Stop leading with values/perks. Lead with the work, the standards, and what’s uniquely true here.

Most job ads sound the same because they lead with generic adjectives. Instead, lead with what candidates can’t get everywhere: the problems, constraints, pace, autonomy, and the bar for quality. Use concrete details (team size, decision model, shipping cadence, customer impact, tools). Add proof (a project example, a metric, a leader quote with context). Include tradeoffs as a fit filter. Your goal isn’t broad appeal—it’s being distinctly choosable to the right candidates.