Facebook job ads
that hire staff
in Malta.

Yes, especially for roles where the best candidates are not searching job boards every day: waiters and chefs, care workers, drivers and couriers, shop staff, cleaners, technicians, tradespeople and customer service teams. Those people are on Facebook and Instagram every day. A clear job ad puts the role in front of them while they scroll, and a short form lets them apply from their phone in under a minute.

For specialist or senior roles, Meta ads still help, but as a support to LinkedIn and job boards rather than a replacement. The rule is the same for every role: say exactly what the job is, make applying easy, and answer fast. Employers in Malta compete hard for staff, and the one who calls back first often gets the person.

Meta requires employment ads to be declared in the employment special ad category when the audience is in the United States, Canada or certain parts of Europe, and Malta is on that list. It covers ads for full-time and part-time jobs, internships, professional certification programmes, apprenticeships, job fairs, job boards and company perks shown alongside job openings, whether you are the employer or a recruitment agency. You choose the category when you create the campaign.

Once you declare it, some audience options are limited or switched off: age, gender, postcode targeting, exclusion targeting, lookalike audiences and saved audiences, and some interests disappear. City or pin-drop locations get an expanded radius, in practice about 15 km. Meta’s discriminatory practices policy also applies to the ad text, so do not write “young team”, “native Maltese only” or anything that excludes people by age, sex, origin or other protected characteristics. Describe the job and the requirements instead: “Weekend shifts, English required, driving licence needed.”

On a small island these limits matter less than people fear. A 15 km radius around Birkirkara already covers most of the main island, and a separate campaign can cover Gozo. What you cannot do is aim the ad at a narrow group of people. What you can do is write an ad so specific that the right people recognise themselves and the wrong ones scroll past.

An instant lead form is usually the best start. It opens inside Facebook or Instagram with the name, phone and email already filled in, so applying takes seconds on a phone. Add two or three screening questions that matter for the role, such as whether they can work weekends, whether they have a driving licence and when they can start. Use multiple-choice answers where you can, and choose the “higher intent” form type so people review their answers before they send.

Click-to-WhatsApp suits roles where candidates want to ask a question first, and it matches how many people in Malta prefer to communicate. It needs someone who replies within hours, with a ready message that asks the screening questions. A careers page with an application form suits roles that need a CV or a portfolio; it needs a fast mobile page and the Meta Pixel and Conversions API, so Meta can learn who applies.

Whichever you choose, send every application to one place where someone owns it: a shared inbox, a spreadsheet or a simple CRM. Judge the campaign on interviews booked and people hired, not on the number of applications, because fifty applicants who never pick up the phone cost more than five who start on Monday.

Reply the same day, by WhatsApp or phone, and offer two interview times: “Can you come on Wednesday at 10:00 or Thursday at 15:00?” A choice gets far more yeses than “when are you free?”. Send the address and what to bring, and a reminder the day before. Candidates who are already working often have little time, so a short call or video interview as the first step helps.

Keep a simple record for every applicant: contacted, interview booked, attended, offered, started. After two weeks you can see which ads bring people who actually start, and move the budget to them. If many people apply but few attend interviews, the problem is usually the ad promising one thing and the call revealing another, often pay or hours.

Be kind to the people you do not hire. A short, polite reply costs nothing, and on an island this size the same people will see your next job ad, and talk to their friends about how you treated them.

We start with the roles: what the job really involves, the pay range, the hours, the requirements and how many people you need. Then we set up the campaign in the employment category, write the ads within Meta’s rules, film or brief the videos, build the lead form with the right screening questions and connect it to the phone or inbox of the person who will call.

Every week we look at applications, interviews and hires with you and move the budget to the roles and ads that bring people who start. Our case studies show the kind of tracked results we report, straight from Ads Manager.