How to Write a Job Description - A compete guide with example

 

How to Write a Job Description That Attracts the Right Talent and Scares Away the Wrong

I've been in HR for a while, and let's be honest, I've seen and probably written my share of terrible job descriptions (JDs).

We all have. They're a boring, copy-pasted laundry list of internal jargon, buzzwords and impossible demands. We write that we need "10 years of dairy plant management experience" for a role that the by-laws or R & S policy have locked at a "Production Executive" pay grade and then we wonder why our inbox is full of unqualified candidates.

I've learned the hard way that a job description isn't just an HR chore. It's your #1 sales pitch to the talent market. Its job is to be both a magnet for the people you want and a filter for the people you don't. If your JDs are failing, don't blame the talent pool. Fix the bait. Here's the practical guide.

Step 1: Sell the Mission, Not the Tasks

The first paragraph is your most valuable real estate. Why do we waste it with a summary that's just a 10-line paragraph of corporate-speak? The first thing a candidate should read is the "Why." Why should they stop what they're doing, update their resume, and go through your entire interview process?

Here's the "Before" (The bad one we all write):

"We are seeking a dynamic, results-oriented HR Generalist to join our fast-paced team. The ideal candidate will be responsible for managing day-to-day HR operations, including recruitment, onboarding, and compliance..."

(My eyes glazed over just typing that. It's full of "filler" words and attracts everyone.)

Here's the "After" (The one that gets a click):

"Our HR team has a problem: we're growing so fast that our managers are drowning in hiring. We're looking for an HR Generalist who wants to build a recruiting machine from the ground up, own the onboarding process, and be the go-to expert for our 50-person team. If you love solving problems and hate being bored, this is for you."

The "After" version attracts a problem-solver who wants ownership. It scares away the person who just wants to follow a pre-built plan.

Step 2: Write "Outcomes," Not "Tasks"

As managers, we get stuck in a "task" mindset. But A-Players, the talent you really want, don't care about your to-do list. They care about what they get to own. Your JD should describe what they will achieve, not just what they will do.

Stop writing this (Tasks):

• "Run monthly reports"
• "Handle employee paperwork"
• "Post job openings"

Start writing this (Outcomes):

• "You will own the monthly analytics report that our leadership team uses to make strategic decisions."
• "You will create a world-class onboarding experience that makes every new hire feel like a 'Day 1' priority."
• "You will design and execute the talent sourcing strategy to find our next top performers."

One is a list of chores. The other is a list of responsibilities. This simple change filters for leaders, not just "doers."

Step 3: The Big Exception: Honesty in a Rigid World

Now, I know what some of you are thinking, especially those of you in cooperatives or the public sector. You're saying,  this is a nice theory, but I don't have this creative control. JD development is solely HR's job. My draft has to strictly follow the by-laws or R & S Policy, fit a uniform pay structure and get approved by the CEO/MD before it can ever be published."

You're right. I've been there.

In this case, you use the rigidity itself as the filter. You can't sell "flexibility," so you sell "stability." You can't sell "high-growth," so you sell "clear mission."

• Startup Honesty: "We're a startup. The process isn't set. You will be building the plane while you fly it. If you need a perfect manual to do your job, you will be frustrated here."
• Cooperative Honesty: "This is a stable, public-oriented organization. Your role is clearly defined by our by-laws, and success is measured by your compliance, attention to detail, and reliable service to our members. If you are not a patient, high-communication person, this is not the role for you."

Both of these are "scare away" filters. One filters out the person who needs rules, and the other filters out the person who hates them. Both are honest.

Step 4: Separate "Must-Haves" from "Nice-to-Haves"

This is a mistake I see everywhere. We create a wish list of 15 "requirements" that scares away perfectly good candidates. Be honest: what are the 3-4 things you truly cannot live without?

Must-Haves (The Deal-Breakers):

• Example: 3+ years of direct recruitment experience.
• Example: A deep understanding of Indian labour law.

Nice-to-Haves (The Bonus Points):

• Example: Experience with our HRIS software.
• Example: A certification in [XYZ].

This distinction is crucial. It encourages high-potential candidates to apply. An impossible list of 15 requirements just makes them close the tab.

Putting It All Together: A Real-World Example

So, what does this look like in practice? Here is a complete JD for a Marketing Manager that combines the "Sell" (the mission) with the "Checklist" (the requirements).

Section	Details
Job Title	Marketing Manager
Department	Marketing & Sales
Industry	FMCG (Fast-Moving Consumer Goods)
Location	[City, State, e.g., XXX, Gujarat]
Reporting To	Head (Marketing) / General Manager (Sales & Marketing)
Your Mission	Our brand is on every shelf, but not yet in every cart. We're looking for a hands-on manager who is bored of just "managing" a brand and wants to build one. Your mission is to ignite our sales channels (General Trade, Modern Trade) with real consumer connection, smart digital campaigns, and a trade marketing strategy that our partners will love. This is a "boots on the ground" role, not an "ivory tower" one.
Key Responsibilities (What You'll Own)	·     Brand Strategy: Develop and implement brand strategy, ensuring consistent messaging from a Facebook ad to a kirana store poster. ·     Product & Category Management: Support product launches, packaging, pricing, and work with R&D on new product ideas. ·     Trade Marketing: Design and execute all trade schemes, retailer offers, loyalty programs, and in-store visibility (POS materials). ·     Market Research: Be our "eyes and ears." Conduct regular store checks and consumer surveys to track competitor strategies. ·     Digital & Social Media: Oversee our agencies to build a community, not just collect "likes. ·     Sales Collaboration: Align all marketing with sales targets; provide the sales team with the training and sales kits they need to win. ·     Budget Management: Plan, track, and control the entire marketing budget and be fully accountable for its ROI. ·     Performance Tracking & Reporting: Prepare weekly, monthly, and quarterly marketing performance reports. Measure ROI of marketing spends and optimize resource utilization. Present insights and recommendations to senior management.
Qualifications & Experience (The "Must-Haves")	·     MBA / PGDM in Marketing from a reputed institute ·     6 to 10 years of hands-on experience in FMCG marketing, brand management, or trade marketing ·     Proven experience working with General Trade (GT), Modern Trade (MT), and understanding rural/urban market dynamics.
Skills & Attributes (The "What Makes You Great")	·     A strong commercial and analytical mindset—you are driven by results, not just "brand awareness." ·     Excellent communication and stakeholder management skills. ·     Experience managing agencies, vendors, and cross-functional teams. ·     A creative mindset and the execution discipline to get things done in the field.
How Success Will Be Measured (KPIs)	·     Verifiable market share growth in your key territories. ·     Increase in brand awareness and consumer engagement metrics. ·     Successful, on-time execution of product launches. ·     Positive feedback from the sales team and trade partners.
What We Offer	Salary Range Rs. 8 – 10 LPA,                    Optional Work-from-home policy                    Health Insurance                    A seat at the table where your work directly impacts the company's bottom line.                   The budget and autonomy to build a marketing engine you can be proud of.

 Your Job Description is Your First Interview

A lazy, copy-pasted job description is your first signal to the world that your company's culture is probably lazy, too. A sharp, honest and exciting job description even within the rules of a cooperative or government agency proves that you are a high-performing team that values clarity and respects a candidate's time.

The "wrong" candidates will stop wasting your time. The "right" candidates will be more excited than ever to apply. 

What's the most annoying phrase you always see in job descriptions? Let me know in the comments.

-  By Mit

HR Professional