The advantage that Apple has is that they are already a household brand that is associated with cool so they don't have to sell their culture very much, people

The advantage that Apple has is that they are already a household brand that is associated with cool so they don't have to sell their culture very much, people already want to work there. On the other hand an unknown company has to get it's culture across in the job description and language paints a picture. If you are using very clinical language that is going to colour expectations of what that company is like to work for, even though your intention is the opposite. The picture you are painting with uninspired language is likely to be one of cubicles and TPS reports. There is probably a happy medium here, a way to make the job sound exciting to most demographics whilst still being information dense but it requires strong language skills and domain knowledge which many people writing job postings do not necessarily have.