1:12

Within the span of a

1:14

few months of launching this campaign

1:16

, we really were able to

1:18

get them an incredible amount of

1:20

applications because we changed the way that

1:22

people apply . What we found when

1:24

we did an audit was that people were actually

1:26

dropping off in the process . So

1:29

it was a funnel problem . The

1:31

funnel was not built out and it wasn't

1:33

targeting and keeping people in the

1:35

funnel . They were getting discouraged because

1:37

it was a lengthy recruitment process . So

1:40

we found a way to change

1:42

the recruitment process , improve

1:44

it and they received over 2,000 applications

1:47

.

1:53

Hey there , you're listening to the Missions to Movements

1:55

podcast and I'm your host , dana Snyder

1:58

, digital strategist for nonprofits

2:00

and founder and CEO of Positive

2:02

Equations . This show

2:04

highlights the digital strategies of organizations

2:07

making a positive impact in the world

2:09

. Ready to learn the latest trends

2:11

, actionable tips and the real

2:13

stories from behind the feed ? Let's

2:16

transform your mission into a movement

2:18

. Hello

2:23

, drum roll , please . Happy

2:28

Wednesday . If you're listening to this live

2:30

, it is another Missions

2:32

to Movement episode and I'm bringing

2:35

on another female entrepreneur

2:37

onto the show today who specializes

2:40

in social media to

2:43

make a social impact , and

2:45

I am so excited for

2:47

you all to meet good friend of mine

2:49

, francesca Orso-Marso

2:52

. Welcome to the show .

2:53

Thank you so much , Dana , for having me . I love

2:55

the intro and everything .

3:00

Of course . So I want to

3:02

jump right into conversation . You

3:04

decided to start your own social

3:06

media agency and you do so much more than social media

3:08

FMN Creative

3:11

. What made you decide to start your own

3:13

company ?

3:14

Oh my gosh , it was honestly just a

3:16

series of fortunate events . I

3:18

literally I thought I was going

3:20

to go into music my whole life , my

3:22

whole career , and I

3:24

thought I was going to be a songwriter . Wow

3:27

, I know , I don't even know if I ever told

3:29

you that in the time . No , but

3:32

it was so funny because every music

3:34

opportunity I had I did the marketing

3:36

for and my

3:38

senior year of college I ended up having

3:41

to transfer home . I was going to school right

3:43

outside of Nashville for songwriting

3:46

and music business and basically

3:48

came home my senior year of college and

3:50

they were like hey , we can't

3:52

give you a degree in music and songwriting

3:54

, but your whole career you've

3:56

studied marketing and entrepreneurship . Do

3:59

you want to like focus on this and then go into music

4:01

? Sure , why not ? So

4:03

I basically you know

4:06

all my career ambitions kind of flipped

4:08

when I was a senior in college and when I

4:10

got out I thought I was going to move

4:12

to Nashville and had an internship and

4:14

basically they asked me towards

4:16

the end of my internship they're like so you

4:19

need to pick what side of the desk you want to sit on

4:22

. What do you mean ? They're like do you want

4:24

to be a creative or do you want

4:26

to be an executive ? Because people here you

4:29

can't be both and I

4:31

just have this Oprah aha

4:33

boohoo moment I

4:36

need to figure out . I

4:38

guess just the way I've always been wired was creativity

4:41

, but in the structure of business . So

4:43

I always thought , you know music connection

4:45

audience . So I

4:47

always just went into , just naturally

4:49

went into social media , just every

4:51

pathway . I kind of got stuck

4:54

with that role and when I got out of

4:56

college it was so crazy . So I had this

4:58

point in the road of I

5:00

got hired in an agency to basically

5:02

do what I do now and they never

5:04

grew in that direction , they stayed more traditional

5:06

. And at the same time

5:09

I had family friends calling me saying

5:11

, hey , can you figure out this thing

5:13

called Facebook for us ? Can

5:18

you figure out this thing called Facebook for us ? And she just so happened to run a nonprofit

5:20

and trusted me little old , 22 year old me to

5:22

figure out how to use social

5:24

media for all these organizations that she

5:26

and programs that she was starting .

5:29

So I got in at a time where

5:31

it was just a magical thing

5:33

to start I

5:35

think we both were entering our

5:38

careers around the same time , because that was

5:40

a very similar like social

5:42

story to what happened to me too , and

5:45

since then . So explain within your

5:47

agency , what do you do now

5:49

, like what is most of your work encompass

5:52

?

