Open up any recruitment platform today and take a look at a few job ads. You’ll find endless bullet points, buzzwords, and “must-haves” that make the role sound more like a legal contract than an opportunity. It’s no surprise, then, that many companies struggle to attract high-quality applicants—especially in a tight labour market.
The issue? We’ve forgotten that job descriptions aren’t internal HR documents—they’re outward-facing invitations. And the best candidates are quietly opting out.
One of the most common mistakes is writing job descriptions from an internal perspective. HR or the hiring manager lists everything the last person did, adds a few more responsibilities “just in case”, and ends up with a spec that’s part biography, part wish list.
But job ads aren’t about history. They’re about potential. Instead of cataloguing tasks, the focus should be on outcomes, growth, and clarity.
Take Octopus Energy, for example. Their job descriptions stand out for being unusually human. They often speak in plain English, openly state who the person will report to, and outline what the first six months might look like. This approach is deliberate—and it works. The company has consistently attracted top tech and operations talent, even in a fiercely competitive market.
If your job advert includes phrases like “dynamic team player”, “fast-paced environment”, or “must wear many hats”, stop and ask yourself what you’re actually saying. These phrases are so overused that they’ve lost meaning—and worse, they can make candidates suspicious.
A 2021 LinkedIn UK survey found that nearly half of jobseekers were deterred by vague or jargon-filled job descriptions. Words like “family culture” or “work hard, play hard” often signal long hours, unclear expectations, or a lack of boundaries.
Instead, be direct. If the role is demanding but well-supported, say that. If long hours are expected occasionally, be honest. Candidates respect clarity far more than polished fluff.
Rather than reeling off a list of daily tasks, describe what the person will achieve in the role. What does success look like after six months? After a year? What impact will they have?
A good example here is Beavertown Brewery, a growing brand in the UK’s drinks industry. Their ads often break down what the role will deliver—i.e., “launch three new products into retail over the next year” or “build and manage a new supplier pipeline”. This shifts the tone from duty to opportunity, and that’s exactly what strong candidates want to see.
Despite the shift towards transparency in the job market, many UK employers still avoid stating pay in job adverts. This creates friction from the outset. Applicants are forced to guess whether the role is worth their time, while employers risk attracting over- or under-qualified candidates.
In contrast, The Body Shop has made headlines for its decision to include clear salary ranges in job descriptions across all levels. The result? Greater trust, fewer mismatched applications, and a faster hiring process. Being upfront signals that you value people’s time—and it often filters out speculative applications before they begin.
Candidates don’t just want to know what they’ll be doing—they want to know how the business operates. Is the team collaborative or siloed? Are people expected to stay late or encouraged to switch off? Is feedback part of the culture or a once-a-year formality?
This is where most job descriptions fall flat. Culture is either reduced to generic phrases or tacked onto the end. But if you’re not careful, candidates will assume the worst.
A more effective approach is to weave cultural indicators into the whole ad. For example, instead of saying “we value collaboration”, describe a regular team planning session, shared ownership of targets, or a buddy system for new joiners. These specifics speak louder than slogans.
Made Tech, a UK-based digital delivery company, does this well. Their job pages include real insights into team structure, decision-making processes, and flexible working norms. It’s clear they’ve thought about how people experience their jobs—not just how they describe them.
The job description is often the first impression a candidate gets of your organisation. It’s your opportunity to show not only what you need—but also what you offer. Yet too many businesses still treat it like a checklist, written in HR shorthand and hidden behind corporate speak.
In a market where talent has choices, job descriptions should be written with care, empathy, and intention. They should sound like they were written by a human, for another human.
Because at the end of the day, that’s what hiring is.
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