I think the challenge in writing a good job post is finding your voice and putting together a concise (balance of bullet points and conversation) writeup which feels personal. Either approach pointed out here can come off sounding mechanical, dry and just don't read that well.

I also like when some of the marketing jargon is left out and it reads like a plain english description of what your company is trying to do. Don't pitch me with buzz words. Just describe the potential opportunity and the challenges that might appeal to me.