How valuable are videos and images in job advertisements?

Talented applicants are often faced with a plethora of job postings and find it difficult to choose. So how can you capture the attention of qualified candidates and truly excite them? The answer lies in the targeted integration of images and videos in job advertisements. Why visual elements are no longer just "nice-to-have" but a must-have, we explain in this article.   

Why Visual Content is Essential

According to a study by CareerBuilder, job postings with videos have a 34% higher application rate. Visual content offers much more than just the appealing design of a job ad – it communicates emotions and values that are often hard to convey with just text. The human brain can process visual information much faster than text. This means that images and videos are not only absorbed more quickly but also stay in memory longer! 

A study by the applicant management provider softgarden also shows that 3/4 of applicants have already abandoned an application because the job ad was poorly designed. This illustrates how important an appealing visual presentation is. Correctly used images and videos can significantly increase the number of incoming applications. 

A Picture is Worth a Thousand Words

Videos are great for job advertisements. But sometimes it's not possible to generate an appropriate one for every position. In this case, you can go back to the more classic option: images. These can significantly enhance a job ad as well.

Which Images Should Be Used?

Images in job ads should always reflect the brand identity of the company and provide a consistent visual appearance to strengthen recognition. They should be authentic and provide real insights into the working environment to avoid disappointing applicants' expectations. Additionally, the selection of images should be inclusive and reflect the diversity of the workforce, underscoring the commitment to diversity. It is advisable to focus on images of people, as our brains perceive them more quickly and intensely than shots of empty offices, buildings, or machinery. 

Videos are Becoming Increasingly Popular

The trend toward videos is far more than a fleeting phenomenon – it is based on solid data. Adults over 18 spend an average of 100 minutes a day watching videos. Moreover, platforms like Facebook and Instagram prioritize videos in their algorithms, which further increases their reach.  

Video job ads offer a more authentic way to present the company and the position. This leads to applicants making quicker decisions about whether both they and the company are a good fit, which speeds up the recruitment process and improves the quality of applications. 

All the advantages of recruiting videos can be found here. 

Not All Videos Are Created Equal

Not every recruiting video is effective. For a video to be successful, it must be authentic, informative, and emotionally engaging. According to a recent study, two out of three applicants view a realistic and credible video as a valuable addition to a job ad. 

Videos in which employees express their enthusiasm and satisfaction with the company are particularly effective. If a video conveys authentic, positive emotions, it can significantly influence potential applicants and encourage their decision to apply. 

Industry and Demographic Differences

The effectiveness of videos in job ads can vary depending on the industry and target group. Technology-savvy industries and younger audiences are particularly receptive to video content, whereas in more traditional industries like craftsmanship, other formats may be more suitable. Nonetheless, most studies show that visual content, especially videos, is gaining importance across industries. 

Optimal Length and Content

A crucial factor for the success of recruiting videos is their length and content. Given that the average attention span when consuming online content is only about eight seconds, it's important to get to the point quickly. Therefore, recruiting videos should be no longer than one to two minutes and provide clearly structured information. 

However, the content should go beyond pure facts and showcase company culture, work atmosphere, and career opportunities. Authenticity is key: applicants want a realistic picture of what to expect in the company. 

Conclusion

Integrating videos, images, and picture galleries in job ads and career pages is a crucial step to stand out in a competitive job market against rival employers. These visual elements not only help capture the attention of potential applicants but also create an emotional connection and authentically present the corporate culture. By adapting recruitment strategies to these new requirements, companies can significantly improve the quality and quantity of incoming applications and increase their chances of attracting the best talent.