Profiles: a little phrase to the effect of "These are just the team members that like having their profiles posted posted on the company's website. If you join us, having your profile listed here is strictly optional" would do quite nicely. I'd be delighted if more companies would include a similar disclaimer -- otherwise, one really has to wonder about risking a butting of heads (or worse) by objecting to such a form of public disclosure.
Vacation -- "We offer competitive salaries, comprehensive benefits and a flexible vacation policy." None of these requires further explanation on the website itself (provided they are meant as they sound), but it's good to have detailed responses ready when people ask.
I actually specifically look for the phrase "flexible vacation policy" because I like to ask for exactly that (i.e. some possibility of negotiating for more than the woefully default offered in the U.S.), again without raising eyebrows or arising suspicions of being under-committed or work-shy (when in reality, it means exactly the opposite).
http://www.inc.com/geoffrey-james/why-your-company-will-bene...
as well as research such as this review of research on the topic:
http://www.lapa.co.nz/assets/NewsAttachments/openplanoffices...
- non-perks: we mention that we hang out on Friday evenings and sometimes have a drink, and we celebrate when we do important things, is this too much? Are there better ways of writing that?
- Interesting point, I see what you mean, and we do have a team photo (no matching t-shirts). Will think about this.
- Profiles: We want to link for those who want it, which currently happens to be the whole team - how do you suggest we convey that those are optional?
- Office: This is a tricky one, the open-plan office is currently under discussion among the team, although we aren't that tightly packed.
- Unlimited vacation: I think we might just not mention this one. We do have unlimited vacation, but the founders set a very good example, and it's used much more as a 'flexible' vacation policy. I think we can explain how it gets used, but maybe not on first read of a hiring page. What do you think?