A clear, well‑structured role profile is one of the most effective tools for attracting relevant applications for your vacancy. In the membership and association sector, where roles often blend responsibilities across a range of areas, clarity is essential. A strong role profile helps candidates understand not just what the job involves, but how it contributes to member engagement, value and organisational impact. It also supports better shortlisting, smoother interviews and more confident hiring decisions.
Here are some considerations to writing descriptions that are focused, meaningful and aligned with the needs of modern membership organisations. We also have a range of templates for you to use in the employers hub.
Start with purpose, not tasks
Begin by explaining why the role exists. This helps candidates understand the contribution they will make and how their work connects to the organisation’s mission. A clear purpose statement also sets the tone for the rest of the profile and reduces the temptation to list every possible task.
Purpose statement template
“This role exists to… [core purpose] so that… [impact on members or the organisation].”
A strong purpose statement gives candidates a sense of direction and helps them decide whether the role aligns with their strengths and motivations.
Define key outcomes
Outcomes describe what the role needs to achieve, rather than the activities involved. This shift in focus helps candidates understand expectations and gives hiring managers a clearer basis for performance conversations. In the membership and association sector, outcomes can relate to member experience, operational quality, engagement, governance or programme delivery – to name a few.
Examples of outcomes
- Strengthen member engagement through timely, relevant communication.
- Support delivery of high‑quality events and learning programmes.
- Maintain accurate data and reporting to support organisational decision‑making.
- Improve the consistency and clarity of governance processes.
Outcome‑focused profiles help candidates picture what success looks like and whether they can deliver it.
Keep responsibilities focused and realistic
Responsibilities (or tasks) should support the outcomes and reflect the real scope of the role. Membership organisations often operate with lean teams, which can lead to broad job descriptions. A focused list helps avoid overwhelming candidates and ensures expectations are fair and achievable.
Tips
- Group responsibilities into logical themes (e.g. member support, communications, operations).
- Use clear, active verbs to describe responsibilities.
- Avoid long lists that dilute the core purpose of the role.
A concise, well‑structured responsibilities section helps candidates understand the day‑to‑day work without feeling lost in detail.
Separate knowledge and skills from behaviours
Knowledge and skills describe what someone needs to know or do. Behaviours describe how they work. Separating the two distinguishes them and helps candidates assess their fit more accurately. It also supports fairer recruitment by reducing ambiguity.
Skills (technical or role‑specific)
- CRM experience
- Data handling and reporting
- Event coordination
- Policy research
- Digital content creation
Behaviours (how the work is done)
- Member‑centric mindset
- Collaborative working style
- Attention to detail
- Adaptability and problem‑solving
This distinction helps candidates understand both the practical and interpersonal expectations of the role.
Be clear about what’s essential
Candidates value transparency. Being explicit about what is essential versus desirable helps people self‑select and reduces the risk of excluding strong applicants unnecessarily. It also supports more consistent shortlisting.
Examples
Essential: Experience working with CRM systems.
Desirable: Knowledge of sector-specific policy.
Clear criteria help candidates feel confident in applying and help hiring managers assess applications more consistently.
Include measures of success
Measures of success bring the role profile to life by showing how performance will be assessed. These don’t need to be complex: simple indicators can help candidates understand expectations and give managers a foundation for early objectives.
Examples
- Member satisfaction scores improve or remain stable.
- CRM data accuracy maintained at an agreed standard.
- Events delivered on time and within budget.
- Engagement with digital content increases over time.
Including measures of success helps candidates understand what good performance looks like from day one.
Use clear, human language
Membership organisations are relationship‑drive – and the tone of your role profile should reflect that. Clear, accessible language helps candidates connect with the organisation and reduces barriers for applicants from diverse backgrounds.
Tips
- Avoid jargon and overly formal language.
- Use plain English and short sentences.
- Focus on clarity rather than corporate phrasing.
A human tone helps candidates feel welcomed and gives a more accurate sense of your organisational culture.
Conclusion
A well‑crafted job description is more than a recruitment tool, it’s a foundation for clarity, performance and engagement. By focusing on purpose, outcomes, clarity and tone, membership organisations can attract candidates who understand the role, feel aligned with the mission and are ready to contribute meaningfully from the start.
