Episode 237: Facebook Hiring Ads with Pam Curry

In today's show we are rounding out the series that has been all about Social Media and the best way to actually leverage it! We're going to talk to you about using the graphics you can get from Better Marketing With Bella, (or any graphics you might make) and how you can create a campaign to attract people in your local area, who are already members of your page, to work with you. First off, it's important to remember: US & Canada Ads must not discriminate or encourage discrimination against people based on personal attributes such as race, ethnicity, color, national origin, religion, age, sex, sexual orientation, gender identity, family status, disability, medical or genetic condition. Show Highlights Difference between 'Boosting' and an ad. Ads are used to get people to take action and it then directs traffic to your website. A boost just pushes it out to as many people as possible so your ad can be seen. A boost doesn't inspire action. [2:50] A Campaign Setup is the initial part to do when in Ads Manager. You start setup in under the umbrella which is your hiring campaign [3:41] When starting your hiring campaign, you must declare to Facebook that it's a hiring campaign when you're in the U.S. and Canada. When using a Custom Audience, be sure that your audience selections do not discriminate against people based on certain personal characteristics. [4:07] Have your pixel on your website. It will immediately start gathering data. Research how to add your pixel. [7:53] Location is the next part. We desire to hire with our proximity, but with FB ads it's difficult to get a precise location range. Not use of postcodes or specific locations [9:23] Power of the localized audience. This is where it helps you find the right people [10:43] Be selective and broad with your targeting interest to have more of a range in results. Think of people like your team [11:07] Placements: go with all placements just to start with and let Facebook to the optimization [12:09] Optimization: Important to select Landing Page View so Facebook know what action you want people to take [12:44] It's important that people press "see more" because that tells Facebook that you are engaging your audience [14:26] Can you come up with one sentence, or five words, that will make me want to click "see more" [15:06] Create ad copy. Use a well performing post from your page to create the ad. Keep it short and simple, lead with the benefits, and do not include a list of "must haves" Media: Do not use stock images. Use pictures of you actual team members with dogs, selfies, or behind the scenes photos. Carousel ads. Better Marketing With Bella graphic [16:00] Headline: Have fun with it! Finish ad with website URL. Send traffic to your landing page [18:07] Make sure everything is working properly and all the correct links from your landing page is taking people the right place [12:12] Make sure your pixel is on and tracking is captured Biggest Takeaway: You have to make sure that the entire process is completely taken care of and is a smooth journey for your visitors - from start to finish. Links Where to find Pam, visit her Instagram page at, www.instagram.com/vibrantmarketingonline/ How to add a pixel to your website free training! visit www.jumpconsulting.net/pixel To add the pixel to your website, visit www.hotjar.com Plugin to speed up your website, visit www.nitropack.io Google Website Speed, visit https://developers.google.com/speed/pagespeed/insights/ Interested in getting more hires? Get more information on on the Challenge starting May 3rd, visit www.jumpconsulting.net/challenge To sign up for Better Marketing With Bella Semester 2, visit www.jumpconsulting.net/marketing To email Bella if there is anything you’d specifically like to hear about, email her at [email protected] Share The Show Did you enjoy the show? We would love it if you subscribed today and left us a 5-star review! Click this link – Bella In Your Business Click on the ‘Subscribe’ button below the artwork Go to the ‘Ratings and Reviews’ section Click on ‘Write a Review’ Transcript: This is episode 237 of Bella in Your Business. Hi there, I'm Bella Vasta from Jump Consulting. You might know me from CBS, NBC, Fox, Huffington Post, Entrepreneur, or maybe you've seen me speak on stage or read my book, The Four Dogs That Every Business Owner Needs. In any case, get ready because you're about to get your hashtag Bella Butt Kickin' in this next episode of Bella in Your Business. So what do you say? Let's get ready and jump. Welcome to another episode of Bella in Your Business. My name is Bella Vasta and we are rounding out our series all about social media and how to actually leverage it the best way. You guys know that we're on the tail end of actually accepting people into the Better Marketing with Bella program, which you can find out more at jumpconsulting.net/marketing. But today