A job description is not an internal HR document — it is marketing copy competing against hundreds of other postings for the attention of the candidate you want. The difference between a posting that attracts six qualified applicants and one that attracts sixty unqualified ones often comes down to title, specificity, and whether the salary is included. This guide covers each component and what the data says about what works.
Job title: use what candidates search for
Job title is the single highest-leverage word in your posting because it determines which search results your ad appears in. Candidates search for the role they want, not the internal designation your organization has invented. The rule: use the title as the candidate would type it into Indeed or Google.
Use:“Server,” “Social Media Coordinator,” “Bookkeeper,” “Retail Sales Associate,” “Customer Service Representative.” These are what people type.
Avoid:“Hospitality Ambassador,” “Content Ninja,” “Numbers Wizard,” “Customer Happiness Hero,” “Retail Evangelist.” Nobody searches for these. They lower your organic reach on job boards and signal a culture that may not be for everyone.
Keep the title under eight words. If you need to add a qualifier (part-time, senior, lead), add it after the core title: “Server — Part-Time” or “Social Media Coordinator — Contract.” Adding location to the title (“Server — Toronto, ON”) can also improve searchability on some boards.
What to include: the six-component structure
Every effective job description has six components. Missing any one of them creates ambiguity that deters qualified applicants or attracts unqualified ones.
1. Role overview (2–3 sentences). Who does this person work with? What is the scope of the role? What does a typical day look like? Be specific: “You will handle Saturday morning breakfast service at our Kensington Market location, managing a section of 6–8 tables.”
2. Responsibilities (6–8 bullets). Use action verbs. “Prepare, greet, process, stock, respond, manage.” Each bullet should describe something the person actually does, not a competency they should have.
3. Qualifications: required vs preferred (clearly labeled). Three to five genuine requirements. Three to five genuine nice-to-haves, labeled as such. Nothing more.
4. Compensation (salary range or hourly rate). Include it. See the pay transparency section below.
5. Hours and schedule. Is this part-time or full-time? Which shifts? Days, evenings, weekends? Candidates will ask this in the first message — answer it in the posting instead.
6. Application instructions. Simple and direct: email a resume to a named address, or click Apply Now. One step. The fewer the steps, the higher the apply rate.
What to leave out
Company descriptions longer than two to three sentences do not serve the candidate — they serve your marketing impulse. The candidate is reading your posting to find out about the job, not to read your mission statement. If your brand is interesting enough to be a draw, link to your About page; don't paste it into the posting.
Culture clichés (“fast-paced environment,” “collaborative team,” “passionate about what we do,” “work hard, play hard”) are visible as filler to every experienced applicant. Replace them with specifics. “We do a team meal before every Friday dinner service” is more credible than “collaborative team environment.”
Excessive requirements. If your list exceeds twelve items total (required plus preferred), you have inflated it. Cut to the genuine essentials. For common job posting pitfalls, see our companion post on why employee turnover costs Canadian SMBs more than they expect — hiring the wrong person because of a poorly written posting is one of the most expensive early-turnover drivers.
Pay transparency and its effect on applicant quality
LinkedIn data consistently shows postings with salary ranges receive 2x more applicants than postings without them. More importantly, the applicants are better qualified: candidates who need $20/hr self-select out of an $18/hr role before applying, saving both parties time. Candidates who need $80K self-select out of a $55K role without a wasted phone screen.
Post a credible range with a spread of $3–$6/hr for hourly roles or 15–20% for salaried positions. “$18–$22/hr depending on experience” is honest and useful. “$18–$45/hr” is not a range — it is a refusal to state pay. Ontario's general minimum wage is $17.60/hr as of October 2025; your stated range must start at or above this floor.
In BC and PEI, salary disclosure in public postings is now legally required. Ontario is expected to follow. Getting ahead of this now also signals to candidates that your organization is transparent, which is a recruiting advantage in a tight labour market.
Anti-discrimination language review
Before posting, review your description against the Ontario Human Rights Code (or the applicable provincial code). Any language that expresses a preference based on age, race, gender, national origin, disability, religion, sexual orientation, or family status is prohibited.
Common violations Canadian employers overlook: “Native English speaker required” (national origin), “Recent graduate preferred” (implied age preference), “Must be available Sundays” without noting religious accommodation is available (religion), and “Clean-cut appearance” without a specific safety reason (cultural expression).
The test: describe what the job requires, not what the person should be. “Clear verbal and written English required for client-facing emails and in-person communication” is specific and permissible. “Native English speaker” is not. For more detail on anti-discrimination language and inclusive posting practices, see our guide to writing inclusive job postings for Canadian employers.
Frequently asked questions
How long should a job description be for a Canadian employer?
Under 500 words is the effective target for most roles. Research on job board performance shows postings in the 300 to 500 word range generate the most qualified applicants. Long postings are not more thorough, they are more likely to bury the key information candidates are looking for and reduce application rates.
Should I use the internal job title or the searchable job title in my posting?
Use the searchable title. Candidates do not search for 'Customer Experience Hero', they search for 'Customer Service Representative.' You can note the internal title in the role overview section if it differs, but the posting title should match what people type into Indeed or Google to find the role.
Does including salary in a job posting actually increase applications?
Yes. LinkedIn data shows postings with salary ranges receive approximately 2x as many applications as those without. More importantly, the applications are better quality, candidates who cannot accept your range self-select out before applying, which reduces wasted screening time on both sides.
How many bullet points should the responsibilities section have?
Six to eight bullets is the effective range. Fewer than five feels vague. More than ten feels overwhelming and signals the role is poorly scoped. Each bullet should start with an action verb and describe a real task the person performs, not a competency they should possess.
Do I need to include an accommodations statement in my Ontario job posting?
Including one is strongly recommended. Ontario's Human Rights Code creates a duty to accommodate candidates with disabilities to the point of undue hardship, and that duty begins at the application stage. A standard statement ('accommodations are available upon request throughout the hiring process') signals compliance and encourages qualified candidates with disabilities to apply.