Crafting compelling job descriptions: Marketing positions for success

Crafting compelling job descriptions is a crucial step in attracting top talent to your organization. A well-written job description not only outlines the responsibilities and qualifications required for the role but also showcases your company culture and values, ultimately enticing the right candidates to apply. 

Here are 8 important considerations when you are writing your next job description:

1. Salary transparency

Salary transparency is the talk of the town, with some U.S. states requiring salary ranges be included on job postings. While some staffing firms may not list salary due to confidentiality agreements with clients, it should be noted that demand for salary transparency is a big factor in recruiting top talent. On a recent Horizontal Talent LinkedIn poll, 723 professionals voted on what makes a job description stand out and 61% chose transparent salary. 

Other important factors noted in the poll were clear job expectations, where the position sits in the organization, no “fluffy” terminology and inclusive verbiage. 

2. Write inclusively and equip tools to reduce unconscious bias

Diversity and inclusion are not just buzzwords; they are essential components of a thriving workplace culture. Avoid gendered language or biased terminology that may discourage certain groups from applying. Utilizing AI and software tools can reduce unconscious bias and promote inclusive writing. Tools like Ongig will help make sure your job description is not only engaging but inclusive. Stating your company’s commitment to DEI can also help encourage diverse candidates to apply and can contribute to the creation of a welcoming, engaging job description. 

3. Optimize for SEO

Consider search engine optimization (SEO) when writing your job description to increase its visibility to potential candidates. Use relevant keywords related to the role and industry to improve your chances of appearing in search results.

4. Focus on core responsibilities, desired skills and qualifications

Clearly outline the skills, qualifications and experience necessary to excel in the role. Include both mandatory requirements and preferred qualifications but be realistic about your expectations to attract a diverse pool of candidates. Provide a detailed list of the key responsibilities and duties associated with the role. Be specific about what the day-to-day tasks entail and prioritize them in order of importance. This helps candidates understand what they'll be doing in the position.

5. Showcase company culture, values and growth opportunities

Your job description is not just about the role; it’s also an opportunity to showcase your company culture and values. Highlight any opportunities for professional growth within your organization, whether it’s through training programs, mentorship opportunities or the chance to take on increasing levels of responsibility.

6. Use engaging language and tone

Use active verbs and descriptive language to convey excitement about the role and the company. Avoid jargon and overly formal language, opting instead for a tone that resonates with your target audience.

7. Provide clear application instructions

Make it easy for candidates to apply by providing clear instructions on how to submit their application. Include details such as where to send resumes, any additional materials required (such as a portfolio or writing samples) and the deadline for applications.

8. Proofread, edit and update

Last but certainly not least, proofread! Grammar mistakes can be easy to miss but deter top talent from applying and impact your credibility. Before publishing your job description, thoroughly proofread and edit it to ensure clarity, accuracy and professionalism. To add on, consider regularly reviewing and updating your job descriptions based on feedback from hiring managers, recruiters and candidates to ensure they remain compelling and relevant.

A job description is often the first impression candidates have of your company, so make sure you follow these guidelines and take the time to make it as compelling as possible!


Let’s make sure your job descriptions attract top talent. Horizontal is your trusted partner for quality hiring, from start to finish. 

Looking for your next role? Get in contact with a Horizontal recruiter to start your job search today.