What information applicants really want to see – and how to present it optimally in the JobShop

A job description is the heart of every advertisement. It determines whether applicants continue reading, bounce, or click directly on “Apply now.” But many recruiters fall into the trap of providing too many details or focusing on the wrong things.

In this guide, we show you which content is really essential (must-haves), which you should only add if necessary (nice-to-haves) – and how to present it in your JobShop in a way that increases your conversion rate.

Table of contents

• Why a clear job description is so important
• Must-haves in every job description
  • Tasks (What will I be doing in this job?)
  • Requirements (What do I need to bring to the table?)
  • Benefits (What do I get?)
  • Nice-to-haves (additional, but not mandatory)
• Structure for your job in the JobShop
• Practical tips for your JobShop
• Practical examples
  • Example 1: Requirements
  • Example 2: Benefits
  • Example 3: Tasks
  • Example 4: Language/tone
  • Example 5: Company description
• Checklist: Is my job description optimal?

Why a clear job description is so important

• Applicants first skim through the ad—they want to see in seconds whether the job is relevant.
  
• Unnecessary details are off-putting—texts that are too long lead to drop-offs.
  
• Structure creates trust—a common thread shows professionalism.

Must-haves in every job description

Tasks (What will I be doing in this job?)

• Clear list of the most important activities (max. 5–7 points).
  
• Focus on everyday tasks (“You will develop...”, “You will supervise...”).
  
• Avoid internal technical terms that outsiders won't understand.

Requirements (What do I need to bring to the table?)

• Separate into “required” vs. “desirable.”
  
• Maximum of 3–5 truly necessary points.
  
• Clear language: “Initial experience in...” instead of “many years of expertise.”

Benefits (What do I get?)

• Concrete benefits that applicants can really feel.
  
• Examples: Salary transparency, work-from-home policy, training budget, vacation days.
  
• No empty phrases like “good working atmosphere.”

Nice-to-haves (additional, but not mandatory)

• Company description: Short and concise (2–3 sentences). More information can be linked to the career page.
  
• Team size/structure: Useful if applicants value team dynamics.
  
• Career prospects: Only include if there are really clear development paths.
  
• Location details: Infrastructure, transport links, parking spaces—helpful, but not mandatory.

Structure for your job in the JobShop

A proven structure is:

1. Short introduction (1–2 sentences Motivation: “Become part of our team and shape...”)
   
2. Your tasks (bullet points, 5–7)
   
3. Your profile (requirements, separated into “must” and “can”)
   
4. What we offer you (benefits, max. 5–7 specific points)
   
5. Call to action (button: “Apply now”) --> automatically generated by JobShop

This is how you logically guide applicants through the ad to the click.

Practical tips for your JobShop

• Use bullet points for better readability.
  
• Keep your sentences short – no continuous text.
  
• Highlight benefits prominently (either in a separate section or in our benefits module).
  
• Make sure your wording is gender-neutral.

Practical examples

Example 1: Requirements

❌ Bad:

“You have many years of professional experience in project management and comprehensive knowledge of all common software solutions.”

✅ Better:

“You have initial experience in managing smaller projects.”

“You are familiar with MS Office – experience with project management tools is a plus.”

Example 2: Benefits

❌ Bad:

“We offer you a dynamic environment where team spirit is paramount.”

✅ Better:

“30 days of vacation and flexible work-from-home arrangements.”

“Regular team events and an annual training budget.”

Example 3: Tasks

❌ Bad:

“You are responsible for handling all administrative tasks in day-to-day business.”

✅ Better:

“You create invoices and process incoming payments.”

“You support the team with organizational tasks in everyday office life.”

Example 4: Language/tone

❌ Bad:

“The applicant is characterized by a high degree of initiative, resilience, and flexibility.”

✅ Better:

“They are open to new tasks and find pragmatic solutions.”

Example 5: Company description

❌ Bad:

“XY GmbH is a leading company in the industry and has been offering innovative solutions to customers worldwide since 1980.”

✅ Better:

“We have been developing solutions for customers worldwide for over 40 years – and we are continuing to grow.”

“We have 120 colleagues working to make the industry a little better every day.”

Checklist: Is my job description optimal?

[  ] Tasks are specific and no more than 7 points

[  ] Requirements are clearly separated into “must” and “can”

[  ] Benefits include real added value

[  ] Language is simple, clear, and gender-neutral

[  ] Length: no more than 2–3 scrolls on a smartphone

[  ] Call-to-action is clearly visible

This structure ensures that applicants are quickly convinced—and your conversion rate increases until they click on “Apply.”