Content Requirements

In this article, we share the content requirements for running a campaign. We will focus on Facebook, Instagram, Google Search, Google Display, and LinkedIn.

Facebook

Opportunities, opportunities, and more opportunities. Facebook offers multiple options to show your ad to the ideal candidate. Although the video is trending, we prefer a mix of videos and photos to fill all advertising spots! 

Format

Pointers

Dimensions & Files

Images

  • Relevant, job-related images
  • Recommended to not use more than 20% of text in images
  • Use the highest resolution available
  • Do not use ‘fake’ buttons
  • Size: 1100 x 700 pixels
  • File type: JPG / PNG

Video

  • Relevant, job-related videos
  • Do not use too many slow-motion videos
  • Subtitles where needed 
  • Ratio: 9: 16 or 16:9
  • File type: MP4 / MOV / GIF
  • Preferred length: ±20 seconds
  • Preferred size < 100MB

Text

  • Text: 125 characters with a maximum of 350
  • Headline: 40 characters with a maximum of 80
  • Link description: 30 characters with a maximum of 125
 

 

Instagram 

Instagram is a platform that millions of people visit on a daily basis. Many potential candidates are scrolling through their feed every day. Also, Instagram Stories are a nice chance to show creativity as a company!

Format

Pointers

Dimensions & Files

Images

  • Relevant, job-related images
  • Use the highest resolution available
  • Size: 1000 x 1000 pixels
  • File type: JPG / PNG

Video

  • Relevant, job-related videos
  • Do not use too many slow-motion videos
  • Subtitles where needed 
  • File type: MP4 / MOV / GIF
  • Preferred length: ±20 seconds
  • Preferred size < 100MB

Stories

  • Remember: candidates will only see your image - really important to add text!
  • Leave the top and bottom parts free for Instagram call-to-action buttons (e.g. Learn More)
  • File type: MP4 / MOV / GIF
  • Preferred length: ±20 seconds

Text

  • Text: character limit is 2200. The first 125 characters will be visible and the rest will be shown by clicking "Learn More". 
 

Google Search

Reach active job seekers by making sure you have the most attractive Google Adwords Search ad.

Format

Text

Pointers

Body

  • Headlines: maximum 30 characters
  • Description: maximum 90 characters
  • Relevant, job text
  • Avoid using trademarks 
  • Avoid using punctuation and symbols (e.g !@#)

Google Display

Banner placements are different between various websites or articles on news sites, therefore we need a lot of different sizes. We recommend using animated banners, but it is also possible to use static ones.

Format

Pointers

Dimensions & Files

Banner set

  • Preferably animated
  • Animations no longer than 30 seconds
  • Make use of clear call-to-action buttons 
  • Always include ‘job title’ and ‘company’
  • Always check image quality

Dimensions

300 x 250 pixels

320 x 50 pixels 

728 x 90 pixels 

300 x 600 pixels 

468 x 60 pixels 

160 x 600 pixels 

970 x 90 pixels

120 x 600 pixels 

336 x 280 pixels


Formats

AMP-HTML


File size

Max. 150kb 

Text

  • Type of campaign: 17 characters
  • Subtitle: 75 characters
  • Title: 55 characters
  • Call to action: 15 characters
  • Tags: 20 characters

 

LinkedIn 

LinkedIn ads help you reach your ideal candidates on the world’s largest professional network. With LinkedIn, you will be able to reach a highly relevant audience of the white-collar market. 

Format

Pointers

Size

Image (Landscape)

  • Deliver message with graphics, people, and text that extend attention span

  • Minimum: 640 x 360 pixels
  • Maximum: 7680 x 4320 pixels
  • Recommended: 1.91:1 - 1200 x 628 pixels

Image

(Square)

  • Capture & maintain attention with visual storytelling 
  • Minimum: 360 x 360 pixels
  • Maximum: 4320 x 4320 pixels
  • Recommended: 1:1 - 1200 x 1200 pixels

Image 

(Vertical)

  • Remember: candidates will only see your image - really important to add text!
  • Minimum: 360 x 640 pixels
  • Maximum: 1254 x 2400 pixels
  • Recommended:
    • 1.91:1 - 1200 x 628 pixels
    • 2:3 - 600 x 900 pixels
    • 4:5 - 720 x 900 pixels

Videos

  • Name (optional): up to 255 characters
  • Introductory text (optional): up to 600 characters
  • Length: 3 sec. to 30 min. Tip: most successful less than 15 sec.
  • File size: 75 kb-200 MB.
  • File format: MP4. Frame rate: less than 30 FPS
  • Width: between 640-1920 pixels, height: 360-1920.
  • Aspect ratio: between 1.778-0.5652

Text

  • Ad name (optional): 255 characters
  • Headline: 70 characters
  • Introductory text: 150 characters
  • Description (LAN only): 70 characters. Only required if using LinkedIn Audience Network (LAN).