a guide for recruiters candidate engagement at every stage · in this guide, glassdoor and jobvite...
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A GUIDE FOR RECRUITERS
Candidate Engagement at Every Stage
2 | Candidate Engagement at Every Stage
Copyright © 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
In this guide, Glassdoor and Jobvite team up to show recruiters how
to adopt a candidate-centric recruiting model. Jobvite calls this new
model of recruiting Continuous Candidate Engagement™ (CCE) and it
focuses on delivering a unified candidate experience that both excites
and delights the candidate — from first look to first day.
Only through this engagement can companies build more interested,
engaged leads — informed candidates — who will apply for the right
opportunity at the right time. This will also ensure a positive experience
post-apply to create more loyal employee advocates and candidates
who are more likely to apply again or refer others.
INTRODUCTION
As a result, you’ll find better hires — faster and for a far lower cost — who are likely to stay longer and increase productivity.
DEFINITION: The Informed Candidate is a person who is well-researched and engaged with your company,
which means he or she will turn out to be the right fit and — once hired — get onboarded faster and exhibit
greater productivity. Recruiting these Informed Candidates on Glassdoor saves employers valuable time
throughout the hiring process, reducing the number of unqualified resumes to sift through and speeding
up time to fill.
2 Introduction - Candidate Engagement at Every Stage
6 Stage 1 - Awareness
9 Stage 2 - Candidate Consideration
13 Stage 3 - Candidate Interest
16 Stage 4 - Evaluation
21 Stage 5 - Closing the Candidate
TABLE OF CONTENTS
3 | Candidate Engagement at Every Stage
Copyright © 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
Candidate-Centric Strategy
When you shift the focus from managing requisitions to
creating remarkable candidate journeys, you’re able to engage
at the right time, in the right way throughout the recruitment
process with high-quality interactions.
INTRODUCTION
Breakdown of Candidate Journey by Stage:
STAGE 1 Awareness Action: Glassdoor Job Search
STAGE 2 Candidate Consideration Action: Glassdoor Reviews & Ratings
STAGE 3 Candidate InterestAction: Glassdoor Interview Reviews
STAGE 4 Evaluation Action: Glassdoor Benefits & Salaries
STAGE 5 Closing the CandidateAction: Onboarding
4 | Candidate Engagement at Every Stage
Copyright © 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
Why Recruiting Is Different Today Than in the PastThanks to record low unemployment, recruiting is more
challenging than ever before. The number of unfilled job openings nationally reached a record 6.1 million this year.1
And it’s taking employers longer to get through the hiring
process. In a healthy economic climate like this, smart
hiring decisions are critical.
After all, people have more choices than ever before when
it comes to deciding where to work. And because of
Glassdoor, candidates are more informed, which means
they can self-select for (or against) coming on board with
your company before you even have a chance to engage
with them.
It’s essential to build the kind of candidate engagement process that will meet your current
hiring needs while also nurturing passive candidates. Jobvite specifically focuses on ensuring
that each candidate is engaged with your unique brand — from the first time they view your
career website to the first day they walk through the company’s front doors. Because it’s
harder than ever to recruit, you want to make sure you have a strategy for engaging with every
candidate at every stage, whether or not you’re ready to hire.
INTRODUCTION
1. Source: BLS “Job Openings and Labor Turnover Survey”
It’s all about building a database of interested candidates that you can own and source from. For example, Jobvite gives recruiters the ability to create talent pools from an existing database of qualified candidates, so that when a great opportunity does arise, recruiters can identify a suitable candidate quickly and efficiently.
BONUS POINTS
5 | Candidate Engagement at Every Stage
Copyright © 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
Continuous Candidate Engagement Continuous Candidate Engagement is a candidate-centric recruiting model that encompasses both technology solutions and strategies to engage candidates at the right time, in the right way, at each stage of the expanded candidate journey.
As the graphic below shows, today’s job seekers don’t experience their search for work in a linear fashion. Understanding the modern candidate’s journey means you’re better able to provide high quality candidate engagement that’s fast and flawless at every stage.
To achieve that type of candidate engagement, though, you’ll need to incorporate new levels of automation (e.g. AI and machine learning), so you can spend more of your time on the human, strategic work — the meaningful moments that drive better, faster outcomes.
INTRODUCTION
Candidate Experience vs. Candidate EngagementCandidate Engagement: Series of interactions you have with a candidate. Engagement is within your control.
Candidate Experience: How a candidate feels about those interactions and the impression they have about your brand. It’s up to you to influence candidate experience so they stay in your ecosystem.
