Más contenido relacionado La actualidad más candente (20) Similar a Employer Branding 101 (20) Employer Branding 1011. Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Click to edit Master title styleClick to edit Master title style
Employer Branding 101
For Employers
Steve Burton
VP of Marketing
Glassdoor
2. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 2
About Me
Steve Burton
VP Marketing, Glassdoor
Steve.burton@glassdoor.com
@BurtonSays
3. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 3
Agenda
Why is Employer Branding Important?
Being Different
Influencing Job Seekers
Defining your Employer Brand
Glassdoor 101 for Branding
Questions
4. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 4
Why is Employer Branding Important?
Its how job seekers perceive your brand.
It directly impacts your ability to hire.
5. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 5
What’s it like to work at Google UK?
Fun
Cool Projects
Good Comp
Smart People Free food
Disruptive
Great Culture
7. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 7
Employer Branding is not Easy.
Who owns Employer Branding?
How do you create it?
How do you measure it?
How do you improve it?
9. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 9
Which job seeker do you want to attract?
Software Engineers?
Account Managers?
Interns?
Graduates?
Marketers?
Risk Takers?
Call Center Agents?
10. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 10
Career Pages
Your
Career Page
Your
Competitors
Career Page
Who influences job seekers the most?
11. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 11
Social Media Pages
Your
Social Media
Who influences job seekers the most?
Your
Competitors
Social Media
12. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 12
What defines your Employer Brand?
Mission – Why do you exist?
Uniqueness – Why are you different?
Culture – What’s it like to work there?
Employee Sentiment – Are people happy?
Leadership – What direction is the company moving in?
Visuals – Photos, videos and content
Authenticity – Are you for real?
13. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 13
People want Authenticity
Launched: 2000
TravelProducts
Launched: 1995
We rely on ratings, reviews and opinions everyday.
Launched: 2000
Dining
Launched: 2008
Employment
14. Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Helping People Find The Jobs & Companies They Love
6Mcontent
300Kcompanies
16Mjobs
190countries
has become the most
trusted and transparent
place for today’s candidates
to search for jobs and
research companies
23Mmembers
Member growth over 5 yrs
48%
of job seekers
use Glassdoor
(Source: Software Advice Report, Jan 2014)
15. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 15
Every 10 seconds a review is posted on Glassdoor
★★★★★
“Amazing internship
that has led to amazing
career success”
Senior Software
Engineer Salary
BBC, London
£60,000
“Interview consisted of two
senior individuals, Questions
didn't ask anything technical
as this role involved more
managerial skills.”
“Positive Experience
– No Offer”
16. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 16
Employers tell their Story on Glassdoor
Ratings
Reviews
Job
Postings
Why Work
for Us?
Culture
Videos
Social Media
24. Confidential and Proprietary © Glassdoor, Inc. 2008-2013
How the Glassdoor Community Works
Results…
Find jobs they love
What job seekers do…
Research jobs & companies
Give back to the community
Job Seekers Employers
What employers do…
Post jobs & showcase brand
Interact with the community
Community
Reviews
Jobs
Results…
High quality candidates,
efficiently & at low cost
Salaries
Interviews
25. Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Brand Hire
Manage your reputation and
promote your employer brand
Advertise your jobs to uniquely
target the right candidates
25
Job AdsEnhanced Profile
Influence
Drive targeted awareness around
diversity and other initiatives
Targeted Display Ads
26. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 26
Summary
Employer Branding influences Job Seekers
Be Unique
Think Beyond Career Pages
Authenticity Rules
Measure & Optimize over-time
Glassdoor is just one place to tell your story