Why Meta Job Ads Are Winning the Recruitment Game Over Indeed in 2024

In today's hyper-competitive recruitment landscape, companies are constantly seeking platforms that maximize their talent acquisition efforts. Two giants, Meta and Indeed, often dominate conversations around digital job advertising. While Indeed is well-established for active job seekers, Meta is carving out a niche as the go-to platform for innovative, engaging recruitment campaigns. Here's how Meta ads outperform Indeed in recruitment, with data and insights from LinkedIn Talent Solutions, Carv, our research from the Next-Gen Guide and case studies to support the claims.

Meta vs. Indeed Overview

1. Reaching Passive Job Seekers

Indeed: The loyal friend of active job seekers. If you want to limit talent attraction pool to only someone who's actively hunting for a new role, Indeed's your go-to. 

Key takeaways:

• Indeed primarily serves active job seekers actively searching for opportunities.
• Their reach is limited to candidates who log into the platform and actively browse job listings.

Meta: Now, Meta has unlocked the secret of passive job seekers. You know the ones — those who aren’t actively browsing job boards but might just take a peek at an ad if it piques their interest. These are the people who comprise as much as 70% of the global workforce, according to this report of LinkedIn Talent Solutions. Meta reaches them by seamlessly integrating job ads into their daily scrolling experience. 

Key takeaways:

• By using advanced audience targeting and engagement tools, Meta captures the attention of passive job seekers (who comprise the largest workforce group) who aren’t actively job hunting but may be open to the right opportunity.

2. Engaging Ad Formats

Indeed: Indeed’s job ads are simple, effective, but not exactly exciting, and that means that the effectiveness is not maximized - this is why more and more companies switch to advertising on socials. The format on Indeed is static: a job listing with text, text, and more text. It’s functional, yes, but let’s be honest, it doesn’t exactly spark joy. There’s no room for interaction, no thrill of discovery, just a solid, dependable job description, and this is counter to what we at Wonderkind know about the Next-Gen talent preferences.

Key takeaways:

• Indeed focuses on static job listings with minimal visual or interactive appeal.
• Candidates on Indeed encounter a text-heavy format that limits emotional engagement.

Meta: Now enter Meta, with its combination of dynamic, colorful, and interactive ad formats. Think videos, carousels, Stories, and all sorts of interactive features. Studies show video content consistently outperforms static posts in terms of engagement. On Meta engaging formats achieve 120% higher engagement rates compared to solely text-based ones. And don’t get us started on polls, comments, and direct chats. These aren’t just ads; they're invitations to engage, interact, and maybe even start a conversation with a potential employer. In fact, brands like MOOD have seen a 122% increase in return on ad spend (ROAS) by using video ads as seen in this case study.. Now that's how you get people to pay attention.

Key takeaways:

• Metta offers Dynamic Ads, such as video ads, carousels, and Stories, that drive higher engagement.
• Interactive elements available on social media like polls and comment threads not only boost the ad further but also foster direct communication with potential candidates.

3. Leveraging AI for Precision Targeting

Indeed: Keyword and location filters can certainly help narrow down job applicants, but their approach can be somewhat limited. Think of it like trying to find a needle in a haystack using only a magnifying glass. You might eventually find what you're looking for, but it's not the most efficient method. Indeed's filters are effective in a basic sense, but they don't offer the same level of innovation or precision as more advanced targeting techniques. It's a reliable tool, but it doesn't push the boundaries of what recruitment advertising can do.

Key takeaways:

• Indeed Uses keyword and location filters to narrow down applicants.
• The job board is limited in its ability to analyze nuanced candidate preferences or behaviours.

Meta: On the other hand, Meta has an AI-driven targeting engine that’s as precise as a surgeon’s scalpel. Need candidates with a particular skill set, in a specific age range, living in a particular zip code, and possibly interested in hiking or the latest Marvel movie? Meta can do that. Using advanced AI algorithms, Meta can narrow down audiences by profession, education, hobbies and much more. This level of targeting ensures that job ads aren’t just reaching anyone — they’re reaching the right person. And the best part? This results in up to 40% lower CPA (cost per applicant) as compared to non-precise targeting as supported by Carv.

Key takeaways:

• Meta uses AI-driven algorithms to target specific demographics, interests, and behaviors.
• Employers can micro-target audiences by profession, education level, skills, and even lifestyle preferences.
• This level of granularity ensures ads are displayed to the most relevant audience, reducing cost per applicant.