Employer Branding
Sourcing Apply
Social Recruiting
Talent Pools Interview
Qualify Preboarding
Hire Onboarding
Candidate Nurture
Intelligent Matching
Apply Qualify Interview Hire
RECRUITMENT MARKETING HIRING EXPERIENCE NEW HIRE ENGAGEMENT
Modern Recruiting Must Go Beyond Current Strategies and Solutions1
OLD SCOPE Administrative Efficiency
NEW SCOPE Quality and Speed
Straightforward: “post and pray”
Engagement: “first look to first day”
1. Source: Jobvite, Continuous Candidate Engagement eBook pg 7.
6 | Candidate Engagement at Every Stage
Copyright © 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
STAGE 1
AwarenessAwareness
Consideration
Interest
Evaluation
Closing
7 | Candidate Engagement at Every Stage
Copyright © 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
RECRUITINGGlassdoor
Employee referrals
Job advertising/campaigns
SEO-friendly job descriptions
Talent pipelines
EMPLOYER BRANDINGGlassdoor
Social media
Career site
Blog posts
TECHNOLOGYAdvanced CRM
Searchable ATS
Sourcing tools
Appropriate Boolean lists
CONTENT MARKETING Talent pipelines
Email/Drip campaigns
Job advertising campaigns
STAGE 1: Awareness
Recruitment Marketing Recruitment marketing incorporates every tactic
that a talent acquisition team uses to draw qualified
candidates into your pipeline. It’s sharing what makes
your company a great place to work in everything from
your job descriptions to your career site and Glassdoor
presence to bring your employer brand to life.
Recruitment Marketing Checklist:
8 | Candidate Engagement at Every Stage
Copyright © 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
The Impact of Branding on RecruitingAn essential component of any recruitment marketing strategy,
an authentic, well-defined employer brand, helps you attract
and retain quality talent by enabling you to stand out from the
competition and build credibility with job seekers.
5 Steps to Make Your Employer Brand Irresistible on Glassdoor:
Sign up for a Glassdoor Free Employer Account and brand your company page.
See candidate demographics, and understand how they engage with your jobs and
content on Glassdoor.
Customize your profile with a “Why Work For Us” tab.
Broaden your recruiting search with Jobs Spotlight display campaigns.
Benchmark against the competition: profile traffic, employee and interview rating
trends, benefits and more.
35% of hiring decision makers will increase their investment in employer branding in the next 12 months.1
When making a decision on where to apply for a job, 84% of employees/job seekers say the reputation of a company as an employer of choice is important.2
Job seekers are 2x more likely to apply when a job includes employer branded content.3
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1. Source: Aptitude Research Partners, 2017; 2. Source: Glassdoor Harris Poll, April 2017; 3. Source: Glassdoor Internal Data, September 2016 - March 2017
STAGE 1: Awareness
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Copyright © 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
STAGE 2
CandidateConsideration
Awareness
Consideration
Interest
Evaluation
Closing
10 | Candidate Engagement at Every Stage
Copyright © 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
Warming the Pipeline and Generating InterestProviding valuable content through social media and Glassdoor
keeps people in the pipeline warm and generates interest.
With peer influence stronger than ever, it’s critical to leverage
employee stories everywhere you can.
Additionally, a branded career site is also critical to both keeping
the pipeline warm and generating candidate interest. After all,
your career site is a place to not only educate candidates about
your company but also to make a lasting first impression. Enable
general applications so that even if a candidate doesn’t find
a perfect fit at that moment, they can still be continually nurtured
until the right job opportunity presents itself.
Leverage company stories to bring your company culture to life
and fuel your recruiting. Employee stories are an authentic way to
reiterate your company’s high-level messages and emphasize them
on a gut level. Watch 10 inspiring company videos featured on
Glassdoor company profiles for inspiration.
BONUS POINTS
30%of hires come directly from your career site, according to Jobvite. So it’s crucial to use your career site as a tool to not only build talent pools, but attract and retain candidates.1
STAGE 2: Candidate Consideration
1. Source: Jobvite 2018 Recruiting Benchmark Report
11 | Candidate Engagement at Every Stage
Copyright © 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
The New Etiquette of Outreach Thanks to evolving technology, the workplace
has become more transparent than ever. Yet
despite this shift, many candidates still complain
of the “black hole” that exists within the
application process.
If you promote a culture that values transparency, but still have a recruiting process that
leaves candidates in the dark, it doesn’t work. Every touchpoint is an opportunity to nurture
a candidate and set up a relationship that encourages and improves retention.
