The job description is often the first thing a potential hire will see from an organization. The stakes are high. How do you leave the candidate wanting more, but feeling informed? How do you sell your company without seeming like you’re overselling?

Each word in your job posting sends a signal about your company. The right turn of phrase can sing your praise: what your culture is like, what your goals are, and why you’re a great place to work.

Research also suggests that job descriptions often fail to describe the scope and relative importance of different responsibilities of the role.