Video ads for recruiting and employer branding
Recruiting video ads persuade people to consider a job, which means showing the work, the team and the conditions honestly. Day-in-the-life clips and employees talking to camera outperform generic culture montages. Employment ads on Meta fall under a special ad category with restricted targeting, and wording must not discriminate.
Updated
What candidates want to see
- The actual work, not a slogan about it.
- The people they would work with.
- Concrete details: location or remote policy, schedule, pay range where possible.
- How to apply, and how long it takes.
Concepts that fit
| Concept | Opening |
|---|---|
| Day in the life | An employee's morning, start of shift |
| Team intro | Three colleagues, one sentence each |
| Role spotlight | 'We're hiring a X in Y' |
| Why I joined | An employee's honest reason |
| Application walkthrough | How quick it is to apply |
Rules for employment ads
Meta requires a special ad category for employment ads, which limits targeting by attributes such as age and gender, and equal-opportunity law applies to job advertising generally. Avoid wording that implies a preference for any protected group, such as 'young and energetic'. Because targeting is limited, the creative's specificity does the filtering.
Placements
LinkedIn for professional roles; Meta and TikTok for hourly and frontline roles, where many candidates are; YouTube for employer-brand stories viewed by people researching the company.
Sources
- Meta Business Help: How to choose a special ad category
- Meta Advertising Standards
- TikTok advertising policies: ad creatives and landing pages
Read on 13 October 2026. Platforms change specs and policies without notice; check the source before you build to a number.