Highlighting Benefits in Job Ads: Field Experimental Evidence

ABSTRACT In this study, I investigate the impact of visually highlighting specific information in job advertisements on the number of applicants and the composition of the applicant pool. In collaboration with a recruiting service provider, I conducted field experiments with job ads from over 40 firms on social media platforms where potential candidates see job ads that highlight working-from-home options, flexible working hours, or no job characteristic. Using the results from 3,348 applications for 176 ads, I find that highlighting either of these flexible work options, compared with not highlighting any job characteristic, significantly increases the number of applicants. Additionally, an analysis of the applicant pool shows that the share of female applicants is higher when flexible working hours are highlighted. Finally, I do not find evidence that visually highlighting either flexibility option reduces applicant quality, measured in terms of candidate-job fit, or continuation in the application process. Data Availability: The data used in this paper are proprietary and cannot be shared on the internet. JEL Classifications: M12; M52; C93.