July 2025 -The Things Recruiters Don’t Want You to Know: Part 1
At Tonic, we’ve written more CVs, adverts, and bios than we’ve had hot dinners. And in hospitality, that’s saying something.
And we’ve spent years obsessing over how to get it right.
So, we’re lifting the lid. We’re handing over the cheat codes. We’re here to tell you the secrets that most recruiters keep to themselves.
Let’s start with your job ad.
Secret One: You’ve got SECONDS, yes, seconds to make a first impression. The data proves it.
Here’s what usually happens. You need to hire – maybe someone’s left, maybe someone’s been promoted. You knock out a quick advert:
“Sous Chef required. Must be hardworking, passionate, and able to work under pressure. Salary: Competitive. Perks: Staff meals and uniform.”
Sound familiar?
Now read it from the candidate’s point of view. It’s not about what you want. It’s about what they’re looking for. And it’s human nature – people want to know: “What’s in it for me?”
Here’s the truth. You’ve got mere seconds to hook someone before they click back. And the biggest hook of all?
Salary
We’re not talking about it being a big salary; we just mean being completely transparent about the salary. We get it – you might not want to show your cards for lots of reasons. But if you skip the salary or hide behind “competitive” or “TBC”, you’re shutting the door on brilliant candidates. It’s the number one reason people engage with an advert, and omitting it sends up red flags.
Beyond salary, here’s what our experience (and the data) tells us candidates care about most:
* Career progression
* Work-life balance
* Company culture
That’s your top line. That’s your opening pitch. Not a task list. Not “must be able to multitask under pressure.” Sell the opportunity, and roll out the red carpet.
Structure Matters – And So Does Language
The structure of your ad needs to serve skimmers. Remember, most people are viewing this on their phones. Think of it like a menu – front-load the good stuff. We suggest:
1. Job title, location, salary
2. Headline benefits – work-life balance, culture, perks (REAL PERKS)
3. Why you? What makes your business worth joining?
4. Then and only then, what you as a business is looking for
And when you get to that last bit, be real with yourself. Are you really only open to someone with five years in a similar role, or would someone with a great attitude and a willingness to learn work? Rigid requirements only serve to shrink your talent pool.
Language matters, too. We’ve all heard the buzzwords around Diversity, Equity, and Inclusion (DEI), but this isn’t box-ticking – it’s strategy. The words you use can either invite people in or signal “this isn’t for you.”
Think your ad is neutral? Try running it through the TotalJobs Gender Bias Decoder (https://www.totaljobs.com/insidejob/gender-bias-decoder/) – you’ll be amazed how small tweaks can make a big difference to the kind of people who feel welcome to apply.
Remember, this is about opening things up, not closing the doors on groups of people.
AI is Your Friend But You Still Have to Show Up
Yes, AI can help – but it can’t replace you.
We’re big fans of using tools like ChatGPT or Grammarly to cut repetition, check grammar, and sharpen your copy. But don’t let AI think for you. It doesn’t know what makes your team tick. It doesn’t know what vibe you’re going for. And frankly, if you just ask it to write your advert from scratch, it will spit out something generic, overly formatted, and (you guessed it) full of Americanisms, long dashes, and awkward exclamation marks.
Use it to polish, not to write. Input your previous ads. Drop in tone of voice guidelines from your website or Instagram. Teach it who you are. That’s when it works best.
Pro tip: avoid “we’re recruiting!” – it’s a surprising turn-off. Candidates already know it’s a job ad.
And Finally, Be Human
People buy into people. If you’ve got a banging About Us page or your Instagram showcases the energy of your team, link to it. Give candidates a flavour of the real you. Because in this industry, culture matters just as much as the pay packet.
Here’s What to Avoid:
* No salary = fewer applications
* Don’t start with a list of demands – start with what makes the job brilliant
* Avoid jargon, tired clichés, and anything that could alienate people
* Don’t let AI write your ad – let it enhance your voice, not replace it
* Typos scream unprofessional – always spellcheck, always proofread
Up Next…
In part two of The Things Recruiters Don’t Want You to Know, we’re diving into what happens when your inbox is flooded with CVs…. How fast should you respond? What makes a great candidate on paper? What about job hoppers, career gaps, and red flags?
We’re lifting the lid on it all. See you next month.
