HR confessional #01: Why I’ve started warning candidates away (and why you should too)

The problem

We’ve all been guilty of it. I know I have. We sit down to write a job advert and suddenly we’re transformed into estate agents. We start throwing around words like "dynamic", "fast-paced" and "market-leading" – basically polishing those rough edges until the role looks like a diamond.

But here’s the truth – when we sell a dream and deliver a reality check on day one, we aren’t "winning" the talent war. We’re just delaying an inevitable resignation. The "sea of beige" isn't just boring – it’s dishonest. And let’s face it, in 2026, candidates can smell a corporate filter from a mile away.

The disruptive idea

It’s time for the anti-job advert.

I've realised we need to stop trying to attract everyone. Your goal should actually be to actively repel the people who would be miserable in your office. If your culture is high-pressure and loud, don't call it "energetic" – tell them they’ll need thick skin and a pair of noise-cancelling headphones.

When you start warning people instead of selling to them, I promise you two magical things happen:

The "wrong" people opt out – saving you dozens of hours in interviews.

The "right" people – the ones who actually thrive in your specific brand of chaos – feel an instant, visceral connection to your honesty.

How to write the anti-job-advert

Ready to stop being an estate agent and start being a truth-teller? Here is how I build an anti-job advert that actually works:

1. The "don't apply if..." section: Every advert should have a list of deal-breakers that aren't about skills, but about temperament. "Don't apply if you need a clear roadmap every Monday morning – we’re building the map while driving the car at 80mph."

2. The "ugly truth" bullet point: Under the perks, add one "challenge". If the office is in a boring industrial estate with no decent coffee for miles, say it. "The commute is a slog and the local cafe is terrible, but the team inside these walls is the best you'll ever work with."

3. The culture friction test: Describe the hardest day someone will have in their first month. If they read that and think, "That sounds like a challenge I want to solve," then you’ve found your person.

Why this makes work better

For me, a better world of work isn't one where every job is perfect. It’s one where people are in the right jobs for them. By being radically honest, we stop the "bait and switch" that leads to burnout and "quiet quitting".

Are you brave enough to tell the truth in your next job ad? Or are you sticking with "dynamic"? Agree or disagree? Either way. We should connect: Find me here: Linkedin

LinkedIn social copy: "We’re done with the beige brochure. It’s time for the Anti-Job Advert. Who’s ready to stop selling and start warning?"