Interview Questions To Ask A Facebook Display Ads Manager


If you're going to hire someone to manage Facebook Ads, you need to first get a sense of what you're looking for. 

Here's what I'd ask the hiring manager: 

1) What do you want from this?  (sell more, more likes, testing Facebook, testing the candidate to see if they can do more)
2) Are you going to manage the person? 
3) Are you going to be looking over their shoulder the whole time, or do you just want reports? Do you want them weekly or monthly? 
4) What budget are you looking to spend? Do you have that in your budget/the bank? What would make you not spend that budget? 
5) Have you hired someone like this before? 
6) Do you know that creative is not the same thing as ad optimization? 

 Here's what I ask the candidate:

1) Tell me what you did last Tuesday.
2) What's the most you've spent in a month? What could you have done to make that better? 
3) Were you paid on spend, or a salary? Was it worth your while to increase the spend to get a better paycheck?
4) What's the difference between a dabbler and a professional (the word Power Editor should appear pretty quickly)
5) How do you build customized audiences from scratch? What do you need to build them quicker? 
6) Did you have a Facebook rep who would show up when you called? Did you like them? (I love the second part of that question. The answer is usually no, or "as a person, or as a rep?")
7) What kind of sweepstakes and giveaways did you do? 
8) When was the last time you started a new account? (If it's not in the six months, don't hire them for a premium)
9) What kind of training did you receive? 
10) Talk about the CRM/email software you've worked with. 

What You're Looking For
It doesn't matter what they answer in these questions. It matters that they understand why you asked the question. 

If you're looking for interview scripts, feel free to reach out with questions and I'll write one up to post on the blog. 



Inbound Marketing Specialist - Colony, TX

A client of mine up by Frisco is looking for someone with a HubSpot Certification to work inside with his team of marketers in the medical device industry. 

If you've been working at an agency with multiple clients, or if you've worked internally and had decent training, this might be for you. Also, if you're traveling too far, and if you live north of 121 between Frisco and Lewisville, you're going to be a happy camper. 

1) You're the button pusher. You can run the campaign and make sure it's optimized to drive leads to medical professionals

2) You may use the word strategy and campaign, but you're self-aware enough to know that a couple of years in PPC or email campaigns is not enough to understand the full marketing stack. 

3) When interviewing, you don't repeat the words A/B Testing or Success Factors because you think they're a magic totem.

What you'll learn.

1) B2B Marketing

2) How to navigate internal marketing structures in a rapidly growing company

3) The joy of not having an hour commute.

If you're interested, send a note to with some indication that you've read this blogpost, and I'll get you in touch with the hiring manager.  

List Of Director Of Social Media Interview Questions In a B2C Market

This is a list of interview questions you can use to interview director of social media. It's not comprehensive, but if you had all these answers, you should have a very good idea of that they do and if they're a fit for your position. If you find this useful, and need to hire - consider reaching out. If you use it, please leave the brand Social Media Headhunter and my name in your social sharing. 


What kind of social media do you do? What I mean is that everyone thinks they do social. So I need to know if you use it for inbound marketing, customer response, branding and advertising or research? 

Do you utilize social display ads? Do you work with a Facebook/Twitter client partner? Can you call them on your cell if you needed to? Would they answer? 

How much content creation do you do personally? 

How do you feel about deleting comments on Facebook that include curse words? 

Is it worth it to invest in Twitter? Why? What businesses work best? 

Give me an example of a good viral social media plan that isn't Fiberglass pools.

Give me an example of a good national social media plan that isn't mentioned at every single conference? 

Do you speak at conferences? Do you enjoy it? Why? 

Tell me what you did yesterday. 

What kind of software do you work with? Anything you're expert in? Anything you need to function?

How versed are you in mobile? Tell me why. 

What does it mean when I say social and digital should be integrated? What does that actually mean?



Who do you report to? What title would you like to report to?

Do you hire people in your department? How do you know if they're good?

How many people report to you? What's the most number of people you've had report to you? 

Did you have to fight for your budget bit by bit, or did you have it set in stone? 

How do you stop PPC/Digital from stealing your budget mid-year? 

Have you selected vendors before? How do you decide who to work with? 

