To avoid the possibility of deterring people from applying to your company, here are a few things you should not include in job descriptions: Discrimination: You should create a diverse workplace, and so you need to keep your wording that is open and acceptable for everyone.  Unrealistic requirements: If you're asking for too much and giving too little, expect your job posting will be empty of candidates wanting to apply. Negativity: Using words with negative connotations, such as won't, not, don't, puts a negative tone on your job description. Saying you won't consider the candidate if they have fewer years of experience sounds snobby and this tone highly reflects your identity and your brand. No structure: If your job description is all over the place, and you fail to include the information mentioned above leaves applicants getting confused with your job description, and skip on applying to your company. Being mysterious: If you don't properly put the job title and duties in the description, expect that no one will pursue to apply to your company.