Key facts at a glance
- What: Gaia has acquired SocialJobs, a US-based social recruitment advertising business.
- Who: Gaia, the AI-native recruitment marketing platform, co-founded by Ben Keighley and Gareth Thyer-Jones. SocialJobs was founded by Toby Rice.
- Why: The acquisition expands Gaia's US footprint and brings an established client base in high-volume hiring sectors onto Gaia's full AI-powered recruitment marketing platform.
- Sectors: Logistics, manufacturing, construction, energy and environmental services.
- Scale: SocialJobs has served over 130 US clients, from Fortune 500 subsidiaries to high-growth mid-market employers.
- Terms: Financial terms of the transaction were not disclosed.
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 Ben Keighley
"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:
- Established US footprint. A revenue-generating client base in high-volume hiring sectors, built over nearly a decade.
- Platform upgrade for clients. SocialJobs clients gain access to Gaia's full recruitment marketing suite — programmatic engine, AI ad engine, branded landing pages and real-time analytics across up to 11 channels.
- Sector depth. Domain expertise in logistics, manufacturing, construction and energy — sectors that complement Gaia's existing UK strength in healthcare, retail, public sector and professional services.
- Growth potential. A portfolio of active and dormant accounts with significant expansion opportunity under Gaia's technology and go-to-market capabilities.
"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.