5:52

Yeah , when I first started , like my early days

5:54

, it was all copywriting and

5:56

social media management and at the time

5:59

Facebook and Twitter could move the needle . And

6:02

I got in when it really became pay

6:04

to play . So I literally was learning

6:06

ads as these ad products were being developed

6:08

and became really specialized

6:11

in how do you turn a click into

6:13

a customer or for

6:15

a nonprofit , how do I get a click and turn it into

6:17

a donor . So I

6:19

really fortunately , developed

6:21

skill sets that were more than just how do I get

6:23

an ad in a newsfeed . It was once

6:25

you actually click through , where does that go ? What

6:28

is that experience like ? So

6:30

there was quite a lot that happened

6:32

. But right now , today , I could say

6:34

that here at FMN Creative , we're a full-service

6:36

social media agency , because it's social

6:39

media , advertising management , strategy

6:41

and training , but it's everything that comes

6:43

beyond that and through the years

6:45

, I personally fell in love with nonprofits

6:47

. So , needless to say , I made everybody

6:50

who's worked with me fall

6:52

in love with nonprofits and

6:54

when I really look back at what we've done

6:56

, it's actually eight years this

6:58

month I know we're recording this a little bit ahead

7:00

of time , thank you . So

7:05

it's eight years that we've fully been out there in business , in the

7:07

marketplace , and we've grown Our needs really

7:09

shift based on what

7:11

our client needs , because we don't want to

7:13

just stop at a newsfeed . It's everything that

7:15

comes behind the feed .

7:24

Yes , which is so powerful and so important , and that's a big part of what we're

7:26

going to talk about today with your case study with upstate

7:28

cerebral palsy , and this

7:30

is such a big case study that

7:33

you worked on with incredible results

7:35

, and I just want to like flip

7:37

it to the end real quick for where you guys got

7:39

to , and then I want to break down how it all happened

7:41

, if we can . What happened

7:44

, what was the challenge and then

7:46

what was the result , and then I

7:48

want to go through everything that you did to make that happen

7:50

.

7:50

Absolutely . Well , let's start by saying COVID

7:53

happened . It was

7:55

like the little campaign that could , but initially

7:58

the client came to us to say , hey

8:00

, we need to like talk to the community

8:03

, we really want to invest in

8:05

hiring and brand awareness and

8:07

recruitment , but can you help

8:09

us Really ? It was just a very broad ask

8:11

and it's so funny because literally

8:14

, the contract got signed like

8:16

a day before New York State went on the massive

8:18

shutdown . Oh , geez , yeah

8:21

. If anybody's familiar with January

8:23

and February 2020 , you

8:25

know that things hit the fan . By

8:27

March , new York State went on a spending

8:29

freeze . So we're actually

8:31

a certified woman-owned business and certified

8:34

with New York State and the federal government , so

8:36

a lot of our income is reliant

8:39

on these contracts . Come

8:41

to find out , when New York state went on a spending

8:43

freeze , those contracts were not able to be

8:45

executed that we had signed on , so

8:49

everything was frozen and I was like , okay

8:51

, god , this is funny , this was

8:53

fun , maybe I'll go into music Like

8:55

I had these crazy thoughts

8:57

that this was just the end of my road

9:00

and I committed to you know , upstate

9:02

cerebral palsy to do this and because

9:04

of COVID , you know they're going to probably have to go a different

9:06

direction . But what actually happened

9:09

was they are a

9:11

human services organization , nonprofit

9:14

, and because of COVID , their

9:16

recruitment needs just kind of really hit

9:19

ceiling and they're like , well , what

9:21

we thought we had to do , we kind of have to 10X

9:23

that , so help

9:25

us . But now your main mission is to help us

9:27

recruit for these positions , because

9:30

they actually needed to staff

9:33

full-fledged homes that had

9:35

COVID sick patients . They had

9:37

to change the way that they were teaching . Teaching

9:39

became online and so

9:41

we really had to recruit for these high-level positions

9:44

, such as a special education teacher

9:46

, a BCBA specialist

9:48

very niche positions

9:51

.

9:51

So it turned into a career recruitment campaign . So it turned

9:54

into a career recruitment campaign .

9:56

Extravaganza , everything

9:58

, all things like , and they

10:00

wanted to not only just recruit to the central

10:02

New York area . They wanted us to go for

10:05

certain job titles like nationwide

10:07

, the best of the best .

