Business Case for Employer Branding: Glassdoor

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Featured Speaker

Alicia GaribaldiSenior Content MarketingManager & Author ofEmployer Branding For Dummies®,Glassdoor Special [email protected]@albagaribaldi


Agenda

What Your Employer

Brand Impacts

Awareness &

Reputation Goals

The Consequences of a

Poor Employer Brand

Today’s Candidate

Decision-making

Process

How to Make the

Argument For Investing


What Is an Employer Brand?

An Organization’s Reputation as an Employer


Top 5 Things Impacted by a Strong Employer Brand

Operational Performance

Diversity of Candidates

Share of Market

Quantity of Candidates

Quality of Candidates1

2

3

4

5


Why Invest in Your Employer Brand

54%increase in thequality of the candidate pool

According to a 2014 CEB report,

employers thatinvested in employer

branding reported



Awareness

0

200

400

600

800

1000

1200

1400

How to Measure:Start building brand awareness when your company

page views on Glassdoor are below 500 per month



Reputation

How to Measure:It’s time to start managing your reputation if your rating is below the 3.4 average on Glassdoor


Ratings Averages By Sector

Accounting & Legal 3.6 Information Technology 3.5

Aerospace & Defense 3.1 Insurance 3.2

Agriculture & Forestry 3.4 Manufacturing 3.2

Arts, Entertainment & Recreation 3.5 Media 3.3

Biotech & Pharmaceuticals 3.2 Mining & Metals 3.2

Business Services 3.4 Non-Profit 3.5

Construction, Repair & Maintenance 3.3 Oil, Gas, Energy & Utilities 3.3

Consumer Services 3.3 Real Estate 3.4

Education 3.5 Restaurants, Bars & Food Services 3.3

Finance 3.3 Retail 3.2

Government 3.4 Telecommunications 3.2

Health Care 3.1 Transportation & Logistics 3.2

Travel & Tourism 3.3


Filter through What Employees Are Saying


The Impact of a Poor Employer Brand

69%would not take a jobwith a company thathad a bad reputation,even if they were unemployed!


The Impact of a Poor Employer Brand

Poor Employer Brand

Low Brand Awareness

Attrition

Declined Offers

Low Productivity

Long Time-to-Hire

High Cost-Per-Hire

Poor Referral Programs

Strong Employer Brand

High Brand Awareness

Retention

More Job Offers Accepted

Revenue Goes Up

More Quality Applications

Lower Cost-Per-Hire

Higher Number of Referrals


3 Most Influential Employment Brand Messages

1

1

1

1

Competitively Positioned—They make clear comparisons with other organizations, either to differentiate or associate with them.

Emotionally Resonant—They connect applicants’ personal roles with the broader purpose or mission of the organization.

Driving Reflection Related to Fit—They coach applicants to reconsider their fit with industry, organization, or role.


The Advantages of BuildingYour Glassdoor Profile

Most jobseekers read4-7 reviewsbefore formingan opinion ofa company


The Advantages of BuildingYour Glassdoor Profile

No Branding or Logo Featured on Profile

Company DetailsMissing

No Job SearchFeature

Missing Out onValuable Insightfrom Employees

Advertising onYour Page

Other CompanyJobs Promotedon Your Profile

No BenefitsHIghlighted

Standard Profile Sample


The Benefits of Employer Branding

94%are likely to apply toa job if the employer actively manages their employer brand

(e.g. responds to reviews, updates

their profile, shares updates on the

culture and work environment)


The Benefits of Employer Branding

Company Logo and Prominent Cover Photo with Brand Message

Search Your Jobs

Showcase Your Company Photos

Tell Your Story to Candidates Researching Your Company

Social Media Integration

Promote Only Your Jobs and Put Candidates 1-Click Away from Your Career Page

Highlight Your Company Perks and Benefts

Enhanced Profile Sample


Top 5 Details Candidates Want to See When Deciding Where to Work…

Basic Company Info(locations, # of employees, etc.

Company Mission, Vision and Values

Benefit Packages

What Makes the Company an Attractive Place to Work1

2

3

4

5

Compensation Packages


Today’s Candidates’Decision-Making Process

87%of job seekers aremore likely to visita company’s careersite after viewing anEnhanced Profileon Glassdoor


Today’s Candidates’Decision-Making Process


Examples of Cost Savingsfrom Employer Branding






Employer Branding Resources

Employer Branding Summit Videos

eBooks on Employer Branding

Blog with the Latest Trends in Employer Branding


Get Started With a Glassdoor Free Employer Account!


Questions?

Recruiting & HR

Business Case for Employer Branding: Glassdoor