Employer Branding
How to succeed with job ads on social media
26 JUNE 2025
What is job advertising on social media?
Job advertising on social media means promoting open roles with targeted ads in channels such as LinkedIn, Instagram, Facebook and TikTok. Compared with job boards, it also reaches passive candidates: people who are not actively looking but can be attracted by the right offer.
- LinkedIn: professionals, specialists and managers.
- Meta (Facebook and Instagram): broad reach, good for volume and local roles.
- TikTok and Snapchat: younger audiences and short video.
- Job sites such as Indeed: candidates who are actively searching.
Insights from hundreds of ads, straight from Oddwork’s digital specialists
Social media is now a crucial channel for attracting tomorrow’s talent. But how do you catch candidates’ attention and get them to click, read and apply in the constant digital noise?
At Oddwork we run a large number of job ads on platforms such as LinkedIn, Meta, TikTok and Google, and we see every day what drives results and what misses the mark. Here we share current trends, common mistakes and concrete strategies for success, based on our insights and experience from 2024.
Cheaper advertising? Choose the right month
In 2024 we saw clear patterns:
- Advertising was cheapest in January and August, when competition was low.
- It was most expensive in Q2 (April to June), when many companies pushed hard before the summer.
- November and December saw fluctuating prices because of Black Friday and Christmas campaigns.
Tip: On a tight budget? Advertise when others are quiet, but keep in mind that candidate activity can vary too.
And from 2025 onwards? The seasonal patterns are expected to continue, which makes it more important than ever to plan your advertising around the peaks and troughs of the market.
Platform guide: choose the right channel for your target group
Not every platform suits every type of role. As a general rule:
- LinkedIn: Specialist roles, leaders and B2B. Highest conversion but more expensive clicks.
- Meta (Facebook and Instagram): Broader roles such as customer service, retail and junior positions. Low CPC and high reach.
- TikTok: Younger audiences, employer branding and graduate programmes.
- Google Ads: Captures active job seekers through search.
- Snapchat: Good reach among young people through AR filters and stories.
- Smart combo: Use LinkedIn for the specialists and Meta for breadth. Together they maximise both reach and relevance.
Keyword tips for SEO and AI search
On LinkedIn, keywords such as “strategist”, “senior” or “B2B” help you reach the right audience. On Meta, simpler and more direct terms such as “retail assistant” or “customer service” work better. TikTok and Snapchat need creative content, ideally video with titles that catch younger audiences’ interest, such as “Graduate programme in 30 seconds” or “A day at work”. Adapt your keywords to each platform’s users and purpose, not just to the role.
Tips for choosing images in ads
- Choose images of smiling people looking into the camera. This still performs best, whatever the industry or role. It creates eye contact and builds trust quickly in the feed.
- A/B test several images. You never know exactly what will work best, but more options mean more chances of a click.
- Match the image to the role. A relevant image, such as a technician for a technical role, creates recognition and higher engagement.
- Vary it for different audiences. Test lookalike segments and audience-specific creatives, especially if you want to reach different ages or regions.
- Think about gender and recognition. Oddwork’s campaign data shows that women click less on ads showing men, while men click roughly equally regardless of the gender in the image. Want to attract more women? Choose an image of a woman.
- Video engages more than still images. A short clip where an employee talks about the role or the workplace can increase both reach and conversion. It does not need to be perfect, just authentic.
A/B test everything: small changes, big impact
Do you know what works best for your target group? Probably not, until you have tested for a while. A/B test:
- Different images and videos
- Variations in copy
- Different calls to action (“Apply now” vs “Join the team”)
- Audiences, for example lookalike audiences from previous campaigns
Oddwork’s best advice for 2025 and beyond
- Plan around the seasons and invest where competition is low
- Integrate employer branding into every job ad
- A/B test, analyse and optimise continuously
- Set clear KPIs for reach and conversion
- Tailor everything to your target group
- Use clear, relevant keywords for SEO and AI search
- Show your company culture, ideally both in text and visually
Every ad is a chance to build a relationship
Job advertising is part of how companies build relationships with future employees. The companies that succeed are those that use every ad as a chance to say something.
Next time you click “boost post”, remember it may be the first time a potential colleague sees you. What do you want them to feel?
Want help with recruitment marketing and job ads that convert? Get in touch. Read more: How to write good job requirements.
FAQ
Frequently asked questions about job advertising
Where should you advertise jobs?
Where your audience is. Combine job sites for active candidates with targeted social ads to reach passive candidates.
How do you write a good job ad?
Lead with what the candidate gets, be concrete about the role, be honest about the requirements and show the people at the workplace.
Can Oddwork run the advertising?
Yes. We combine copy, creative and AI-driven social advertising with Adway, as part of recruitment or as standalone recruitment marketing.
