The Problem with Generic Job Adverts
When we receive a hiring brief that describes the ideal candidate as “a strong team player with good communication skills and the ability to work under pressure,” we know immediately what kind of response the employer will receive: generic applications filled with the same buzzwords, offering little evidence of genuine suitability.
Vague job descriptions produce vague applications. It is one of the most consistent patterns we observe in recruitment, and it costs employers time, money and access to the candidates who could genuinely solve their problems.
Candidates Mirror the Language You Give Them
Job applicants respond to the level of detail and specificity you provide. If your advert is broad and filled with soft skills and platitudes, candidates will mirror that language back to you. They will tell you they are “highly motivated” and “passionate about excellence” because that is the tone you have set.
If, however, your job description is precise—outlining the systems the successful candidate will use, the problems they will solve in the first six months, the stakeholders they will work with and the measurable outcomes you expect—you will receive applications that speak directly to those criteria. Candidates who possess relevant experience will recognise themselves in your brief and will respond with specific evidence.
Tighter Briefs Produce Stronger Shortlists
We see this every week. Employers who take the time to articulate exactly what the role involves and what success looks like receive a higher proportion of relevant applications. The shortlist is stronger, the interview process is more efficient, and the hire is more likely to succeed in post.
Conversely, employers who rely on generic job templates or rush the advert because they are under pressure to fill the role quickly often find themselves sifting through dozens of applications that reveal little about true capability. The problem is not the talent pool. The problem is the lack of clarity in the brief.
What a Clear Job Description Should Include
A strong job description does more than list qualifications and responsibilities. It should provide enough context for a candidate to self-assess their suitability and to tailor their application meaningfully. Consider including:
- The specific responsibilities and day-to-day activities of the role
- The systems, software or processes the candidate will be expected to use
- The challenges or problems the role exists to solve
- What success looks like in the first three, six and twelve months
- The structure of the team and who the role reports to
- Clear information about salary, benefits and working arrangements
Each of these elements gives candidates the information they need to demonstrate relevant experience and to explain why they are suited to the role. It also signals professionalism and respect for applicants’ time.
How We Assess Candidates Against a Detailed Brief
Every candidate we introduce to an employer has been spoken to and assessed against a clear, detailed brief. We do not forward CVs in bulk. We take the time to understand what you need, and we qualify candidates against those needs before making an introduction.
This is only possible when the brief itself is specific. A vague brief leads to vague candidate conversations, which in turn lead to mismatched introductions and wasted time on all sides. Precision in the job description is the foundation of effective recruitment.
If Your Last Campaign Delivered Poor Results, Review the Brief
If your most recent recruitment round produced a high volume of irrelevant applications or a shortlist that failed to impress, it is worth revisiting the job description before you advertise again. Often, a small improvement in clarity and specificity will produce a significant improvement in response quality.
We work with employers across the UK to refine hiring briefs, provide honest market advice and connect them with candidates who have been properly assessed. If you are preparing to recruit in finance or accountancy and want to ensure your brief attracts the right attention, we would be happy to review it with you.