🔴 Gen Z jobseekers are quick to spot red flags in job listings—and if your ad raises them, they’ll scroll right past. From vague salaries to meaningless perks, here are the top four dealbreakers turning young talent away—and what you can do to fix them.

• Don’t have generic company blurbs – show real team culture, not buzzwords
• “Competitive salary” is it really? – 58% won’t apply without a pay range
• Unrealistic expectations – Prioritise the key tasks, not wish lists
• Basic benefits as perks – Offer real value, not free coffee

📢 Fix your job listings and attract top Gen Z talent!

1. No genuine invitation to the team

Job ads often begin with lengthy, generic company descriptions. “Dynamic team,” “limitless learning opportunities,” and “friendly and supportive environment” are empty buzzwords that fail to provide any real sense of what it’s actually like to be part of the team.

Stop copying and pasting your company’s “about us” page into the job ad. Instead, write a short paragraph about what you actually do, highlighting traditions and team dynamics. For example, “You’ll be part of a small, collaborative marketing team with clear boundaries: no long hours, max 4 meetings per week, and early finishes every Friday.” Write like you’re offering the job to a friend — clear and simple.

2. “Competitive salary”

The phrase “competitive salary” alone can be a major turnoff for Gen Z, as 58% insist they won’t apply for a job listing if it fails to disclose the salary. And remember, this is the TikTok generation we’re talking about. Gen Z is quick to use the hacks they pick up there (even if they’re not always the most professional), so when you ask about salary expectations first, don’t be surprised to hear answers like, “It depends on what your company can offer.”

Sharing a range early makes the process faster and clearer for everyone. If it’s broad, just be ready to explain what’s expected at the lower vs. upper end of that range. It’s also a good idea to mention how and when salary reviews happen.

3. Perfect candidate expectations

Most job ads list every possible task imaginable, often including vague or unnecessary requirements like “stay up-to-date with the latest trends” or “ensure brand consistency and engagement.” These points clutter the ad, making it hard for young candidates to see what truly matters.

Focus on the top 3 most important tasks the candidate will be doing. Describe them clearly at the start of the ad, and add any additional responsibilities further down. For managerial positions, focus on outlining the business challenges the candidate will solve, rather than listing tasks you think they will do. Also, separate essential qualifications from preferred ones so candidates know what’s truly required.

4. Basics as perks

Listing legally required benefits, like paid sick leave or minimum holiday entitlements, as if they’re unique perks, sends a signal that your company might not offer much beyond the bare minimum. Also, stop offering free coffee or snacks as a “perk” – no one cares about that anymore, just like with fun corporate events.

Instead, focus on what really matters to Gen Z. According to an EduBirdie study, they prioritise flexible hours, remote work options, healthy work-life balance, health and life insurance, and retirement benefits. Showcase the benefits that make your workplace stand out, not just what’s legally required.

Avery Morgan is Chief HR Officer at EduBirdie