Joblisting: What makes your company special? How to describe your team in a job ad

Candidates don't just apply for a role – they choose a workplace. A team, a daily routine, a working culture. Those who neglect this part of the job ad lose candidates who would have been a great fit. Those who fill it in concretely give someone a reason to say: I could picture myself there.

«We are a dynamic, motivated team with flat hierarchies and an open company culture.» That sentence appears in thousands of job ads – and says nothing to anyone. Not because it's wrong, but because it applies to every company. And what fits everyone helps no-one make a decision.

The problem isn't length or effort. It's specificity. A candidate wondering whether they'd fit needs a real picture – not polished phrases.

Three things help candidates form a picture: who they'd be working with, what their day actually looks like, and why your company is worth considering compared to a large corporation or a competitor.

The team. How big is it? How is it made up? «Our renovation team consists of seven painters, including two apprentices» says more than «a collegial team». Knowing who you'll be working with makes it easier to judge whether you'd fit in.

The day-to-day. Is there a lot of outdoor work or office work? Lots of client contact or quieter, focused work? Travel? Early shifts? The more concretely you describe it, the better a candidate can picture what a normal Tuesday looks like.

The SME advantage. What a small company can offer that a large corporation can't: short decision-making chains, direct contact with the owner, exposure to different areas rather than specialising in just one. These are real advantages – write them as such.

Three to four concrete sentences about your team and your day-to-day replace any «About us» text, no matter how carefully crafted. A candidate who can picture what to expect decides faster – and more accurately.