10 Key Takeaways We Learned from Glassdoor Employer Branding Summit

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Glassdoor Overview

10 Key Takeaways We Learned from Glassdoor Employer Branding Summit

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatSpeaking Matt: Recruiting Blogs

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Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatSpeaking: Matt Recruiting Blogs

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#GDChat

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatWe encourage you to join the conversation online using our hashtag, GDChat.

Glassdoor for Employers handle is @GDforEmployers

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Featured SpeakerJennifer Jones NewbillSenior Manager, Global Candidate Attraction, Engagement & Experience, DellTwitter: @JenniferNAtDell

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatMatt4

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatJennifer

Before we dive in to the days key takeaways, I want to give you an idea of how the day went for those of you who couldnt tune in.5

2015 Glassdoor Summit Recap: Social

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChat2015 Glassdoor Summit Recap

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChat

1. TRANSPARENCY

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatGlassdoors CEO Robert Hohman called transparency the new normal, and hes right.

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Transparency

96% of job seekers say that its important to work for a company that embraces transparency

Glassdoor Survey (October, 2014)

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatWithout your employees trust, you cant build a thriving, engaging culture. The best companies know that encouraging, listening to, and acting on honest feedback is healthy for the organization. Its a critical ingredient in building trust and ultimately will contribute to your companys success.

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Transparency

Ebook: 25 Tips from Top CEOs (2015)

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatThis quote from Brian Halligan, the CEO of HubSpot, is spot on. Transparency is a must if you want to build a truly strong relationship with employees and candidates.

At Summit, Glassdoors CEO Robert talked about the Edelman Trust Barometers data on trusted sources of information nearly one in three said that employees are the most trusted source of information about a companys operations. Glassdoors growth to 30 million unique users per month is evidence to this point people are demanding transparency!

Its not just critical to relationships with employees and candidates. In todays business environment, it will impact your relationship with investors and vendors, too. Being authentic builds trust with consumers, who are used to getting information about everything online. They want to know how youre running your business and it plays a role in their decision-making.

Alison Hadden, Head of Brand Strategy at Glassdoor, presented results from a multi-year financial analysis that showed that companies with high employee ratings financially outperformed the S&P 500 by 122%.

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TransparencyGet leaders involvedSolicit feedback regularlyAcknowledge wins & areas for improvement

Ebook: 25 Tips from Top CEOs (2015)

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatThings to keep in mind11

2. HUMAN

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatProvide a human touch for your employees, candidates, and followers. Candidates want to speak with a HUMAN, not a company.

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Human

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatSpencer Rascoff knows this better than just about any CEO, personally reviewing and responding to reviews made about his company on sites like Glassdoor.

One of Zillows core values is own it and Spencer really lives and breathes thisits not an empty mantra. He avoids corporate double-speak like the plague. What he says internally matches what he says publicly, which fosters a sense of trust in his people and in consumers. Hes known as a social CEO, and frequently thanks employees on twitter. Think about how cool and meaningful it would be to work for a company where a leader takes the time to congratulate you on your newborn child or recognize your work anniversary. Think about the thousands of other potential employees and consumers that are seeing this, too.13

Human

Get leaders involved on socialRespond to Reviews and FeedbackCall out employees when they do something impactfulCreate a hashtagEmployee BlogShare real photos and stories

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatSome tips for humanizing your brand:Get socialShine a spotlight on the WORK being done at your company. Its by far the most compelling content to share sociallyShare candid photos, department/employee blogs, employee spotlights, career strategies, relevant quotesHave leaders respond to tweets and Create a unique hashtagCall out employees when they do something impactfulAdd authenticity to your careers page photos of real employees, stories about the real work being done

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3. EVOLUTION

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatSalesforces Jennifer Johnston shared her vision of how to evolve the talent ecosystem and process. 15

EvolutionLeverage dataBeef up referrals Invigorate onboarding processes

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatSalesforce had crazy hiring needs this past year (5k people!) and made the numbers because they were able to use data to evolve their methods and systems.

Used data to understand the current labor market and determine the qualities of top performersAnalysis showed that it took only 8 referral leads to make a hire versus 154 outside leads, so they beefed up their referral program internally. Also created a referral app for employees.Referral rate is one of Salesforces key metrics for measuring success, and by helping employees feel at home during their first year, they ensure they will maintain or grow their 50% referral rate

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Evolution Train recruiters and hiring managers

Craft a compelling, consistent EVP

Customize the candidate email journey

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatAnother important factor Jennifer Johnson talked about was creating truly great candidate experience. Trained recruiters and hiring managers in competence-based interviewing and provided an employer value proposition certificationThis ensured candidates always got a consistent and compelling messageCustomized the email journey for candidates and new hiresTheir new hire email program has been super successful, with a 90% open rate17

4. POWERFUL

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatEmployees have power in the marketplace.

