Text Templates
Last updated
Last updated
Crafting effective job ads for social media involves concise and engaging copywriting to attract candidates. Unlike detailed job descriptions found on career sites, job ads are brief - aiming to pique interest and drive candidates to your job description.
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.
Examples of use cases for localised and personalised texts:
1. Localised texts
• Language: Write ads in the local language to increase relevance and engagement. Ensure accurate translations that maintain the original message and tone.
• Cultural Relevance: Adapt your messaging to reflect local customs, values, and expectations.
2. Personalised Texts:
• Brands: Customise ads for different brands under the same company to highlight unique aspects of each brand’s identity.
• Job Families: Tailor content for different job families, such as Tech or Sales, focusing on what appeals most to each group.
As you create your templates you will create a minimum of two libraries of text snippets: one for Headlines and one for Captions. When Adway Connect creates your ad it will randomly select one Caption and one Headline from each library and piece them together to a full ad.
If you apply variations to your template, you will need to create as many libraries of texts. E.g., if your company is present in France and England, you'd be wise to create Captions and Headlines for both languages - totalling four libraries!
It is advisable to create one caption/headline for every 10 ads you intend to publish over a year. While having additional text snippets can be beneficial, it is generally unnecessary. The need for more texts is low because your ads will likely be distributed across different times and locations, targeting new candidates periodically, and promoting various roles. The chances of a candidate repeatedly seeing the same advertisement are slim. Moreover, repeated exposure to the same ad isn't negative; it's about quality rather than quantity and is essential for establishing brand recognition.
It's possible to use dynamic text replacements for your texts. This allows you to embed key data from your vacancy straight into your texts.
1. Be Authentic: Reflect your company’s voice and culture.
• Do: “Join our innovative team and make a difference with every project.”
• Don’t: “Become a part of our prestigious firm and enjoy unparalleled success.”
2. Keep It Concise: Ensure messages are short and direct, focusing on the most compelling aspects of the job.
• Do: “Enjoy flexible hours and a supportive team environment.”
• Don’t: “We offer many benefits including flexible hours, supportive team, career growth, and much more.”
3. Engage with Strong Action Verbs: Use active language to create urgency and excitement.
• Do: “Drive innovation with us. Apply today!”
• Don’t: “Looking for candidates to support our office work.”
4. Targeted Messaging: Tailor your message to your audience. Different roles and industries may require different tones and highlights.
• Do: “Creative minds wanted for our marketing team.”
• Don’t: “We are hiring for our team.”
5. Emphasise Benefits: Highlight what sets the job apart. Mention unique benefits, company culture, career development opportunities, and other perks.
• Do: “Benefit from career growth opportunities and a vibrant workplace.”
• Don’t: “We offer a good salary and benefits.”
6. Include a Clear Call to Action: Direct candidates on what to do next. Use phrases like “Apply now,” “Join our team,” or “Discover your new career.”
• Do: “Ready to make an impact? Apply now!”
• Don’t: “If you are interested, apply.”
7. Focus on Inclusivity: Use inclusive language to attract a diverse pool of candidates. Avoid jargon and gender-biased terms.
• Do: “We welcome applicants from all backgrounds to join our diverse team.” • Don't: “Join our team of rockstars and ninjas, and dominate the competition in a high-octane environment.”
8. Avoid Buzzwords and Vague Terms: Use clear, specific language to convey meaning.
• Do: “Join our team and work on cutting-edge technology.”
• Don’t: “Join our dynamic team and work on exciting projects.”
Below you'll find some examples of text templates (headlines and captions) that have incorporated the "Do's". Headline: Innovate with Us at Tech Innovators
Caption: Join our team and work on cutting-edge technology projects. Enjoy flexible hours, a collaborative environment, and endless growth opportunities. Apply now!
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Headline: Drive Growth at Creative Agency
Caption: Be part of a dynamic team creating innovative campaigns. Benefit from creative freedom, professional development, and a vibrant workplace. Apply today!
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Headline: Make an Impact with Green Energy
Caption: Join us in revolutionising the energy sector. Enjoy career growth opportunities, a supportive team, and a chance to make a real difference. Apply now!
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Headline: Shape the Future with FinTech Solutions
Caption: Work on pioneering financial technology projects. Benefit from professional growth, flexible hours, and a collaborative team. Join us today!
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Headline: Join Our HealthTech Revolution
Caption: Be part of a team that’s transforming healthcare. Enjoy a vibrant work environment, career development opportunities, and a mission-driven culture. Apply now!
Writing effective job ads requires localisation and personalisation to meet the diverse needs of various audiences. What succeeds in one country or for a particular job family may not be effective in another. Adway addresses this with a feature known as "" which serves as a filter. This allows for the application of filters based on numerous aspects related to your vacancy, such as country, language, employer name, brand, job family, role, and more. This lets you apply different content (images and texts) to your ads depending on the circumstances.
Use placeholders for dynamic content to tailor ads for various roles and audiences. Please refer to for more information.
It is crucial to avoid discriminatory content and to comply with the community guidelines of each social media platform. Ensure you consult our section to verify your compliance.
