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How are structured ad data and branding used for job ads?

This help article is about optimizing job ads with structured ad formats.

Updated over 2 weeks ago

Some job boards (StepStone, meinestadt.de, XING/onlyfy, HotelCareer, or talent.com) use structured ad formats for displaying your job ads.


Your Benefits

  • Better comparability for applicants thanks to a uniform structure

  • Precise anchor points for clear reading guidance

  • Clearly divided and structured sections for better orientation

  • Optimal display on all devices

  • Improved ranking of job ads on Google

  • Extensive branding options to optimally present your company

  • Additional information provided by the respective board, e.g., company profiles or reviews

What should you consider?

You can publish your ads with structured data directly and as usual from the softgarden system.


Posting Job Ads:

If you want to publish your job ad on job boards that require structured ad data, you must additionally enter this into an appropriate input form.


Store Branding

In the settings, you can store various branding options in the system.

Navigate to “Settings” → “Job Boards” → “Branding.”

For each of your job ad layouts, you can store branding information for job boards that use structured ad data:

  • Up to three header images: Use the image carousel to rotate up to three motifs.

  • Background image: A background image enhances the visual impact of the job ad and supports branding.

  • Color of headlines: Use your company color specifically in section headlines to strengthen branding.

  • Video link: Offer more information about your company or the advertised position via video.


Specific Requirements of the Boards

StepStone Liquid Design – The Structured Display of Job Ads

The StepStone Liquid Design is a structured ad format introduced by StepStone to make job ads more uniform and clearer.

Liquid Design is the structured display of job ads at StepStone. The ads have a uniform layout on all devices, so offers can be quickly "scanned" and compared.

This format ensures that applicants can quickly grasp the most important information and also supports the ranking of job ads on Google. Additionally, it offers companies branding opportunities, such as the integration of images, videos, and company profiles.

You can find more details about posting on StepStone here.

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StepStone allows limited formatting within the text blocks:

  • Allowed formats: bold, italic, as well as bullet points and numbering

  • Links are only allowed in the "Contact Block" section

  • Text is aligned left by default; centered or right-aligned, justified, or indented text is not allowed

  • Text color: Dark Grayish Cobalt Blue (#3A434F) – not customizable

  • Font: Helvetica Neue (not customizable); if unavailable, automatically displayed with Arial or Sans-serif

  • Font size: 16px – also not customizable

  • Headlines (e.g. H2/H3) within sections are not allowed


Important Note on Using Structured Ad Data at StepStone:

StepStone uses structured ad data exclusively for creating the ad content alongside the job title.

  • If "part-time" is selected as the working time in the job creation form, this information must be explicitly included in the text area of the structured ad data. Only then will StepStone recognize the information and display the ad accordingly.

  • If the information is not included in the text area, the ad will be published on StepStone by default as "full-time."

Additionally, the field for remote indication in softgarden cannot be used by StepStone. Therefore, it is recommended to add a remote indication directly in the introduction text of the ad so that StepStone correctly incorporates this information.

Info! If you have any questions about the technical implementation, please contact [email protected]. For content design and consultation, your designated media advisor is available.


🚨 Sources of Error

To ensure that your job ads are displayed optimally, certain sources of error should be avoided. Here are some common issues.

  • Inadequate company description – Job ads should contain a detailed description of the company to improve display and discoverability.

  • Non-permissible links – References to unsolicited applications within the ad may result in the job ad not being displayed correctly. – The link "Are you interested in more job offers?" should lead to relevant job ads rather than directly to unsolicited applications.

  • Unclear job title – A precise and descriptive title improves the ad’s visibility and relevance. – Example: Instead of "Project Manager (m/f/d)," a more specific formulation like "Project Manager Marketing (m/f/d)" could be chosen.

  • Job ad not suitable for "Pro Campus" – The job ad was posted with the "Pro Campus" product but does not meet the requirements for this format. – If your vacancy does not belong to the following categories, the product or ad content must be adjusted:

  • Apprenticeship

  • Internship

  • Working student

  • Bachelor/Master thesis

  • PhD/Doctoral candidate

  • Dual study

  • Volunteership

  • Ad does not match StepStone's LDAD design – Job ads must conform to StepStone's Liquid Design (LDAD) to be displayed optimally.

  • Links like "View Job here," "See More Jobs," and "Powered by Softgarden" should be removed.

  • Incorrect layout & formatting issues – Missing structured ad data can lead to the ad not being displayed correctly. – If an incorrect layout is visible, check if all relevant content is stored in the correct format.

💡Recommendation: To ensure your ads meet the requirements, we recommend regularly reviewing structured data and coordinating with your media advisor.

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