A Deeper Look at Job Ad Buzzwords

Behind the Buzzwords: What Companies Could Really Mean.

Companies love a buzzword. They sound exciting, energetic, even visionary… but what do they really mean for you as a candidate?

Tech job ads often sound like a bingo card of clichés. “Fast-paced environment.” “Flat structure.” “We’re like a family.” These phrases are meant to excite, but more often than not they leave candidates wondering what the job actually involves.

At Amicus, we speak to engineers and tech talent daily who are tired of decoding job ads. Here’s what these common phrases could signal, both good and bad… and the questions you should ask to get to the truth.

"Fast-Paced Environment"

What it sounds like: An exciting company where you’ll never be bored.

What it can mean:

•Priorities shift frequently. Yesterday’s plan may not survive today’s stand-up.

•Delivery timelines are tight, and sometimes unrealistic.

•You’ll need to make decisions quickly, often without full information.

•There may be pressure to work long hours, especially during sprints or launches.

The positive spin: Fast-paced can be fun and energising when it’s well-managed. It becomes a red flag when it’s code for chaos or burnout.

Ask these in your interview:

•“How do you manage last-minute changes or shifting goals?”

•“What does a typical sprint look like here?”

•“How do you support developers during high-pressure phases?”

"Flat Structure"

What it sounds like: No hierarchy, no micromanagement, just freedom and trust.

What it can mean:

•There’s no clear reporting structure, which can lead to confusion or silos.

•Decision-making can feel like a free-for-all, or be dominated by founders.

•You might lack mentorship, career development, or defined progression.

•Expectations can be inconsistent from one person to the next.

The positive spin: Flat structures can encourage open communication and collaboration, but only if supported by clarity and accountability.

Ask this in your interview:

•“Who’s responsible for making technical or architectural decisions?”

•“What does the org chart look like in practice?”

•“Are there clear paths for career progression in a flat structure?”

"We’re Like a Family"

What it sounds like: Supportive, tight-knit culture where everyone looks out for each other.

What it can mean:

•You’ll be expected to go above and beyond, sometimes without clear boundaries.

•Emotional loyalty might be valued more than performance or wellbeing.

•Conflict may be avoided in favour of keeping the peace, even when feedback is needed.

•Saying “no” can be seen as letting the “family” down.

The positive spin: Some teams genuinely care for each other and foster great camaraderie. Just be cautious of situations where “family” culture is used to excuse poor management or unrealistic expectations.

Ask this in your interview:

•“How do you support work-life balance and mental health?”

•“What happens when someone sets boundaries or says no?”

•“Can you share an example of how flexibility has been offered to team members?”

"Wear Many Hats"

What it sounds like: Every day is different! You’ll learn loads! Start-up life is dynamic!

What it can mean:

•You may be asked to take on responsibilities outside your role, often with little support.

•Job scope can creep quickly, today you’re an engineer, tomorrow you’re also the product manager.

•There may be little distinction between roles or no clear ownership over tasks.

•Recognition or reward for going the extra mile might be inconsistent.

The positive spin: Wearing many hats can be a growth opportunity if there’s structure and recognition. Without those things, it’s a fast track to burnout.

Ask this in your interview:

•“What does the day-to-day scope of this role look like right now, and how has it changed in the past 6 months?”

•“How is cross-functional work managed or supported?”

•“Are extra responsibilities factored into progression or compensation reviews?”

Why does this matter?

You deserve clarity when choosing your next role. Buzzwords can hide a lot, or reveal just enough if you know what to ask.

The more informed you are, the better you’ll be at spotting red flags and identifying teams that truly align with your values.

At Amicus, we help developers cut through the noise. We give honest insight into the companies we represent, so you know exactly what to expect before the first interview.

Want real talk about your next move? Check out our live roles or get in touch with a specialist consultant today.

Subscribe to our mailing list below, for more blog posts, newsletters and roundtable events from Amicus!