An effective job description defines the role clearly. Then it lists what the job needs in plain language. The standard sections, in order, are a clear job title, a short summary, key responsibilities, requirements split into must-have and nice-to-have, the reporting line, pay and logistics (location, work model, salary range and benefits), an "about us" section, and a "how to apply" call to action with an equal-opportunity statement. Write the full internal description first, then pull a shorter advert from it.
The one big lesson is simple. Be clear and inclusive, and separate what is truly required from what is merely preferred. Long requirement lists and gender-coded wording quietly push qualified people away. A focused, mid-length, plainly written post brings in more of the right applicants.
Key takeaways
- Write the internal job description first, then pull a shorter, candidate-facing advert from it.
- Split requirements into must-have and nice-to-have. SHRM recommends separating mandatory from preferred.
- Include the salary range where you can. In a LinkedIn survey, 91% of respondents said it would affect their decision to apply.
- Aim for mid-length, roughly 300 to 500 words. Both very short and very long posts under-perform in Appcast benchmarks.
- Remove gender-coded words to widen the pool. Cite the "100% qualified" line as illustrative, not literal.
- A clear JD feeds sourcing, screening and structured interviews, keeping the whole hiring process consistent.
Why it matters
A clear job description is the foundation of the whole hiring process. The must-have and nice-to-have criteria you define feed sourcing and screening. The responsibilities and essential functions feed your scorecards and structured interview questions. Define the role well once and every later step stays consistent. Define it poorly and the noise spreads through the entire pipeline.
It also affects who applies at all. Long requirement lists, missing pay and gender-coded wording quietly shrink your pool. In Tara Sophia Mohr's HBR survey of more than 1,000 professionals, the most common reason people gave for not applying was that they did not meet the stated qualifications, not a lack of confidence in doing the job. A focused, plainly written, mid-length post brings the right people to the table.
The sections of a job description
Job title
The name of the role. Use a clear, standard, searchable title like "Marketing Manager", not internal jargon or creative names. Candidates search by recognisable titles, so plain ones get found.
Summary / role overview
A short one to three sentence opening. It explains what the role is, why it exists and how it contributes to the team or company. It orients the reader before the detailed duties.
Key responsibilities / duties
A bulleted list of the main tasks and accountabilities. In an ADA context these map to essential functions, the core duties the person must be able to perform, versus marginal functions, the peripheral tasks. LinkedIn's analysis of US job posts found shorter responsibilities sections, and a focus on skills, were associated with higher apply rates.
Requirements: must-have vs nice-to-have
The knowledge, skills, experience, education and certifications needed. Split them. Must-have qualifications are non-negotiable to do the job. Nice-to-have ones strengthen an application but are not mandatory. SHRM recommends this split, for example requiring a bachelor's degree while preferring a master's. It widens the pool and avoids screening out capable people.
Reporting line
States who the role reports to, the department it sits in, and any supervisory duties such as the number of direct reports. SHRM lists reporting structure as a standard component, and it gives candidates clarity on hierarchy and scope.
Pay and logistics
The location and work model (onsite, remote or hybrid), the salary range and the benefits such as health, dental, pension and leave. Stating the work model aids self-selection. Publishing the pay range, known as pay transparency, is now legally required in a number of US states. In a LinkedIn survey, 91% of respondents said a salary range would affect their decision to apply.
About the company and how to apply (with EEO)
Employer-brand content describing the organisation, its mission and the team. Add a clear call to action: the steps, what to submit and any deadline, and keep the apply process simple. Close with an equal-opportunity statement confirming the employer does not discriminate and welcomes applicants from all backgrounds.
Job description vs job advert
These are not the same. The job description is the internal HR document that fully defines the role, its duties, reporting line, qualifications and working conditions. It is more exhaustive and longer-lived. The job advert (or posting) is the external, candidate-facing version. It pulls a subset (summary, essential functions, core qualifications) and adds employer brand, benefits, salary and a call to action. Write the description first, then derive the advert.
How to write a job description, step by step
Step 1: Define the role on paper first
Start with the internal job description before you advertise. Write down the role's purpose, core duties, reporting line and working conditions. Under EEOC and ADA guidance, a written job description prepared before advertising or interviewing is considered by the EEOC as evidence of a job's essential functions, so this step has legal value too.
Step 2: Pick a clear, searchable title and write a short summary
Choose a standard title candidates actually search for, like "Marketing Manager". Then write a one to three sentence summary. Say what the role is, why it exists and how it helps the team or company.
Step 3: List the key responsibilities
Write a focused bulleted list of the main tasks and accountabilities. Separate the essential functions (core duties) from marginal ones. Lead with responsibilities and skills. In LinkedIn's analysis of US job posts, posts emphasising hard skills showed a 56% uplift in apply rates, and soft skills a 47% lift, relative to pedigree-focused posts.
Step 4: Split requirements into must-have and nice-to-have
List only what is genuinely required as must-have. Move everything else to nice-to-have. This is SHRM's recommended split. It encourages more relevant applicants and avoids screening out capable people, including under-represented groups who are more likely to self-select out when faced with long requirement lists.
