How to Write a Good Job Description (UK Guide for 2024)

Writing a good job description is your first step to attracting top talent, and in the UK’s competitive job market, it’s more important than ever to get it right. A well-crafted job description not only engages potential candidates but also sets clear expectations and helps streamline your hiring process.

In this guide, we’ll cover how to write a clear, concise, and engaging job description that resonates with candidates and boosts your recruitment success.

Why Is Writing a Good Job Description Important?

A clear, structured, and engaging job description helps you connect with the right candidates from the start. In today’s fast-paced UK job market, candidates often skim through descriptions, so it’s crucial that yours stands out.

From the job title to the benefits you offer, every detail matters when it comes to attracting high-quality talent.

Use a Clear Job Title

Why Clarity in Job Titles Matters

Using a clear and descriptive job title is essential for visibility on UK job boards such as Indeed, Reed, and Totaljobs. Avoid creative or vague titles like “Marketing Rockstar” or “Sales Ninja” that can confuse job seekers. Instead, opt for straightforward titles such as “Digital Marketing Manager” or “Sales Executive.”

Examples of clear job titles:

“Digital Marketing Specialist” instead of “Digital Guru”
“Customer Support Agent” instead of “Customer Happiness Hero”

Clear job titles are easier to search, rank higher on job boards, and give candidates a better idea of the role you’re offering.

Speak Directly to Candidates

How to Address Candidates Effectively

When writing your job description, speak directly to candidates using clear and conversational language. Remember, candidates may be skimming through dozens of listings, so avoid jargon or overly technical language that might turn them away.

Example of engaging language:

Poor: “The incumbent will be responsible for optimising customer service delivery across multiple platforms.”
Better: “You will manage our customer service team, ensuring we deliver top-notch support through phone, email, and social media.”

Engage your readers by making the job sound dynamic and appealing. Use second-person language (“you”) to make it feel like you’re speaking directly to them.

Describe the Job Responsibilities

Paint a Picture of the Day-to-Day Role

Help candidates visualise a typical day in the role.

Break down the responsibilities into bullet points that are easy to digest.

Be specific about the tasks and the impact they will have on the company.

This clarity can make your job description more appealing and transparent.

Example:

Manage and execute email marketing campaigns.
Track and analyse performance data using Google Analytics and provide insights.
Collaborate with the design team to create engaging visual content.

This level of detail helps candidates understand exactly what the job entails, reducing confusion later in the hiring process.

Highlight Key Skills and Requirements

Attracting the Right Talent with Clear Criteria

List the essential skills and qualifications needed for the role, but avoid asking for too much. Focus on must-have qualifications while highlighting what can be learned on the job. This ensures you don’t deter qualified candidates who might be missing a less-critical skill.

Example:

Essential: Minimum of 3 years’ experience in digital marketing.
Desirable: Knowledge of Adobe Creative Suite and graphic design.

Be transparent about your expectations, and clearly separate must-have skills from nice-to-have qualifications. This helps candidates self-assess and ensures you receive applications from the right people.

Sell Your Job and Company Culture

Why Candidates Should Want to Work for You

The job description is also an opportunity to sell both the role and your company. Highlight the perks, benefits, and company culture that set you apart from the competition. Are there flexible working hours? Do you offer career development opportunities? Is there an emphasis on work-life balance?

Example: “At [Your Company], we pride ourselves on our collaborative culture, flexible working hours, and commitment to continuous learning. Join a team where your ideas are valued, and where career progression is actively encouraged.”

Candidates increasingly look for roles that align with their personal values and goals, so showcasing your company culture can make a big difference.

Avoid Common Pitfalls in Job Descriptions

How to Avoid Losing Candidates Before They Apply

A poorly written job description can cost you valuable candidates. Avoid these common mistakes:

Discrimination: Avoid biased language (e.g. using “salesman” instead of “salesperson”).
Asking for Too Much: Stick to essential qualifications and avoid long lists of unnecessary skills that may put off talented applicants.
Negativity: Always frame requirements positively. Instead of “we will not consider applicants with less than 5 years of experience,” try “this is a senior-level role, and we seek candidates with at least 5 years of relevant experience.”
Being Vague: Don’t be mysterious about the role or your company. Be clear about responsibilities, company size, work hours, and any deal-breakers like the need for a specific license.

Structured and Mobile-Friendly Job Descriptions

Making It Easy to Read and Apply

With many candidates searching for jobs on mobile devices, ensure that your job description is easy to read on any platform. Use bullet points, short paragraphs, and clear section headings to break up the text.

Consider using a bullet point structure for:

Key responsibilities
Skills and qualifications
Benefits and perks

This makes the description more skimmable and ensures candidates can quickly understand what you’re looking for.

Frequently Asked Questions

What Does a Good Job Description Look Like?

A good job description is clear, concise, and compelling. It outlines the role’s responsibilities, the skills required, and the benefits of working for your company.

How Do I Make My Job Description Stand Out?

Make your job description stand out by highlighting your company culture, using clear and engaging language, and offering competitive benefits that make candidates want to apply.

What Is the Ideal Length for a Job Description?

Ideally, job descriptions should be around 400-600 words. This gives you enough space to cover the key details without overwhelming candidates.

How Can I Make My Job Description More Engaging?

Use second-person language (“you will…”) and focus on the candidate’s potential role within the company. Use bullet points and short paragraphs for easy readability.

Should I Include Salary Information in My Job Description?

Including salary information can make your listing more attractive, but it’s not always necessary. If possible, provide a salary range to attract serious candidates.

Conclusion: Write Job Descriptions That Attract Top UK Talent

Crafting a well-structured and engaging job description is key to finding the right candidates. By using clear job titles, addressing candidates directly, and showcasing your company culture, you’ll be well-positioned to attract top UK talent in 2024 and beyond.

About the Author

Mike Steenkamp is an experienced recruitment expert and co-founder of Perspectv, a cutting-edge data-powered talent matching platform in the UK. With over a decade of experience in talent acquisition and a deep understanding of the evolving job market, Mike is passionate about helping businesses attract top talent by using innovative recruitment strategies. He regularly writes about recruitment trends, job market insights, and effective hiring techniques to guide UK employers in making smarter hiring decisions.

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How to Write a Good Job Description