The Job Description That Wastes Everyone's Time
"We are seeking a passionate and creative Social Media Manager to join our dynamic team. You will be responsible for managing our social media presence, creating engaging content, and growing our online community. The ideal candidate has a positive attitude and a passion for social media."
That job description gets 80 applications. Of those, 60 have no relevant experience. Of the remaining 20, half do not understand what your business actually does. You end up interviewing 5 people who may or may not be any good, with no way to tell from the interview alone.
The problem is the description, not the candidates.
A specific job description gets fewer applications from better candidates. That is the goal. Here is how to write one.
The Difference Between Vague and Specific
Vague: "Creating engaging content across our social media channels"
Specific: "Writing 3 to 4 Instagram captions per week, briefing a photographer for 2 monthly shoots, editing Reels using phone footage from our kitchen team, and managing responses to all comments and DMs within 24 hours."
Vague: "Experience with social media marketing tools"
Specific: "Working knowledge of Meta Business Suite for organic posting and Ads Manager for basic paid campaigns; Canva for template creation; and either Planoly, Later, or Buffer for content scheduling."
Vague: "A passion for our brand and industry"
Specific: "We are a South Australian restaurant group operating three venues in Adelaide. You will develop a working knowledge of our menu, our team, and our regular customers. The content you produce will need to reflect specific dishes, specific staff, and specific venue details, not generic hospitality content."
The second version of each takes longer to write. It also takes candidates 30 seconds to self-select out if they do not have the experience. That is worth far more than the extra 20 minutes you spent writing it.
What to Include in Your Job Description
The actual deliverables, numbered and specific
Not "create content" but: "produce 12 to 16 Instagram posts per month, manage one Meta Ads campaign at a maximum $30 per day budget, brief our contracted photographer for monthly shoots, and write weekly Google Business Profile posts."
Candidates who cannot do those specific things will not apply. Candidates who can, will recognise a serious employer and engage accordingly.
The platforms you actually use
Not "social media" but: Instagram, Facebook, and Google Business Profile. If you want TikTok video production, say so explicitly. TikTok requires genuinely different skills and equipment than Instagram. A candidate managing both well is a different person than a candidate managing Instagram and Facebook well.
How approval works
A social media manager working inside a business with a strong founding voice needs to know upfront whether content goes through one approval, two approvals, or gets auto-published once a calendar is agreed. Candidates who thrive with autonomy and candidates who thrive within a structured approval process are different people. Tell them which environment they are entering.
Photography expectations
Does the role include shooting content on phone? Operating within a brief supplied to a contracted photographer? Coordinating full photography shoots? Each is a different skill set. "Photography a plus" is a liability when the role actually requires it.
What the reporting looks like
Weekly check-in or monthly report? Who receives the report? What metrics are tracked? Candidates with a strong analytics background want to know this is a data-informed role. Candidates who are creative but averse to analysis will self-select out. Both outcomes are good.
Vague vs Specific Job Description Elements
| Job Description Element | Vague Version | Specific Version |
|---|---|---|
| Content output | "Create engaging content" | "12 to 16 posts per month across Instagram and Facebook" |
| Photography | "Photography experience a plus" | "Brief a contracted photographer for monthly shoots; shoot phone Reels in-venue weekly" |
| Paid ads | "Paid social experience preferred" | "Manage one Meta Ads campaign at $20 to $30 per day via Ads Manager" |
| Tools | "Proficiency in social media tools" | "Meta Business Suite, Canva, and a scheduling tool (Later, Buffer, or Planoly)" |
| Industry knowledge | "Passion for our brand" | "Background in hospitality or demonstrated knowledge of South Australian food and beverage industry" |
| Reporting | "Report on performance" | "Monthly report to the business owner covering engagement rate, reach, follower growth, and website traffic from social" |
The Portfolio Ask
Include a portfolio request in the application instructions. Ask for links to 2 to 3 accounts they currently manage or have managed. Ask for the engagement rate on at least one of them.
A candidate who cannot provide live account examples is either managing private accounts (rare) or has not managed accounts at a professional standard. The portfolio ask filters this out at the application stage rather than during the interview.
Look at those accounts before you interview anyone. Is the photography original? Does the caption voice sound like the business? Is posting consistent? Has the follower count grown over the tenure they claim? These questions take 10 minutes per portfolio and answer more than 45 minutes of interview questions.
If you are considering hiring in-house versus working with an agency, the salary and cost comparison post covers the full employer cost breakdown. For most Adelaide SMBs, a boutique local agency delivers more capability for a lower total cost than a full-time in-house hire.
FAQ
What should a social media manager job description include?
A good social media manager job description includes specific monthly deliverables (exact post count and platforms), photography expectations, tools required (named, not generic), how approval and reporting work, and a portfolio request as part of the application. The more specific the description, the better the applicants.
How do I interview a social media manager effectively?
Review their portfolio accounts before the interview. During the interview, ask them to explain why a specific post on one of their managed accounts performed well or poorly. Ask how they handle a post that draws negative comments. Ask how they decide what to post when they have no brief. Practical questions produce more signal than hypothetical ones.
Should a social media manager be able to do photography?
Not necessarily, but they should be able to brief a photographer effectively or coordinate original content creation. A social media manager who relies entirely on stock images for a visual-industry client is a significant limitation. Confirm up front whether the role includes shooting phone content, briefing photographers, or coordinating full shoots.