Beyond the Job Title – Structuring Your Description for Maximum Impact

You only get one chance to make a first impression and in the recruitment world, that moment lasts less than 15 seconds. A LinkedIn study shows that job seekers spend just 14 seconds scanning a job post before deciding whether to keep reading or move on.

Your structure is everything. Done right, it’s not only an information hierarchy it’s a trust-building mechanism that sets expectations and inspires action.

Structure That Speaks to the Right People
To attract the right candidate (and gently deter the wrong ones), your job description should follow a proven structure that aligns with how people read, absorb, and respond to information online.

Here’s what that structure looks like:

1. The Hook: Lead With Purpose
   Instead of launching into a list of tasks, start with a concise, energised summary of the role and how it ties into the company mission. Think of it as your opening pitch.
   Example:
   "As our next Digital Marketing Specialist, you'll lead key campaigns that shape how South African consumers discover sustainable home brands, directly influencing our growth and reach."
   This gives meaning. It sets the tone. It sells the ‘why.’

2. Responsibilities: Focus on Outcomes
   This section should reflect real-world expectations. Think beyond daily chores to what success looks like in the role. Prioritise clarity over quantity, 5-7 well-defined bullet points is often more effective than a wall of text.
   Before:
   "Manage email marketing. Maintain social media. Coordinate reports."
   After:
   "Create and manage data-driven email campaigns that drive subscriber growth by 15% each quarter."
   Outcomes > Activities.

3. Must-Haves vs. Nice-to-Haves
   Too often, job ads read like a wish list. This alienates otherwise qualified candidates, especially women, who studies show are less likely to apply unless they meet 100% of the requirements.
   Instead, break them down:
   • Must-Haves: Core skills and qualifications required to succeed.
   • Nice-to-Haves: Bonus capabilities that set candidates apart.
   This distinction makes your ad more approachable and realistic.

4. Culture Fit Indicators
   Here’s where you drop subtle, yet powerful signals about your work environment. Do you value autonomy? Collaboration? Continuous learning?
   Examples:
   • "You’ll thrive here if you enjoy turning data into strategy and working across cross-functional teams."
   • "We’re a small but mighty team that believes feedback is fuel."
   These statements attract the right mindset, and filter out those who wouldn’t align.

5. Clear Application Instructions
   This is the final touchpoint, and it’s often overlooked. End your post with a human call to action.
   Instead of:
   "Submit CV to careers@company.com"
   Try:
   "If you’re excited about building impactful campaigns in a collaborative team, send your CV and two portfolio examples to careers@company.com. We review every application and respond within 10 days."
   This builds confidence and sets expectations, essential for employer branding.

From Generic to Genuine — With Level Up
At Level Up, we don’t believe in templates. We work directly with line managers and HR professionals to craft job descriptions that:
• Reflect actual needs and challenges of the role
• Align with your EVP and brand voice
• Resonate with high-performing, values-aligned candidates

We know that good structure isn’t about ticking boxes it’s about clarity, authenticity, and trust.
"Structure isn’t about boxes to tick it’s about building trust before the first interview."

Stay tuned for Part 4, where we’ll explore the power of inclusive language and how to avoid the hidden biases that silently sabotage your hiring outcomes.