Adding benefits descriptions to job ads can increase apply rate by 22%

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November 01, 2021

Adding descriptions of benefits in job ads can increase the apply rate by 22%, according to research by programmatic job advertising platform Appcast. However, only 52% of job descriptions include mention of benefits.

“Our analysis of apply rates reveals that certain benefits are more enticing to job seekers than others, depending on the industry or job function in which you’re hiring,” said Heather Salerno, senior VP of marketing at Appcast. “Unfortunately, our findings also indicate that nearly half of job ads make no mention of benefits in their job descriptions at all.”

Mentions of healthcare benefits — including health insurance, dental insurance, vision and mental health benefits — in job descriptions were, generally, associated with higher apply rates, according to Appcast. One caveat: Vision insurance was mentioned frequently in job descriptions, but there was no positive impact on apply rate.

Appcast also reported pet insurance seems to be growing in popularity, driving a 37% increase in apply rates. Appcast did note that pet insurance was most often mentioned in job descriptions containing four or more benefits.

Marketing and advertising jobs demonstrated the strongest correlation between increased apply rates and health insurance mentions — job descriptions that included this benefit saw an increase of nearly 50% in the average apply rate.

Within the healthcare industry, job descriptions that mentioned pet insurance saw an increase of nearly 70% in the average apply rate.

Upon studying the impact of additional compensation benefits on job advertising performance, Appcast found that including regular, incremental bonuses most dramatically increased apply rates. Despite employers’ efforts at enticing candidates with signing bonuses, “warehousing and logistics” was the only industry that saw a correlation between increased apply rates and signing bonus mentions.

Also, when job descriptions mentioned stock options or employee stock purchase plans, the ads yielded a higher apply rate across a variety of disciplines.

Including 401(k) in a job description is a draw for some disciplines, but this individual benefit, overall, did not have as dramatic of an impact on apply rates as others, Appcast noted.

Appcast’s research looked at a sample of 100,000 job descriptions across 23 industries/job functions from Jan. 1 to July 31.

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