Job Descriptions are part of your Employer Branding

The job descriptions have an immediate effect on the employer branding, and they are impacting the way candidates perceive the culture of organization. If they sound uninspiring, overly formal, or vague, you could be missing out on the best talent.

In order to get the most suitable candidates for a role, it’s important to make sure that the job descriptions work in favour of the employer branding of your Organization and not against it.

1. Use Engaging and Inclusive Language

Many job descriptions contain outdated, corporate-heavy language that fails to connect with candidates.

• Avoid jargon, generic buzzwords, and unnecessary complexity. Instead, aim for:
• Conversational tone – Write as if you’re speaking to the candidate directly.
• Clear and inclusive language – Avoid terms that could unintentionally exclude qualified candidates.
• Avoid overused phrases – Terms like “rockstar” or “ninja” may seem fun but can feel exclusionary or unclear.

Instead of mentioning “We are looking for a digital marketing ninja who thrives in fast-paced environments.” Use this instead “We are looking for a digital marketing specialist who enjoys creative problem-solving and collaboration.”

2. Showcase Your Company Culture and Values

A job description is not just about listing duties, it’s an opportunity to introduce your company culture. The market is competitive, and candidates today want to align with a company’s mission and values, so be clear about what makes your workplace unique.

• Highlight workplace flexibility, DEI efforts, and career growth opportunities.
• Use storytelling to illustrate your values. Share a real example of how your company lives up to its mission.
• Include a short statement about your work environment (e.g., remote-first, hybrid, collaborative, etc.).

Instead of simply stating “We value teamwork and innovation,” you can say “In our Company, we believe in fostering a culture of innovation where every team member has a voice. We value teamwork and collaboration, encouraging employees to share ideas that drive real impact.“

3. Be Transparent About Salary and Benefits

Today’s job seekers expect transparency, especially around salary and benefits. Research shows that 67% of job seekers say salary information influences their decision to apply

• Include a salary range to set clear expectations and avoid wasting time.
• List key benefits and perks such as remote work, wellness programs, or development opportunities.
• Explain career progression as candidates want to know if there is room to grow within the company.

Instead of just mentioning “Competitive salary and benefits,” be more specific “This role offers a salary range of EUR60,000 – EUR75,000, along with health insurance, flexible working hours, and an annual learning budget to support your professional growth.”

4. Focus on the purpose of the role not just the responsibilities

Instead of simply listing tasks, highlight how the role contributes to the company’s mission and overall success.

• Explain how this position makes an impact.
• Connect daily tasks to the company’s goals.
• Emphasize the opportunities for innovation and collaboration.

Rephrase the responsibilities with more details. For example, instead of being generic like “Manage the company’s social media accounts and create content.” Use more information about the importance of the position “As our Social Media Manager, you’ll play a key role in shaping our brand’s online presence and building meaningful connections with our audience. Your creativity and strategic mindset will help us engage and grow our community.”

5. Keep It Concise and Well-Structured

A long, overwhelming job description can discourage candidates from applying.

• Use bullet points for easy readability.
• Break-down the text into clear sections (About Us, Responsibilities, Requirements, Perks).
• Keep it under 700 words

Your job descriptions are a powerful employer branding tool that can either attract or repel top talent. By using engaging language, showcasing company culture, and providing transparency, you create a job description that speaks to the right candidates, and you will avoid random applicants.