10:09

Amazing . Okay

10:11

, so that was a challenge . And then , where

10:13

did you end up ? What ended up happening ?

10:15

What ended up happening , which is , knock on wood

10:17

, all went very well Within

10:20

the span of a few months

10:22

of launching this campaign . We

10:25

really were able to get them

10:27

an incredible amount of applications , because

10:29

we changed the way that people apply . What

10:31

we found when we did an audit was that people

10:34

were actually dropping off in the process , so

10:43

it was a funnel problem . The funnel was not built out and it wasn't targeting and keeping

10:45

people in the funnel . They were getting discouraged because it was a lengthy recruitment process

10:47

. So we found

10:49

a way to change the recruitment

10:51

process , improve it , and

10:53

they received over 2,000 applications , wow

10:56

, in a short time span . Yeah , so

10:59

we were very pleased , but

11:01

, with that said , like tons of KPIs

11:03

to dive into . I don't know kind of where you want me

11:05

to start , because I can go deep with this

11:08

client .

11:09

Yeah , so you had 2000 applications

11:11

. Did they end up filling the roles

11:13

that they needed to like ? Were they qualified applicants

11:15

?

11:16

Absolutely . I think that , honestly

11:19

, it's such a large organization , we only know

11:21

so much . But from what I understood

11:23

, we were told when certain positions

11:25

were closed and certain positions

11:27

were evergreen . They're like we're growing , so

11:29

keep them coming . As long as the leads and the quality

11:32

is good , keep them coming . But

11:34

we'd get calls to be like , hey , the

11:37

quality is good , keep them coming . But we'd get calls to be like

11:39

, hey , we're great , I'm this position , turn it off , we're done . So we really had a very two-sided

11:41

strategy . One was to build awareness

11:44

and put the brand out there , get

11:46

the community involved , knowing what they're

11:48

up to . The other side was

11:50

strategically market for these individual

11:52

positions . Got it Okay . It

11:55

flipped a lot on its head with what we all

11:57

know about social media advertising , because

11:59

we really had to lean into targeting and

12:02

platform-specific strategies for

12:04

this in particular .

12:06

And this is a hiring and

12:08

doing hiring recruitment . I talked

12:10

to another organization recently that had a similar

12:12

struggle of trying to find qualified applicants

12:15

, so I think this can be applicable to so many people

12:17

. What did they have in

12:19

place ? You talked about changing their funnel

12:21

. What did it look like before ?

12:24

Absolutely so the transformation

12:26

I would say . We started by

12:29

auditing everything . My approach

12:31

when I do marketing for anyone is

12:33

show me what it looks like to your audience

12:35

currently and where are

12:37

your pain points . Literally , one of our questions

12:39

is what keeps your audience up at night and what

12:41

keeps you up at night , what is

12:43

broken ? So we get

12:45

into some Barbara Walters very deep

12:47

intrinsic conversations

12:49

just for marketing . But it works

12:51

. And what we found was that they were

12:54

using a tool called AltyPro . I don't know if you're

12:56

familiar with that . It's very commonly used in large

12:58

organizations to do recruitment Phenomenal

13:01

tool for HR staff . But

13:03

for marketing purposes it's discouraging

13:06

because you can't put trackers

13:08

, you can't put pixels . If somebody drops

13:11

off in the middle of their application , there was no way

13:13

to know . And again , I'm going back four

13:15

years . Now three , four years . So no

13:18

offense to Altipro , it could still be great these

13:20

days , but back then we couldn't do

13:22

what we needed to do to track where people

13:24

died off in the process .

13:26

That's so important .

13:28

Exactly , and I think nowadays how

13:30

many people are using their phones to

13:32

apply for jobs ? Yep , so

13:35

you can't go into something with the mindset

13:37

of I'm going to design a beautiful website

13:39

that only works on a desktop

13:41

when you have 20 minutes to set aside and upload

13:44

your resume . You really need to do something

13:46

that's quick , that turns over and

13:49

that can be done when somebody drops

13:51

their kid off at school and they're sitting in the parking lot

13:53

or something . Yes , so

13:55

we just needed to find a way to make this accessible

13:58

and make it very marketable . How

14:00

can we get an ad and turn a click

14:02

into an application ?

