I rue this era when HR mimics the tactics of marketing... we want passionate “ninjas,” (whatever the term of the day is) who “share our vision” “to make a better world”. You know what. Hire people to do the job description you post. All the other frills are just image marketing.
We seek compliant, disposable robots who will work excessive hours for below-market pay and no advancement, sacrificing their health, happiness, sanity, and years of their lives in order to deliver massive value to the company owners!
Does this sound like YOU? Submit your application today!
I suppose, but I think there are a great number of Non-profits and Volunteer orgs who don't rely on lofty language in order to attract talent. I still think these things should fit the job expected to be carried out. Google and others have these kinds of messages in order to corner talent, but it's not necessary, Microsoft is just as capable and they do not resort to lofty flowery language to achieve their goals and they are no worse than Google for it (in either what they do or what they stand for).
But are you? The "make a better world" phrase is frequently - especially in this industry - abused to try to sell the most bullshit or even socially negative jobs to people.