Social ads

Introduction

This page will serve as a quick guide to creating your templates and content. For detailed instructions and advanced capabilities, please refer to Getting Started.

Adway’s platform lets you create and distribute job ads on social media instantly, using automation to save time on repetitive tasks. Dynamic, and layered, templates allow you to set the look and feel of your ads, with the platform automatically generating them at scale while maintaining brand consistency.

Image Templates

1. Create your image template.

2. Create your image library.

Creating Your Image Template

Below is a series of images demonstrating the construction of an image template using layers.

Layer 1: background

Layer 2: placeholder for background image

Layer 3: fixed flavour text

Layer 4: dynamic text replacements

Completed ad based on the image template

Use the correct aspect ratios and sizes: 9:16 (1080x1920) for the Story format and 1:1 (1200x1200) for the Newsfeed format.

Reserve 14% (250 pixels) at the top and bottom of Story designs (Meta & Snapchat) to avoid platform overlays. For TikTok, leave 20% (215 pixels) on the right side clear. These practices ensure your content remains effective across platforms.

Read more about Image Templates and Aspect Ratios.

Create Your Image Library

The next step is to prepare background images to use in your template. Each time an ad is generated, an image is randomly selected from your image library. We recommend a minimum of 4 images in each library. In other words, if you have one image library for Tech and one for Sales, you need 2x4 images.

Example image library suitable for Sales & Marketing.

Text Templates - Writing Headlines and Captions

Headlines - Maximum 65 characters Headlines are displayed beneath the image of ads promoted in the Newsfeed (Facebook, Instagram, LinkedIn). Create an attention-grabbing title that highlights your company’s mission or vision, or unique selling points.

Captions - Maximum 250 characters Captions are displayed above the image of ads promoted in the Newsfeed (Facebook, Instagram, LinkedIn), and will show for candidates engaging with your ads on Facebook/Instagram Stories, Snapchat, and TikTok. Focus on the benefits and reasons why a candidate would want to work at your company. Think of it as an elevator pitch to pique their interest.

Writing texts longer than the recommended number of characters (including spaces) will result in worse performance of your ads. As a rule of thumb: shorter, is better.

It is advisable to create one caption/headline for every 10 ads you intend to publish over a year.

An Adway example ad containing the caption (top) and a headline (bottom).

Dynamic Text Replacements

Dynamic text replacements allow for the automatic insertion of vacancy data into your templates, saving time and ensuring consistency.

Ad copy alternative using a text replacement.

Ad copy alternative populated with the vacancy's title.

The two most commonly used text replacements are the Location {{locations.0.city}} and the Title {{title}}.

Read more about Dynamic Text Replacements.

Exporting Assets to Adway

Ensure all design elements are aligned and ready for export. Double-check for any errors or inconsistencies.

All image template layers must be exported as .svg. All images from your image library must be exported as a .jpg or .png.

Upload your assets to your tenant in Adway's platform, or share it with your Adway representative with the help of WeTransfer, Dropbox, or SharePoint.

Read more about Exporting Assets to Adway.

Other

You are responsible for adhering to local laws and social media platform policies. Read more about Forbidden Content.

You can use different image and text libraries depending on e.g. the job category, language, or company name. Read more about Variations.