Skip to main content

As one of the ‘original’ social media platforms, Facebook broke the mold when it came to market in 2004. Initially, a place for friends and family to connect – while that’s still the case – many businesses are noticing how effective it can be when engaging a relevant audience.

And for organizations and HR teams that are wanting to attract candidates and grow their teams, social media is proving to be a highly proactive, and cost-effective talent acquisition tool.

While many employers might head straight to Indeed or LinkedIn to set their job ad live and wait for responses, that’s fine – and several brands will see success via this route – however, they also shouldn’t write off Facebook completely.

Nearly two decades since the platform went live, today it’s the third most-visited website in the world. Millions of business owners still swear by it when raising their brand credibility and selling their products and services successfully. And many are doing it all extremely efficiently without bursting their marketing budget in the process.

So, for the organizations that have a recruitment drive being managed from start to finish by the HR team – and there’s some cash to spend in order to engage and nurture the right candidate through to the application stage – how much should be set aside for promoted posts on social media that ensure their latest vacancy is being seen by the right person, at the right time?

In truth, it comes back to how much the organization can afford. And while that might sound a bit, ‘how long is a piece of string?’, here’s the good part – brands can get a better message out via social media compared to using a costly third-party platform.

Saying more via social media

For example, an organization can roll out a Facebook Ads campaign that’s focused purely on recruitment – including ads that cover more detail about their company culture, information on what the vacancy entails, and Corporate Social Responsibility commitments that set the business apart from competitors, and exactly how a talented individual can positively impact their growth ambitions.

And none of this has to cost a fortune.

If HR teams are still unsure as to how much they should spend, firstly compare the rate that it’d cost to engage a recruitment firm and divide it by half. So say, for example, there’s $2,500 to spend in total – firstly, that’s a lot of money which will go very far with Facebook Ads.

Of course, it’s dependent on the industry and also who is managing the engagement throughout the campaign roll-out.

But, sticking with the example of a $2,500 budget to play with, HR teams can break this down even further. By putting in $550 per month, the daily spend can be around $40 to not only create a top-of-the-funnel ad to draw people in but also leave enough room to interact with candidates without worrying it’ll go over budget.

For example, from the $40 a-day spend, $25 of it could be specifically used to target a relevant demographic of jobseekers. The remaining £15 may then be purely dedicated to nurturing those individuals who have engaged with the ad – perhaps asking them to input their details or upload their CV.

Quick tips – dos and don’ts


Use image-led ads, as well as some other content formats such as:

  • Videos: these could cover existing employees talking about the company culture or showcasing a ‘day in the life’ of a specific role.
  • Carousels: maximizing as much content about the vacancy as possible in a digestible way – from testimonials to client logos showing who the employer works with, the employee perks, and salary. Different CTA links per slide should encourage applications – such as ‘Apply Now’, ‘See Job Description’, ‘Find Out About Our Culture’, and so on.

If the company’s tone of voice is quite quirky or chatty, think about newsjacking opportunities – everyone’s seen the Lionel Richie (‘Hello, is it me you’re recruiting for?’) meme for example.

Could this creative be in keeping with the brand as the main image and therefore be more engaging for the target audience?

Finally, make sure the copy used is accessible and to the point:

  • Join Our Team
  • We’re Hiring
  • Could This Be You?

If employers are beginning their Facebook Ads journey and need something straightforward and quick – tap into the platform’s simple-to-use form.


Use a landing page. While that might be the first choice for many organizations when requesting candidate information, unfortunately when users are sent ‘away’ from Facebook, the platform can’t see the analytics and so it’s difficult for recruiters and HR teams to understand engagement rates.

Another benefit of the Facebook form is that it’s pre-populated, so when a candidate clicks on an ad, that information is far quicker to retrieve than someone manually sending a CV or covering letter.

And a quick note for recruiters when using Facebook Ads during talent acquisition too is to make the content relatable. Use real people who can tell a story to the audience, build brand credibility through testimonials, and create a sense of authenticity with the comms that are designed to make job seekers ‘stop the scroll’.

Overall, the advice is to almost work out the budget by reverse engineering what the organization wants to achieve and where they want to be seen. Facebook has many benefits compared to third-party platforms and can often be a more cost-effective option, so don’t write it off when the next recruitment campaign is ready to be rolled out.

By James Urquhart, Managing Director and Co-founder of Let’s Run Marketing

Share this post:


Sally Fletcher
Sally Fletcher

Left us a 5 star review

Sally Fletcher
December 12, 2023

I would highly recommend agilis recruitment to anyone looking for work. I was contacted a few weeks ago by Chris, who matched the skills I have to an opportunity I was unable to refuse. He was professional and knowledgeable, but also friendly and down to earth. With quick response times, he was able to answer every question I had about the role whilst selling my skills and personality to the company before I had even met them. The input form Chris throughout the process, not only made everything easier but also it took the pressure off massively. I am very grateful. Thank you.