What is your career path? 

Wow Factor:

IBM says they care more about Klout factor than SAT scores. Defend and then attack that position. 

Who is someone in social media you know that you're impressed with? Why?

How did Digg work? What is today's Digg? 

Talk to me about sponsored posts.

How good are your private profiles? How much, I guess we'll call it Dark Hat work do you do? 

Tell me how blogs impacted SEO in 2008. What's the change today? 

Pitch me shareability like you're talking to the CEO and trying to get $1MM in budget. 

Open Searches And Candidates For Social Media and Digital, September 2015

Dallas: VP Client Relationship for an agency. 

Dallas: Account Manager Digital/Email (agency)

New York: Director, Social Media Display (agency)

Dallas: Director Digital Marketing (SEM, SEO, email, social)

New Jersey: Client has need for National Sales Director in Wine and Spirits Category. 

New Jersey: Also need an operations manager for above. 

If you see me peeking, or calling, this is likely what I'm calling about. 


On the candidate side: 

1) A Senior Security Architect (confidential) (Dallas)

2) B2B Sr Manager, Digital Marketing (Dallas)

3) Digital/Social Sr Manager, Retail, Hospitality, Restaurant (Dallas)

4) Sr Digital Marketing Director ready to be a VP (West Coast)


And of course about 25 Managers and Directors in Social Media willing to consider options, but not in a hurry to move (West Coast, Midwest, Atlantic, Southeast)

November Headhunting Report For Digital And Social Marketers


Spring is still the big time for digital recruiting. Many company companies bonus in February and March, especially those looking at their holiday sales, which means no one likes to leave with $30,000 on the table. 

Hiring is slightly up for companies who don't depend on 4Q, and movement by candidates in companies where the bonus isn't assured is always a risk.

Below are my notes for October's calls - if they're useful to you, consider sharing it to your network. 

1) Companies are taking too long to hire

Check this article out from Harvard Business Review. It's happening, and getting worse. Basic premise is there's a lot of risk in hiring, and execs/managers/companies are nervous about it. Companies need to improve their process, and recruiters need to address concerns on both sides. There's a lot of wasted time that occurs because "top talent" likes to be courted, but isn't honest about what they want and need.

My rule of thumb is 30 days. You have 30 days from the day the candidate feels like they are a candidate to hire. After that, not only do offers fail, but performance and retention are affected as well. 

And if you're  company that has a critical digital management position open for over six months, Beware! I've seen a number of companies hollowed out when management positions aren't filled.  

2) Salaries about to explode in the social commerce space for the right people.

This is happening in a lot of tight areas, and nothing is tigher than social commerce right now. There are only 50 companies on the Social Media 500 with revenues over $1MM tracked to social media channels. There are 100 companies that want that, and they want it today. I anticipate Sr Manager and Director level positions rising dramatically by June of next year. At the same time, I anticipate much shorter leashes for those jobs. If they boost your salary by $20,000, you may have only a quarter to show results.  

3) Salary matters less then budget and authority

The really competent in this space range from the technical to the analytic to super managers. In the last month, I've heard dozens of times that salary is less important than budget commitment and authority. Salary still matters, but a big bump in pay is less important than infrastructure and marketing department integration. Great social and digital leaders need senior level executive champions who commit to letting them create working campaigns. It's not about a $10MM ad campaign. It can be $100,000, as long as you get the full amount and are allowed to complete the campaign. 

4) Telecommuting is a huge unmet need

Big Brand experience can be important in this space. Apple is not the same as Pete's Apple Emporium. But the number of large firms with a big digital presence can be very limited in a single city that isn't San Francicso or New York or Dallas. There are some very talented people who can't uproot their families, but would travel or take telecommuting jobs with large brands. 

Companies don't like this, of course. They want to see if you make it before they let you work remotely, so there's a tension there that should be interesting. The companies that figure out telecommuting or commit to remote teams are going to be big winners, or...candidates will just have to move for new jobs. Hard to tell where in the cycle we are.  

5) 1 out of 5 of you has what it takes
When I first committed to social media headhunting in 2008, 80% of the people I spoke with had never taken a check for what they claimed they could do. Now, most people get checks, but they're wildly optimistic about their impact on the company.

