It’s time to fill a position at your company. Before you even think about interviewing a candidate, you need to start by writing a job description. A job description is the first interaction that a candidate will have with your company. A less-than-stellar job description can be the reason you miss out on top candidates. If you don’t know where to start, use this guide to write a stellar job description.

Start by determining a specific job title for the open position. Think about what specific titles your ideal candidates will be searching for. What job title will sound attractive to them? Keep the title clear and consistent with the market job titles. Being creative and coming up with a quirky job title to show off your company culture can be fun but it’s better to stick with industry common job titles so you don’t lose out on any candidates.

What sorts of keywords are candidates looking for when they are applying for jobs? For example, if you are looking for an accountant that has cost accounting experience and experience in the manufacturing industry, include those keywords. Include these optimal keywords in the job titles, headers in the description, and appropriately throughout.

Why should a candidate want to work for your company? Why is your opportunity better than the other options out there? Top candidates have many options available to them and they need to be sold on your opportunity. Start the job description by talking directly to the candidate and tell them why they should be your next star employee.

A part of the selling the opportunity is showing any potential candidate what sort of growth opportunities there are at your company. Show how your company is growing and tell the candidates that they can be a part of that growth. Top candidates want responsibilities and room for growth; make that obvious in the job description.

Use every opportunity you can to show your culture. Include fun parts of your culture and specific benefits that you offer. Your unique culture could be the difference between a candidate choosing your company or another one.