For / recruiters and hiring teams
Advertising for recruiters and hiring teams
A job ad is not a normal ad. Targeting it the way you would target a product is unlawful, and the platform's category declaration is only part of complying.
Why LinkedIn and not the cheap option
LinkedIn. It is where the professional facets are, and it is the only place you can target by seniority and function honestly.
That's a starting point rather than a rule. AdPlaybook scores all eight platforms against the strategy you pick and opens on the best fit, so you're changing a recommendation rather than choosing cold.
Nobody moves job off one ad
Trust and authority. People do not change jobs off a single ad; they change jobs off having heard of you before a recruiter called.
Every strategy in AdPlaybook states how it usually fails before you choose it, because the expensive mistakes here are strategic rather than typographical.
The rules that apply to you specifically
These aren't platform preferences. They're law, and the platform's category declaration only covers part of it.
Employment
- Declare the Employment Special Ad Category.
Age and gender targeting on job ads is unlawful under the ADEA and Title VII. The declaration removes those controls. - Do not target or exclude by age, sex, race, religion, disability or sexual orientation.
Equality Act 2010 in the UK and equivalent EU directives. Distinct from the US regime but lands in the same place.
This is a summary of why the controls exist, not legal advice. If you're running these ads, whoever signs them off should be qualified to.
The number that will stop you first
LinkedIn: 300. Role-specific targeting stacks land near the 300-member floor fast, and the floor is per ad set. It produces no error. The campaign goes live and simply doesn't deliver.
See the LinkedIn specs and every platform's floor.
What it does with a role
It reads your site, works out what you sell and to whom, recommends the approach that fits, and writes the campaign. Then it checks the copy against LinkedIn's published character limits, traces every factual claim back to a line on your own site, runs the compliance obligations above, and tells you what it could not check.