Adway
Adway is a Swedish employer brand activation platform that automatically turns career sites, EVPs and open roles into always-on, platform-native social campaigns across Meta, LinkedIn, TikTok, Snapchat and YouTube, syncing applications back into more than thirty ATS systems.
What is Adway?
Adway is a social recruiting and employer brand activation platform published by Adway AB, a company on the Swedish register in Gothenburg since September 2017. It attacks a distribution problem rather than a production one: most employers already own career sites, EVP statements and culture films, but that material sits idle and never reaches people who are not actively job hunting.
The platform works in four steps. It reads the client's career site and EVP, generates image and copy from what it finds, turns those stills into social-native motion, then keeps the result running across Meta (Facebook and Instagram), LinkedIn, TikTok, Snapchat, YouTube, Google, Reddit and Discord. One source asset is automatically re-cut to the format, ratio, copy and pacing each channel expects, so creative is reviewed once instead of nine times.
Five products sit on top. EB-flash generates short EVP teasers and brand films from the career site. Always-On Job Ads publishes programmatic job advertising every week with no manual campaign work. Social Talent Pools™ converts brand impressions into a scored, segmented pool of pre-engaged candidates. Boost activates that pool on demand when a role opens. Social Apply lets candidates apply without leaving their feed, with a Smart ScoreCard that turns a job description into weighted screening questions and ranks applicants before they reach the ATS. A further module, Predict, forecasts spend and recruitment-marketing ROI.
Adway plugs into more than thirty applicant tracking and CRM systems — Teamtailor, Greenhouse, Lever, Workday, SAP SuccessFactors and Salesforce among them — with jobs syncing in and applications syncing out with source attribution. Multi-brand, multi-region and multi-language campaigns run from one platform.
The company claims 954 million candidate touchpoints since 2017, 298 clients and advertising targeted at 54 countries, and has been named a Core Leader in the Fosway 9-Grid™ for Talent Acquisition five years running. Named case studies carry figures: 23× ROI at OnePartnerGroup, 33% more quality hires per vacancy at Ocab, 144% more relevant talent at Peab. The product is web-only and exposes no public API.
What it does
- Reads a company's career site and EVP, then generates image and copy for every open role
- Turns still creative into social-native motion and publishes it across eight or more channels
- Runs always-on programmatic job ads that refresh automatically every week
- Builds a scored, segmented social talent pool out of every brand impression
- Activates that warm pool on demand the moment a role opens
- Lets candidates apply in one click inside their feed and syncs only qualified applicants to the ATS
- Tests creative variants continuously and keeps running the ones that convert
When to use Adway / When not to
A quick filter to help you decide if Adway is the right fit.
When to use Adway
- In-house talent acquisition teams that already have an EVP and a career site but no way to distribute them continuously
- Recruitment agencies, staffing firms and RPO providers running hiring campaigns on behalf of client brands
- Employer branding agencies looking for a publishing layer to activate client content across every social channel
- Multi-brand, multi-region employers hiring in several countries and languages from a single platform
- Volume and hard-to-fill recruiters in sectors such as construction, rail, tech and specialist finance
When not to use Adway
- Companies with a single one-off vacancy: the cheapest paid tier is EUR 299 per month and there is no permanent free plan
- Teams with no ATS or CRM to connect, or without an existing career site and EVP for the AI to read
- Developers looking for a public API: Adway publishes no developer documentation and integrates only through prebuilt ATS connectors
- Organisations that need a mobile app, since the product is web-only
- Buyers who cannot commit contractually: the terms impose automatic renewal with six months' notice and a 10% annual licence increase
How to use Adway
A typical end-to-end flow, from setup to results.