14:03

essentially , what were the things that you were

14:05

able to change on the back end of the funnel ? And

14:08

then I want to get into the awareness

14:10

part , which is the digital strategy that drove people there

14:12

in the first place . You have to fix where

14:14

you're leading people to . What were you able

14:17

to adjust in that process

14:19

to make that better ?

14:20

So we started by doing like a light

14:22

version of the application , because we're like okay

14:24

, you have to date someone before you marry

14:27

them . How can you guys allow

14:29

yourself to date these applicants ? Let them get

14:31

warmed up , let them understand the culture

14:33

, then kind of

14:35

move them on forward if their skillset

14:38

aligns . So what we did is we actually

14:40

built them a custom website that was actually

14:42

separate . They had some internal

14:44

things that they didn't like about their current web

14:46

structure . So they're like can we just separate

14:49

this out Totally ? We want a whole different web structure

14:51

and we'll put a link on the

14:53

website , but we want a specific URL

14:55

that you guys can use for the campaign . So

14:58

really it was like a marketer's dream . They kind

15:00

of opened the gates for us to run with . So really it was like a marketer's

15:02

dream . They kind of opened the gates for us to run with and

15:04

we built a funnel . We built a one page , what

15:06

you and I would equate to like a sales

15:08

page . But picture if the sales page was

15:10

selling job positions and

15:13

basically it walked the

15:15

applicant through like what is life like

15:17

at this organization ? What is the impact you're

15:19

going to make ? And then what we were

15:21

selling was like an array of job titles

15:23

so in descriptions

15:26

, and these little job cards that we created

15:28

on the back end . But what we did

15:30

was , yeah , so once you

15:33

started to apply , we would get

15:35

your you know an opt-in . You'd

15:37

get your name , you'd get your email address , phone

15:39

number and maybe the position that you were interested

15:42

in that would automatically go

15:44

to a recruiter and then , on the back

15:46

end , you'd get a video sales

15:48

letter . You'd get a thank you from the recruiter

15:50

. Oh my gosh , I love this . We

15:53

had fun . I mean , thank

15:55

God that this organization trusted me to really

15:57

have fun . But it really put

15:59

into play all the little things that

16:01

you and I have come to know of what works

16:03

on social but applying it

16:05

for an enterprise level , nonprofit . So

16:08

it was interesting . But it was fun

16:10

because we had to like not only

16:12

do all these things , but we had to execute the

16:14

strategy that we were creating . So I had

16:16

to pull in a videography team , mid

16:19

COVID . So we went from planning

16:21

these formal shoots . We

16:24

have this great idea of building

16:26

a mosaic , having each

16:28

employee in that position

16:30

. We were spotlighting , talking about

16:33

these impact moments that they had during

16:35

their career , and then taking a

16:37

little piece of an image

16:39

and then putting it on a board and , over

16:42

the course of the story , it would form the

16:44

logo on the board .

16:46

Yeah , I know exactly what you're talking about .

16:47

Yeah , like it's not like the most original thing that's

16:49

out there , but it's fun to do

16:52

. Well , with COVID it was

16:54

impossible . We couldn't do it because of COVID

16:56

restrictions , so we had to find a way to actually

16:58

film these people outdoors

17:00

. We were wearing masks and gloves

17:03

and cleaning , and at safe

17:05

distances . I mean , new York State was on

17:07

hold . Everything about this project

17:09

shouldn't have been , but

17:11

we were able to kind of bend , you know like

17:13

play within the rules and stay

17:15

outside . And then it made

17:18

it interesting to actually tell the stories

17:20

of the positions . Like , for example , we were recruiting

17:22

for special education teachers and

17:25

we were like , how are you actually

17:27

teaching ? How we're recording this podcast

17:29

is how we had to record teachers

17:31

on Zoom teaching their students .

17:34

Yeah , because our job that we're being hired for was going to be

17:36

tremendously different because of the situation of

17:38

the world at the time . Correct , how

17:40

were you and I know that social

17:43

ads were a part of this too , and that you

17:45

utilized Facebook and Instagram and

17:47

LinkedIn . Is that right ?

17:49

Correct . We used Facebook , so all

17:51

the meta products Facebook , instagram , linkedin

17:54

. We even did a little bit on YouTube , so

17:56

we used some Google ads as well , just to

17:58

kind of generate awareness . Yeah

18:01

, but it's very interesting

18:03

over which platforms

18:05

perform best , because it's honestly based

18:07

on the job titles that we were recruiting

18:09

for .

