"Although coded language in job adverts can crop up anywhere, these words tend to arise more often in postings for smaller companies and start-ups, say experts.

"Although coded language in job adverts can crop up anywhere, these words tend to arise more often in postings for smaller companies and start-ups, say experts. “These types of companies have evolving priorities, making it difficult to write job descriptions for different careers,” says Renata Dionello, chief people officer for ZipRecruiter, a New York-based digital job marketplace. “This is when we see broad terms, clichés and catch-all language.”" For startups, the job description is often written by the (mostly) technical founders. They may not be familiar with the subtilties of writing job descriptions.