- Book a 20-minute walkthrough, or start the 14-day free trial with no credit card
- Connect the career site so that Adway can read it alongside the employer value proposition
- Connect the applicant tracking system or CRM through a readable feed, an API key or an equivalent
- Have Adway's tracking technology installed on the career site, as the terms require
- Grant Advertiser Rights for each brand on each social channel, or campaigns will publish under the Adway brand instead
- Complete onboarding with Adway: ATS implementation, automated workflow configuration and dynamic ad templates
- Design the candidate flow in Social Apply from the available steps — registration form, Smart ScoreCard, LinkedIn, cover letter, CV upload and ATS screening questions
- Set up email and SMS reminders in sequence, plus event-triggered notifications for candidates and recruiters
- Define the sync settings so that only candidates meeting your criteria are pushed into the ATS
- Review and approve the generated content, or switch to auto-publish once brand guidelines are confirmed
Pros & Cons
Pros
- Removes the manual production and distribution work: no brief, no agency and no in-house social team required
- One source asset is auto-adapted to every channel, so creative is reviewed once rather than nine times
- Always-on rather than campaign-by-campaign, so the talent pool compounds instead of restarting each time
- Named client case studies with published figures, plus five consecutive years as a Fosway 9-Grid Core Leader
- Unusually well documented compliance: public DPA, full subprocessor table, ISO 27001, appointed DPO and EU/EEA processing
- More than thirty prebuilt ATS and CRM connectors, and the client keeps the applicant tracking system they already use
- Published tiered pricing with rollover credits, volume discounts and a 14-day trial that needs no credit card
Cons
- No permanent free plan, and the cheapest paid tier starts at EUR 299 per month
- Credit-based consumption makes the real cost hard to forecast, and the credit balance is non-refundable
- A 15% financial fee applies to any consumption beyond the prepaid credit balance
- The terms impose automatic renewal with six months' notice and a 10% annual licence increase at each renewal
- The pricing page is linked from no navigation and absent from the sitemap, and its tiers do not match the commercial regime described in the terms
- No public API, no developer documentation and no mobile app
- The privacy policy has not been updated since October 2021 and states a company registration number that is not Adway AB's
Pricing & Plans
There is no permanent free plan. Adway offers a 14-day free trial that requires no credit card and includes 100 credits. The cheapest paid plan, Grow, is priced at EUR 299 per month on monthly billing, or EUR 239 per month when billed annually (EUR 2,868 per year, a 20% saving). Scale is EUR 799 per month on monthly billing or EUR 639 per month annually, and Enterprise pricing is quoted on request. Every plan carries a monthly credit allowance, and additional credits are purchased separately at EUR 0.89 to EUR 0.99 each.
- Trial — free for 14 days
- no credit card
- 100 credits
- one brand
- content generation preview
- career-site scan and EVP intake
- community support
- 300 credits per month
- up to three brands
- EB-flash
- Always-On Job Ads and Boost
- Meta
- TikTok and Snap
- talent pool and audience segments
- 1
- 000 credits per month
- unlimited brands
- everything in Grow
- candidate communications by SMS and in-feed message
- advanced audience segments
- unlimited ATS integrations
- priority support
- everything in Scale
- a dedicated customer success manager
- volume credit pricing up to 30% off
- SSO/SAML and a custom SLA
- Credit top-ups — 500 credits for EUR 495 (EUR 0.99 each)
- 5
- 000 credits for EUR 4
- 700 (EUR 0.94 each
- 5% off) or 10
- 000 credits for EUR 8
- 900 (EUR 0.89 each
- 10% off)
Data, GDPR & hosting
A consolidated view of how Adway handles your data.
GDPR overview
GDPR coverage here is documented rather than merely declared. Adway AB is established in Sweden, so no Article 27 representative is required. The published Data Processing Agreement states that it is designed to ensure compliance with Article 28(3) of the GDPR, and it also covers the UK GDPR and the California Privacy Rights Act. Adway declares itself ISO 27001 certified, has appointed a Data Protection Officer reachable at privacy@adway.ai, and runs regular GDPR compliance reviews including impact assessments for high-risk processing. Personal data is processed within the EU/EEA. The privacy policy sets out access, rectification, erasure, restriction, portability and objection rights, a one-month response time and a minimum age of 16, and names the Swedish Authority for Privacy Protection as supervisory authority. That policy has not been revised since October 2021.
Who owns the data?
The published terms split ownership in two. Text, images and any other material the client supplies to Adway remain the exclusive intellectual property of the client. But any campaign, advertising concept, design or other content that Adway creates — including work built on the client's own material — remains the exclusive intellectual property of Adway. For personal data, the published Data Processing Agreement makes the client the controller and Adway AB the processor. On termination the client may ask Adway to erase or return all personal data within sixty days; after that Adway may delete it irreversibly, while keeping anonymised data for product development and statistics.
Reuse rights
Adway undertakes to process personal data only for the purpose of delivering the services, following the client's written instructions and the processing schedules attached to the Data Processing Agreement. Clients keep their own material and may reuse it freely, but they cannot reuse the creative Adway produces outside the agreement, because that output stays Adway's property. Candidate data — names, emails, photos, videos, information drawn from Meta and LinkedIn profiles, screening answers, job titles and education — is processed on the client's instructions, and it is the client who must guarantee that the processing is lawful. The OpenAI API is listed as a subprocessor for occupation classification, automatic language detection, image tagging and CV parsing. Nothing on the site, in the terms or in the DPA addresses whether customer data is used to train AI models.
