01 - In a small bowl, mix together all dry rub ingredients.
02 - Pat the beef roast dry and rub it all over with olive oil, then coat thoroughly with the dry rub.
03 - Place the seasoned beef in a slow cooker.
04 - In a separate bowl, whisk together beef broth, Worcestershire sauce, apple cider vinegar, brown sugar, and tomato paste. Pour the mixture over the beef.
05 - Cover and cook on LOW for 8 hours or until the beef is very tender and shreds easily with a fork.
06 - Once cooked, transfer the beef to a large bowl and shred with two forks. Skim excess fat from the slow cooker liquid, then return some of the liquid to the meat until the desired juiciness is reached.
07 - Toast the buns lightly if desired.
08 - Pile the pulled beef onto the buns, top with coleslaw and pickles if using, and serve immediately.