Strategy15/01/2021 · 3 min
It is an early morning at UrCompany HQ’s coffee machine when your latest recruiter approaches you. “What do you want the new marketing job ad to say?”, she asks. Before you’re able to take the third sip of your morning latte, you sputter out the words. “We need an edgy unicorn, with bags of potential who can hit the ground running within our winning team” Your recruiter nods, and goes to work on the job description.
Two weeks later
While your customary morning eco-friendly latte cup is filled with caffeine goodness, the same recruiter walks by, holding stacks of paper. “Hey”, you ask. “How’d it work out with that new marketing ad? Plenty of choices?”. She looks at you, sighs, and utters the words you needed to hear your entire career: “No one wants to be an edgy unicorn.”
“She looks at you, sighs, and utters the words you needed to hear your entire career: “No one wants to be an edgy unicorn.”
‘Abused buzzwords’
For years, Katrina Kibben has set the proverbial bar when it comes to hiring writing. With Three Ears Media she helps companies make its job posts and descriptions, well… better. We have to go back to March 21st, 2018, when she wrote about a poll she conducted. “When it comes to job descriptions, there’s a particular set of words that make candidates and recruiting pros alike wince. They’re cliches, abused buzzwords and usually – simply untrue.”
“They force these buzzwords into job titles and descriptions just to cram in more words instead of connecting with a human.”
The problem is twofold, she posed. Firstly: they describe the job and day-in-the-life experience rather than zeroing in on personal motivation and the inspiration of the right candidates. Moreover: seldom do they actually make sense. “They force these buzzwords into job titles and descriptions just to cram in more words instead of connecting with a human”, she wrote. “Worse? Most of the time they use these phrases simply because someone forgot to proofread the job description they’re recycling from several years ago.”
“They’re the ultimate indicator of if people are just calling it in or they really care from the candidate experience POV.”
We hope she’ll forgive us for recycling this content — but nearly three years later, these words are still well and truly alive in job descriptions and ads of all kinds. In total, she amassed 20 words that should really be banned. Kibben: “They’re the ultimate indicator of if people are just calling it in or they really care from the candidate experience POV.”
The banned list of 20:
- Top Talent
- Ninja
- Fact-paced company
- Rockstar
- Start-up vibe
- ‘We’re like a family’
- Employer of choice
- Winning team
- Employees are our greatest asset.
- Self-starter
- Work hard, play hard
- Guru
- Unicorn
- Rockstar
- Edgy
- Join our team
- Unlimited earning potential
- Hit the ground running
- Lead by example
- Fast-paced
