Free report · 2025 edition

The data's in: social recruiting delivers better hires.

Industry-first research with LMU Munich, backed by data from thousands of job campaigns. See how social media lifts reach, ROI and candidate quality, and what that means for your hiring strategy.

Inside the report

Beyond the pipeline

Social media's evolving role in recruitment
Maximising recruitment ROI: increased traffic per euro spent
Distinct demographic data across platforms
Driving candidate quality with social media recruitment
Job categorisation: top categories on social media
Driving workforce diversity through a multi-channel strategy
Reducing time to attract and hire

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Two Adway colleagues smiling and holding printed copies of the Social Recruiting Report

A peek inside

Report spread: the role of social media in reducing recruitment barriers — How social media reduces recruitment barriers

Report spread: candidate interest per invested euro, month by month — Candidate interest per invested euro

Report spread: audience demographics for TikTok, Instagram and Meta — Demographics across social platforms

Researcher F. Yiğit Kavak holding the Adway report and his completed master's thesis from LMU München — F. Yiğit Kavak M.Sc. thesis, LMU München

The research

An academic perspective, with real campaign data

The report builds on industry-first research by F. Yiğit Kavak, one of Adway's data analysts: "The Effect of Social Media on Search Frictions and Its Impact on Recruitment", completed at Ludwig-Maximilians-Universität München.

It shows how LinkedIn, Facebook, Instagram and TikTok reshape talent attraction, and how social recruiting and programmatic advertising open up the total addressable talent market.

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