A study from the University of Mississippi reveals that job postings using words like “results-oriented,” “ambitious,” and “persuasive” are more likely to draw candidates willing to bend the rules to achieve their goals. These terms, the researchers argue, appeal to narcissists—people who prioritize their success even at the expense of ethical behavior.

“It starts with the job posting,” the researchers explain. “The language you use shapes who applies.”

Honesty matters

This is a particular concern in fields like accounting, where honesty is crucial. Narcissists are more likely to manipulate financial reports, engaging in “earnings management” to make a business seem more successful than it is. While often legal, this practice is seen by many as misleading. “Narcissism consistently shows up as a key trait linked to fraud and rule-breaking,” the study notes.

However, narcissism isn’t always bad. In sales, for example, it can drive innovation and success. Executives, who often score high on measures of narcissism, can use these traits to lead boldly. The challenge for businesses is deciding whether they need rule-followers or risk-takers.

In the study, 248 participants were shown different job postings and asked to pick their favorites. They also took a test to measure narcissistic tendencies. While none of the participants were clinically narcissistic, the test identified those with stronger traits. Unsurprisingly, people who scored higher in narcissism were drawn to ads with words like “creative” and “thinking outside the box.”

Problematic qualities

In fields like accounting, though, these qualities can be problematic. “Calling someone a ‘creative accountant’ isn’t a compliment,” the researchers warn. “It suggests someone willing to fudge numbers to make things look better than they are.”

The lesson is clear: employers should think carefully about the language they use in job postings. If a company wants employees who follow the rules, it should avoid terms that appeal to rule-benders. On the other hand, if the goal is to find ambitious go-getters, those words might serve well.

“The words you choose matter,” the researchers conclude. “They shape the kind of people you attract—and, ultimately, the culture of your organization.”

In an age when hiring the right people is more important than ever, understanding the power of language is a skill no company can afford to overlook.