With Meta, you reach a large group of people in the Netherlands on social media, including passive candidates who aren't actively looking but are open to a new job. With SOAP, your job ad goes live on Facebook and Instagram within five minutes, and the Targeting Agent decides who sees your ad.
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Facebook and Instagram are among the largest platforms in the Netherlands. Facebook has 9.9 million users and Instagram 8.9 million, of whom 6.2 million use it daily. That makes Meta a logical channel to reach a broad group of candidates.
A broad audience, where we often reach experienced professionals and people returning to work.
A visual platform for images and short video in the feed, stories and reels, where we often reach a somewhat younger audience.
Source: Nationale Social Media Onderzoek 2026, Newcom Research (n=6,685, people in the Netherlands aged 15 and over).
Meta is often used for volume roles where you're hiring multiple people at once, and for roles where candidates don't search job sites daily. This is an indication based on what we often see. Every job and region is different.
For example care assistants, support workers and people returning to healthcare.
For example drivers, logistics staff and order pickers.
For example cleaners and facilities staff.
For example production staff and operators.
For example security guards and supervisors.
For example service technicians and technical staff.
You can use multiple channels per job. If you're also looking for young starters or vocational trainees, TikTok can be a good addition. For higher-educated roles or managers, organisations often also use LinkedIn.
The Targeting Agent knows the options within Meta. It reads your job ad text, translates it into an audience on Facebook and Instagram, and uses data from earlier campaigns to adjust. You don't need to set anything up in Meta yourself.
Picks out the role, the location and the required skills from your job ad.
Converts this into location, interests and behaviour within Facebook and Instagram.
Uses the results of earlier campaigns to see which audiences produce applicants, and adjusts accordingly.
The Targeting Agent never selects on age, gender or background. In the Netherlands, you're not allowed to discriminate on these grounds when hiring, and that also applies to the audience for your ad.
On Meta, your ad appears between posts from friends and family. Real colleagues and real workplaces often stand out more there than stock photos.
A clear photo with the role, the location and what you offer.
A short video of the workplace or a colleague talking about the job.
Multiple images in sequence, for example a day on the work floor.
In AI Creative Studio, you create ads in the right format for Facebook and Instagram.
The costs consist of two parts: your ad budget and the SOAP monthly fee. How much ad budget you need depends on the role, the region and how many other employers are advertising to the same audience. With SOAP, you pay from €299 per month, with no markup on your ad budget.
Each channel has its own audience and its own ad formats. You can combine them per job. The table below is an indication of how we often use the channels.
| Feature | Meta | TikTok | |
|---|---|---|---|
| Often used for | Volume roles, for example in healthcare, logistics, cleaning and production | For example starters, vocational trainees and side jobs | For example higher-educated roles, technical specialists and managers |
| Audience | Broad, many age groups | Often a younger audience | Professionals |
| Ad format | Image, video, carousel | Video | Image and video |
| More information | This page | Job ads on TikTok | Job ads on LinkedIn |
Not sure which channel fits your job? We discuss that in the Recruitment Strategy Call.
In a Recruitment Strategy Call, we look together at your job, your audience and which channels fit best. No obligation.