Unlock the secret to crafting an irresistible job listing

1 Nov 2023

5 min read time

At a glance

The employment landscape in 2023 has been characterised by a tight job market, skills shortages and a renewed focus on conditions such as flexibility.

This is a stark contrast to pre-pandemic times, and the changes are being felt in recruitment, says Nicole Gorton, a director at recruitment agency Robert Half Australia.

“Before 2020, companies were interviewing candidates for jobs. Since 2021, things have changed, and we’re now seeing candidates interviewing companies.”

Gorton says a compelling job description is critical in a job market where employers need to stand out from competitors to secure talent. “What is in it – and how you write it – is your first avenue to get the best talent for the role.”

Here are six steps to writing an effective job description.

1. Focus on the job seeker, not the job

The recruitment process is often driven by the need to fill roles quickly.

In haste, some hiring managers make the mistake of publishing job descriptions that have been written from the employer’s perspective, says Gorton.

In an economy with low unemployment, a job description that focuses on what the company needs rather than what a job seeker wants can fall flat.

Gorton recommends switching perspectives. The hiring manager should put themselves in the job seeker’s shoes and write the job description through the lens of what a candidate desires, she says.

“Ask, ‘Why would somebody want to apply for the role?'.’”

2. Sell the company in the job description

What appeals to the job seeker could be found within the company advertising the role, rather than the role itself. A job description is a perfect opportunity to sell the organisation’s strengths to potential job seekers.

“When you can describe the company and the work opportunity with a bit of colour – that’s what catches people’s attention,” Gorton says.

“People may be looking at four or five different jobs,” adds Geoff Balmer, founder and director of accounting recruitment specialist Richard Lloyd. “You need your job spec to stand out to grab their attention.”

Describing the company culture, salary and benefits is essential to articulate a company’s unique value proposition. A job description should also highlight what differentiates the employer from its competitors.

“Candidates want to know about a company’s diversity and inclusion strategy, its ESG [environmental, social and governance] strategy and if it is aligned to a charity,” Gorton explains.

Personalise as much as possible so the job description speaks to job seekers, adds Balmer. Using an AI tool may be tempting as a timesaver, but the results are often too generic to appeal to job seekers.

3. Define the role accurately

Every job description should feature the same essential information – job title, conditions, requirements, responsibilities, skills and qualifications.

Poorly written job descriptions contribute to high turnover among new hires who discover their expectations of a role do not match the reality. Well-written, accurate job descriptions that avoid jargon tend to be more appealing. The inclusion of relevant keywords can help to ensure the job description appears in online searches.

"Accountants are by nature quite analytical. They want to go away and research the role and feel confident about the job before they apply for it."

— Geoff Balmer, Richard Lloyd

“Accurate representation is the key to long-term hiring success,” Balmer says.

Present a breakdown of the duties to help bring the role to life, says Balmer.

“Accountants are by nature quite analytical. They want to go away and research the role and feel confident about the job before they apply for it.”

Effective writing tips for accountants

For accountants and finance professionals, effective writing is not just about words – it must also include the numbers and diagrams that tell the story. Using a data and information visualisation approach can help.

4. Set the job seeker up for success

The inclusion of success metrics in a job description can allow job seekers to see themselves in the role, set appropriate expectations and highlight a pathway for career progression.

“It’s good to give people an understanding of what would make them successful in that company,” says Balmer.

“People want to know, if they take this job, where will it take them?”

Just as important is including staff development opportunities in a job description.

Gorton says candidates tend to ask questions around development, such as “What’s the business’s take on upskilling, reskilling, and learning and development?” and “How do I continue to grow in my role?”.

5. Think about competencies, not just experience

Companies often ask for “a qualification, number of years of experience, industry experience and software experience in the job description. What they don’t look for are the competencies and skill set of the candidate”, says Balmer.

He says the result is often “a narrow range of candidates” thanks to limiting and irrelevant criteria.

In practice, a candidate’s success in a role is determined by factors such as their ability to learn new skills rather than whether they have experience using specific software.

“Hiring managers should be thinking about a candidate’s learning ability and growth mindset versus their industry experience or if they’ve used a computer system,” Balmer says.