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glassdoor, employment branding and and HR
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Why Smart Talent Pros Are Becoming Better
Marketers…
By Using Company Reputation Sites
Like Glassdoor
Presenter Info
• Kris Dunn• CHRO at Kinetix (RPO, Recruiting)• Founder of Fistful of Talent , The HR Capitalist • Hoops Junkie
• Tim Sackett• President at HRU Technical Resources• Blogger #1 at the aptly named Tim Sackett Project• Contributor at Fistful of Talent
#Glassdoor
The 5 Biggest Myths About Company Reputation Sites Like Glassdoor
(and which ones you help perpetuate by not engaging)
Riding Shotgun With KD and Tim
• Alison Hadden• Director of Product Marketing at
Glassdoor• One Daughter – 8 years old (lab)• Once traveled to Korea for Martial
Arts Training• @alisonhadden• www.linkedin.com/in/alisonhadden
Myth #1: Reputation Sites Like Glassdoor Are Just RANT
Sites…• This is straight up bias – or
probably laziness – on the part of HR pros.
• 70% of employees rating on Glassdoor are “OK” or “Satisfied” with their job or company.
• Asking for Pros and Cons balances feedback
• Average rating: 3.2 out of 5.
• Is Neutral the new Negative?
• THE PROBLEM IS YOU FACTOR: HIGH
Myth #2 – Reputation Sites Like Glassdoor Allow People to Post Anything They Want…
• Any reputation site worth its salt will review comments…
• Glassdoor: Multi-tied review process, 15% of comments rejected.
• Glassdoor: You can flag comments for a second look if needed.
• BUT – That doesn’t mean people can’t be negative.
• The best defense is good offense.• THE PROBLEM IS YOU FACTOR:
Moderate (This is just more rationalization of the “Rant”)
Myth #3 – Employers Have No Voice at Reputation Sites Like Glassdoor...
• You gotta be in the game to play the game.
• Have you signed up for your free employer account that is available?
• Voice comes in two parts – putting your best foot forward with the features available to you as an employer, but also engaging as a participant in the process.
• Things you can do by signing up for an employer account: Respond to reviews as a company rep, flag inappropriate reviews, post awards, etc.
• THE PROBLEM IS YOU FACTOR: HIGH
Myth #4 – Only the Kids Are Using Reputation Sites, So I Don’t Have
to Worry About It• This just in – Kids are fleeing
Facebook due to all the old people present.
• Industry wide - 74% of job seekers are likely to read reviews before accepting a job offer.
• At Glassdoor – 55% of users have more than 10 years of experience.
• THE PROBLEM IS YOU FACTOR: MODERATE, BUT HIGH IF YOU ARE AN OLD HR PRO RESISTANT TO CHANGE
MYTH #5: You Can’t Get Good Employees to Write a Nice
Review…• We call BS
• Is the problem they won’t, or you haven’t asked?
• If you believe Reputation sites like Glassdoor are Rant Sites, it’s even more important for you to engage your workforce.
• Let’s face it, this isn’t your first time badgering employees for things (see Open Enrollment, Employee Surveys and Best Place to Work surveys in that order).
• THE PROBLEM IS YOU FACTOR: HIGH
• You’re Rationalizing
Our 4-Step PlaybookFor How to Engage on Reputation Sites Like
Glassdoor and Become a Better HR Marketer…
Step 1: Claim Company Profile and Maximize
Your Presence…• Odds are that most of you listening
haven’t claimed your free employer account at any of the reputation sites...
• THIS JUST IN: They create sites for any company they’re aware of. That means even if you haven’t created the account, it exists.
• You have to claim the account to get info correct and use whatever free features are present, and most importantly, to respond to reviews as a company rep.
Step 2: Designate an HR Pro on Your Team to Respond to Reviews of Any Type…
• Company reputation sites are only Rant Sites if you refuse to engage…
• Your engagement strategy must include having someone on your team be a cultural customer service rep.
• Pick the person on the HR team with the best skills in this area.
• Make them responsible for being the person to respond to all reviews – good and bad.
• Let’s talk about the skills that person needs to have.
• PS – Let’s talk about the Bully Effect and how it goes away if you employ this strategy.
Step #3: Campaign Time – Create Programs to Encourage Reviews Across
Your Employee Base…• Hell, yeah! You aren’t just sitting around
waiting for negative reviews to happen.• The smart Talent leader is going to run
campaigns internally to encourage employees of all types to write reviews on reputation sites.
• Good, bad, somewhere in between – you don’t care. You just want activity.
• Let’s face it, this isn’t your first time badgering employees for things (see Open Enrollment, Employee Surveys and Best Place to Work surveys - in that order).
• Let’s talk timing, recurring quiet periods, etc.
Step #4: Start Weaving Reputation Sites Into The Rest of Your Employment Branding Strategy…
• Once you start building a presence on any company reputation site, you have to become a marketer that the 3rd party info is available.
• Answer the following question: Where do you share links to your career site?
• That’s where you should be promoting a robust presence on reputation sites like Glassdoor.
• Email signatures, ATS messaging, etc.• Another great marketing strategy – start
featuring positive reviews in your job descriptions, email campaigns, etc – anywhere that supports HTML.
Kris:[email protected]: @kris_dunnLinkedIn: www.linkedin.com/in/krisdunn
Tim:[email protected]: @TimSackettLinkedIn: www.linkedin.com/in/timsackett
