Iamsparklyknickers The most important things to me in job adverts are not the salary, but the flexibility in terms of start / finish times, working hours, remote working, the location of the offices etc. that allow me to spend more time -on mumsnet- with my DD.
I know loads of people who are earning much less than they could be elsewhere, but choose on other things.
I'd be pretty unhappy to employ someone who is working for me simply because they need a job, as it means once they're back on their feet they'll probably be off to another job that is more attractive to them.
I do agree that saying "competitive" for more specific jobs, or lower paid jobs where salary is much more important at the levels were people do need the job is both crap on the employer and a bad sign, I just don't think it applies to all.
TheGreatHunt They're often the best roles to apply for - you know the company is flexible, you know the company is interested in expanding the skills of the person they employee and will presumably help with that. And you know that once you get those skills you can probably get the higher salary rather than needing to move jobs.
Outside of specific professional qualifications, there's never an essential in a job advert - everything's a negotiation, you just start in a weaker place, and it may not be worth your time.