Well, social is now a preference layer instead of a skillset, so integration with the company is a must. It's fascinating, because social piggybacked on the old fight between Digital and Print (or Creative or Traditional), and now, full integration really is a powerful tool. Combining Direct Mail with Television with Email with Social with Sales is hard to do, but many of you are getting good at it. 1 out of 5 that I talk to understand it and have done it. 

That's good news for companies, who now are told "this person exists," instead of "um, let me look around."

About These Reports

These reports are going to start coming monthly, as a way for me to keep notes and track trends while I'm on the phone.  Expect to see more writing here as I'm now focused 100% on the recruiting side of the house for Brandstorming, and am no longer taking marketing or outsourcing contracts.

Our sweet spot is going to be executive search in  Digital/Social/Web/Content/Email/Analytics in the 100-180K salary range in the US, focusing on the South, Midwest, Mountain West, and Southern California.

 If we're not connected, do so now. Go ahead and call me a friend to connect. You're reading, the blog, right? 

View Jim Durbin's profile on LinkedIn

 If you follow me on Twitter, RT or favorite something I write, and I'll follow back so you can do a confidential DM. I don't live tweet to people who may be looking.

Facebook Is Crazy Useful For Recruiting

Last year, I added Facebook recruiting to my training webinars through Experts-Connection (over 6,000 trained!). The introduction of Facebook Graph Search was exciting, as it allowed you to search through Facebook ti find candidates that weren't on LinkedIn. 

I've done four of those webinars, and each time, the improvements to Graph Search have amazed me. 

If you've attended one of my trainings, you'll know my whole pitch is the power of the human brain. How we think and what we do is very important when it comes to sourcing, as your unique experience creates different search strings than your competitors. 

The steady march of algorithms, from LinkedIn's Galene Update to Google's One Account SERPS to Graph Search itself, alter what you see and try to homogenize your results. It is only your brain that is going to find new candidates that haven't already received a dozen inmails. 

That was Facebook's initial value. It gave you additional candidate pools, and a different starting point then job boards or LinkedIn. And now that has changed. 

The filter system in place in Graph Search, used correctly, give you clean lists that you can start calling immediately. The data isn't fully entered, because candidates on Facebook don't yet see themselves as candidates, but as public awareness of people getting jobs through Facebook continues to grow, expect to see the skills section grow, and the results magnify. 

Facebook is facing a lot of public backlash about privacy issues, and recruitment just isn't as big a market as advertising. If you could pick Google's market cap or Monster's, which would you pick? But it's usefulness is increasing. As LinkedIn pivots to B2B marketing and increases their aggressive selling to recruiters, I fully expect the staffing world to begin focusing on free options. Facebook is currently the biggest free option. 

America's Got Social Media MarketingTalent

In the last two months, I've spoken with hundreds of social media consultants, managers, directors, speakers and strategists. 

That's what happens when you call people for jobs. 

And what I've found is that the level of talent when it comes to marketing and customer service integration has absolutely exploded. I'd say a good 20% of the people I speak to really get how to integrate social into their jobs. Many have other skillsets, including email, PPC, direct mail (I said it). event marketing, nonprofit selling, sales enablement, and even international logistics (how do you think you find trusted contacts in new countries without social media?). 

But, man are we bad at hiring. I can list five senior social media people who could run divisions for large companies who are out looking for work. I have a handful of digital strategists that are open to moving, are less than six figures, and have 8-10 years of experience. 

It seems that companies have done very well training their people to handle social, but when it comes to hiring social, we're failing. 

Part of the problem is everyone is calling themselves social these days. If we could just get more specific with our skills instead of lumping everything into social, I think we could bring down the noise ratio. The other part is the hot girl effect. If someone is really good at what they do, companies are sometimes afraid to approach them. Supposedly, really hot women date less than just attractive women because men are afraid of them (I'd like to note that unlike some of my peers, I didn't post a picture here to drive traffic). 

A third problem is that the higher up the food chain you go, the harder it is to fill a job, and the patchwork economy of today leaves some talented people in the wrong cities (remote doesn't work for everyone). 