Jon Ives
December 11, 2023

Chris has done a great job for me. It's most refreshing to have a recruiter that both understands the role being recruited and listens to the candidate's requirements and concerns. Top marks!

Michael-William Kelly
December 2, 2023

It was great to work with Chris at Agilis to find my new role. He was always on hand to guide me through the process and make sure I was fully briefed prior to each interview. I would happily use Chris to find me a job... although I'm very happy where I am now! M-W Kelly

Eric Edge
October 31, 2023

Had a top experience with Edd. Sorted me 3 interviews with my preference of company, landed a role very quickly after. Professional + Friendly guy, would recommend.

Edna Atkins
July 17, 2023

An excellent recruitment experience. From the initial contact and throughout the interview process, Chris and his team excelled. I can highly recommend this agency.

Brendan Dodge
May 15, 2023

Chris from Agilis recruitment was fantastic. Professional and friendly; from providing the role, to the level of contact throughout the process.

Jen Cummings
May 15, 2023

Edd was great, I had some bad experiences with recruiters whilst looking for a new role but Edd restored my faith!

March 29, 2023

Chris at Agilis was professional throughout the entire process and was always available to discuss any concerns. He also made sure to only flag roles that I would have a genuine interest in. Thanks again Chris!

Mac Beirne
March 1, 2023

Chris Ellsworth was my recruiter and I was greatly impressed with the level of his assistance throughout the process from start to finish. He provided me with job role applications that were personalised to me based on what I told him I was looking for. If there was any confusion, I was always able to contact him throughout the whole process and ask for clarification which he would then, always happily give. Chris genuinely made me feel that he wanted me to get the role as much as I did and helped me with every step on the way.

subhash d
May 24, 2022

I had a great experience with Ed and Agilis. Found me a job which was the perfect fit and supported me along the way. Thank you so much for the support Ed.

Jessica Stafford
May 10, 2022

Had a great experience with Agilis Recruitment. Ed helped me find the perfect role for me in a great business. He also was very professional, cooperative but most importantly, understood what was important to me and listened to what I was looking for. Thank you Ed!

Arthur Guide
February 25, 2022

Amazing experience with Agilis, a professional company. I have no words to thank Edward. He found a great role for me.

Miles Jarvis
February 5, 2021

I had a great experience with Ed and Agilis. It was great to have a recruiter who understands exactly what his clients are looking for in a candidate. 5 stars!

Damian Marchewka
February 2, 2021

Ed was great, found me a job which was the perfect fit and supported me along the way, solid agency

Nadia Mkinsi
May 27, 2020

Laura is a lovely individual and easily the best recruiter I have ever worked with: proactive without being pushy, professional without lacking sincerity, and most importantly, she genuinely cares about her clients. She was incredibly conscientious in understanding my background and aspirations, and matched me with a role I WAS really excited about. I knew I was in good hands from our very first conversation – and I am happy to say I am a month into my new job and loving it!

Dean Rudge
April 21, 2020

I worked with Ed when securing my role. It was a massive step in the direction I wanted to move my career in and Ed was pivotal in making that happen. I liked that right from the start he was not pushy, he listened to what I had to say and feedback and he kept in regular contact without bombarding me, using the most suitable form of messaging whether it be LinkedIn, Email or a Phone Call. I would highly recommend Ed and the guys at Agilis - keep up the great work guys!

Paul Stonuary
March 30, 2020

A really nice team to do with. Proactive, prompt and supportive - just what you want, but rarely find in a recruitment agency.

Chris Harvey
March 23, 2020

Have found Agilis recruiting fantastic. Cannot rate them highly enough! Give them a go for all recruitment needs!

Harry Ray
March 20, 2020

Laura and Ed at Agilis helped me get placed last year, and Laura was exceptionally accommodating and patient, calling me outside of hours when it was convenient for me and keeping me in the loop about everything that was going on. I'm happy with my role and feel like the guys at Agilis really put time and effort into their work -- thank you!

Tarnea Garvey
March 20, 2020

My experience with Agilis has been great. I found Laura to be incredible helpful and always ensured she remained in contact with me throughout my job search. Thankfully I managed to find a new job through Agilis and the company has turned out to be everything that they told me the it would be! 5 Stars from me!!

Alex Dewey
March 19, 2020

Great experience with Agilis. Following relocating to Bristol I’d found myself having conversations with a couple members of the team. I’d expressed how important it was for me to find the right role but also due to circumstance I needed the process to be accelerated as much as possible. Laura was my main point of contact and managed to find me the best role I’ve ever had in what must be record time. I couldn’t rate their work higher and will definitely be my first point of contact when looking for new opportunities. Thanks again!

Harry Rossiter
March 19, 2020