Why College Recruiter automatically includes employer logos in job posting ads

In today’s crowded job market, employers must seize every opportunity to distinguish themselves from the competition.

One simple but highly effective way to do this is by including a company logo in job postings. While this may seem trivial, various studies and data-driven analyses indicate that adding a logo can significantly impact how a job posting performs. And that is why my company, College Recruiter, automatically includes the logos of our employer customers in their job posting ads because when they get better results, they’re happy to increase our share of their budgets, and that creates a nice win-win.

The Visual Appeal

Humans are inherently visual creatures. According to psychological research, the brain processes images 60,000 times faster than text. Job postings that include logos are not just more aesthetically pleasing; they catch the eye faster, effectively increasing visibility and engagement.

Improved Recall and Recognition

The Journal of Applied Psychology published a study indicating that visual elements significantly improve recall. When people are scrolling through multiple job listings, those with logos are more likely to be remembered. Brands like Coca-Cola and Apple understand the power of a recognizable logo; why shouldn’t this principle apply to job listings?

Increase in Click-Through Rates

According to a report, job postings with a company logo have up to a 21% higher click-through rate (CTR) than those without. That’s a significant edge in a world where capturing a potential candidate’s attention for even a few seconds longer can make all the difference.

Professionalism and Credibility

Glassdoor conducted a survey revealing that 67% of job seekers consider a professional-looking job post as a determinant of a company’s credibility. When an employer includes a logo in a job posting, it adds a layer of professionalism that text alone can’t achieve.

Impact on Application Rates

An analysis by Indeed found that job postings featuring a company logo see an 18% increase in application rates compared to postings without logos. More applications give employers a broader talent pool, making it easier to find the ideal candidate.

Stand Out in Aggregated Listings

Many job seekers use job boards and aggregators like Indeed, LinkedIn, and College Recruiter to search for opportunities. These platforms typically feature millions of active job posting ads from hundreds of thousands of different employers, making it easy for a job posting to get lost in the shuffle. A logo helps a job stand out, drawing attention amidst a sea of text-based listings.

Cost-Effectiveness

Compared to other marketing expenses, adding a logo to a job posting is relatively inexpensive. The ROI, in terms of visibility and application rates, makes this a worthwhile investment for employers of all sizes even if the job board charges a nominal fee to include the logo. At College Recruiter, we don’t charge anything for employers to include their logos and, if they don’t, we anatomically do because candidates like them, candidates respond better to ads with them, our employer customers are happier with that improved response rate, and all of that adds up to increase revenues and profits for us. Win-win-win.