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TIPS the employer). Just this year, Facebook launched Jobs, a new
Here are some suggestions for making shareworthy videos. feature where businesses can post job listings, track applica-
• Keep it short—two minutes or less is best. Introduce tions, and communicate with job applicants through their
movement in the first two to three seconds to keep Facebook pages. The program is aimed at small and mid-
people watching from the autoplay. sized businesses that typically struggle to find the right people
• Add captions. The majority of videos are viewed to hire, particularly part-time and hourly workers. (This is a
without sound. weak spot for LinkedIn, which focuses mostly on full-time,
• Incorporate these three components to increase salaried positions.)
engagement: Job seekers can apply for open positions by clicking the
1. Educate. Provide a quick tip such as how to stay Apply Now button, with Facebook auto-filling some of the
warm or find the best trails. public information from their Facebook profile such as name
2. Entertain. Highlight unusual topics, or put a new and location. Applicants can review and edit the information
spin on an old one with a behind-the-scene story. before submitting the application. Once submitted, the
3. Events. Feature events by showing off what people application creates a conversation between the business and
can expect, with an interesting tie-in such as a the job candidate on Facebook Messenger.
demonstration of how to cook the perfect burger
before a festival weekend. TIPS
The application process directly through Facebook makes it
Events to Create a Community easier for prospective employers to do background checks on
Are you planning something unique for a special event or social media profiles. Also, it doesn’t cost anything for a page
upcoming promotion? There’s a plethora of new options for to put up a job posting, but business owners can choose to
connecting guests to your brand and to each other. make a job posting a News Feed ad. For now, Facebook isn’t
Use Facebook Events for your page and give your guests taking a referral cut.
the opportunities to see photos, videos, posts, polls, and Check out https://www.facebook.com/jobs to get started.
reviews from their friends’ experiences. As a brand, you can
now target ads to people who RSVP’d to events you post to Get Paid to Post
your page or that visit your resort. The event-based targeting Move over, YouTube. Facebook has introduced three types
is a new option within Facebook’s Custom Audiences of video ads for both the social network and publishers’
ad-targeting product. The move to add event RSVPs to its websites:
suite of ad-targeting options is a way for Facebook to reward 1. In-stream video ads for publisher websites, which
businesses that use its events feature to promote branded appear between paragraphs of text articles on mobile
happenings. and play automatically when at least 50 percent of
Also noteworthy is a new feature in the Facebook pixels are viewable.
Custom Audiences tool that enables offline-to-online 2. Expanding ad breaks for Facebook Live videos within
ad retargeting. How is that possible? Facebook uses the Facebook’s own app, where you can add breaks during
permission people give to track their locations via its location your live videos to run short advertisements. You will
services options in their settings. Facebook then cross- earn a share of the revenue from the ad breaks in
references that information about a person’s location with your videos.
background signals like WiFi and Bluetooth to determine if 3. Ad breaks for publisher videos uploaded to Facebook.
someone is within a business location’s boundaries, and then The new Ad Breaks feature in on-demand video will
sends the individual ads related to that business. allow publishers to insert short ads (up to 15 seconds
long) into videos they upload or into existing videos in
TIPS their Facebook libraries.
Visit https://www.facebook.com/business/a/custom-audiences
for more details on how to use these features. All eligible publishers can now make money from in-stream
video ads on their own websites and apps through
Jobs Facebook’s Audience Network.

While this next development is related more to human YouTube basically invented the model of splitting ad
resources than marketing, it can make the “job” of filling ski revenue from pre- and mid-roll ads with content creators
area positions a bit less cumbersome (for the applicant and to motivate their sharing on the platform. (Pre-roll ads are

48 | NSAA JOURNAL | EARLY WINTER 2017