It is superior to use pictures rather than just words when communicating a message — this is an application of “The Picture Superiority Effect". In this article, I’m gonna co-opt it for us recruiters and call it “The Visual Recruiting Superiority Effect” or “Visual Recruiting” for short.
But first, some advertising/design/recruiting 101:
The power of an image is a basic rule of advertising (Ad guru David Oglivy famously said “The more you tell, the more you sell” — and we all know that pictures/video can tell a lot more than words.
Visuals are also an important principle in design: the book Universal Principles of Design recommends you “Use pictures and words together, and ensure that they reinforce the same information for optimal effect”
Note: You can also refer to the dual-coding theory whose research shows that using both images and verbal cues will increase the chance of someone remembering that item.
And the importance of Visual Recruiting should not surprise recruiters or HR pros.
Afterall, A-Player job candidates value culture immensely (culture is one of The 5 ‘C’s’ Of Why A-Players Switch Jobs) and culture is best communicated visually (ideally in person with the next best experience being video/pictures).
Unfortunately, many job marketers ignore this vital recruiting concept and rely mostly on text to market (this is best exemplified by Monster.com, Craigslist and other job boards and the text-oriented job ad template they still rely on (see The 5 Reasons Why Job Postings Are Dead).
So, if you are interested in more effectively attracting and closing job candidates, we recommend you embrace Visual Recruiting.
Some visual recruiting tips: