He needs to continuously promote the chain, despite not having a marketing background or staff. Jorge also needs to hire and maintain a strong team of about 50 people. However, he had found in recent years that fewer candidates were available for hire, as many were drawn to working for higher-paying ride-sharing services. Reaching Cuban food lovers The fast-casual food industry typically relies on coupons, flyers and broadcast advertising to get the word out about their businesses, so digital marketing was new to Jorge.
But he found it easy to create a Facebook Page for Cuban Guys shortly after the restaurant opened, and has been using it to promote the business ever since. Jorge estimates that about half of his customers discover Cuban Guys through Facebook or Instagram, and they also routinely place orders based on items that they see there.
In the spring of , he used Jobs on Facebook to hire a grill cook.
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Later in the year, Jorge used the tool to hire 6 workers, including 3 shift managers, 2 grill cooks, and one kitchen prep worker. For each job post, Jorge adds a relevant photo. When seeking cooks, he shows a close-up picture of a spatula lying on the grill. Ads for servers are paired with photos of smiling cashiers. Applicants can also complete their applications quickly, without getting bogged down in resumes and long questionnaires. As these lightweight job applications land in his Page Inbox, Jorge can easily scan the list of applicants and size them up.
Between July 11—October 15, , his results included:. Co-owner, Cuban Guys Restaurant. Promoting a beauty brand makeover with video ads on Facebook and Instagram. Get Started. Create an Ad Create a Page. Audience Network. Marketing on Messenger Getting Started Advertising. Get started with Workplace Why Workplace? Pricing Success Stories. Online learning Certification Learn the skills you need to use Facebook, Instagram and Messenger to grow your business with free online courses.
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