Employer Branding 101
-
Upload
glassdoor-for-employers -
Category
Recruiting & HR
-
view
273 -
download
1
description
Transcript of Employer Branding 101
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Click to edit Master title styleClick to edit Master title style
Employer Branding 101
For Employers
Steve BurtonVP of MarketingGlassdoor
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
2
About Me
Steve Burton
VP Marketing, [email protected]@BurtonSays
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
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.
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
5
What’s it like to work at Google UK?
FunCool Projects
Good Comp
Smart People Free food
Disruptive
Great Culture
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
6
What’s it like to work at Your Company?
?
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?
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
8
Employer Branding is about being Unique
You
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?
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
10
Career Pages
YourCareer Page
YourCompetitorsCareer Page
Who influences job seekers the most?
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
11
Social Media Pages
YourSocial Media
Who influences job seekers the most?
YourCompetitorsSocial Media
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?
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
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 seekersuse Glassdoor
(Source: Software Advice Report, Jan 2014)
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”
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
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
17
Job Seekers are one search away
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
18
Measuring Your Brand Awareness
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
19
Your Company and CEO Ratings
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
20
Your Reputation
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
21
Your Reviews
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
22
How does your Ratings Compare?
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
23
Which Job Seekers are you attracting?
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
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Brand HireManage your reputation and
promote your employer brandAdvertise your jobs to uniquely
target the right candidates
25
Job AdsEnhanced Profile
InfluenceDrive targeted awareness around
diversity and other initiatives
Targeted Display Ads
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
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
27
Sign up for your Free Employer Account
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
28
Questions?
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Steve Burton, VP [email protected]