How can the job description/ad sound LESS like a job and MORE like an opportunity? SIMPLE: Shift your focus from the HAVES to the DOS. Instead of having a checklist of what someone needs to HAVE for a job, focus on what someone has to DO to be successful in a job. Top talent will only leave their current roles for an opportunity ? not just a job . Those employees want to be challenged ? they desire to learn something new. A successful job description/ad outlines the opportunity throughout the entire ad.