Calling Bullsh*t on Buzzwords: Misleading Job Ads That Don’t Deliver

Every April 1st, we expect a prank or two. But in recruitment? Some job ads are playing tricks all year round, and as recruiters, we’re often the ones writing them! Yes you, the one over there in the corner, hanging your head in shame, you know know what I'm talking about, the ads that make big promises with no substance. "Fast-paced environment." "Dynamic team." "Competitive salary." It’s like buzzword bingo, but the prize is a job that looks nothing like the pitch. And somehow, it’s become the norm.

When the Promise Doesn’t Match the Reality

At first glance, these ads look exciting. Maybe even career-defining for a candidate. But behind the shiny headline lies a commission structure no one understands (including yourself), KPIs that change monthly, and zero transparency about what success actually looks like. It’s not just misleading - it’s a setup.

And the worst part? This isn’t just a candidate problem. It hits everyone:

·       Candidates join with unrealistic expectations and quickly lose trust.

·       Hiring managers deal with underperformance, turnover, and frustration.

·       Recruiters take the heat when the dream job turns out to be a dud.

And let’s face it, none of us got into recruitment to waste time or damage reputations.

So, Why Are We Setting Candidates Up to Fail?

Because sometimes, we’re more focused on filling roles than telling the truth. Brutal, but am I wrong? It’s easier to write an ad that sells a dream than confront a less-than-perfect reality. So, with a little help from ChatGPT, we pad it out with vague perks, toss in a few buzzwords, and hope it sticks. But here’s the problem: it sticks... For all the wrong reasons.

Candidates aren’t stupid. They know when something feels off. And when the job doesn’t live up to the sell, it’s not just a bad hire, it’s a reputational mess. They lose trust in you, the company, and the process. They leave. They talk. And they don’t come back.

A job ad isn’t just a marketing tool. It’s the first promise you make to a candidate. And when you break that promise, you’re not just burning a bridge, you’re burning future referrals, brand equity, and your own credibility.

What Needs to Change?

It’s time for job ads to do what they’re supposed to do: accurately reflect the role. Not sell a dream. And here’s how to get it right:

·       Be honest about pay. If it’s uncapped, show what average billings look like.

·       Scrap the fluff. Replace “dynamic” with what actually makes the team great.

·       Say what the culture really is. Don’t pretend hybrid is an option if it’s not.

·       Set expectations. People don’t mind hard work—if they know what they’re working towards.

If the reality of a role doesn’t sell on its own, that’s not a copy problem, it’s a value issue. And maybe it’s time to revisit the offer with the client, because we shouldn’t have to embellish an opportunity to make it appealing. At the end of the day people don’t mind hard work, as long as they know what they’re working towards.

Final Thoughts

This April, let’s not make fools of candidates. Or clients. Or ourselves. The job market is competitive, and believe it or not, as a recruiter, honesty is your best asset.

So ditch the overhyped, under-delivering job ads and start telling it like it is. Because the best candidates aren’t looking for gimmicks, they’re looking for the real deal. And if we’re still relying on trickery to fill jobs? Well, then who’s the real fool?