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Business Case for Employer Branding: Glassdoor

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Business Case for Employer Branding: Glassdoor

  1. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor The Business Case for EMPLOYER  BRANDING
  2. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor Webinar  Tips  for  Attendees • You  can  connect  to  audio  using  your   computer’s  microphone  and  speakers.   • Or,  you  may  select  “Use  Telephone”   after  joining  the  Webinar. • All  lines  will  be  muted  to  avoid   background  noise. • You  can  ask  questions  at  any  time  by   typing  them  into  the  Questions  Pane.
  3. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor Featured  Speaker Katie  Williams Senior  Marketing  Manager,  Programs  at  Glassdoor katie.williams@glassdoor.com @Ktwilliams200
  4. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor • What  Is  an  Employer  Brand? • Why  Invest  in  Your  Employer  Brand? • The  Impact  of  a  Poor  Employer  Brand • The  Advantages  of  Building  Your  Glassdoor  Profile • Action  Plan • Questions Agenda
  5. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor What  Is  an  Employer  Brand?
  6. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor An  Organization’s  Reputation  as  an  Employer
  7. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor What  Impacts  a  Strong  Employer  Brand 1 Quality of  Candidates 2 Quantity of  Candidates 3 Share  of  Market 4 Diversity  of  Candidates 5 Operational  Performance Top 5:
  8. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor increase  in  the  quality   of  the  candidate  pool54% According to a 2014 CEB report Employers that invested in employer branding reported…
  9. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor family  and  friends 52% Most trusted resources for learning about companies feedback  and  reviews from  other  people  who  work  at  the  company 14% 1 2 Source: Harris Interactive, Survey Commissioned by Glassdoor, January 2012
  10. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor Awareness How to Measure: 0 200 400 600 800 1000 1200 1400 Start  building  brand  awareness  when your company  page  views  on  Glassdoor are below  500  per  month
  11. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor Reputation How to Measure: Start  managing  your  reputation  if your rating  is  below  the  3.4  average on  Glassdoor
  12. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor Ratings  Averages  By  Sector Accounting  &  Legal 3.6 Information  Technology 3.5 Aerospace  &  Defense 3.1 Insurance 3.2 Agriculture  &  Forestry 3.4 Manufacturing 3.2 Arts,  Entertainment  &  Recreation 3.5 Media 3.3 Biotech  &  Pharmaceuticals 3.2 Mining  &  Metals 3.2 Business  Services 3.4 Non-­Profit 3.5 Construction,  Repair  &  Maintenance 3.3 Oil,  Gas,  Energy  &  Utilities 3.3 Consumer  Services 3.3 Real  Estate 3.4 Education 3.5 Restaurants,  Bars  &  Food  Services 3.3 Finance 3.3 Retail 3.2 Government 3.4 Telecommunications 3.2 Health  Care 3.1 Transportation  &  Logistics 3.2 Travel  &  Tourism 3.3
  13. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor would  not  take  a  job  with   a  company  that  had  a  bad   reputation,  even  if  they   were  unemployed! 69% Source: Allegis Group Services Study, August 2012 (1,010 US Workers)
  14. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor STRONG EMPLOYER  BRAND High  Brand  Awareness Retention More  Job  Offers  Accepted Revenue  Goes  Up More  Quality  Applicants Lower  Cost-­Per-­Hire   Higher  Number  of  Referrals POOR EMPLOYER  BRAND Low  Brand  Awareness Attrition Declined  Offers Low  Productivity Long  time-­to-­hire High  Cost-­Per-­Hire   Poor  Referral  Programs vs.
  15. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor Employment  Brand  Messages 1 Competitively   Positioned They  make  clear  comparisons  with  other   organizations,  either  to  differentiate  or   associate  with  them. 2 Emotionally   Resonant They  connect  applicants’  personal  roles   with  the  broader  purpose  or  mission  of   the  organization. 3 Driving  Reflection   Related  to  Fit They  coach  applicants  to  reconsider  their   fit  with  industry,  organization  or  role. 3 Most Influential:
  16. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor Most  job  seekers  read  4-­7  reviews   before  forming  an  opinion  of  a  company Source: Glassdoor Site Survey, October 2013
  17. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor No  Branding  or   Logo  Featured  on   Profile Company  Details Missing No  Job  Search Feature Missing  Out  on Valuable  Insight from  Employees Advertising  on Your  Page Other  Company Jobs  Promoted on  Your  Profile No  Benefits Highlighted Advantages  of  Building  Your  Glassdoor  Profile
  18. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor are  likely  to  apply  to  a  job if  the  employer  actively   manages  their  employer  brand (e.g.  responds  to  reviews,  updates  their  profile,  and   shares  updates  on  the  culture  and  work  environment) 94% Source: Gkassdoor Site Survey, October 2014
  19. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor Top  5  Details  Candidates  Want  to See  When  Deciding  Where  to  Work 1 What  Makes  the  Company  an Attractive  Place  to  Work 2 Compensation  Packages 3 Benefit  Packages 4 Company  Mission,  Vision  and  Values 5 Basic  Company  Info  (location,  #  of  employees,  etc.)
  20. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor Enhanced  Glassdoor Profile   Company  Logo   and  Prominent   Cover  Photo  with   Brand  Message Search  Your  Jobs Showcase  Your   Company  Photos Tell  Your  Story   to  Candidates   Researching  Your   Company Social  Media   Integration Promote  Only   Your  Jobs  and  Put   Candidates  1-­Click   Away  from  Your   Career  Page Highlight  Your   Company  Perks   and  Benefits
  21. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor of  job  seekers  are  more  likely   to  visit  a  company’s  career   site  after  viewing  an  Enhanced   Profile  on  Glassdoor Source: Gkassdoor Internal, 2013 87%
  22. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor Today’s  Candidates’  Decision-­Making  Process
  23. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor Sources: *Bersin by Deloitte, November, 2011 **Employer Branding Global Trends Study Report, May 2014 Cost  Savings  From  Employer  Branding   Example:
  24. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor Sources: *Bersin by Deloitte, November, 2011 **Employer Branding Global Trends Study Report, May 2014 Cost  Savings  From  Employer  Branding   Example:
  25. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor Sources: *Bersin by Deloitte, November, 2011 **Employer Branding Global Trends Study Report, May 2014 Cost  Savings  From  Employer  Branding   Example:
  26. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor Action  Plan
  27. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor Action  Plan Tell  your  employer story  with  dynamic   branded  content Add  company photos  and  videos Share  company   updates  with candidates Integrate social  media Promote  your  jobs with  a  direct  feed  from   your  career  site Highlight  company perks  and  benefits
  28. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor Employer  Branding  Resources Employer  Branding Summit  Videos eBooks  on Employer  Branding   Blog  with  the  Latest  Trends in  Employer  Branding
  29. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor
  30. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor Questions?

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