“We’re like a family” and other red flags

It’s Thursday

45.2% — The percentage of employees reporting a positive 6-month business outlook in March, up slightly from a record low in February, according to the latest data from Glassdoor.

We’re like a family (and other job ad red flags)

I’ve been spending a little too much time in job ad rabbit holes lately, and I know I’m not alone. Whether you’re hiring, browsing, or just following workplace trends, you’ve probably noticed that many job descriptions are starting to sound a bit… off.

Another round of layoffs is making headlines, burnout is still dominating LinkedIn, and job seekers are paying closer attention to the language used to describe work. Job ads aren’t just about qualifications anymore, they’re cultural signals, and candidates are reading them carefully.

That’s why this week feels like the right time to unpack what those signals are really saying. I want to look at the phrases that are quietly shaping how candidates perceive company culture, why they’re getting better at decoding them, and how HR can be more intentional in what’s written.

Terms like “resilient,” “thrives in ambiguity,” or “we’re like a family” are everywhere. While they might sound positive, or even flattering, they often do more harm than good. A recent LinkedIn News Europe article found that job ads using buzzwords like “unicorn” and “rockstar” receive up to 36% fewer applications.

Still not convinced? Take a scroll through r/RecruitingHell and you’ll find hundreds of examples of job ads that read more like a cry for help than a serious offer.

In a market that demands authenticity and clarity, the words we use in hiring matter. They’re shaping first impressions—and candidates are listening.

🤝 Supported by Notion

Thousands of startups use Notion as a connected workspace to create and share docs, take notes, manage projects, and organize knowledge—all in one place.

We partnered with Notion to give you up to 6 months free of new Plus plans, including unlimited Notion AI (up to 6,000$ in value)!

Apply now

🚩 Red flag job ads: What the language tells us

Job ads aren’t just lists of requirements. They’re windows into a company’s culture, leadership style, and priorities. In a tight labour market, every word counts.

Let’s take a look at a few of the most common red flag phrases and what they might actually be communicating.

“Must be resilient”

The intention? Attract tough, capable candidates. The signal? We’ll probably stretch you too thin, offer minimal support, and expect you to keep smiling through it.

🧠 The psychology behind it:

This often reflects an imbalance in the Job Demands-Resources Model, which shows that high job demands (like workload, emotional labour, or time pressure) without sufficient resources (like autonomy, feedback, or support) increase the risk of burnout. Resilience isn't a fix for poor working conditions.

“Thrives in ambiguity”

This phrase is common in startups and rapidly evolving environments. However, in reality, it often translates to lacking clear goals, processes, or leadership direction. 

🧠 The psychology behind it:

While tolerance for ambiguity is a valuable skill, prolonged ambiguity without structure leads to stress and disengagement. Recent research shows that ambiguity can reduce decision quality and increase anxiety, particularly when communication and role clarity are lacking.

“We’re like a family”

A classic phrase meant to suggest closeness and care. The unspoken message? We expect deep loyalty, blurred boundaries, and maybe a few late-night emails “because we care”.

🧠 The psychology behind it:

Pseudo-family culture occurs when emotional closeness replaces professional boundaries. While this may build short term cohesion, it often leads to favouritism, uneven accountability, and a lack of psychological safety.

Why this matters for HR

In organisational psychology, we talk a lot about the psychological contract - the unspoken expectations between employer and employee. Job descriptions are one of the earliest opportunities to shape that contract.

Vague or euphemistic language can unintentionally mislead candidates or deter the very people you want to attract. And once that mismatch becomes clear on the job, it often results in disengagement, turnover, or distrust.

In today’s workforce, where candidates are placing more emphasis on transparency, values, and wellbeing, clear and honest communication is more than a best practice. It’s a competitive advantage.

Final thought

Job ads should reflect the reality of the role and the values of the organisation. That doesn’t mean removing all personality, but it does mean being thoughtful about what’s promised and how it’s conveyed.

If you’re reviewing job ads this week, ask yourself: What assumptions are baked into this language? And would I apply for this role if I didn’t already work here?

A little rewording now could save an awkward exit interview later.

What we’re reading

WorkLife – 5 tips for spring cleaning at work to boost productivity

HR Dive – Corporate spy’s confession tees up Deel, Rippling court battle

Fortune – Why a top HR executive at PwC says that in an AI-fueled labor market ‘skills are currency’