Talentboard reports that more than 50% of job applicantsnever hear back about any steps, even after 2-3 months.
STAGE 2: Candidate Consideration
Creating a unified multi-touch applicant tracking
system is key to ensuring that candidate applications
do not fall into a black hole.
By having a transparent application and interview process,
candidates are informed of their status at every step of the way.
For example, the Jobvite ATS logs every instance of an email or
phone exchange with the candidate, whether it be the hiring
manager, recruiter or otherwise, to help ensure that candidate
communication is not falling through the cracks.
Furthermore, at each step of the interview process, the hiring team
can see what actions need to be taken, including providing feedback
on a candidate’s resume, interview, etc., to also ensure a transparent
and timely recruiting workflow.
12 | Candidate Engagement at Every Stage
Copyright © 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
4 Ways to Leverage Mission-Driven Language to Get ApplicantsA consistent mission inspires passion in employees,
whether or not their job relates to creating the core
product. Here are four ways your company can attract informed candidates with your mission and purpose:
STAGE 2: Candidate Consideration
Show how each job fulfills the mission. Candidates will have an easier time of getting on board with
your mission if they understand how the job fulfills it.
Tell customer stories. By sharing stories of happy customers, prospective employees
can see how their work will contribute to the whole.
Differentiate with your mission. A compelling mission that’s tailored to each job listing
attracts informed candidates with similar values.
Find out why employees stay. Start with Glassdoor reviews, employee surveys, and internal
focus groups to find common threads.
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13 | Candidate Engagement at Every Stage
Copyright © 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
STAGE 3
CandidateInterest
Awareness
Consideration
Interest
Evaluation
Closing
14 | Candidate Engagement at Every Stage
Copyright © 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
7 Tricks to Spark Further Interest inHard-to-Fill RolesFor hard-to-fill positions, content is critical to
recruiting the right people.
J&J Shine, Johnson & Johnson’s custom-built
talent acquisition platform, for example, serves
job seekers with stage-specific content and
career advice, as well as content from the
company to help nurture candidates wherever
they’re at.
Here are seven ways your company can nurture candidates for hard-to-fill roles with content:
Monitor job performance. Use your Glassdoor Employer Center to see what prospective candidates are
clicking on and applying for. Any drop-offs or gaps in interest can help identify
where you need better content.
Encourage employee referrals. According to ERE, employee referrals are the most powerful source of finding
quality candidates — especially for hard-to-fill roles. They typically close quicker
(#1 in time-to-fill) and stick around longer.
STAGE 3: Candidate Interest
The Jobvite 2018 Recruiting Benchmark Report also shows that referrals are 4X more effective, when compared to the average across all hire sources.
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Get smart with content marketing. By creating and publishing unique and interesting recruiting content that matters to your
prospective candidates, you can build your reputation as an employer of choice, generate and
capture interest in your organization, and help applicants find your company easily online.
Revise your job descriptions. Use attractive language that highlights the benefits and rewards of working at your
organization. And be sure to include links to your company’s social media accounts and
Glassdoor profile.
Don’t go unicorn hunting. Align with the hiring manager to set expectations on what an ideal candidate would look
like — what are need to haves vs. nice to haves? Make sure you’re not setting the bar too
high. Read the job description and ask yourself: Is this job realistic? Do I know people like
this who really exist? Is this job description inviting to my target candidate?
Focus on college recruiting. Implement job shadowing programs for high school students, create internship programs
for high school and college students, participate in college recruiting, and hire as many
entry-level grads as possible.
Look Inside. Often times we have a pool of great candidates that may have made it to the final rounds
of interview, but are not quite right for the role at that time. Don’t lose these candidates!
Instead tag them accordingly, so that when a new role does open up, you’ll have a qualified
candidate ready to go.
STAGE 3: Candidate Interest
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Hiring decision-makers say tactics to recruit passive candidates are less effective. 79% of hiring decision makers report a concern or challenge in attracting and
hiring passive candidates as they have grown weary of contact through networking sites (e.g. LinkedIn) and respond at a much lower rate.1
1. Source: Aptitude Research Partners, 2017
16 | Candidate Engagement at Every Stage
Copyright © 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
STAGE 4
Evaluation
Awareness
Consideration
Interest
Evaluation
Closing
17 | Candidate Engagement at Every Stage
Copyright © 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
Evaluation ChecklistAt this point, you shouldn’t have to focus on telling
candidates why your company is a great place to work —
they’ll have already picked up on that. You want to engage
with the candidate by providing a valuable interview
experience that keeps them in the loop.
