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Employer Branding 101

For Employers

Steve BurtonVP of MarketingGlassdoor

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About Me

Steve Burton

VP Marketing, GlassdoorSteve.burton@glassdoor.com@BurtonSays

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Agenda

Why is Employer Branding Important? Being Different Influencing Job Seekers Defining your Employer Brand Glassdoor 101 for Branding Questions

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Why is Employer Branding Important?

Its how job seekers perceive your brand.

It directly impacts your ability to hire.

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What’s it like to work at Google UK?

FunCool Projects

Good Comp

Smart People Free food

Disruptive

Great Culture

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What’s it like to work at Your Company?

?

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Employer Branding is not Easy.

Who owns Employer Branding? How do you create it? How do you measure it? How do you improve it?

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Employer Branding is about being Unique

You

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Which job seeker do you want to attract?

Software Engineers?

Account Managers?

Interns?

Graduates?

Marketers?

Risk Takers?

Call Center Agents?

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Career Pages

YourCareer Page

YourCompetitorsCareer Page

Who influences job seekers the most?

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Social Media Pages

YourSocial Media

Who influences job seekers the most?

YourCompetitorsSocial Media

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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?

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People want Authenticity

Launched: 2000

TravelProducts

Launched: 1995

We rely on ratings, reviews and opinions everyday.

Launched: 2000

Dining

Launched: 2008

Employment

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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 seekersuse Glassdoor

(Source: Software Advice Report, Jan 2014)

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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”

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Employers tell their Story on Glassdoor

Ratings

Reviews

Job Postings

Why Work for Us?

Culture

Videos

Social Media

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Job Seekers are one search away

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Measuring Your Brand Awareness

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Your Company and CEO Ratings

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Your Reputation

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Your Reviews

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How does your Ratings Compare?

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Which Job Seekers are you attracting?

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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

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Brand HireManage your reputation and

promote your employer brandAdvertise your jobs to uniquely

target the right candidates

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Job AdsEnhanced Profile

InfluenceDrive targeted awareness around

diversity and other initiatives

Targeted Display Ads

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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

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Sign up for your Free Employer Account

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Questions?

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Steve Burton, VP MarketingSteve.burton@glassdoor.com