How to Write a Job Description That Actually Attracts Good Candidates

A job description does two things most business owners never think about. First, it's a marketing document — it's competing for attention against every other job posting a candidate sees that day. Second, it's a legal document — it defines the essential functions of the role, which matters enormously if you ever need to terminate for performance or navigate an ADA accommodation.

Most small business job descriptions do neither well. They're either a generic list of bullet points copied from somewhere online, or a vague paragraph that tells candidates almost nothing. Here's how to do it right.

The Structure of a Strong Job Description

1. Job Title

Use the actual title the person will hold — not an inflated one. Candidates search by common titles. "Customer Success Manager" will surface in more searches than "Client Happiness Ninja." Keep it searchable and accurate.

2. Position Summary (2–4 sentences)

A short, honest description of what this role is and why it matters. Not a corporate mission statement — a plain-language explanation of what the person will do and the impact they'll have. This is where you either hook a candidate or lose them.

3. Essential Functions

The core responsibilities of the role — what the person will spend most of their time doing. List 5–8 items. This section is legally significant: "essential functions" is the ADA standard for determining whether a disabled employee can perform the job with or without accommodation. Be accurate.

4. Required Qualifications

What someone must have to be considered — specific experience, credentials, or skills. Keep this list short and honest. Every "required" qualification you list that isn't actually required narrows your pool unnecessarily and can create disparate impact issues.

5. Preferred Qualifications

Nice-to-haves that would make a candidate stronger. Separating these from "required" gives you flexibility and signals to candidates that they should apply even if they don't check every box.

6. Working Conditions / Physical Requirements

If the job requires lifting, standing, travel, or specific physical capacity — state it. This is not optional for roles where physical requirements are real. It's essential for managing ADA accommodations correctly.

7. Compensation and Benefits

More states are requiring salary range disclosure now. Even where it's not required, posting a range dramatically increases application quality — candidates who apply know what to expect, and you stop wasting time on candidates who are $30K apart from your budget.

8. EEO Statement

A brief statement that your company is an equal opportunity employer. One sentence is fine. It signals professionalism and is standard practice.

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What Most Small Business Job Descriptions Get Wrong

The "rockstar / ninja / guru" problem

Clever titles and buzzword-heavy descriptions don't attract better candidates — they attract confusion. The best candidates are looking for clarity about the role and the company, not wordplay. Write it like a professional, not a startup from 2012.

Listing 20 "required" qualifications

Research consistently shows that male candidates apply when they meet 60% of listed qualifications, while female candidates typically wait until they meet 100%. Inflated requirement lists narrow your pool in ways you didn't intend. If you'd hire someone without a specific qualification, don't list it as required.

No mention of compensation

Hiding the salary range wastes everyone's time — yours and the candidate's. In a competitive job market, candidates skip postings with no pay information in favor of ones that are transparent. Post a range.

Copying a JD from the internet

Job descriptions from generic templates often include requirements that don't match the role or your state's laws. A job description that says the role requires a high school diploma when it doesn't need one can create disparate impact issues. Write it for your actual job, your actual business.

Legal note: Certain language in job descriptions can create discrimination claims before you've even hired anyone. Avoid age-coded language ("recent graduate," "digital native"), requirements that screen out protected classes without business necessity, and anything that suggests a preference for a specific gender or background.

The One Thing That Separates Good JDs from Great Ones

A great job description sells the opportunity — not just the requirements. The best candidates have options. They're reading your posting and asking: "Why would I want this job at this company?"

Answer that question explicitly. Two or three sentences about your culture, your mission, or why this role matters — honest, specific, not generic — will do more to attract the right people than any list of bullet points.

Pro tip: After you write it, have someone who doesn't know the role read it. If they can't tell you what the person will actually do day-to-day, rewrite it. Clarity is the best recruiting tool you have.

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Dr. Steve Cohen

Founder, HR Solutions On Call · 40+ years of HR consulting experience helping small and mid-size businesses navigate their toughest HR challenges. YourHRCoach.ai is built on his expertise.

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This article is for general HR guidance purposes only and does not constitute legal advice. Employment laws vary by state. Consult a licensed employment attorney for guidance specific to your situation.