Job descriptions need to capture attention and interest from candidates who would fit the position well. Too often they generically describe the skills and requirements of the job and fail to excite any interest. It's important to avoid jargon, buzzwords, and cut-and-paste job descriptions. Overused terms like “big picture thinker” and “strong communicator” are positive attributes for almost any position and don’t clarify what a job involves. Lackluster job descriptions tend to be unappealing to people who are qualified, and vague enough to attract a lot of unqualified applicants.1
Below is a great example of an engaging job description from Meetup, a social media platform. The job description highlights the company's growth and sets realistic expectations around the day-to-day responsibilities. It is direct, uses active and interesting language, and it has a call to action asking qualified candidates to apply.