Acquisition adds an established US social recruitment business with a client book across logistics, manufacturing, construction, energy and environmental services onto Gaia's AI-native platform.
Key facts at a glance
20/04/2026 — Gaia, the AI-native recruitment marketing platform, today announced that it has completed the acquisition of SocialJobs, a US-based social recruitment advertising business. The deal brings SocialJobs' established US client base —built over nearly a decade across logistics, manufacturing, construction, energy and environmental services — onto Gaia's AI-powered platform.
SocialJobs runs recruitment advertising campaigns across Meta, LinkedIn and Reddit, serving more than 130 US employers ranging from Fortune 500 subsidiaries to high-growth mid-market businesses. These are sectors where demand for frontline and skilled workers is constant and competition for talent is intense.
For Gaia, the acquisition accelerates its US expansion strategy and consolidates its position as a leading platform for social-led recruitment at scale.
Comment from Co-Founder BenKeighley
"This is a strategic acquisition for Gaia," said Ben Keighley, Co-Founder of Gaia. "SocialJobs has spent years building trusted relationships with US employers in exactly the sectors where social recruitment delivers exceptional value. Bringing that footprint onto the Gaia platform means SocialJobs clients now benefit from our full recruitment marketing suite — including our programmatic engine, AI ad engine and real-time analytics."
Comment from SocialJobs Founder Toby Rice
"I’m very proud of what SocialJobs became, and even more proud of how it got there with the trust of our clients. That trust is something I’ve always taken seriously,” said Toby Rice, Founder of SocialJobs. “That’s why Gaia is right for its next chapter. They bring the technology and the mindset to carry SocialJobs forward in a way that stays true to what we built."
Strategic rationale
The acquisition strengthens Gaia's position in the US market in four ways:
"The US is the biggest recruitment advertising market in the world, and social is where the candidates are," added Keighley. "This acquisition increases our presence in the sectors where social recruiting delivers exceptional value. It's a meaningful step towards Gaia being the go-to platform for recruitment marketing globally."
Financial terms of the transaction were not disclosed.
About SocialJobs
SocialJobs is a US-based social recruitment advertising business founded by Toby Rice. The company has helped employers across logistics, manufacturing, construction, energy and environmental services hire frontline and skilled workers through targeted campaigns on Meta, LinkedIn and Reddit. SocialJobs has served over 130 US clients, from Fortune 500 subsidiaries to high-growth mid-market employers.
About Gaia
Gaia is the AI-nativere cruitment marketing platform helping employers hire the right people faster, at lower cost, and with full visibility. Gaia's AI agents plan, launch and optimise hiring campaigns across up to 11 social, search and niche channels — replacing the workflows traditionally spread across agencies, media buyers and job boards. Gaia works with enterprise clients across healthcare, retail,construction, logistics, financial services and the public sector, and was ranked in the FT1000: Europe's Fastest-Growing Companies in both 2025 and 2026. Founded in 2017 as Socially Recruited by Ben Keighley and Gareth Thyer-Jones,the company rebranded as Gaia in 2024. Gaia operates Globally.
Frequently asked questions
What did Gaia acquire? Gaia acquired SocialJobs, a US-based social recruitment advertising business that runs campaigns across Meta, LinkedIn and Reddit for employers inlogistics, manufacturing, construction, energy and environmental services.
Who founded SocialJobs? SocialJobs was founded by Toby Rice and has served over 130 US clients, from Fortune 500 subsidiaries to high-growth mid-market employers.
Why did Gaia acquire SocialJobs? The acquisition accelerates Gaia's US market expansion, adds an established US client footprint in high-volume hiring sectors, and gives SocialJobs clients access to Gaia's full AI-powered recruitment marketing platform.
What is Gaia? Gaia is the AI-native recruitment marketing platform. Its AI agents plan, launch and optimise hiring campaigns across up to 11 social, search and niche channels,replacing workflows traditionally fragmented across agencies, media buyers and job boards.
Were financial terms disclosed? No. Financial terms of the transaction were not disclosed.
What happens to SocialJobs clients? SocialJobs clients gain access to Gaia's full recruitment marketing suite, including Gaia's programmatic engine, AI ad engine, branded landing pages and real-time analytics across up to 11 channels.
Media contact BenKeighley, Co-Founder, Gaia ben@iamgaia.com| https://www.iamgaia.com
Who is Gaia best for
Gaia suits in-house recruitment teams, agencies and RPOs who want:
- To reach beyond job boards into the open web and social channels.
- Real-time campaign optimisation and data-driven decision making.
- Flexibility between self-serve and managed service.
- Seamless integration with existing ATS workflows.
- A measurable lift in quality and volume of applicants.
Adzuna works well for teams who want a large active-jobseeker search audience, now combined with social advertising and candidate automation, delivered as a managed service.
Final word: Gaia vs Adzuna
If you need broad, AI-targeted reach, multi-channel automation and real performance data, Gaia delivers a fundamentally different proposition to job board aggregators like Adzuna. Both now operate in social recruitment advertising, but Gaia is purpose-built for performance, with broader reach across the open web and paid search, real-time cross-channel optimisation, cookie-free retargeting and the choice of self-serve or managed delivery. For TA, HR and EB leaders tasked with hitting hiring targets in competitive markets, Gaia provides the tools, intelligence and flexibility to succeed.
Learn more about GaiaComplete or book a demo to see it in action.