How to use images and video to make your job advert stand out

1 - Where to advertise jobs
2 - What is Hire Intelligence?
3 - Creating and optimising your job advert
4 - Rules for a good job advert
5 - Length and content of the ideal job advert
6 - What to consider when writing a job advert

Finding and attracting the perfect hire is difficult – but could you be making it even harder by not challenging where you advertise and what your adverts look like?

For most job seekers, their first port of call to job search is online on the multitude of job boards available. So making sure you advertise where your target candidates are and with the best advert is crucial. In this article we'll explain how to find the best job boards to advertise on, relevant to the job, and our top tips on creating and optimising a job advert.

Where to advertise jobs

Getting your job advert in front of the talent you want to attract is easier said than it is done!

Whilst there are several free advertising channels available like LinkedIn, other social media platforms and your corporate careers website, most organisations also need to use paid advertising to promote their job vacancies. However, determining where to invest your advertising budget can be challenging, especially considering the job role and requirements. It can be a tedious and repetitive exercise too, using up valuable time that could be spent on cultivating relationships with good candidates.

As a Talent Acquisition Manager, you’ll understand the feeling of endless hours jumping from one site to another, juggling media contracts, and the tedium of tracking invoices whilst also trying to ensure you’re getting value for money from your advertising budget. That’s all while you dream of focusing on what really matters most - hiring the best candidates quickly.

At Jobtrain, we've partnered with Hire Intelligence to take that job off your plate. It uses programmatic technology to get your job advert in front of the right people across the channels most likely to deliver and you only pay for the applications you actually receive, not for postings you are hoping will land.

What is Hire Intelligence?

Hire Intelligence is a smart, automated advertising platform we have partnered with and built right into Jobtrain. It distributes jobs across more than 3,500 job boards, aggregators and social platforms and uses programmatic technology to put your budget where it works hardest. This includes the channels our public sector and care clients rely on, from NHS Jobs, TES and RCNi to local government boards, the DWP and care sector sites like Carehome.co.uk.

Jobs are posted in Jobtrain, Hire Intelligence picks them up automatically, sends them to the most relevant channels and feeds applications straight back into Jobtrain with no extra steps. Candidates apply with one click on mobile and only answer screening questions once.

The difference is that you only pay for the applications you receive, not for postings you hope will land. A real-time dashboard shows your cost per application, cost per interview and cost per hire by channel, so you can see what is working and move budget accordingly. Clients typically see an uplift of 20% or more in application conversion and Hire Intelligence can even manage your existing job board contracts and credits for you.

Creating and optimising your job advert 

First impressions really count and with job adverts sometimes the first point of contact between a candidate and your organisation, doing them well is crucial. They play a critical role in not only shaping the candidate experience but also in terms of advert visibility, cutting through the noise of competing adverts by capturing interest and ensuring that quality candidates apply!

Rules for a good job advert 

Even though you’re starting to write lots of information to arm candidates with the knowledge to show off their best selves, there’s a pitfall you might trip into (and so many people get this wrong!) Getting the words right comes first and our guide on how to write a job advert that gets more applicants covers that in full. This post picks up where that leaves off, with the images and video that make a strong advert impossible to scroll past. 

Length and content of the ideal job advert 

A job advert should include images and videos to help add flavour to the advert copy. Make your job titles shorter. Shortening it from 7 words to 3 can increase the number of candidates by 48%. Think like a job seeker and use titles people actually search for and avoid symbols and special characters.

Two (or three) sentence job specifications aren’t going to peak anybody’s interest, but that doesn’t mean you should over-stuff your ad and waffle. You need to educate your internal team on what a great job advert looks like so you can increase your clickthrough rate – thinking about recruitment the same way a marketeer would think about writing for a website.

An advert should be around 500 words, according to Reed.co.uk. If your job advert is less than 100 words, it looks like you don’t care. If it’s over 1000 words, your application rate could drop significantly.

And finally,  adding benefits to your job advert can increase applications by 81% according to this study.

Download our Ultimate Guide to Candidate Experience

What to consider when writing job adverts 

Use clear and concise language in ads 

Avoid using jargon or buzzwords, as they can make the job advert confusing or off-putting. Instead, use simple, direct language that accurately communicates the responsibilities and requirements.

Focus on the candidate's perspective 

Highlight the benefits and opportunities the role offers to candidates, such as career growth, professional development, and work-life balance. A LinkedIn study found that 75% of job seekers consider these factors important when evaluating a job offer.

Be transparent about job requirements and responsibilities 

Clearly outline the key responsibilities, qualifications, and skills required for the role. A study by Indeed found that 77% of job seekers prioritise clear job descriptions when searching for a job.

Include information on company culture and benefits 

Provide an overview of your company's culture, values, and mission. Discuss the benefits offered, such as flexible work arrangements, health insurance, and holidays. A Glassdoor survey found that 57% of job seekers consider company culture a crucial factor when applying for a job.

Use inclusive language 

Avoid using gender-biased language or discriminatory terms in your job advert. Research by Applied shows that job adverts using strongly masculine language can reduce the number of female applicants by up to 10%, with fewer than half (44%) choosing to apply for those roles. 

Optimise for search engines and mobile devices 

Use relevant keywords and phrases to improve search engine visibility on job boards and the wider internet. Always ensure that your job advert is mobile-friendly.

FAQS

Should you include images and videos in a job advert?
Yes. Images and video add flavour to the advert copy and help it stand out when candidates are scrolling quickly and deciding in seconds whether to read on. They bring your culture and employer brand to life in a way plain text cannot, which encourages more of the right people to apply.

How do you make a job advert stand out?
Get the words right first, then bring the advert to life. Use a short, searchable job title, write for the candidate rather than listing duties, add images and video, and show your culture and employer brand. Make sure the advert reads well on mobile, where most people will see it.

How long should a job advert be?
Around 500 words is a useful guide, according to Reed.co.uk. Under 100 words can look like you do not care, while adverts over 1,000 words can see application rates drop significantly. Aim to answer a candidate's main questions clearly, without padding or waffle.

Do shorter job titles get more applicants?
Yes. Shortening a job title from seven words to three can increase the number of candidates by up to 48%. Use the plain, industry-standard title a jobseeker would actually search for, and avoid symbols, special characters and internal jargon that people are unlikely to type.

Does adding benefits to a job advert increase applications?
It can make a real difference. One study found that spelling out the benefits on offer increased applications by as much as 81%. Being specific about pay, flexibility, development and other benefits gives candidates a clear reason to apply rather than scroll past.

Does the language in a job advert affect who applies?
Yes. Research by Applied shows that strongly masculine language can reduce the number of female applicants by up to 10%, with fewer than half choosing to apply for those roles. Clear, inclusive and gender-neutral wording helps widen your pool and reach more suitable candidates.