Content Requirements

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

Facebook

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

Format	Pointers
Images	Relevant, job related images Recommendable 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 images Do not use too many slow-motions Subtitle when needed	Ratio: 9: 16 or 16:9 File type: MP4 / MOV / GIF Preferred length: ±20 seconds

Text	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

Instagram

The overview filled with photos through which candidates scroll on a daily base. Also, Instagram Stories are a nice chance to show creativity as a company!

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

Video	Relevant, job related images Do not use too many slow-motions Subtitle when needed	File type: MP4 / MOV / GIF Preferred length: ±20 seconds

Stories	Remember: candidates will only see your image - really important to add text! Leave top and bottom part free for Instagram call to actions (e.g. view more)	File type: MP4 / MOV / GIF Preferred length: ±20 seconds
Text	Text: max. 125 characters (remaining text will be cut off and replaced by 'read more') The max. is 2200.

Google AdWords Search

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

Format	Text	Pointers
No image	Heading one: max 30 characters Heading two: max 30 characters Link path one: max 15 characters Link path two: max 15 characters Description: max 90 characters	Relevant, job text No company name in heading one or heading two.

Google AdWords Display

Placings differ from blogs or in between articles on news sites, therefore we need a lot of different sizes. We prefer animated banners, but it is possible to use static ones.

Format

Pointers

Banner set

Preferably animated
Animations not longer than 30 seconds
Make use of clear ‘call to actions’
Always include ‘job title’ and ‘company’
Always check image quality

Sizes:

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:

JPG / PNG

AMP-HTML

File size:

Max. 150kb

Text

Type of job: 12 characters
Title: 40 characters
Subtitle: 40 characters
Call to action & tags: 11 characters

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

Format	Pointers	Size
Images (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).