In the application process, the job advertisement is usually the first point of contact with potential candidates. For this reason alone, companies should attach particular importance to the design of the advertisement. Too often, however, this step is still neglected.
If you don't make a good first impression, you are missing a valuable opportunity. A well-designed job advertisement can make all the difference and create a positive atmosphere.
In addition to the content topics and the text design, the layout also plays a decisive role. Nobody likes to scroll through long deserts of text, most of which consist of the same old phrases.
It doesn't even have to be about having a particularly witty, creative or innovative ad. Even with simple means, a good effect can be achieved with which you can stand out from the competition. Here are some simple examples of mistakes that are easy to avoid.
Text & speech
An unclear job title is misleading and can also make it harder for people to find. The job title should therefore be as unambiguous and clear as possible. Long and complicated job titles should be avoided, as should lengthy descriptions of tasks and requirements. Concentrating on the essentials is particularly worthwhile here. The textual approach also offers the opportunity to present the company in a more personal way and not just focus on purely factual information.
Even if it sounds like a matter of course: a job advertisement should be completely correct in terms of content and form. A consistent form is also desirable, not only in terms of content, but also when addressing candidates. Being on a first-name basis in the job advertisement but on the landing page or career site leaves a strange impression.
The company's benefits are often not clearly communicated in job advertisements. Yet this point can make the decisive difference between applying to this company or continuing your search. Why not break with the traditional structure and start with the benefits of the advertisement instead of the expectations?
Design & Layout
Depending on where the advertisement is published, the scope for design may be limited. If you have the opportunity, it is always advisable to design the job advertisement in an appealing way. A pleasant layout with visuals is more attractive to candidates than long text deserts or excessive forms with numerous mandatory fields that have to be filled in.
Lengthy navigation until the application is finally sent can also be an obstacle. As with the text of the advertisement, the design should also focus on the essential information. This also includes making it clear at a glance where the application can be sent. A corresponding button should be clearly marked and not too small or hidden.
Technical hurdles & requirements
In order to guarantee a smooth application process, technical hurdles and requirements should be kept as low as possible. The advertisement and the application form must be barrier-free and easy to read and navigate on mobile devices.
In some cases, a Registration with a platform before you can send an application. This step will almost certainly scare away many potential applicants.
In many cases, even a mandatory cover letter is a reason not to submit an application. This was shown, for example, in a survey commissioned by the KÖNIGSTEINER Group in 2024. A third of those surveyed at the time (34%) stated that they had not sent their application because a formal cover letter was required.
Limiting applications to email can have a similar effect. The additional step of logging into your mailbox before applying creates an unnecessary hurdle.
Such hurdles can usually be easily avoided, which leads to a better experience in the application process and can also significantly increase the number of applications received. It is not always necessary to bring out the big guns. Even supposedly small changes can have an effective effect.