They are trusted and listened to more than the company CEO, according to Christopher Hannegan from Edelman. Empower them and trust them to be your greatest advocates.

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Powerful2015 Edelman Trust BarometerCompany technical expert 67%Regular employee 49%CEO 43%

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatThe 2015 Edelman Trust Barometer, an annual global survey that tracks trust in sources of information about companies, found that technical experts and employees are trusted more than the CEO. Companies have an opportunity to amplify both voices. Therefore, its important to label technical experts as well as empower employees in appropriate ways.

Also shows that HR is least trusted source of information. Internal subject matter experts are #1. We rely heavily on HR communications, but we need to rely on our people more. 19

5. MEASUREMENT

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatMeasure what matters to your organization and your company culture. Monitoring trends over time will help you and your organization shape and tell your unique story.20

MeasurementMeasure what matters based on your company culture and processes

Treat candidates like customers

Keep your finger on the pulse of employee sentiment

Monitor and respond to reviews

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatAdvice to senior management.21

6. CX

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatWhat is your candidate experience truly like, from start to finish?Experience your brand as a candidate and go through each step. Google your companyPull up your caeer page, social profiles, GD profileRead your reviewsWhat are candidates walking away with after experiencing your brand onlineWhat is your application, interview, and follow up process like?Put yourself in the jobseekers shoes

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CX

Paint a realistic pictureFacilitate the journeyAdopt a customer service attitude

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatStacy Zapar, Principal and Founder at Tenfold Consulting and Employment strategist at Greenhouse emphasized the importance of telling a story of what its really like to work at your company, without the stock pictures of a CEO behind a big desk.

*Call on Matt to talk about JT ODonnel Prezo

Paint a realistic picturetell it like it is!The candidates experience should help them answer the question of can I see myself working here?Adopt a customer service attitudeDells Commitment to Candidates

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7. DIFFERENTIATION

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatRichard Mosley, VP of Strategy at Universum and a former anthropologist showed us examples of 5 companies that are all using the same employer branding message (examples: using a world of opportunity as headline, innovation is in our DNA, and diversity images show two women and two men of different races).

This homogenous messaging is doing nothing to differentiate your brand from other companies, but its not enough to just change the language you use in your employer brand. 24

DifferentiationLook different. Talk different. Be different.-Richard Mosley, VP of Strategy, Universum

Create a signature experience

Unique brand positioning

Distinctive visual identity

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatIf you want your employer brand to stand out, make your entire employment experience different. Everything from how you rope in candidates, to the interview and onboarding process, people management, and employee engagement. You dont need to be Apple. You need be something all your own. Create a signature experience.

Look different. Talk different. Be different.

If employers want to capture the eye of the RIGHT candidates for our culture, we need to be clear who we are and what we believe in and value.25

8. AUTHENTICITY

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatAs Celinda Appleby Head of Global Recruitment Branding at Oracle said, get over yourself.26

Authenticity

Dont be a brand narcissistShare content from other providersCandidates want the real scoop

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatDont be a brand narcissistcurate and share content thats not just about youWhats the latest in resume writingHeres whats happening in the industryYour candidates want to know the real you, your real culture, and your real employees27

9. Marketer

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatBe a marketerapply a sales and marketing mentality to your strategy 28

MarketerApply marketing tactics to your strategy

Leverage social media

Creative, SEO-friendly job descriptions

Branded recruiting events

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatApply marketing tactics to your strategy

Social media

Creative job descriptions that are SEO-friendly

Branded recruiting events

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10. Mirror

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatIf your employees are feeling a certain way, it will be felt by the world at large eventually (their friends, family, networks will feel it, too). 30

MirrorWord of mouth is more powerful than everEmployee sentiment impacts consumer sentiment

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatThe advent of social media has made word of mouth even more powerful, which means its very likely that the way your employees feel is the way consumers will begin to feel about you.

Reverberating effects. Word of mouth31

Mirror

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChatRecap.

Dont be horrible. Your employees are the heart and soul of your employer brand, so dont be horrible to them. Culture starts from the top, from leaders like you. Dont lose sight of that. Remind yourself and your leaders of your mission and larger purpose.

It may seem obvious but with everything we all have going on, its sometimes easy to forget the golden rule. Be intentional about keeping this in mind. 32

Questions?

Confidential and Proprietary Glassdoor, Inc. 2008-2015#GDChat

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