It’s a challenge to promote your company culture without overselling yourself. Surely, in a careers page, you can’t talk about those less attractive things that could and do happen at work, such as occasional overtime or salaries a touch below the industry average.
If you try to sugarcoat everything about your work life, you risk sounding inauthentic. Candidates don’t expect to find negative things about your company in your own site, but big, bold statements of “how happy your employees are” or “how you’ve built the best workplace” are too vague and abstract. It’s best to give candidates something more tangible.