Meta recruiting without an agency: how Landshut increases reach and applications

‍Situation

The City of Landshut works with a small recruiting and HR team focused on attracting qualified talent in a highly competitive labor market. With limited internal capacity, the team needs to work efficiently while still ensuring strong visibility for open roles.

Challenge

Before working with Future Demand, the City of Landshut was unable to launch recruiting campaigns on Meta due to a lack of time and personnel. While Meta offers significant reach potential, successful campaigns typically require time and expertise, ongoing optimization, and efficient targeting and ad testing. For a small team, these demands often make scalable recruiting marketing on Meta difficult to execute. As a result, substantial budget is frequently allocated to agencies in order to run Meta campaigns.

Solution with Future Demand

By using Future Demand’s application, the City of Landshut’s HR team was able to execute recruiting campaigns quickly and efficiently. The complexity of creating and managing ads was significantly reduced—enabled by automated audience discovery using Taste Cluster technology, automated copy generation with CoCreate, automated A/B testing of up to 250 ads, and continuous automated campaign optimization. This automated approach removed key barriers that had previously prevented Landshut from using Meta effectively as a recruiting channel.

Results (from campaign data)

With minimal resource input, approximately 480,000 users were reached an average of 3.5 times—reach that would not have been feasible without Future Demand. Compared with the industry benchmark, the campaign achieved a 2.5x higher click-through rate (CTR) and 64% lower cost per click (CPC).

Customer quote

The City of Landshut says the following about Future Demand:

“We, the City of Landshut, use Future Demand as the central tool for our intelligent advertising in employer branding and recruitment marketing. Previously, we had our campaigns managed by external agencies on platforms such as Instagram and Facebook. With Future Demand, that has fundamentally changed! Today, we manage our ads completely in-house and deliver them in a highly targeted way. The results convince us across the board: we have achieved significantly greater visibility, retain full control over our advertising budget at all times, and deliver measurably better performance metrics. This has a particularly positive impact on both the number and the quality of applications. At the same time, we need significantly less budget than before—while achieving a much greater outcome compared to working with agencies. Future Demand enables modern, efficient, and transparent recruitment marketing for us. We are completely satisfied and see the tool as a real added value for our recruiting strategy.”

Conclusion

The collaboration with Future Demand led to clear qualitative improvements for the City of Landshut: recruiting campaigns are now easier, more resource-efficient, and more effective to run—while opening up Meta as a central social media channel. Through automation and optimized campaign management, the small HR team can execute structured and scalable recruiting marketing measures without noticeably increasing workload or spending money on external agencies.