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The problem: most job ads are written for hiring managers, not candidates

When job descriptions are cobbled together internally, they tend to reflect what hiring managers think they want, rather than what will actually attract great candidates. Long lists of technical requirements, vague soft skills, and fluffy buzzwords end up dominating.

This creates several problems:

• Candidates can’t tell if they’re a fit.
• Diverse applicants self-select out, assuming they’re not “perfect” enough.
• The top of your funnel dries up.

Your job description is your first chance to create confidence and clarity. If you get it wrong, your whole hiring process becomes harder.

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Start by defining outcomes, not shopping lists

Rather than writing a list of every tool, qualification, and skill you can imagine, start by asking:
“What does success in this role actually look like?”

For example:

• Outcome-driven: “Deliver 3-5 successful product launches within the first 12 months, working cross-functionally across design, engineering, and marketing.”
• Shopping list: “5+ years product management experience, Jira, Agile, excellent communication skills, self-starter.”

Candidates — especially those from groups who are typically underrepresented — respond better to outcome clarity. It gives them a real sense of whether they can do the job, even if they don’t tick every bullet point.

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Be ruthless with “must-haves”

The longer your list of requirements, the fewer people will apply. Simple fact.

Research consistently shows that women, neurodiverse candidates, and many minority groups are far less likely to apply if they don’t meet 100% of the criteria — even when they’re highly qualified.

A good rule of thumb:

• 3-5 absolute must-haves
• Everything else is a bonus — and should be positioned as such.

And always add something like:
“If you meet most, but not all, of the criteria, we still encourage you to apply.”

This one line can massively improve your funnel diversity.

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Ditch the corporate jargon

Terms like “rockstar,” “ninja,” “fast-paced environment,” “hit the ground running,” or “wear multiple hats” are a disaster for inclusion. They often carry unintentional gender, cultural, or ableist bias — and tell candidates very little about what you actually want.

Instead, use plain, specific language. Talk like you would in an interview.

For example:

• Bad: “Exceptional communication skills required.”
• Better: “You’ll regularly present your work to the leadership team and external clients.”

The more tangible you make it, the easier it is for people to imagine themselves in the role.

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Be transparent — or expect drop-off

Nothing erodes candidate trust faster than missing information. If you’re serious about improving candidate experience, you need to be upfront about:

• Salary range (yes, even if you think you’ll lose negotiation room — trust me, you’ll gain far more in funnel strength)
• Remote / hybrid / location expectations
• Hiring process steps (who they’ll meet, how long it’ll take)

The clearer you are, the stronger your funnel conversion rate becomes. You reduce unnecessary back-and-forth, filter better, and build early trust.

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Signal your commitment to inclusion (but back it up)

A one-line “we are an equal opportunity employer” buried at the bottom of the ad doesn’t count.

Instead, include specific signals:

• If you use structured interviews or diverse panels, say so.
• If you offer flexible work options, highlight them.
• If you provide training or mentorship programs, mention it.

Candidates aren’t looking for perfection — they’re looking for signs that you’ve actually thought about inclusion.

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Remember: your job ad is part of your candidate experience

We talk a lot at RecruitMend about fixing hiring funnels. And this is where it starts. A strong, inclusive job description doesn’t just widen your funnel — it creates early positive signals that set the tone for everything that follows.

If you get this piece right, you’ll:

• Attract stronger applicants
• Improve funnel diversity
• Shorten time to hire
• Reduce dropouts mid-process

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The RecruitMend approach

We’ve rebuilt job ads for scaleups, fintechs, and fast-growth companies — helping them move faster while building more inclusive hiring funnels.

If you want to review yours, grab 30 mins with me: Calendly

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Let’s talk about how we can reduce your time to hire and increase your offer acceptance rates – while delivering a candidate experience that sets you apart.