The Power of Narrative: How to Make Your Job Descriptions Stand Out

We all know a good job description can make or break a candidate’s interest in your role. But what separates a standard list of responsibilities from a compelling pitch that draws in top-tier talent?

We’ve found that the secret lies in something often overlooked: narrative.

Candidates are skimming more than ever. If your job description doesn’t immediately spark interest, it’s likely to be lost in the scroll. That’s where company and role narratives come in.

Start With the Role Narrative: Tell Their Story, Not Just Yours

The role narrative is the hook. It’s the opening act that sets the stage for the position, written with the candidate at the centre.

Rather than diving straight into a shopping list of requirements, a strong role narrative paints a picture of the opportunity: what the role is, what the impact looks like, and how the successful candidate will grow within it.

Tip: Use second-person language (“you”) to make it personal and engaging.

Example:As a Backend Engineer here, you’ll take ownership of core systems that power our platform, helping us scale from thousands to millions of users. You’ll work closely with product and design to ship features that solve real user problems, while shaping the technical foundation of a high-growth company.

Why this works: It doesn’t just list tasks, it invites the reader into a story.

Add Context with the Company Narrative

The second piece of the puzzle is your company narrative. This is your moment to highlight what makes your business worth joining. It's not about buzzwords or broad mission statements; it’s about clarity and authenticity.

Answer key questions upfront:

• Why do you exist?

• What makes your work matter?

• What’s different about how you operate?

• Where are you headed?

Example: We’re a Series B fintech startup on a mission to simplify small business lending. Our team has grown from 10 to 70 in just two years, and we’re now powering over £200M in funding. Backed by top-tier investors and run by a diverse leadership team, we’re building the kind of workplace where high performance and balance coexist.

It's concise, confident, and compelling.

Why This Matters More Than Ever

Where AI is helping everyone write “good enough” job descriptions, narrative is what sets you apart.

When candidates feel like they understand the role and your company, they’re more likely to apply, more likely to be a fit, and more likely to be excited by what they’re walking into.

They bring in better quality applications, reduce drop-off during the process, and help convert top talent faster.

Need a Hand With Writing Better Job Descriptions?

We’ve created a practical, no-fluff guide that walks you through how to do just that—from structuring your ad, to using inclusive language, to leveraging AI without losing your voice.

Download our free guide: How to Effectively: Write Better Job Descriptions

Inside you’ll find:

• The anatomy of a high-performing job description

• How to write outcomes instead of just requirements

• Salary, benefits, and inclusivity tips

• How to blend AI with human insight

Need support crafting job descriptions that reflect your company and attract the right talent? We help companies scale their hiring across design, product, software, data and cloud with messaging that actually resonates. Let's talk.