August 20, 2026
How to write a brief that attracts exceptional leaders.
Exceptional leaders are rarely attracted by a conventional job brief. They want purpose, challenge and the opportunity to make a meaningful difference.
The best leaders are rarely looking for just another job. They are looking for an opportunity to make a difference.
That distinction matters enormously when recruiting a Chief Executive, Director or other senior leader. Too many organisations still approach an appointment brief as an expanded job description: pages of responsibilities, governance structures, reporting lines and essential criteria. All of that has its place, but it is unlikely to persuade an exceptional leader to leave a role where they are already successful.
A great recruitment brief should do something different. It should tell a compelling story.
Start with purpose, not process.
Why does the organisation exist? Who does it serve? What difference does it make? What would be lost if it disappeared tomorrow?
Strong candidates want to understand the purpose behind the organisation before they study the organisational chart. Particularly in the charity and non-profit sector, purpose is often one of the most powerful recruitment tools available.
Be clear about the opportunity.
Why is this appointment important now?
Perhaps the organisation is entering a new strategic period, diversifying its income, expanding services, opening new facilities, rebuilding its culture or responding to rapidly changing needs.
Tell candidates what they could achieve, not simply what they will administer.
The difference between “responsible for delivering the strategic plan” and “an opportunity to shape the next chapter of an organisation with the potential to double its impact” is considerable.
A strong appointment brief should do more than list responsibilities and experience. It should tell the organisation’s story, explain why the appointment matters now, be honest about the challenges ahead and describe what success could look like.
Be honest about the challenges.
Exceptional leaders are not frightened by difficult situations. They are often attracted to them.
If income needs diversifying, say so. If the organisation needs cultural change, explain it. If systems need modernising or relationships with stakeholders need rebuilding, candidates deserve to know.
A brief that presents everything as perfect can actually undermine confidence. Credibility comes from presenting both opportunity and challenge.
Describe the person, not the perfect CV.
One of the biggest mistakes in senior recruitment is creating an exhaustive person specification that unintentionally eliminates people who could transform the organisation.
Ask what someone genuinely needs to succeed.
Do they really need ten years’ experience in exactly the same sector? Must they already have held precisely the same job title? Or do you need someone with exceptional leadership ability, commercial judgement, emotional intelligence, resilience and an affinity with your values?
Recruiting only from familiar backgrounds can produce familiar results.
Explain what success looks like.
A candidate should finish reading the brief understanding what you hope will be different in two or three years because they were appointed.
That is far more compelling than twenty bullet points describing routine responsibilities.
And finally, remember that recruitment is a two-way process.
Boards quite rightly expect candidates to demonstrate why they deserve the opportunity. But organisations must also demonstrate why an exceptional leader should choose them.
The strongest appointment briefs don’t simply describe a vacancy.
They create a sense of possibility.
And that is what persuades exceptional people to start a conversation.
Contact Us
For an informal and confidential discussion about this article, or on any other subject, please contact our Founder & CEO, Philip Nelson, on 020 3590 9978 or via email at philip.nelson@thehiringdept.com.
Philip has over twenty years of experience in charity governance and executive search and currently serves as a Trustee of Coram Beanstalk and as the Policy Development Lead for Heritage & Tourism at The Green Party.
