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 

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).