shifts
• Disclaimer statements

2. Choose the right job title

The right job title can make all the difference between an ample pool of candidates and an inbox full of tumbleweeds. This is because when searching for new positions, candidates on the market will look for job titles that align with what they are seeking, and if the job title isn’t appropriately named, they likely won’t come across it or will skip over it. A position’s title needs to be clear, specific and should properly reflect what the role entails and its level of seniority. Most people wouldn't take the time to read a job description, let alone apply to a position with a cryptic title that would look out of place on their resume, so try to hone in on the keywords that your target applicants will search for.

Read more: [Why Different Job Titles Matter][3]

3. Make it personal

Good writing should captivate readers and a job description should be no different. Many job descriptions are unsuccessful because they are monotonous, mechanical and don’t give readers a good picture of what the organization and role are actually like. To avoid this, use language that is engaging and personable, and write in a tone of voice that represents your organization’s personality and culture. This shows candidates there is a human behind those words who is personally looking for someone like them.

One way to make the language more compelling is by directly addressing the readers in the second person, allowing them to better envision themselves working in this role. For a real world example, see how Slack compels its applicants.

4. Don’t overwhelm the reader

If an applicant's first impression of the company is a confusing chunk of text that is inundated with information, they probably won't expect working at the company to be less difficult. When writing a job description, only include information that is immediately relevant to a new joiner, such as who you are as an organization and what you need from this new hire. Write short and compelling sentences that give readers enough information to be interested in the role but leave room for additional questions that can be addressed during the interview process.

Sometimes simply breaking up the text visually is enough to make the JD more digestible. As opposed to one long paragraph, split the info into sections that are separated with headers. Such as:

• About the company
• About the role
• Responsibilities
• Qualifications
• Benefits

5. Sell the opportunity

Today, we are in a competitive [candidate’s market][5], where great talent is in high demand and candidates have no shortage of compelling job options coming their way. This means that a job advertisement must really stand out as a great opportunity to capture a candidate's attention.

To best sell this position as an opportunity applicants wouldn't want to miss, talk about the advantages of the role that they won't receive elsewhere. For example, if the employee will join a relatively small and flat team, highlight that they will have the opportunity to make a large impact and grow quickly. Employees want to know what you can do for them, not just what they can do for you.

6. Include salary and benefits

According to a [study][6] conducted by LinkedIn, the salary range and benefits section of a job description matters most to candidates. This is because no one wants to interview for a role and get excited about a position, only to find out that the salary or company benefits do not meet their minimum requirements. To avoid a poor candidate experience, let applicants know upfront what the salary range is, including any additional types of compensation such as bonuses or equity options. Additionally, include a list of company benefits and added perks that the organization offers so candidates know how they will be supported.

7. Talk about company culture

Anyone can get a job, but not everyone gets to work with people they get along with in an environment where they feel comfortable. If you're proud of your company culture and know that it can both attract and retain talent, show it off!

Give applicants a few examples of what makes your organization special, whether it’s your core values, community activities and events, cool office perks or strong collaboration. It is also important to include the company’s stance on diversity and equal opportunity hiring. Highlighting your company culture is a great way to make a job spec more alluring as it helps candidates visualize what it would actually be like to work on your team.

8. Show your organizational structure

One way to spice up a job posting and help job seekers better imagine how they will fit into the team is to actually show them. In your role description, mention the reporting structure by including who the candidate will report into, who will report into them and what teams they will work closely with.

A great way to allow applicants to meet the team before starting the interview process is by creating a public org chart for your organization on The Org. This public org chart allows individuals to view the [organizational structure][8], see the entire team and gain insight on how their work will contribute to the whole, all before an interview.

Read more: [How to Hire Better Talent by Using a Public Org Chart][9]

How The Org can help you attract talent

Public org charts enable job seekers to get a better feel for the people and culture at an organization but that is just one way The Org can help you hire top tier talent. Another great option is to add open positions to your public org chart [right here on The Org][10]. With our free jobs platform, you can promote your open positions to millions of visitors and job seekers who are already passionate about the startup and tech space.

In addition, The Org’s tech enabled recruiting service [Scout][11] helps high-growth startups scale their teams quickly and cost-effectively. Scout’s team of recruiters will source for candidates who are passive on the market, while a dedicated Account Manager can help you perfect your job description and market it on The Org to active job seekers. So if you're ready to start growing your organization, sign up for Scout below.