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Did you miss our first ever Glassdoor Employer Branding Summit? Don't worry about it! We have a full recap of all of the presentations right here. Check out Jen Powell's presentation from the big day.
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Confidential and Proprietary © Glassdoor, Inc. 2008-2014
Infinite Possibilities, Limited Budget: Optimizing Your Branding Resources
#GDSummit
Jen PowellMarket Awareness and Brand Cultivation Leader
@jphillypowell
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
Impressions and click thrus and likes… oh my!
#GDSummit
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
Value add or just incessant barking?
#GDSummit
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
“People think focus
means saying yes to the thing
you’ve got to focus on. But
that’s not what it means at all.
It means saying no to the
hundred other good ideas that
there are. You have to pick
carefully.”
-Steve Jobs
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
30%of all Google searches
are employment
related
Unbridled Talent
76%of social job seekers
found current
position through
2014 Jobvite Job Seeker Survey
50%of candidates would
share their recruiting
experience via social
media
2014 CandE Awards
77%of job seekers use mobile job search
appsBeyond.com
I found it in a white paper so it must be true. Right??
#GDSummit
36%of job seekers are active on LinkedIn; 65% are active on Facebook
2014 Jobvite Job Seeker Survey
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
A solid foundation is formed through an understanding of
your candidates’ behaviors and motivations.
#GDSummit
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
Gathering insights about our ‘customers’ through the creation of candidate personas
#GDSummit
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
What we did
#GDSummit
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
The results were…
3,500 online survey responses, a response rate of 25%
142 pages of open text feedback offered by candidates
14 persona summaries across key hiring profiles in the US and India
#GDSummit
Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #GDSummit
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
Received data to validate what we thought we knew
Employees are our brand - What employees say about their experience, whether in live conversations or on external sites, influences candidate.
TOP 5 JOB SEARCH INFLUENCERS
#GDSummit
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
Received data to validate what we thought we knew
Candidates crave authenticity - When others tell our story it can ring more true, something that is perceived to be missing from some corporate channels.
TOP 5 EMPLOYER INFORMATION CHANNELS
#GDSummit
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
“The most value has been provided by Glassdoor in my decision process. The collection of all the feedback provides a quick resource for people to formulate a pro/con understanding of the potential employer.”
Glassdoor’s Influence
#GDSummit
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
There were also a few surprises
Social is not the Silver Bullet – On the whole, candidates don’t value social channels outside of LinkedIn for job search or employer researching purposes.
#GDSummit
Responses revealed a neutral to negative response to social channels providing value in the research process.
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
EMPLOYER INFORMATION CHANNELS
LinkedIn is a news source - Candidates ranked LinkedIn as a top channel for accessing news and information about developments in their profession.
There were also a few surprises
#GDSummit
Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #GDSummit
Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #GDSummit
Be on the channels your
candidates frequent with
messages that resonate to offer a
differentiated experience
for your candidates.
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
xx
#GDSummit
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
Where to start?
What?– Decide what information you
want– Determine how will you use the
info
Who?– Candidates– Current employees– Recruiters
How?– Online survey– Focus groups– Pre-existing data sources
#GDSummit
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
Keys to success and lessons learned
Offer anonymity
Consider question type and avoid preconceptions
Consider multiple data points
Do something
#GDSummit
Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #GDSummit
Stop wasting time and money
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
Thank You!
#GDSummit
Jen PowellMarket Awareness and Brand Cultivation Leader
@jphillypowell