Why saying 'we're like a family' is the worst thing to write in a job ad

Research released today shows what really turns candidates off in their job hunt

BY Emily Douglas 22 Feb. 2023

It’s not the your culture that’s turning candidates off – or even your salaries. According to a new report from Randstad Canada, it’s your job adverts.

Research released today found that eight in ten jobseekers are turned off by jargon, buzzword-y terminology – with the phrase “we’re like a family” having one in three employees running for the hills. In fact the data found that insincere and vague statements had the opposite of their intended effect.

Terminology such as “duties may vary, must be willing to take on leadership responsibilities (26%), industry specific experience is a must,” turned off 26% of candidates – while a lack of dialogue transparency around diversity had a lot of jobseekers rethinking their applications.

So, if you want to boost your hiring potential in 2023 it’s time to start approaching candidate attraction in a more honest way.

“Like a dating profile, a job description is all about making a good first impression,” says Nick Montesano, EVP at Randstad Canada. “We’re in a competitive market, so postings need to stand-out; and language can be that difference maker in attracting top talent.

Essentially, it comes down to nailing the basics and weeding out the fluff. Forty seven percent of jobseekers would never apply to a role that doesn’t specify job location and 51% wouldn’t consider one with no salary range. What’s more, having the option to work 100% remotely based on personal circumstances is just as appealing as a competitive salary to job seekers.

Candidates are also looking for a culture connection – so don’t omit your values in your postings. In fact, detailing your corporate culture was seen as the number one deciding factor for the majority of jobseekers – with 40% of people opting not to apply to an advert that had an “unclear” depiction of their values.

“Job descriptions provide potential candidates the company’s personality on the page – the more a company can build itself up, the better the applicant pool,” adds Montesano. “Showcasing their passion, mission and opportunity in a well-written and well-thought out post not only grabs attention but also makes a lasting impression in overall job hunt.”