How to Write a Compelling Job Description

Job descriptions are the new landing pages for recruiters. These short copies may not look much, but it’s your foot-in-the-door to get more applicants and, ultimately, the perfect fit for the position that you’re trying to fill.

It should be well-structured, enticing, and has all the relevant information that a job seeker would want to see for them to click the “Apply Now” button. Otherwise, your job post would just be ignored and you’ll risk losing valuable talents.

In this article, learn how to create a compelling job description to optimize your recruiting efforts.

Integrating the AIDA Model

The AIDA Model can be an excellent reference for you to create a strong and appealing job description. It tackles the four phases that candidates go through before deciding to apply for a job. These are:

• Awareness
• Interest
• Desire
• Action

Let’s break down these phases and discuss what you can do at each stage.

Awareness

First and foremost, you have to make the people aware that there is, in fact, a job vacancy in your company. You can write tons of excellent job descriptions but, if it isn’t seen by people, it’s going to be useless.

Spread awareness of your job post first by maximizing multiple platforms. You can create a career page and ensure that it is SEO-friendly. This way, when people search certain keywords on search engines like Google, your content will show up. 

You can also post on different job boards or social media channels. These can be LinkedIn, Facebook, etc. The majority of these sites allow you to boost advertisements as needed so that you can target a specific audience that you are aiming for.

Once you do these, your post reach will be amplified then it will be time for your job description to shine.

Interest

After raising awareness of your job post, you then have to capture their interest immediately. Most people tend to skim what they read online, so the first words they see must be noticeable and attractive.

The job title is very critical. This is the exact position that you’re trying to fill and will automatically grab the attention of those wanting to pursue that field.

Next, ensure that the first paragraph summarizes the challenges and unique selling points (USPs) of the job. You should be able to state what you are looking for in a fun and engaging way.

Example: We’re looking for an ONLINE MARKETING MANAGER to lead our dynamic team of talented individuals. This is a great opportunity to work for a multinational company that has been going strong for more than 10+ years! If you’re looking to challenge yourself and be the mastermind, storyteller, and brand wizard of our organization, let’s talk!

Follow it up by writing down the specific and relevant details about the position. Pay attention to the role responsibilities, office location, contract type, working time model, and more.

According to LinkedIn, the top three important detail that people are curious to read features the following:

• Compensation (61%)
• Qualifications (49%)
• Job Details (49%)

Desire

In the third phase of the AIDA model, the aim is to transform the aroused interest into the desire to apply. To achieve this goal, you should take a closer look at your employee benefits and company description.

In the third phase of the AIDA model, you must learn how to transform the aroused interest into the desire to apply. The key here is highlighting employee benefits and company descriptions.

If they work for your company, what benefits will they get? Will they receive dental care? Overtime pay? A reasonable amount of leaves? Health insurances? You can research the different types of benefits you can give to employees and consider them.

You can even be creative and give free massages every Thursday, serve free lunch every Monday, or host annual company trips.

Think long-term and treat these benefits as an investment for your company. These little things can make all the difference in building employee loyalty and satisfaction.

As for the company description, include all the achievements that your organization has made and describe your company culture. Write things that would make an applicant say, “Wow! What a great company. I would like to be a part of their team!”

Don’t forget to add a hyperlink to your website for more information.

Action

Lastly, end your job description with a short and concise call-to-action (CTA) 

Here, you can explain how they can apply for the position, which documents they have to attach (if any), and more. It will be easier if you have a CTA button where they can easily proceed with the application step.

Example: Ready to start your journey with us? Apply now! 

Additional Tips:

1. Use Google Trends to help you choose the right title.
2. Fix the format of your job description. Bold words or underline certain phrases that need to be emphasized.
3. Make your text simple and easy to read. People usually skim when they read online.
4. Think about your brand tonality when writing your job description. It should align with the nature of your company. Are you a fresh and creative startup? You can use words like “ninja” or “rockstar” to make your write-up more fun. Are you a multinational company? Then it’s okay to just go straight to the point.
5. When thinking of employee benefits, think about the demographics. Knowing what your target employees like will make it easier for you to come up with desirable perks. For instance, millennials usually like unconventional benefits and cool, flexible office spaces.
6. Remove unconscious bias and be culturally sensitive. Use neutral or generic words and don’t limit your job ad to specific groups of people only. Otherwise, you will come across as discriminating.
7. Use a trusted ATS like Manatal to help you post job ads across multiple platforms with just a few clicks. We also offer a free career page builder!

In Summary…

Writing a job description shouldn’t be taken lightly. It’s a pivotal part of sourcing candidates and you need to grab their attention the moment they see your job ad.

Consider your company’s needs, target market, and integrate all those in the job description with the AIDA model in mind. If you follow these steps and carefully plan them, you’re guaranteed to have more applications and find the talent that you need for the role.

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