How to Write a Standout Sales or Marketing Job Description

Hiring the right sales and marketing professionals is crucial for business success. However, in today’s competitive job market, attracting top talent requires more than just listing duties and qualifications. A well-crafted job description not only draws in high-calibre candidates but also sets clear expectations from the outset. Here’s how to write a compelling job description that helps you stand out.

1. Start with an Engaging Job Title

   Your job title is the first thing candidates see. Ensure it is clear, specific, and free from unnecessary jargon. Instead of generic titles like “Sales Executive” or “Marketing Manager,” consider more descriptive alternatives such as “B2B Sales Executive – wholesale” or “Digital Marketing Manager – Retail & E-commerce.”

2. Write a Compelling Job Summary

   The opening paragraph should immediately grab attention by highlighting why the role is exciting. Include a brief company overview – go further than "this is what we do"… bring your company to life. Avoid generic statements and instead focus on what makes your company and the role unique.

   Example:

   “We are a fast-growing FMCG company within the snacking sector who are revolutionising the way businesses manage their marketing. As our Digital Marketing Manager, you’ll play a pivotal role in driving our online presence, increasing brand awareness, and generating leads through innovative campaigns.”

3. Clearly Outline Key Responsibilities

   Break down the core duties in bullet points, ensuring they are specific and reflect the day-to-day expectations. Keep it concise but informative.

   For a Sales Role:

   • Identify and develop new business opportunities in the [specific sector].
   • Build and maintain strong client relationships to drive repeat business.
   • Meet and exceed sales targets through strategic prospecting and pitching.
   • Talk about who the customers are, which sector they are in & really what you want from the candidate.

   For a Marketing Role:

   • Develop and implement multi-channel marketing campaigns.
   • Analyse data and performance metrics to optimise strategies.
   • Collaborate with sales teams to align marketing initiatives with business goals.
   • Think about where the marketing is at the moment, and what impact you would like the candidate to have.

4. Define Essential Skills and Qualifications

   Be realistic and only list the must-haves versus the nice-to-haves. Overly lengthy or rigid requirements can deter great candidates from applying.

   Example:

   Essential:

   • 3+ years of experience in B2B sales or marketing.
   • Strong understanding of digital marketing tools (e.g., Google Ads, SEO, CRM software).
   • Excellent communication and negotiation skills.

   Desirable:

   • Experience in [specific industry].
   • Knowledge of data analytics and reporting tools.

5. Highlight Company Culture and Benefits

   Top candidates are looking for more than just a salary. Showcase what makes your company a great place to work—be it career progression, flexibility, or team culture.

   Example:

   “We offer a competitive salary, hybrid working options, monthly team outings, and a structured career progression plan to help you grow within the company.”

6. Use Inclusive and Engaging Language

   Avoid biased language that may unintentionally discourage diverse candidates from applying. For example, replace phrases like “We’re looking for a sales rockstar” with “We’re looking for a driven and results-oriented salesperson.”

7. End with a Strong Call to Action

   Encourage applications by specifying the next steps. Whether it’s a deadline, a contact person, or how to apply, make it clear and simple.

   Example:

   “Ready to take your sales career to the next level? Apply now by sending your CV and a cover letter to [email address].”

Conclusion

Writing an effective job description for sales and marketing roles requires clarity, engagement, and a focus on what makes your company and the position attractive. By following these steps, you’ll increase your chances of attracting top-tier talent who are the right fit for your business.

Need expert help in finding the best sales and marketing professionals? Contact Ethica Recruit (kate@ethicarecruit.com) today and let us connect you with top candidates in the UK.