"Don't be generic" applies to the employer with regards to renumeration. "Competitive" means nothing, give me a numerical range. This avoids a waste of time on both parties' behalf.
How about, "Top Quartile for software engineers in the UK market according to itjobswatch.co.uk"
Or, "Above average according to Glassdoor for San Portland, Georgia"
Agreed. "Competitive salary" means nothing. They may as well simply not mention it at all.