Adway

What it is

Adway turns open requisitions into paid social ads. It connects to your ATS or career site, generates image and video creative from your employer value proposition, and runs each role as a campaign on Meta (Facebook and Instagram), LinkedIn, TikTok, Snapchat and YouTube. Its integrations page also lists Google Ads, Reddit and Discord. Candidates apply inside the feed through a short mobile form, and the application syncs back to the ATS. Programmatic exchanges like Appcast and Joveo buy job-board traffic from people who are already searching. Adway buys attention from people who are not.

The company was founded in 2017 in Gothenburg, Sweden, by Viktor Nord and Richard Sörensson. It is headquartered there, with offices in Stockholm and London. It raised a €10 million Series A in November 2022 led by Octopus Ventures, with Spintop, Brightly and Arvo also on the cap table. Adway claims 300+ clients across 54 countries; the logos on its homepage include Manpower, NHS, Boots, Teleperformance, AMS and Capita. Fosway named it a Core Leader in its 2026 9-Grid for Talent Acquisition.

The product is a set of modules on one credit wallet. Always-On Job Ads publishes every open role weekly. Boost is a one-off apply-now push for a hard role. EB-flash runs short employer-brand teasers. Social Apply is the in-feed application form, with optional LinkedIn connect, CV upload, and screening questions pulled from the ATS. Social Talent Pools scores everyone who watches, clicks or visits the career site so you can retarget them when a role opens. Smart Scorecards generate weighted screening questions per role. Ads go live either in Review mode, where you approve each ad, or in Auto-publish.

The integrations page shows 34 ATS and CRM logos, including Greenhouse, Workday, SAP SuccessFactors, SmartRecruiters, Teamtailor, Bullhorn and Nordic systems such as ReachMee, Varbi and Jobylon. Adway is also a listed Greenhouse marketplace partner. There is no public API documentation and no MCP server.

Pricing reality

Adway publishes its prices, unlike most recruitment-media vendors. Billing is a subscription plus a credit wallet, where one credit equals €1 (or £1, $1, SEK 1 or NOK 1 in your billing currency). As of 31 October 2026:

• Trial: 14 days, 100 credits, no card.
• Grow: €299/month, or €239/month billed annually. Includes 300 credits a month, up to three brands, one ATS integration, and Meta, LinkedIn, TikTok and Snapchat.
• Scale: €799/month, or €639/month billed annually. Includes 1,000 credits a month, unlimited brands and ATS connections, and SMS and in-feed candidate messaging.
• Enterprise: custom pricing, with SSO/SAML, an SLA and volume bundles up to 30% off.

Credits are consumed per action. An image ad costs 5 credits, AI video costs 2 credits per second, an Always-On slot costs 99 credits a month, and a Boost campaign starts at 395 credits. Unused credits roll over for one billing period. The pricing page never says whether paid media spend on Meta or TikTok comes out of the credits or is billed separately. Settle that before you model cost per hire (see Watch-outs). The page also does not define a “slot”. If one slot is one role, Grow’s 300 credits keep about three roles always-on, and Scale’s 1,000 credits keep about ten.

Adway’s outcome numbers come from aggregated client data, not an audit: 59% shorter time-to-hire, 54% lower cost per application, and €194 returned for every €1 spent. Treat them as a ceiling. Its G2 rating is 4.9 on fewer than ten reviews, too few to draw conclusions from.

Best for

A talent acquisition or recruitment-marketing lead at a European multi-site employer or staffing agency hiring frontline, shift, healthcare or skilled-trades roles. These are roles where the right person is scrolling Instagram, not searching job boards, and where most applicants are on a phone. Adway fits when job-board volume has dried up for a role family, or when the long ATS application form is losing candidates. PwC Sweden, an Adway customer, cut its application from 22 clicks to 5.

It is the wrong primary channel for senior, specialist or US-regulated roles where targeting is restricted, and for teams without someone who owns creative approval.

Versus the alternatives

Appcast and Joveo are the largest programmatic job-ad buyers. Pick one of them when most of your hires come from people searching job boards and you want spend optimized per publisher. Run Adway next to them for roles that boards cannot fill, not as a replacement.

Veritone Hire Programmatic (formerly PandoLogic) is the pick when you already use Broadbean for distribution. Radancy is the suite answer when career site, CRM and media must report into one view. Phenom covers career site, CRM and campaigns inside one talent-experience platform. Pick it when you are replacing the whole candidate front end, not adding a channel.

Gaia, a London-based AI recruitment-marketing platform, is the most active challenger in Adway’s lane. In April 2026 it bought SocialJobs, a US social job-ad firm, to expand into the US. Shortlist Gaia for US-heavy hiring or when you want a second quote for social distribution.

If none of these fit, the problem is probably after the click, not before it. A slow screen loses social applicants faster than search applicants. Look at Paradox or Fountain and the high-volume recruiting stack, and read up on recruitment marketing.

Watch-outs

• It is unclear what a credit buys. The pricing page does not separate media spend from Adway’s fee. Guard: before signing, get in writing what share of each credit reaches Meta, TikTok or LinkedIn. Require a monthly export of platform-level spend, impressions and applications per role, and reconcile it against your ATS source report.
• Auto-publish puts AI creative under your brand. Guard: run Review mode for at least the first four weeks, have employer-brand and legal sign off on the EVP scan output, and switch to Auto-publish only for role families whose ads you have already approved.
• Employment ads have targeting limits. In the US and Canada, Meta’s employment special ad category restricts targeting by age, gender and postcode, so results from Adway’s European customers may not carry over. Guard: confirm in writing which campaigns run under the special ad category, and pilot US roles separately before scaling them.
• Social applies are easy, and quality varies. A 30-second form draws more applicants who are not qualified. Guard: turn on Smart Scorecards or ATS knockout questions from day one, and judge the channel on interview and hire rate per source in the ATS, not on cost per application.
• The Grow plan is narrow. It covers one ATS integration and four channels. Guard: use the 14-day trial on three to five roles with a clear baseline. Move to Scale only if those roles’ cost per hire beats your job-board baseline.