18:10

Interesting Because I would have thought , just because of the nature

18:13

of LinkedIn and careers , that that

18:15

would do really well , did you ? I would love to learn

18:17

, like , what was the breakdown ? Like where did you see

18:19

success and what was was the cost

18:21

per applicant , I guess , was that

18:23

your end conversion goal with applications ?

18:26

Our end goal was definitely applications , but

18:28

because they varied , it's totally

18:31

counterintuitive from what I preach . But we had

18:33

a set budget from the client of

18:35

hey , this is what we would have went to our local

18:37

TV station to buy ads with . What

18:39

can you do for us on digital ? So

18:43

my whole thing with my agency

18:45

is we focus on marketing . Who can measure

18:47

? So we want to take that X

18:49

amount of dollars that you have put aside and we want to

18:51

actually show you the results Because

18:54

different platforms I don't know I

18:56

probably have a cost per lead for you somewhere

18:58

. I don't have it currently in the application

19:01

broken down in our case study , but

19:03

what I can tell you is that we

19:05

focused on impressions . We focused on

19:07

applications that were received from

19:09

those impressions and cost per click . So

19:12

that varied , but I would say entry-level

19:14

positions . Facebook was golden

19:17

. We were great . It was just pushing

19:20

it out to the masses . Facebook

19:22

was mostly meant for within a

19:24

certain radius of their locations , so

19:27

within New York State , specifically going

19:29

around those locations . Linkedin

19:31

was meant more for flipping

19:33

it on its head . Targeting based

19:35

on job titles , seniority levels , education

19:38

, really the targeting that

19:40

isn't possible on .

19:41

Facebook . Yeah , LinkedIn's gem

19:44

for that .

19:45

Incredible , incredible tool , and we even

19:48

got into using LinkedIn recruiter because

19:50

, from our perspective , we

19:52

can use lead forms , we can get

19:54

people into our email sequence , we

19:57

can do all these fun , fancy things

19:59

, but at the end of the day , we need that human

20:01

to human connection . So

20:04

what we recommended to the

20:06

client was to actually sign up for

20:08

LinkedIn Recruiter and , once

20:11

we found the applicants

20:13

, to use LinkedIn to communicate with them and

20:16

to start reaching out to the people that

20:18

we were doing this for .

20:25

So I just want to back up a second . So you had this website that you were driving people

20:27

to where you had , like a simple , easy starting

20:30

application which was limited

20:33

, right , it was name like contact

20:35

information . Basically , is that right ? Yes

20:37

, yep , absolutely Okay . And

20:40

then would you utilize then LinkedIn

20:43

recruiter ? Then you have that information

20:45

those people are going into . They're

20:47

being contacted by a recruiter , correct

20:50

, okay . And then how

20:53

is the LinkedIn aspect , linkedin recruiter

20:55

, connected ? Was it with those people that were filling out the forms

20:57

or were they being sent emails

21:00

, or both ? Both Okay .

21:02

We did this in stages so I apologize . I'll back up

21:04

a little bit . So our first goal

21:06

was how do we drive traffic to this ? Where

21:08

do we see , you know , in terms of landing

21:11

page performance , is there a certain section

21:13

that nobody's even reading ? Is there buttons

21:15

that people are clicking that don't

21:18

work , or something ? So we

21:20

did a lot of A-B testing so

21:24

we got it down to a science in terms of the traffic is flowing . And

21:26

then from traffic we look at conversions Is

21:29

the landing page converting ? When both

21:31

of those aligned and thankfully

21:33

they did pretty quickly somebody

21:35

would do that kind of pre-application

21:38

. They'd get that thank you email

21:40

which included a whole video from a recruiter

21:43

like thank you , please continue

21:45

your application , we welcome talking with you . Blah

21:47

, blah , blah . So then from there , that's when

21:49

we made the connection to their hr software

21:51

that they could break away from

21:53

. So that was the connection to hey

21:55

, now that you have 20 to 30 minutes

21:58

to fill out the full application

22:00

, please go ahead and

22:02

do that . So they would

22:05

go on complete that application . But in the meantime

22:07

their recruitment staff could look up those

22:09

people , they could call them , they

22:11

would have the tools to start working that applicant

22:14

before they completed that

22:16

lengthy process to go through .

