Your online job descriptions should be informative in all the right ways, to attract the right candidates. But what many hiring managers overlook: job descriptions used for recruitment should also be inspiring or intriguing. How else will you attract applicants that both fit your qualifications and your company culture? After all, all work and no play makes Jack a dull boy (and a dull company). So guess who will be responding to your ads?

Using these guidelines to write your job descriptions, you’ll sell the position and your company to the inspired candidates you’re looking for:

• Be clear about the responsibilities. Use plain English to focus on the position’s five or six most critical duties. Large companies and government agencies typically do this by listing job duties alongside percentages that indicate how much of the job each duty entails. Avoid the laundry list of wished-for items, which is more likely to scare away good candidates if they don’t meet all the criteria. On the flipside, “Other duties as assigned” is vague and cheapens the job description (will that “other duty” be getting your boss’s Starbucks?); savvy candidates understand that not every duty is listed in the job description.
• Include salary information. Some companies treat salary like it is CIA classified. But when does that approach ever work? Salary mismatches typically result in one of two scenarios: 1) a candidate going through multiple interviews, only to be embittered by an offer well below their current salary; or 2) a company setting its heart on the perfect candidate, only to find they’re out of budget. Putting the salary range in the job description saves everyone time and heartache by attracting candidates who will work at the offered wage.
• Update the template each time. Don’t rehash the original posting from way back when—you don’t know how the job has changed in the last 25 or even the last 5 years, but you can bet that is has. If you’re able, talk with the employee who currently holds the position, and find out what you can about the role. What duties does the job perform now? What skills and experience will the company need in a replacement employee, moving forward?
• Share your company’s details and culture. Remember those newspaper want-ads of old: “Construction firm seeks experienced receptionist.” In modern job descriptions, your goal is to not sound like the most boring employer ever. It’s up to you to entice candidates by sharing what a great place your company is to work! It’s also up to you to attract candidates who will be a good fit with your company culture. So it’s best to be clear about both from the get-go. Start by explaining a bit about the company and why it is a great place to work, or why this position offers such a great opportunity. Show some personality that’s true to your brand and your company culture, and you’re more likely to attract like-minded candidates who will stay for the long haul!