“Can wear multiple hats.”

“Must be adaptable.”

“Thrives in a fast-paced environment.”

You have probably seen these phrases way too much to easily recognise that they are from a job advertisement. And maybe, you’re guilty of using them when you posted that job ad for a role you were hiring for.

Candidates, especially experienced ones are becoming less attracted to these buzzwords because they signal unclear expectations, vague responsibilities, and poor planning and leadership.

Sometimes businesses are unintentionally writing vague job ads because of a few reasons such as:

• Rushing to hire for the role

• Wanting to reach more candidates

• Recycling a previous job ad from ages ago

If you’re a hiring manager, a recruiter, or in the talent acquisition team, you have to keep in mind that when you’re publishing a job ad, you are not casting your net far and wide. Instead, you are going narrow, where you would rather have five to ten quality candidates than 50-100 and spend hours, even days sieving to get the right ones.

On this Week’s Toolbox, here’s a framework you can use when you write your next job ad:

Define the role before it goes out

Start by asking: What am I looking to fill?    Identify the skill gaps, what you need for the role and your expectations for the job. Don’t write the advert yet if you can’t answer the following questions:

• What problem is this role solving?

• What work will they own?

• What pressure will they take on?

Remove the buzzwords

Delete those buzzwords mentioned above, fast! Vague language doesn't really tick the box when it comes to effective job ads. Make sure that you clearly define the job responsibilities and include:

• Project size

• Reporting structure

• Team support

• What success looks like after 6 months

BONUS TIP: I highly recommend including the salary expectations in your job ad. Often, candidates find it frustrating if the salary is not included in the advert, and it also helps you filter out mismatches.

Write the advert for the candidate you actually want

Because you’re not merely seeking applicants, you’re seeking THE applicant. Some qualified applicants may be looking for a job, but most of the candidates you want may already be employed.

So, ask yourself: “If I was already employed, would this advert convince me to have a conversation?”

If the answer is no after you read your own job advert, rewrite it.

Remove the vague filler language, the buzzwords, the broad expectations, and replace them with project context, leadership structure, operational clarity, and measurable expectations.

And if you want a more in-depth discussion on vague job ads, listen to Episode 2 of the Leader Scout wherever you get your podcasts.

Here’s my challenge this week:

Open your latest job advert, or simply take a look at some you come across while scrolling on LinkedIn, SEEK, or any other platform. Try to audit the job advert, and probably count the adverts packed with the buzzwords.

When you write your next job ad, make sure you know exactly what you are looking for, what the requirements are, and most importantly what is expected for the position.

Your goal is not just attracting candidates, but also putting your brand in the market and showing how the business operates.