I never do this, but here's my pitch - and it's to executives. If you think your social is dull, boring, not working, an expense, or something you plan to get around to, please call me. I can help you identify what you're looking for, and probably have the person you want to hire in my database. And I've probably spoken to them in 2014. 

There are too many talented people looking for their next big win. Not for jobs, but their next big win. If you want a win, please call.  

214-509-7262. Ask for Jim Durbin, the Social Media Headhunter.

If you leave a message, it will be our new company name, Brandstoming

Live Facebook and LinkedIn Training In St Louis And Kansas City April 15-16


My first recruiter training event was way back in 2008 in St Louis. The Missouri & Kansas Search and Staffing Association has asked me back to do day long trainings in each city. 

We'll do a morning session on Basic LinkedIn. 

Followed by a morning session on Facebook Recruiting. 

Take a break for lunch, then do an Advanced LinkedIn Session in the afternoon . 

More details at the StlRecruiting blog below. 

St Louis event: April 15th

Kansas City event: April 16th


Registration: (you can use paypal or bring a company check)

St Louis Signup

Kansas City Signup

Digital Marketing Headhunter In Austin. Or Headhunting In Austin, To Be Accurate

A number of clients have reached out to me about positions in Austin, TX. 

If you're involved in sales, software marketing, digital marketing, design, UI development, or community management (yes, real social media roles), I want to get on your radar. 

My roles aren't normally posted - too many resumes, so please find me on LinkedIn, Facebook, or Twitter, or send me an email if you want to talk. 

Here is an example of how I write certain roles. This is a live position in Austin. 

The Product Marketing Manager  is responsible for developing – and then telling – a story to both internal and external audiences about products that will help drive awareness and demand for them.  He/She will create the marketing strategy and plan, coordinate execution and ensure the sales team has the knowledge and tools to convert leads into opportunities and closed business.  The role resides within the Product Marketing Team, which is a part of the Product Organization. 

The company is a SaaS model that works primarily with large brands to understand the what individual consumers are writing and sharing about products and brands. The model collects over 400 million individual pieces of content and delivers them in actionable items to large corporate entities.

This position is for a new product - a software package that works with a distributed sales channel. Restaurant franchises, insurance agencies, retail shops, and independent sales agents in aggregate create billion dollar companies, but they lack the infrastructure to identify social content like user reviews, product mentions, events, check-ins, and recommendations.

The Product Marketing Manager, which could also be titled as a Senior Manager, a Director, or VP level depending on the company, is responsible for creating the marketing plan to sell to distributors, franchises, and associations that need the information.  This is a strategic role, responsible for selling the story to internal and external audiences.

The position has been open several months and has gone through several interviewees. Most have the senior marketing experience in digital, social, and SaaS.  What they’ve lacked in deep experience in the Small and Mid-Size Business  Market, especially in the distributor/franchise model. 

As you can see, it's not your typical job posting.  

On the other side, let me talk about how I function for the candidate. 

1) I've done much of the same work you have, which means you're talking to me without having to use small words. 

2) I do an in-depth interview, and often drive to Austin both to meet you and then to prep you for the interview.

3) If you're in my process, I'm assigning you homework.  Really. Homework. My submittals are more in-depth than a resume and a salary request. We're going to explain why you fit, what you were like during the interview, if you met your appointments, and most important, why you can do the job.

4) I prep you as much as you can take it. Our purpose is to make sure that my screening is tougher than anything you go to onsite. 

5) I'm honest. If your breath smells, if you're an asshole, if you haven't done real work in ten years, I'll tell you. If you're underpaid, of if you're a rare talent, I'll tell you. Brutal honesty about the company and the candidate is the only way I can make a living, which is what I give and get. I mean that. I've asked candidates why they're such assholes more than once. It didn't bother me - I just wanted to know if I needed to write, candidate is experienced, but needs to be locked in a cage and thrown red meat twice a day on the submittal form. 

If you've read this far - some advice. Please don't call me and ask how my services work. If you have something interesting to say, I'm all ears, but I shouldn't be the first headhunter you've ever spoken with. I haven't placed someone with less than ten years experience in a very long time.