22:18

Smart , very smart . Okay

22:20

, got it . That little extra step

22:22

of that personalized touch of that email

22:24

is gold . Do

22:27

you have like the conversion

22:29

numbers of people who went

22:32

from first time applicant like all the way

22:34

through the process ?

22:36

We have email rates because obviously

22:38

we didn't have access to the HR software Right

22:40

. Totally , yep , it's . All I know is that we

22:43

had a 73.8% open rate

22:45

for that initial email . So

22:48

that's quite high . I mean average .

22:50

Yeah , that's very high .

22:51

We would have been happy with like 20% , but you

22:53

know 73 , we're celebrating . And

22:56

then the click-through rate from that email

22:58

with that personalized message

23:00

from the head of HR essentially

23:02

that was 37.2%

23:05

, so quite a

23:07

high go-through rate , so meaning that

23:09

people liked what they saw . They wanted

23:11

to complete that full application and

23:13

those who didn't , but maybe the first

23:15

line hr staff that saw

23:17

they were kind of good . They could then go

23:19

on linkedin , do that , reach out , etc

23:21

. But as this campaign

23:23

progressed , we launched different types

23:25

of ads . We're like we know the traffic

23:28

ads are working , but why

23:30

can't we just go ? And I'll back

23:32

up a little bit here . When we

23:34

filmed content , we created

23:37

a content bank for this organization to use

23:39

for like years to come . So we in

23:42

depth , like interviewed you know a

23:44

special education teacher , tell us about your

23:46

job , tell us about this . So what

23:48

we ended up with were actually three

23:50

separate campaigns . We

23:52

had one that was like the main

23:54

overview who the organization

23:57

is , who do they serve , how do they help . The

23:59

second campaign was actually

24:01

very specific for positions

24:04

. So it would be like this

24:06

organization is recruiting for . And

24:08

then it'd be like hi , my name is Sarah and

24:10

I am a special education teacher . And

24:13

then we had like the COVID response thing

24:15

. We had just buckets of content

24:17

that we would pull from , which allowed us

24:19

as marketers to go crazy with ads , to

24:21

really , if we knew that end

24:23

point of that funnel , the only thing

24:25

that would change is the entry point . What is the first

24:27

ad has to make them get through and

24:30

speak to them . So

24:37

we said , okay , if we have this content , let's take like one specifically for a special

24:39

education teacher . Let's go on LinkedIn target special education teachers

24:41

based on experience level , skill

24:43

set level . We went through the gamut

24:46

of the backend of LinkedIn

24:48

and if we show them that video

24:51

, do we necessarily have to get them

24:53

to the website or can we start the application

24:55

process right natively on LinkedIn

24:57

? Oh yeah

24:59

, so we did that . And then we used

25:01

a little tool that I love called Zapier , to

25:04

jump ahead of the line and

25:07

basically said what

25:09

if we just ran a test and

25:12

push these people ahead and

25:14

then made that connection between the

25:17

lead quote unquote to

25:19

the recruiter ? And it

25:21

worked . So for the very , if

25:24

you kind of consider a recruitment campaign

25:26

like a high ticket item , how

25:28

do you skip the line ? How do you jump in

25:30

? At the end of the day it's a

25:33

human connection , person

25:35

selling . So we

25:38

just try to handhold them and make that connection

25:40

. Before they dropped off , we

25:42

wanted to eliminate the number of clicks they had to get

25:44

through before they made the connection

25:47

.

25:48

That's awesome . Okay , I love that

25:50

, and I want to go back to a couple of things . One

25:52

Zapier , zapier I don't

25:54

even technically know what the right way to

25:56

say it is , but it's a if this , then that

25:58

tool . So it connects

26:01

literally most

26:03

platforms online to

26:05

one another . So an

26:07

example with ads might be if they

26:10

fill out a LinkedIn ad , then

26:12

they get this email from

26:14

somebody , or it makes a note in this CRM

26:17

, or blank whatever that is . So

26:19

in this case , you're saying a

26:22

specific ad on LinkedIn

26:24

that was targeted to a certain job title Correct

26:27

, somebody . Were they filling out a form on LinkedIn or

26:29

an application ?

26:30

Yeah , we're trying to move the mini app to

26:33

the form , to the ad itself

26:35

rather .

26:36

Okay , yep , okay . So the ad itself was like

26:38

filling out a mini application on LinkedIn . Correct

26:45

, okay , and then . That would then create a zap too .

