Your job advertisement is the first impression that you offer potential employees. In a competitive market, especially for skilled roles in the agricultural, truck, and earthmoving machinery sectors, the words you use can be the difference between attracting a flood of qualified applicants and hearing only crickets. In 2025, job seekers are savvier than ever, and outdated clichés or ambiguous language can be a major turn-off, potentially costing you the best talent.
This article will guide you through some common phrases to avoid in your job ads for the machinery dealership industry, ensuring your recruitment efforts are effective, inclusive, and ultimately lead to building a stronger, more capable team.
The problem with vague language and tired clichés
Ambiguity in your job ads creates uncertainty and can make potential candidates suspicious. Instead of highlighting the unique opportunity you offer, these overused expressions blend into the background noise, often leaving job seekers feeling confused or even annoyed.
- “Wear many hats”: This phrase is a significant red flag. In the specialised world of heavy equipment dealerships, candidates want to understand their specific role. “Wear many hats” suggests a lack of clear definition and can imply being overworked and under-resourced. Instead, be specific about the varied responsibilities, highlighting the core duties while mentioning opportunities to be proactive and handle diverse tasks within a defined scope.
- “No two days are the same”: While intended to sound exciting, this often signals chaos and unpredictability. Skilled technicians, parts interpreters, and sales professionals in our industry generally prefer a reasonable understanding of their day-to-day expectations. Instead, focus on the “exciting and rewarding opportunity” and provide concrete examples of the types of variety the role offers, such as working with different types of machinery or engaging with a diverse customer base.
- “Self-starter” or “hit the ground running”: These aim to attract proactive individuals but can inadvertently suggest a lack of support and training. Candidates might worry they’ll be left to figure things out without proper onboarding or guidance, which is particularly concerning in roles requiring specific technical knowledge of complex machinery. Instead, clearly define job duties and performance expectations, while also outlining the training, onboarding, and ongoing support provided, including manufacturer-specific training or mentorship programs.
- “Dynamic environment” or “fast-paced environment”: These vague terms often translate to “high-stress” and “under-resourced” in a candidate’s mind. While dealerships can be busy, especially during peak seasons, glorifying a constantly pressured environment can deter top talent seeking stability. Instead, describe the work pace factually if necessary, but balance this by mentioning available support systems, realistic goals, or opportunities for focused work. Emphasise positive challenges like “opportunities to learn new technologies” or “complex problem-solving.”
- Unprofessional buzzwords: Steer clear of terms like “guru,” “ninja,” or “rock star.” These sound out of touch and don’t convey the actual skills and qualifications needed for dealership roles like diesel mechanics, parts managers, or service advisors. Use standard, descriptive job titles and list specific, required skills and experience levels.
Red flags around culture and work-life balance
Certain phrases can also signal potential issues with work-life balance and workplace culture, which are both becoming increasingly important to today’s job seekers.
- “Work hard, play hard”: This outdated cliché often implies long potentially unpaid hours and an expectation of mandatory after-hours socialising. In the heavy equipment dealership industry, where work can be physically demanding, this can be a major deterrent. Instead, if you want to highlight a social atmosphere, mention specific, optional opportunities like team-building events or social clubs. Focus on a supportive culture and clear communication about working hours and flexibility.
- “We’re like a family”: While intended to suggest warmth, this often implies poor boundaries and an expectation to go significantly beyond duties without extra compensation. Candidates may worry about a lack of respect for personal time. Demonstrate a genuinely supportive culture through concrete actions and benefits like generous leave policies or flexible scheduling.
- “High-performance culture”: While some might be attracted to success, others fear relentless pressure and potential burnout. Be specific about how the company supports success, such as “we provide the tools and training to excel” or “you’ll be empowered to achieve your best.”
- “Highly committed person”: This can suggest high turnover and an expectation to consistently go above and beyond normal duties. Instead, frame the need in terms of growth and development, such as seeking an individual “who is looking to build a long-term career with us.”
- “Work well under pressure”: This glorifies stress. Instead, describe specific situations where composure might be needed and highlight support mechanisms or skills like “effective prioritisation” and “calm problem-solving.”
Transparency is key: compensation, benefits, and requirements
Lack of transparency and unrealistic expectations in these areas are major deterrents.
- Avoid vague salary phrases: Omitting salary ranges or using phrases like “competitive salary” wastes everyone’s time and can lead candidates to assume the pay is below market rate. Provide a realistic salary range upfront.
- Highlight real benefits: Don’t list basic amenities as “perks.” Detail genuine benefits like generous leave, health and wellness programs, professional development budgets, and flexible work arrangements.
- Realistic requirements: Avoid long “laundry lists” of desired skills and excessive experience requirements for entry-level roles. Focus on genuinely essential “must-haves” versus “nice-to-haves.”
Steering clear of discriminatory language
Your job ads must be inclusive and avoid any language that reflects bias based on gender, age, disability, race, or other protected characteristics. In Australia, this is not just ethical but also a legal requirement.
- Use gender-neutral job titles (e.g., “Storeperson” instead of “Storeman”).
- Employ neutral pronouns.
- Be mindful of gender-coded words; focus on objective skills.
- Avoid age-related terms like “young” or “recent graduate.” Focus on experience level.
- Only list genuinely essential physical requirements and mention willingness to provide reasonable accommodations.
- Focus on required language proficiency, not “native speaker” status.
- Replace vague “culture fit” with descriptions of desired workplace behaviours and values alignment.
Crafting effective and inclusive job ads
Creating job ads that attract the best talent requires a holistic approach:
- Clarity and simplicity: Use plain, straightforward language, avoiding jargon and acronyms.
- Accuracy and honesty: Represent the role and company culture truthfully.
- Professionalism: Ensure meticulous proofreading and clear formatting.
- Highlight inclusive culture and benefits: Showcase your commitment to diversity and detail benefits that support a diverse workforce.
- Process transparency: Outline the recruitment process and timelines.
- Consider the Australian context: Be aware of local anti-discrimination laws and cultural nuances.
The language you use in your job advertisements sends a powerful message about your dealership. By steering clear of vague clichés, ensuring transparency, and using inclusive language, you can attract a wider pool of qualified candidates, ultimately building a stronger and more successful team for 2025 and beyond.
Teamrecruit is Australia’s most established recruitment agency specialising in truck, earthmoving and agricultural machinery dealerships in Australia, New Zealand, the South Pacific and Southeast Asia. Find out more about Teamrecruit and how we support employers and candidates in the dealership industry.
