Why the most underestimated recruiting tool still makes the difference
Dead - and yet irreplaceable: the classic job ad will remain the most important recruiting tool in 2025 - if it's done right. This is shown by the KÖNIGSTEINER Group's new whitepaper "Stellenanzeigen 2025" (Job Ads 2025) with over 1,000 participants.
Despite social media, active sourcing and referral networks, their importance remains high. But how effective are they really today? And what will job seekers expect from a good job advertisement in 2025?
Only if the job advertisement is convincing in terms of content and form will it get talented people interested in the job and the company. Otherwise, it will quickly become an application killer.
Job advertisement as a door opener - if it convinces
According to the KÖNIGSTEINER Group's latest whitepaper, 84% of respondents state that they primarily become aware of jobs via job advertisements. This means that this format will remain the dominant recruiting tool in 2025 - especially among the younger target group (89% use among 18-29-year-olds).
However, this relevance comes at a price:65% of candidates have already decided not to apply at least once because they thought an advertisement was bad. 19% have even permanently decided against the employer as a result. These figures clearly show how essential a good job advertisement is for companies today.
Dropping out of an application: what really puts people off
The quality of a job advertisement is ultimately decided by the job seekers. And there are some clear shortcomings here. The most frequent criticisms of poor advertisements:
- 57% find the texts too general
- 39% criticize vague or missing benefits
- 34% criticize the language style
- 33% are bothered by unclear task descriptions
Another common reason for termination is the obligation to write a cover letter (37%) or the obligation to apply via an applicant management system (34%). If you create too many unnecessary hurdles in the application process, you make it difficult for interested parties and worsen your own chances.
Language decides: Why plain language performs better
The language used in an advertisement has a major influence on perception. Terms such as "flexible working hours" (80%), "secure job" (78%) or specific salary details (74%) motivate people to apply. These insights show that it pays to think beyond the usual standards.
On the other hand, phrases such as "resilience" (39% rejection) or "dynamic environment" (31% rejection) tend to be off-putting and can have a negative effect.
Artificial intelligence in job advertisements
AI can help to create job advertisements more quickly and in a more structured way - for example through standardized layouts, optimized wording and automatic adaptation to different platforms. However, despite these advantages, many applicants remain skeptical: 56% perceive AI-generated texts as impersonal, which can have a negative impact on the perceived authenticity of an employer.
Accordingly, 78% of respondents demand clear labeling when artificial intelligence is used in text creation. The assessments are split: 23% perceive AI ads negatively, 21% positively - and for more than half (56%) the use has no influence on their application decision.
The results show: AI is a useful tool, but it cannot replace human handwriting. Those who use automation should take targeted countermeasures - for example by addressing people personally, using an authentic tone of voice and adopting a transparent approach to labeling.
More salary transparency
One particularly sensitive point is the issue of salary:
- 68% require a specific salary to be specified
- 82% expect at least a salary range
- 61% perceive statements such as "attractive salary" as weakening the ad
45 % do not apply at all when in doubt.
These figures show: Salary transparency creates trust and is therefore a clear competitive factor. Even if there is no obligation to do so, it is advisable to critically review your own job advertisements with regard to salary details.
New formats: Snackable job ads instead of scroll-heavy
The KÖNIGSTEINER Group study also takes a look at a new format that has emerged from changing consumer behavior in the hyper-information age. Snackable job advertisements summarize the most important information in a nutshell and present it in a form that is easy and quick to grasp. Mobile target groups in particular want such shorter, more concise ad formats:
- 46% consider mini ads with approx. five sentences to be sufficient
- 87 % say that tasks must be clearly stated
- 65 % expect salary information
The classic advertisement remains important, if only for seriously interested people who want to take a closer look at the position and the company - but short formats on social media or mobile platforms can be an effective addition. This not only increases the potential target group, but also presents the company as a modern employer that understands what is important.
The job advertisement is alive - but it needs to evolve
The figures speak for themselves: job advertisements are more relevant than ever in 2025, but the demands on language, content and transparency have increased. If you want to convey trust and seriousness as an employer, there is no way around a well-crafted job advertisement.