26:46

And then what was the end ? Zap connecting them to the person . Oh my gosh , it was insane

26:48

what we did . A Google Sheet was automatically filled out

26:50

. That Google Sheet was then sent

26:53

with a notification to the recruiter , so

26:55

then they can look at that sheet and do their thing

26:57

. Then it was also put into

26:59

the email marketing system , which at the time

27:01

, we were using MailChimp . Nowadays

27:04

, if we had to do this again , I would look

27:06

at different email softwares , like we talked about

27:08

earlier , to see if , like a more

27:10

of a CRM component within an email

27:12

software . But obviously

27:15

, being a nonprofit , they'd want to invest in

27:17

all these fancy tools . So

27:19

we tried to do this as basic and

27:21

accessible as possible . Maybe you

27:23

can work wonders . That's exactly what

27:25

we did . And then that recruiter would get

27:27

an email notification to say hi

27:30

, there , you have a new applicant to take a look at

27:32

. Please take a look at this . And it auto-filled

27:34

everything from the form . And

27:36

then , on the back end , on my end , they

27:39

would join a certain sequence from

27:42

an intro to a recruiter . And

27:44

then the second email was learn more about

27:46

our open positions , learn more about our organization

27:49

. Did you already complete a full application

27:51

? Click here . Do you want to schedule a call

27:53

one-on-one with a recruiter , click here . So

27:56

it really tried to

27:59

make it a very cohesive , easy

28:01

user experience to

28:03

join a wonderful organization really .

28:06

So cool . I love it . I don't think we

28:08

have not had a recruiting

28:10

career recruiting digital case study on

28:12

the show before , but hiring great talent

28:15

is something that everyone has

28:17

a need for and so I love . Thank you so much

28:19

for breaking this down and you did it with

28:21

the challenge I don't know challenge and

28:24

I mean also probably

28:26

immense need at the time

28:28

, right during During COVID for them , but

28:30

what an incredible project

28:32

in case city Francesca . Thank you so much

28:35

for sharing that with us .

28:37

Happy to do so . Thank you for having me .

28:40

Absolutely . And before we wrap , I want to ask you

28:42

to ask and receive

28:44

questions . One is what

28:46

is one thing that you would like to ask for

28:48

help or support on ?

28:50

Oh gosh . I'll make this like two things . The first

28:52

one is being that we want

28:54

to connect with you . Know so

28:56

many nonprofits having these certifications

28:58

as a woman owned business . There's organizations

29:00

out there that have to fulfill this need . They

29:03

have to use their grant money on woman owned

29:05

small businesses . One would be

29:07

like help us connect with

29:09

these people . Who are you guys out there in the universe

29:12

? Introduce yourselves , let us know what

29:14

types of content . How

29:16

can we help you ? Essentially , that's

29:18

my first ask . The second one would be we

29:21

ourselves are on the hunt for a great CRM

29:23

tool and we're

29:25

geeking out over certain tech that's

29:27

out there in the marketplace . But it's funny

29:29

because some of the tools that we actually use

29:31

for our nonprofit clients we wish we could use

29:34

for us . I know there's

29:37

such great software out there and I'm like guys

29:39

, if you just change the use a little bit

29:41

, I know . So

29:43

we're really on the hunt currently ourselves as an

29:45

agency , for a great CRM to

29:48

use .

29:49

I love it . Ditto Ditto on that

29:51

. Contact both of us . Let us know who

29:53

you are . And then

29:55

Francesca . Lastly , where can listeners

29:57

connect with you ?

29:58

Absolutely so . Take a look at our website . It's wwwfmncreativecom

30:03

. Connect with us on Facebook , linkedin

30:06

and Instagram and feel

30:08

free to get in touch . I'll give you my email , dana . Feel

30:10

free to put it out in your show notes Amazing

30:13

.

30:13

Thank you so much for all that you do

30:16

. Yeah , I just love seeing all the new stuff

30:18

that you come out with and can't wait to collaborate more Thanks

30:20

so much .

30:21

We are bound to work together . One day we will make

30:23

it happen .

30:24

Yes , we will Awesome . Thank you everybody

30:26

. Thanks for listening . Can you

30:29

tell I love talking all things digital To

30:31

make this show better . I'd be so grateful

30:34

for your feedback . Leave a review , take

30:36

a screenshot of this episode , share it

30:38

on Instagram stories and tag positive

30:41

equation with one E so

30:43

I can reshare and connect with you .