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In this article you can find content tips for employer branding campaigns including texts, videos and images. We will focus on the basics, Facebook, Instagram and Google Display.
Advertisment texts
The basics
Advertisement texts, part of the first impression your potential candidates will have of your company. Here are some basics to start with.
- Create your own! We offer standard advertisement texts, but these are not very differentiating online and do not match your own tone of voice.
- Keep them short and relevant! Make sure the texts contain a clear call-to-action (e.g. Read more!), clearly show the employer’s name and make the first sentence captivating to catch your candidates’ attention.
- Before you start writing your advertisement texts, define your Employer Value Proposition (EVP)! What makes you different as an employer? What does your company stand for as an employer, norms and values? Why should potential candidates come to you instead of your competitor? Is the EVP supported by your whole company, top to bottom?
Within the Facebook network, we make use of all possible placements (newsfeed, right column, Audience Network and Messenger). readmore
- When creating a Facebook ad, we give the following character limit recommendations as the rest of the characters will be after 'read more':
- Text: 125 characters with 350 as a maximum
- Headline: 40 characters with 80 as a maximum
- Link description: 30 characters with 40 as a maximum
- Make sure the employer is mentioned in the headline. This text stands out most, so you immediately let the potential candidate know what the advertisement is about.
- Put the most important information in the text and headline, as the link description is not always shown.
Instagram is made for great content, which makes it ideal for recruitment marketing. Show your videos and images while candidates are scrolling through the profiles of their favorite influencers.
- On Instagram, we recommend your text to have 125 characters. The max. is 2200.
- Make sure the employer is mentioned in the text and/or in the Instagram page, as this is the only opportunity on Instagram where you can give information in text.
- Make use of hashtags to make the Instagram text complete.
Google Display
By using Google Display, you increase your reach extensively with impressions on relevant websites (90% of the internet) and also in Android and iPhone apps.
- Google Search is limited in the amount of characters for each section:
- Headline: 30 characters
- Description: 90 characters
- Link: 15 characters
- Make sure the company logo is added to the banners and that the color of the banners matches this logo. Pick a color that allows the white texts to remain readable (so not too light) and draws attention with the logo.
- Implement USP’s or other relevant terms by using the tags.
- We recommend using your own Google Display banners, to match the rest of the style used in your advertisements. Select Google Display as a channel to use, send the banners to support@wonderkind.com and we will make sure they are implemented! For more information on custom Google Display banners, check page 12.
Videos and/or images
The basics
A picture says more than a thousand words. Only imagine how much a video can say. They are essential for the success of your recruitment marketing. How to distribute images and videos in the best way? Read it here!
- Use your own! We offer stock photos to use, but these are not even close to authentical. Even if the material you have is very general and not specifically created for employer branding, it is still better than stock photos.
- If you have videos that are shorter than 30 seconds, use videos over images. Custom photos are great, but with a video you can show so much more. Moreover, the moving images attracts attention better.
- As mentioned, only implement videos that are 30 seconds or shorter. Long videos can cause drop-off in views, as the average view time is between 10-15 seconds. Moreover, subtitle your spoken videos. Lastly, make the first 3-5 seconds as captivating as possible to draw immediate attention.
- Make sure the images and videos match the (required) measurements of the different channels. E.g. Facebook newsfeed, Instagram newsfeed and Facebook and Instagram stories.
- Make the images and videos as employer brand relevant as possible.
- Accepted file types images: JPG & PNG
- Accepted file types videos: MP4 and MOV
- Optional: You can submit an str-file (subtitle file) to be implemented with the video on Facebook and Instagram.
Facebook newsfeed
Facebook gives several options to show your images and videos.
- We advice the images and videos for Facebook newsfeed to have the measurement of 1200 x 628 pixels (landscape).
- Facebook recommends images with no more than 20% text, because images with a lot of text may create a lower quality experience. Check your amount of text with www.facebook.com/ads/tools/text_overlay.
- Use the highest resolution available.
Facebook carousel
Facebook gives several options to show your images and videos.
- We advice the images and videos for Facebook carousels to have the measurement of 1000 x 1000 pixels.
- Facebook recommends images with no more than 20% text, because images with a lot of text may create a lower quality experience. Check your amount of text with www.facebook.com/ads/tools/text_overlay.
- Use the highest resolution available.
- There is a max. of 10 carousel cards.
- Try to implement storytelling with carousels, to optimally use the possibility of multiple images in one advertisement.
Instagram newsfeed
Also Instagram gives several options to show your images and videos.
- On Instagram, your video or image must be 1000 x 1000 pixels. Images and videos in other sizes will not be accepted.
- Facebook recommends images with no more than 20% text, because images with a lot of text may create a lower quality experience. Check your amount of text with www.facebook.com/ads/tools/text_overlay.
Instagram stories
Also Instagram gives several options to show your images and videos.
- For Instagram stories, we recommend the measurements of 1080 x 1920 pixels.
- Remember, candidates will only see the image or video in this measurement, so it is important to add text to the image or video (e.g. Join us, vacancy Partner Success Manager).
- Leave top and bottom part free for Instagram call-to-actions (e.g. Learn More).
- The same goes for the Facebook stories.
Google Display
For Google Display, we offer our standard banners that can be edited or you can use your own custom Google Display banners.
- The logo cannot be larger than 5MB.
- There are no specific measurements for the logo. It is automatically adjusted to fit well in the Wonderkind standard banners.
- Custom Google Display banners: take the opportunity to match the style of your other advertisements even more!
- Custom Google Display banners: dynamic (AMP HTML5) banners draw attention than static banners. Static banners can be implemented with JPG or PNG files. The max. size of all types is 150 kb.
- Recommended banners to use (preferably all of them): 728x90, 300x250, 336x280, 970x90, 320x50, 120x600, 300x600, 160x600 and 468x60.
Lastly, always remember...
The most important thing is: authenticity tops quality.
These tips and tricks do not mean you have to hire a content agency to create oscar-worthy content. What matters most is that the content represents the employer well!
We recommend you to apply the advice given in this document. It is possible to go live with a campaign excluding these advices. This can however negatively influence your campaign results, for instance in amount of traffic and quality of traffic.