Step 5: Add pay and logistics
State the location and work model (onsite, remote or hybrid), the salary range and the benefits. Include the range where you can. In a LinkedIn survey, 91% of respondents said a salary range would affect their decision to apply. Check your local rules, as a number of US states now require it.
Step 6: Check the language and length
Remove gender-coded words like "competitive", "dominant", "rockstar" or "ninja", and cut unnecessary jargon. Keep the post mid-length. Appcast benchmark research points to the best apply rates around 300 to 500 words, with very short and very long posts doing worse.
Step 7: Finish with how to apply and an EEO statement
Add a clear call to action with the steps, what to submit and any deadline, and keep the apply process simple. Close with an equal-opportunity statement. The same defined criteria then feed your sourcing, screening scorecards and structured interview questions, keeping the whole process consistent.
Do this
- Use a clear, standard, searchable job title like "Marketing Manager" instead of internal jargon or creative names.
- Split requirements into must-have and nice-to-have so capable people do not screen themselves out. SHRM recommends separating mandatory from preferred.
- Include the salary range. In a LinkedIn survey, 91% of respondents said a salary range would affect their decision to apply.
- State the location and work model (onsite, remote or hybrid) so candidates can self-select.
- Keep it mid-length. Appcast benchmark research points to the best apply rates around 300 to 500 words, with very short and very long postings under-performing.
- Lead with responsibilities and skills. LinkedIn's US job-post analysis found posts emphasising hard skills had a 56% uplift in apply rates versus pedigree-focused posts.
- Remove gender-coded and informal words like "rockstar" or "ninja" to widen the applicant pool.
- Write the full internal job description first, then pull a shorter advert from it.
Common mistakes to avoid
Cramming every preferred skill into "required"
Long requirement lists push capable people out. SHRM advises separating mandatory requirements from preferred ones. In Tara Sophia Mohr's HBR survey of over 1,000 professionals, the top reason people gave for not applying was that they did not meet the stated qualifications and did not want to waste the effort, not a lack of confidence in doing the job.
Hiding or skipping the salary range
Leaving pay out can cost you applicants. In a LinkedIn survey, 91% of respondents said a salary range would affect their decision to apply, and 62% of employers said they always include one, up 8.3% from 2022. Pay transparency is now legally required in a number of US states.
Using gender-coded or gimmicky wording
Words like "competitive", "dominant", "rockstar" or "ninja" can reduce some women's sense of belonging in a role. Gaucher, Friesen and Kay (2011) found masculine-coded wording made roles less appealing to women, an effect driven by belonging rather than perceived ability. Textio also reports more gender-neutral postings attract a broader pool and fill faster.
Writing too much or too little
Very short and very long postings both under-perform. Appcast benchmark research points to the best apply rates roughly in the 300 to 500 word range, with postings under about 200 words and over about 700 words doing worse. LinkedIn's analysis found high-performing US posts were about 7% shorter overall than low-performing ones.
Using a clever title nobody searches
Creative or internal titles hurt you because candidates search by recognisable names. Use a clear, standard title like "Marketing Manager" rather than jargon, so the right people can actually find the role.
Overstating the "100% qualified" claim as hard fact
The popular line that men apply at 60% of qualifications while women need 100% is traced in Tara Sophia Mohr's HBR article to an internal Hewlett-Packard report, repeated secondhand in books like "Lean In". It is not a peer-reviewed finding. The Behavioural Insights Team notes it is likely a speculative recollection, and one independent analysis found a far smaller gap (women at about 56% of requirements met versus men at about 52%). Use it as illustrative, not literal.
Frequently asked questions
What is the difference between a job description and a job advert?
A job description is an internal HR document that fully defines the role: its purpose, duties, reporting line, required and preferred qualifications, essential functions and working conditions. A job advert (or job posting) is the external, candidate-facing version. It pulls a subset of the description, usually the summary, essential functions and core qualifications, and presents it with employer-brand messaging, benefits, a salary range and a call to action. The advert is shorter and more persuasive.
How long should a job description be?
Aim for the middle. Appcast benchmark research finds the highest apply rates land roughly in the 300 to 500 word range, while postings under about 200 words and over about 700 words under-perform. A LinkedIn analysis of US job posts (April to September 2023) also found high-performing posts were about 7% shorter overall, with responsibilities sections about 9% shorter, than low-performing ones.
Should I include a salary range?
Including a salary range tends to help. In a LinkedIn survey, 91% of respondents said a salary range would affect their decision to apply, and 82% said it would give them a more favourable impression of the company. In a number of US states, publishing the pay range is now legally required.
What does "must-have vs nice-to-have" mean?
Must-have (or required or essential) qualifications are non-negotiable to do the job. Nice-to-have (or preferred) qualifications strengthen an application but are not mandatory. SHRM recommends separating mandatory requirements from preferred ones, for example requiring a bachelor's degree while preferring a master's. Splitting them encourages more relevant applicants and avoids screening out capable people.
Why does gendered language in a job ad matter?
