How to write a job description that attracts candidates (and doesn't scare them away)

60% of qualified candidates reject positions based on how the JD is written. This is the structure that works.

The problem with traditional JDs

Most job descriptions are written for the HR system, not for the candidate. The typical JD starts with: "Leading company in its sector seeks professional with experience in..." — and you've already lost the candidate in the second line.

Good candidates have options. They read the JD in 30 seconds and decide whether to continue. If the first paragraph is about the company and not about them, they leave.

The structure that converts

1. The hook (first 2 lines)

Don't start with the company. Start with the impact of the role:

❌ "Tech company seeks Country Manager with 10 years experience..."

✅ "You'll open the Mexican market for a company that already operates in 12 countries. The team is built. The product is validated. They need someone who knows how to sell to large corporate accounts."

2. Why this position matters

In 3-4 lines, explain what this person will achieve in the first 6 months. Not the corporate mission — the specific impact of the role.

3. What they'll do (action verbs, not generic responsibilities)

❌ "Responsible for regional sales"

✅ "You'll build the enterprise pipeline from scratch: identify the 50 target clients, open doors with C-Level and close the first 3 contracts before Q3."

4. What you need (minimum vs desired — separated)

Separate: "This is indispensable" (maximum 5 things) from "This is a plus" (maximum 4 things). Candidates qualify if they meet the indispensable criteria and apply even without everything on the desired list.

5. What you offer (concrete, not generic)

❌ "Competitive salary and benefits"

✅ "Base salary of $X, bonus up to 30% on target, major medical insurance, hybrid work 3/2."

The 30-second test

Ask someone with the profile you're looking for to read your JD. If in 30 seconds they can't tell you: what they'd do, why it matters and whether they fit — rewrite it.