Lead with “why this role,” add proof + fit signals, and write outcomes. Mix in how you're different.

Start with the candidate’s decision: “Why should I choose this?” Open with a tight role promise: the problem they’ll solve, what they’ll own, and what success looks like in 6–12 months. Then add 3–5 proof-backed differentiators (how you work, growth mechanics, team context). Replace generic responsibility bullets with outcomes and scope (“You’ll own X end-to-end”). Include fit/tradeoff signals (“If you need high process and slow change, this won’t fit”). Keep requirements to true must-haves and separate “nice-to-haves.” Close with clarity on process and timeline. The goal is choosability: help the right people self-select in—and the wrong people self-select out—before they ever apply.