Data retention & training
Hosting summary
The Data Processing Agreement commits Adway to processing personal data only within the EU/EEA, in a third country the European Commission deems adequate, or through suppliers bound by valid transfer agreements. The subprocessor table lists each processing location: AWS (Amazon Web Services EMEA SARL) for web hosting, MongoDB Atlas for storage, Auth0 for single sign-on, Datadog for logs, CloudAMQP by 84codes AB for the event queue, Vercel for front-end hosting and caching, Snowflake for the data warehouse, Intercom for support tickets and Scrapin.io by VISUM SAS are all EU. SendGrid and Twilio, used for email and SMS, process in the United States under the EU-US Data Privacy Framework and standard contractual clauses. Algolia and the OpenAI API are listed as multi-region under standard contractual clauses. The privacy policy separately declares transfers to the USA on the basis of Commission-approved model contracts. Most subprocessors are stated to hold ISO 27001, SOC 2 or both. The website itself resolves to a Cloudflare anycast address, which says nothing about where customer data is stored.
Things to keep in mind
Risks and trade-offs to weigh before adopting Adway.
- The site contradicts itself on its own identity: the 2025 terms give a company registration number that fails the Swedish checksum, and the 2021 privacy policy gives one that belongs to an unrelated Gothenburg company
- The published pricing page is linked from no navigation and absent from the sitemap, while the terms describe a different commercial regime — confirm which one applies before buying
- Credit balances are non-refundable and a 15% financial fee applies as soon as consumption exceeds the prepaid balance, so spending can drift without an obvious signal
- Automatic renewal with six months' notice and a 10% annual licence increase make this a hard contract to leave quickly
- Creative that Adway generates remains Adway's intellectual property, even when it is built on material the client supplied
- Campaigns published to social platforms may be shared, stored and retained by those platforms even after the client withdraws them, and no document on the site addresses whether customer data is used to train AI models
- Automating employer-brand voice can flatten it: with auto-publish enabled, AI-written claims about culture, pay and progression reach candidates' feeds with no human reading them, and optimising purely for click-through rewards whichever promise performs rather than whichever is most accurate
Setup & Integrations
Technical difficulty
Moderate, and mostly front-loaded. Adway runs a chargeable onboarding phase covering ATS implementation, automated workflow configuration and dynamic ad templates, so the heavy lifting is shared. The client must supply a readable feed or API key from their ATS, have Adway's tracking technology installed on the career site, and grant Advertiser Rights for each brand on each channel. Day-to-day configuration is no-code: candidate flows, reminders and ATS sync rules are set in the interface. The contract term starts when onboarding completes, not at signature.
Deployment
Integrations
Behind Adway
Fundraising
Social
Resources
All the official URLs gathered for verification and reference.
Alternatives
Tools that compete with or complement Adway.
Frequently asked questions
What does Adway actually do?
Which social channels does Adway publish to?
Do I need a content or social media team to run it?
Does Adway work with my applicant tracking system?
How much does it cost, and is there a free plan?
What is a credit and how is it spent?
Does Adway offer an API?
Where is my data processed, and is a DPA available?
How long is candidate data kept?
Is there a minimum age, and is there a mobile app?
Should you pick Adway?
Adway is a mature product rather than a young experiment. Adway AB has been on the Swedish register since September 2017, claims 298 clients and advertising targeted at 54 countries, and has been named a Core Leader in the Fosway 9-Grid™ for Talent Acquisition five years in a row. Its argument is narrow and coherent: employers already produce employer-brand material, and what fails is distribution.
Where the tool stands out is compliance documentation. A public Data Processing Agreement, a complete subprocessor table with processing locations, an ISO 27001 claim, a named Data Protection Officer and EU/EEA processing put it well above the average for this kind of platform. The pricing page is equally unusual in its detail, listing tiers, credit rates and volume discounts in the open.
That page, however, is linked from nowhere and absent from the sitemap, and the commercial regime set out in the terms is a different one: a tiered software licence based on the number of managed jobs, a twelve-month advertising credit commitment, a 10% annual increase and six months' notice to terminate. Both are first-party, and a buyer should establish which applies before signing. The privacy policy adds a second caution: it has not been revised since October 2021 and states a company registration number belonging to an unrelated Swedish company.
The tool suits organisations that already have an ATS, a career site and an EVP, and that hire continuously enough to justify an always-on budget. It suits one-off hiring badly, offers no public API and no mobile app, and keeps ownership of the creative it produces. Read the terms alongside the pricing page before committing, and treat the published performance figures as vendor claims rather than independent measurements.
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