Yes, a lot of this will be internal and external polling/analysis to determine what's great about your company, position, and location and use that effectively

Yes, a lot of this will be internal and external polling/analysis to determine what's great about your company, position, and location and use that effectively in advertising and outreach. Job vs. opportunity: it's about growth. You know the old saw about 5 years experience vs 1 year 5 times over. Good developers avoid the latter, so you have to show a clear path to growth. Isn't that what you wanted? Good job descriptions are hard to write, but Lever does a good job with them. I recommend looking at theirs for inspiration: https://lever.co/jobs.html https://lever.co/jobs.html Also, I'm sure you didn't want to look like you were trying to get free advertising here, but it would have been helpful to get links to your company and jobs for reference.