Gaucher, Friesen and Kay (2011) found job ads commonly contain gendered wording, and that masculine-coded words like "competitive" or "dominant" made roles less appealing to women. The effect came from a reduced sense that they would belong in the role, not from any change in their belief that they could do the job. A 2024 peer-reviewed replication re-examined the finding with mixed but qualified support, so treat the effect as supported but with nuance.
What are "essential functions" and why write a JD before advertising?
The EEOC defines essential functions as the basic job duties a person must be able to perform, with or without reasonable accommodation, to be qualified for the job. Marginal functions are duties not central to the role. Under EEOC and ADA guidance, a written job description prepared before you advertise or interview is considered evidence of a job's essential functions, which is one reason to define the role on paper first.
The bottom line
A good job description comes down to discipline. Define the role first, separate what is truly required from what is merely preferred, name the pay and the work model, and write in plain, inclusive language. Do that and you attract more of the right people and fewer of the wrong ones. The same defined criteria then feed sourcing, screening and structured interviews, so the whole hiring process stays consistent.
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Related reading: skills-based hiring explained and unconscious bias in hiring.
Sources
- SHRM, How to Develop a Job Description (Accessed 2026): An effective job description contains a job title, summary or purpose, duties and responsibilities, required and preferred qualifications, reporting structure and working conditions; SHRM recommends separating mandatory requirements from preferred ones (for example requiring a bachelor's degree while preferring a master's) and using essential-functions terminology.
- Datapeople, The Difference Between a Job Description and a Job Posting (Accessed 2026): A job description is an internal HR document defining duties, expectations and reporting line, whereas a job advert or posting is the external, candidate-facing document that pulls a subset (summary, essential functions, qualifications) and adds a marketing spin; the posting is shorter and more concise.
- U.S. Equal Employment Opportunity Commission (EEOC), The ADA: Your Responsibilities as an Employer (Accessed 2026): The EEOC defines essential functions as the basic job duties an employee must be able to perform, with or without reasonable accommodation; marginal functions are duties not central to the position. A written job description prepared before advertising or interviewing is considered by the EEOC as evidence of a job's essential functions.
- Harvard Business Review, Tara Sophia Mohr, Why Women Don't Apply for Jobs Unless They're 100% Qualified (2014-08-25): The statistic that men apply when they meet 60% of qualifications while women apply only at 100% is traced to an internal Hewlett-Packard report (repeated in books such as "Lean In"); it is a secondhand citation, not a peer-reviewed study. In Mohr's survey of over 1,000 professionals, the most common reason for not applying was not meeting the stated qualifications, not lack of confidence in doing the job.
- Behavioural Insights Team (BIT), Women Only Apply When 100% Qualified. Fact or Fake News? (Accessed 2026): Independent scrutiny suggests the 100% vs 60% figure is likely a speculative recollection rather than hard data; when the underlying question is tested independently the gender gap appears far smaller (women applying at around 56% of requirements met versus men at around 52%).
- Gaucher, Friesen & Kay (2011), Evidence That Gendered Wording in Job Advertisements Exists and Sustains Gender Inequality, Journal of Personality and Social Psychology 101(1) (summarised by Harvard Kennedy School Gender Action Portal) (2011): Gaucher, Friesen and Kay (2011) found job advertisements commonly contain gendered wording, and that masculine-coded wording (for example "competitive", "dominant") made roles less appealing to women, an effect driven by a reduced sense of belonging rather than by any change in their belief about their own ability.
- Seong et al. (2024), Does gendered wording in job advertisements deter women from joining start-ups? A replication and extension, Strategic Entrepreneurship Journal (2024): A 2024 peer-reviewed replication and extension re-examined Gaucher, Friesen and Kay (2011), testing whether gendered wording deters women from joining start-ups, with mixed and qualified support.
- Textio, Language in your job post predicts the gender of your hire (Accessed 2026): Textio reports that the gender tone of language in a job post predicts who applies and is hired, and that more gender-neutral postings attract a broader applicant pool and fill faster.
- LinkedIn Talent Solutions, Data-Driven Tips to Boost Your Apply Rate with a Better Job Description (2023-10-26): LinkedIn analysis of paid US job posts (1 April to 30 September 2023) found high-performing posts were about 7% shorter than low-performing posts and their responsibilities sections about 9% shorter; posts emphasising hard skills showed a 56% uplift in apply rates and soft skills a 47% lift, relative to pedigree-focused posts.
- LinkedIn Talent Solutions, Should You Include Salary Ranges on Job Postings? (2024-02-05): A LinkedIn survey found 91% of respondents said including a salary range in a job post would affect their decision to apply, and 62% of employers said they always include a salary range (an 8.3% increase from 2022).
- Search Engine Journal, LinkedIn Data: 91% Of Applicants Want Salary Range In Job Posting (2023-02-13): 82% of respondents said seeing a salary range in a job description would give them a more favourable impression of the company.
- Appcast, How Job Descriptions, Titles, and Apply Process Impact Costs (recruitment media benchmark research) (Accessed 2026): Appcast benchmark research finds descriptions of roughly 201 to 400 words achieve the highest apply rates, while very short (under about 200 words) and very long (over about 700 words) descriptions under-perform; best performance is commonly cited in the 300 to 500 word range.