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Recipe for Recruiting Success: Serve Up a Compelling Employment Brand with Glassdoor, Jobvite and Financial Engines
1. Recipe for Recruiting Success:
Serve Up a Compelling Employment Brand
Marie Norman
Director, Talent Acquisition
July 31, 2014
11am PT / 2pm ET
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Information provided in this presentation is general in nature, is provided for informational purposes only, and should not be
construed as investment advice. Views and opinions of the speaker are expressed as of the date of the recording, and do not
necessarily represent the views of Financial Engines. Any such views are subject to change at any time based on market or other
conditions. Financial Engines disclaims any liability for any direct or incidental loss incurred by applying any of the information in
this presentation. Consult your tax or financial advisor for information concerning your specific situation.
3. Agenda
❶ Why Employment Brand Matters
• Differentiate yourself
• Who is your audience
• Know what others are saying
• Define and work towards your objective
❸ Where Do We Go From Here?
• Create agent/ambassador culture
• Be mobile friendly
• Drive employee reviews - Social media sites (LinkedIn, Twitter, Glassdoor)
• Stay connected and network
❷ Establishing Your Brand
• Build story
• Key partnerships
• Tools & resources
4. About Jobvite
Because recruiting is all we do, Jobvite uniquely understand the demands of your role
and developed a solution to increase overall effectiveness.
Viral. Collaborative. Intelligence.Social.
40M Jobseekers / 250K+ Jobs
Source: Jobvite, 2014
6. About
• Founded in 1996 by a Nobel Prize-winning
economist
• Personalized, independent investment
management and advice through the workplace
using proprietary, scalable technology
• Offered to 9.1 million participants
• Serves 149 of FORTUNE 500 companies
• Manages 778,000 accounts worth $92 billion
• Half of members have balances less than $54,000
Source: Financial Engines Data Warehouse as of March 31, 2014
7. ❶ Why Employment Brand Matters
What is an
Employer Brand?
“A set of expectations, memories,
stories and relationships that, taken
together, account for a consumer’s
decision to choose one product or
service over another”
“Name, term, design, symbol,
or any other feature that
identifies one product from
others”
“To impress indelibly”
8. Who is Your Audience?
CANDIDATE OPINIONS
CORPORATE BRAND
CULTURE
EMPLOYEE OPINIONS
9. Know What People Are Saying
of job seekers
say that employee ratings
and reviews
are influential when
deciding where
to work
of job seekers
are more likely to
visit a company’s
career site after they view
its profile and
read employee
reviews
of job candidates
read online reviews
before forming
an opinion about
a company
over
Glassdoor Site Survey , Oct 2013
.
10. Engaging Your Employees
14% - Feedback &
Reviews
52% - Family &
Friends
5% - Company
Website
2% - Recruiter
(Harris Interactive, Jan 2012, survey commissioned by Glassdoor)
.
11. Define & Work Towards Objective
Attract, engage, and retain talented candidates and employees
Sends the right message to the right candidate
at the right time!
Build a relationship and establish a connection
Project a positive image of your organization as a “great place to
work”
Foster employee commitment and understand company value
proposition and goals
12. ❷ Establishing Your Brand
Build Your Story
What are key points to
convey to your audience?
What do you want them
to remember?
1
Customize
Highlight milestones,
accomplishments, unique
attributes, etc.
Be transparent with pros
and cons.
2
Tell It
Identify & leverage
different communication
channels.
Keep tone simple &
memorable.
3
15. ❸ Where Do We Go From Here?
Contests
Incentives
Gamify
Create excitement and involvement
16. Create ‘Brand Agent’ Culture
Identify and nurture
relationships with
internal & external
followers committed
to the brand.
Incent, reward and
acknowledge brand
agents.
Solicit and collect feedback
on what others think about
your brand.
Generate action plans.
Promote culture
to new followers
(new hires,
customers,
vendors,
community
groups, etc.).
17. Mobile Recruiting Friendly
Why Do It?
said they will use
mobile devices to
search for jobs at
least once a week
of career sites do
not support a mobile
option to apply
for a job
of employees who
planned to look for
new jobs in the next
12 months cited their
mobile devices as
critical job-search
tools
Glassdoor and iMomentus Survey 2014
18. Drive Employee Reviews
Leverage Social Media (LinkedIn, Twitter, Glassdoor) to introduce and promote
your brand to passive & active jobseekers.
Encourage employees and candidates to submit reviews on ,
“like” you on , tweet or favorite you on .
19. Stay Connected & Network
Build talent community groups
Make sure they know the
elevator pitch (story)
Keep in touch with candidates
(coffee mtgs, blog updates, mixers, etc.)
Promote stories of your company & employees
Foster, reward & recognize ambassadors & agents
1
2
3
4
5
What is an Employer Brand?
A set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another
Name, term, design, symbol, or any other feature that identifies one product from others
To impress indelibly
So let’s talk about the ingredients that make up an employer brand, cause I know a lot of you are thinking where on earth to I begin.
Your employer brand is an amalgam of your work culture, your employees’ opinions (internal perception & experiences), your candidate’s opinions (external perception/experiences) & your corporate brand.
Justification can be made to invest in one’s corporate brand as it can and will yield abundant benefits. But it’s important to note that when you are developing an employer brand that this element is certainly a part of it. In fact, we just ran a recent survey of sales professionals last month on Glassdoor and 78% said they would accept less money to work at a company selling something compelling. So your corporate brand definitely plays a role in the talent you attract.
How much weight do employee opinions carry? Here’s a few stats about company reviews from a Glassdoor Site Survey in Oct 2013 (less than a year ago)
More than half of job candidates polled read online reviews before forming an opinion about a company.
Of the same # of candidates surveyed, 87% indicated they are more likely to visit a company’s career site after they view its profile and read employee reviews.
78% said that employee ratings and reviews influence where they’re likely to work or companies they choose to pursue.
The point is that conversations about your organization is critical to your employer brand, so you need to monitor it. That means tuning in to talk both inside and outside the company.
Most trusted resource for learning about companies: family and friends = 52% (aka referrals and Word of Mouth). Next, feedback and reviews from other people who work at the company at 14%. Least trusted resources for learning about a company was through a company’s own website (5%), and a company recruiter (2%).
Source: Harris Interactive conducted the survey commissioned by Glassdoor in Jan 2012.
As an employer, you need to make sure you’re posting positions where candidates and employees are already engaged with your brand. The data also validates that Talent Acquisition issues/shortfalls is not HR’s sole responsibility. It requires the entire company to get actively involved and promote the brand!
Employees share a bond & clear understanding of corporate message & value proposition = brand agents / ambassadors
Highlight specific milestones, significant accomplishments, unique cultural attributes, etc.
• Create story map. (3-4 elements)
•Share what you are and not.
Tell the story.
•Identify & leverage different communication channels (social media, web, print advertising, radio, TV, WOM, etc.)
•Keep tone simple & memorable.
These stats are from our Glassdoor sponsored research and also a study that iMomentous puts out each year. You can see the disconnect between how many candidates plan to look for jobs via mobile this upcoming year and how few career sites have adopted a mobile strategy.