Attracting the right candidates starts with writing job requirements that are clear, realistic, and appealing.
However, the latest research from IrishJobs reveals that less than one in three recruiters (link to landing page) receive high-quality applications for their most recent hire.
With hiring costs and competition for talent at record highs, getting your job requirements right is more important than ever.
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Why clear job requirements matter
Our research, based on a survey of 553 recruiters and 738 jobseekers, confirms that poor-quality applications are a market-wide challenge. On average, recruiters receive 20 applications per role, but just over half make it to the first stage of hiring.
What’s going wrong? A major issue is unclear or overly complex job descriptions:
* 77% of jobseekers found expectations in job ads unclear.
* 50% did not apply when salary was missing.
* 44% were put off by unclear job titles.
* 36% avoided roles listing too many requirements.
At the same time, 74% of recruiters believe that clear and detailed job descriptions are key to improving application quality.
In other words, writing job requirements well doesn’t just attract more applicants, it helps to attract the right ones.
How to write job requirements that attract top talent
So, outlining the requirements of the role is central to appealing to the candidates you want. But how can you go about doing this? Let’s take a closer look.
Use a clear, searchable job title
Job titles should be straightforward and match the terms candidates are actively searching for. Overly creative titles can hurt discoverability.
Best practice: Use “Marketing Manager” rather than “Marketing Guru” or “Brand Rockstar.”
Why this matters: According to our study, 44% of candidates avoid applying when job titles are unclear. Simplicity works better for search visibility and candidate confidence.
Open with a concise, engaging job summary
The first few lines of your job advert should clearly explain what the role involves and why it matters. Keep it to two to four sentences in length whenever possible.
Example (Marketing Manager): We are looking for a talented Marketing Manager to lead our marketing strategy and deliver high-impact campaigns across digital and offline channels. This role offers the opportunity to drive brand growth while working closely with sales and product teams. If you are passionate about creativity, data-driven decision-making, and leadership, we’d love to hear from you.
Tip: Focus on purpose and outcomes. Why does this role exist? Why should someone care about it?
Focus on key responsibilities
Jobseekers want to know what their day-to-day will look like if their application is successful. However, listing too many tasks can feel overwhelming. So, try and stick to 5–8 core responsibilities.
Marketing manager responsibilities template:
* Develop and execute multi-channel marketing strategies.
* Manage campaign planning and delivery across digital (SEO, PPC, social media) and traditional channels.
* Collaborate with internal teams to ensure brand consistency and messaging alignment.
* Monitor, analyse, and report on campaign performance and KPIs, making data-led recommendations.
* Oversee marketing budget and allocate resources efficiently.
* Lead, mentor, and develop a high-performing marketing team.
* Stay up to date with market trends and competitor activity.
Separate essential from desirable
One of the key findings from our research was that overly strict criteria eliminate otherwise qualified candidates. For example, 22% of recruiters reject candidates with unexplained employment gaps, while 27% prioritise tenure at previous roles, potentially missing out on strong talent.
Instead, clearly divide your requirements:
Example (Marketing Manager):
Essential:
* Proven experience in a Marketing Manager or Senior Marketing Executive role.
* Strong understanding of SEO, PPC, and social media marketing.
* Excellent project management and leadership skills.
* Ability to analyse marketing data and make insight-led decisions.
Desirable:
* Experience with CRM platforms (e.g., HubSpot, Salesforce).
* Knowledge of Adobe Creative Suite.
* Degree in Marketing, Business, or equivalent experience.
Tip: “If you meet most of these requirements, we encourage you to apply.”.
This simple sentence helps reduce candidate hesitation and encourages a wider pool of applicants.
Promote flexibility and growth opportunities
Today’s candidates value flexibility and career development. Including these in your job ad increases the attractiveness of your role:
* Flexible working arrangements (hybrid, remote, flexible).
* Career progression plans or mentoring programmes.
* Learning and development budgets or training schemes.
Use inclusive, jargon-free language
77% of jobseekers find expectations unclear due to jargon and long lists of requirements.
So, try to avoid corporate buzzwords like “rockstar,” “ninja,” or “dominant leader.” Instead, describe behaviours and outcomes.
* Inclusive: “We’re looking for a collaborative leader who can motivate their team and drive results.”
* Exclusive: “We need a dominant leader who takes charge and owns the space.”
Tip: Consider using the Gender Decoder for Job Ads to check for bias
Full example: Marketing Manager job requirement template
Job Title: Marketing Manager
Summary:
We’re seeking an experienced Marketing Manager to lead the development and execution of our marketing strategy. This is an opportunity to work in a dynamic team, where your creativity and leadership will directly contribute to business growth.
Responsibilities:
* Lead the planning and delivery of integrated marketing campaigns.
* Manage and mentor the marketing team.
* Oversee digital marketing activities including SEO, PPC, and social media.
* Collaborate with sales, product, and design teams.
* Analyse campaign performance and optimise strategies.
* Manage budgets and external agencies as needed.
Skills and Qualifications:
* Proven experience in a Marketing Manager role.
* Expertise in digital marketing and data analysis.
* Strong leadership and communication skills.
* (Desirable) CRM experience, graphic design skills, or a marketing degree.
What We Offer:
* €50,000–€60,000 salary plus bonus.
* Hybrid working with flexible hours.
* Learning and development opportunities.
* Inclusive, supportive team culture.
Final checklist for writing effective job requirements
* Clear, searchable job title.
* Concise, engaging job summary.
* Outcome-focused responsibilities (avoid long lists).
* Transparent salary and benefits.
* Separate essential from nice-to-have skills.
* Inclusive, jargon-free language.
* Flexibility and growth opportunities highlighted.
Why strong job descriptions help you hire smarter
The right job requirements won’t just bring in more applications, they’ll bring in the right candidates. By applying the steps and templates above, backed by our latest application quality research, you can improve candidate quality and reduce time-to-hire.
For more advice on writing effective job descriptions and improving your hiring outcomes, visit the IrishJobs Recruiter Advice page.
Recruiter FAQs
Why are clear job requirements important for attracting top talent?
Clear job requirements help attract the right candidates by setting accurate expectations about the role. They improve the quality of applications and reduce time-to-hire by ensuring candidates understand the skills, responsibilities, and benefits upfront.
What should a job summary include?
A job summary should briefly explain the purpose of the role, its key responsibilities, and why the position matters. It should be concise, engaging, and highlight what makes the opportunity attractive to potential applicants.
How many responsibilities should be listed in a job description?
The best practice is to list five to eight core responsibilities. This approach avoids overwhelming candidates while providing a clear picture of the day-to-day tasks involved in the role.
Why is it important to separate essential and desirable skills?
Separating essential and desirable skills prevents unnecessarily excluding capable candidates. This distinction helps broaden the applicant pool by encouraging those who meet most but not all criteria to apply, promoting fairness and inclusivity.
Should salary and benefits be included in job descriptions?
Yes, including salary details and benefits improves transparency and trust. Research shows that 44 percent of candidates do not apply if salary information is missing, so providing this information upfront enhances candidate engagement.
How can inclusive language improve job descriptions?
Using inclusive, jargon-free language ensures that job descriptions appeal to a broader and more diverse range of candidates. Avoiding buzzwords and gender-biased terms makes the ad accessible and welcoming to everyone, helping organisations meet diversity and inclusion goals.