A job description

Ask questions instead of demanding

Nobody wants to read a list of your demands. If you get a lot of unqualified candidates applying, make sure you use questions to filter them! For example, by asking how many years of experience they have, you will be able to filter the applications, and thus save yourself from reading a lot of unqualified applications.

Focus on what you're offering

Since you've just eliminated the need to list your demands, you have a lot of space to write about your company and what you can offer the candidate. Imagine it being a personal ad. You have to really sell the idea of working with you. Write about everything from your lunches together, your flexible hours, free coffee in the break room, etc. When you add these things together, the person reading the ad is going to imagine herself being there with you.

Market your company

Don't forget – job seekers are not the only ones reading your ads. Your rivals, customers and partners are probably reading them as well. Job ads are a really good place to see how a company is doing and how generous they can be. When you're writing the ad, make sure to imagine your biggest rival reading the ad. You're going to want to make them jealous, right?

Make sure you're not making stuff up!

So now you understand the concept of making your company sound like a great place to work. However, you have to be honest. Nothing is worse than a candidate that is disappointed right from the start of an interview. Don't say that you offer something that you don't. 
Be honest – but be sure to mention everything that makes your workplace a great place to work.

Be concise

Don't write too much. To be brutally honest, nobody wants to read about your company for more than two minutes, so make sure that your job ad isn't too long.