4. Integrated Employer Branding

Indeed: When it comes to employer branding, Indeed provides a straightforward, functional approach. The platform mainly offers logo placement and basic company descriptions. While this approach serves its purpose, it doesn't create a strong, lasting impression of the company’s culture or values. It can be likened to a resume that simply lists qualifications without offering any personal insight or flair—effective but lacking in depth or memorability. This minimalistic branding approach may not fully engage job seekers or effectively communicate what makes the company unique.

Key takeaways:

• Employers’ branding is largely confined to logo placement and company descriptions on Indeed.
• There is a lack of tools to create immersive employer brand experiences on traditional job boards.

Meta: With Meta, you get to tell your story—through engaging visuals, consistent messaging, and content that shows off your company's culture. Want to showcase your fun office environment, your diverse team, or your latest company achievement? Meta's got you covered. Plus, Meta ads can direct applicants to well-designed landing pages or chatbot experiences, creating a smoother candidate journey compared to Indeed’s text-based apply process.

Key takeaways:

• Advertising on Meta Allows brands to create a holistic employer branding strategy through consistent ad visuals, Stories, and page content.
• The plus of advertising on Meta is that the company’s Facebook or Instagram profile often acts as a secondary landing page, showcasing culture, achievements, and values.
• Meta is also the right place to launch Overlay Ads - the best-performing types of job ads to this day that do not only showcase the most important job details at a single glance (such as title, location, salary) but also strengthen the employer brand as you can customize them with your brand colours andfonts via Wonderkind platform.

5. Data-Driven Optimization

Indeed:  offers basic metrics like views, clicks, and applications. But let’s be honest, it’s kind of like looking at the surface of a lake when you could be diving deep. You see the big picture, but you miss all the important analytics happening below the surface.

Key takeaways:

• Indeed provides basic analytics such as views, clicks, and applications.
• Limited insights into ad performance beyond job posting metrics.

Meta: Meta, on the other hand, gives you a treasure map. It provides real-time metrics like reach, engagement, and conversions, and even suggests optimizations based on data—like adjusting targeting criteria or altering the ad content. Plus, with retargeting, you can reel back in the people who interacted with your ad but didn’t apply. 

Key takeaways:

• Offers real-time performance metrics like reach, engagement, and conversions.
• AI recommends ongoing optimization suggestions, such as adjusting targeting criteria or ad creative.
• Retargeting tools help re-engage potential candidates who interacted with an ad but didn’t apply.

6. Seamless Experience

Indeed: The experience for candidates on Indeed can sometimes feel a bit disjointed. While the platform allows employers to post job listings and manage applications, the process typically involves multiple steps. Job seekers may click on a listing, be redirected to a company’s website, and fill out an application form. This extra step can create friction and result in candidates abandoning the process before completing their application.

Key takeaways:

• Indeed requires candidates to leave the platform and visit external company websites to complete applications, which can increase drop-off rates

Meta: Meta ads, particularly through Lead Ads, provide a much more streamlined and seamless experience. With Lead Ads, candidates can apply for jobs directly within the platform, without needing to leave Facebook or Instagram. The form is pre-filled with information from their profile, making it faster and easier to apply. Hence, this frictionless experience increases the likelihood that candidates will follow through and complete their applications:

"We've seen a 35% reduction in drop-off rates since introducing Facebook Lead Forms, which means our clients are reaching and converting next-gen talent far more efficiently. It's been a win-win for both recruiters and candidates."

— Frederik van Lierde, Managing Partner at HeadCount

Key takeaways:

• By eliminating unnecessary steps, Meta ensures that the application process is as smooth and efficient as possible, encouraging higher engagement and conversion rates.

Conclusion: Why Meta Outshines Indeed

Meta ads excel in areas critical to modern recruitment: engaging passive candidates, creating visually dynamic ads, leveraging AI for precision targeting, and providing data-driven optimization tools. Indeed remains a solid platform for active job seekers but lacks the innovation and versatility required to capture a wider, more diverse audience.

For recruiters seeking to stay ahead of the curve, investing in Meta ads is a strategic choice. Not only does it offer better ROI, but it also allows companies to showcase their employer brand and connect with candidates on a deeper, more engaging level.

If you want to launch thousands of job ads via Facebook and Instagram at scale, you can do so with Wonderkind. We work closely with Meta and continuously optimize your campaigns for better performance, and you can unlock the perks of AI-powered recruitment advertising that utilizes Overlay ads, AI-generated ad copy, captivating images and more.

Book a FREE 15-minute demo to see the magic for yourself: https://www.wonderkind.com/demo