we're going to actually talk about how you can use the graphics that we get from Better Marketing with Bella or any graphics you might make and how to actually create a campaign so that you can attract people in your local area who are already members of your page to work for you. Ooh, hiring, yes guys. And I want you to stay tuned because at the end, I'm going to tell you about this amazing group that I'm about to set up just for you for the entire month of May 2021, where I'm going to come alongside you and inspire, motivate, and guide you on how to do an entire hiring list because the bubble's here, guys. The bubble that I have been predicting is here, and people are super duper busy and they don't have enough staff. I'm going to help you pull up your pants so that they don't stay down. We're going to do it. But as to get used to that, okay, I want to introduce you to my good friend, Pam Curry. Pam was not always a friend. I first met Pam when she actually owned Toronto Dog Walking and she now licenses it out. She is in Ireland taking care of her mom, hanging out with her mom during this whole quarantine thing. But what I love about Pam's story is she created Vibrant Marketing a couple of years ago. I was one of her first clients. She was able to grow her pet sitting company to a certain level where she could then turn it over to somebody and then move into her zone of genius and her passion, which is doing Facebook ads and driving traffic to websites through awesome marketing tactics. And she has done an amazing job with us at Jump Consulting. So we were talking and because she also is helping me, she said, “Bella, it's so easy to get people wanting to work for these pet sitting companies. And I've done it for pet sitting companies before. Let me teach your viewers.” So I said, “Okay.” So strap up, you guys, kick back, relax, grab a pen and paper, get out your notepad on your phone, whatever it might be. Or maybe you're listening to this again for the second time because I'm about to blow your mind with my guest, Pam Curry. Woo. Second time on the show. Yeah, that’s because you're that good, girl. That’s because you're just that good—like so much goodness. So Pam, I know that like when everybody starts out with Facebook ads or whatever, we're like, “Yeah, I've done Facebook ads,” but really it was a boost. So can we just start out really quick? Can you just tell me the difference between boosting and an ad? Yeah. So if you want to go along and actually find people to take the action, like in this case, we're going to be going through hiring ads. If you want somebody to actually see your post and go to your website and view your ad or your job description, you actually want to get hyper-specific and target them. So you use ads, whereas the boost is going to push it out to so many people—who knows what action they're going to take. They might like it, they might comment, but they're not actually going to do anything and take the action that you want them to take. So you definitely want to be getting into Ads Manager. And we're going to dive in deep today and tell everybody exactly how they're going to do it. Love it. So it sounds like boost is kind of like throwing spaghetti against the wall and seeing what happens. I wouldn't even say it’s going to stick. Awesome. Okay, so I know first step is something about campaign setup. What the heck is a campaign? Can you break this down for me? Okay guys. So for your campaign setup, it's the initial part—what you're going to do when you go into Ads Manager. So you're going to create your campaign. In this instance, the umbrella will be our hiring campaign. So that is where we start and we get set up. In here is where you're going to make, if anybody has done ads in the past and has gone in here, you might just say, “Okay, I'm going to call this Ad 1.” But there's one difference when it comes to hiring, especially when you're in the United States and Canada. You actually need to declare to Facebook that this is a hiring ad. If you don't declare to Facebook that it's a hiring ad, you run the risk of getting your account shut down. Your ad will be rejected and it's going to ruin the quality of your ad account. You’ll then have to make amendments because if you set up the ad without declaring it's a hiring ad, you've actually set up your targeting and stuff with information that you will not have access to for your hiring ads because you may have discriminated against people. The limitations for the ad setup are very, very different. Normally, you can say, “I want to target people who shop at PetSmart or Petco.” All of that is totally removed when it comes to hiring because you cannot discriminate. So on the campaign setup, you need to make sure you tell Facebook this is a hiring ad. Incredible. Okay, so can you give me an example of like a mistake that happens? Like unknowingly, I discriminated and automatically we get cut out?