Send an initial confirmation email with an overview of what to expect. Reaching out and demystifying the process goes a long way toward making candidates
feel at ease and happy.
Provide consistent feedback throughout the interview process. Rather than “going dark,” remember to close the loop with every applicant who reaches
out by following up on each interview appearance.
Make sure your interview process isn’t just a heavy-handed screening. Go beyond checking off boxes, and conduct behavioral interviews to determine how
a candidate’s past performance supports your company’s future needs.
Assign different interviewers specific questions. Ensure that all members of the hiring team are communicating with each other effectively,
so questions are not unnecessarily repeated.
Let your interview team do the heavy lifting on the sell. At this stage, it’s not about selling the company — it’s about selling the specific team and
the specific projects owned by that team. Encourage the hiring manager to share photos or
videos featuring the team they would be joining.
STAGE 4: Evaluation
18 | Candidate Engagement at Every Stage
Copyright © 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
Overview of what you should include in your outreach message:
A warm opening line like this: Hi, [first name], I’m happy to let you know that I’ve finalized your interview arrangements. Please take a moment to reply to this email so I know you’ve received this information and that we’re confirmed.
Date and time of the confirmed interview, including time zone especially if the interview is by phone or video conference.
A direct-line phone number to call if the candidate is running late.
Any specific tips or friendly reminders that relate to the meeting. If this is an in-person meeting, it might include details about where to park. If this is a call or video conference, it might be a reminder to find a quiet environment and use a reliable phone line.
Some notes on how to prepare specifically for this interview, including a link to your company’s Glassdoor profile, links to any recent exciting news about your company, and links to any other online resources that might help the candidate feel ready.
Closing remarks including notes about your diversity and inclusion policy, making sure that the candidate feels comfortable asking for accommodations if they have a disability.
Sign off using your first name, and let the candidate know that they are welcome to reach out with any questions.
Interview ConfirmationEmail ChecklistReaching out and demystifying the process goes
a long way toward making candidates feel at ease
and happy, a feeling that will stay with them however
long they stay in the funnel stage.
STAGE 4: Evaluation
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Copyright © 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
5 Screening Questions to Ensure Nothing is MissedHere are five interview questions that will help you
identify quality candidates in a short amount of time.
INTERVIEW QUESTION: What’s your availability for this job?
WHAT TO LOOK FOR: The candidate’s expectations for hours,
location and availability should be in line with what your company is
offering. Guide the conversation to the candidate’s preferences for
onsite versus remote work, expected hours per day and yearly
vacation and benefits to get a sense of what is negotiable and
what is not.
INTERVIEW QUESTION: What attracts you most about this position?
WHAT TO LOOK FOR: What attracts the candidate to the job
should be in line with your vision for the job. If it’s not, the prospective
hire will likely get frustrated or bored with the position and decide to
move on in the future.
INTERVIEW QUESTION: What was the best thing about your last job?
WHAT TO LOOK FOR: Answering this question requires candidates
to assign value to the experience they had in their last job. Look for
candidates who loved something about their last job that they can also
love about the new job — similar tasks and goals, a comparable team
dynamic, etc.
STAGE 4: Evaluation
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20 | Candidate Engagement at Every Stage
Copyright © 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
STAGE 4: Evaluation
When you find a great candidate, but there is no current open role that’s an exact fit, be sure to keep them in a calendar that tracks outreach, and follow up regularly. And when you find the right candidate for a current role, you want to close the deal. With all the time and energy you and your team have invested, it’s time to get a signature of acceptance. Take advantage of the checklists and templates in our Guide to Closing Candidates that walk you through this critical final stage.
BONUS POINTS
INTERVIEW QUESTION: What was the worst thing about your former job?
WHAT TO LOOK FOR: Even if a candidate is coming from
the worst job in the world, a prospective hire with poise and
a positive attitude will be able to answer in a productive way.
Look for evidence of understanding complex problems within
the industry or an ability to overcome challenges.
INTERVIEW QUESTION: How would you solve this problem?
WHAT TO LOOK FOR: It’s not always realistic to thoroughly
test a candidate’s technical skills or arrange for a trial project.
But you can ascertain how a candidate approaches a common
problem they might experience on the job. Whether they answer
the question correctly or not, you’ll still gain insight into how
they communicate and solve problems.
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21 | Candidate Engagement at Every Stage
Copyright © 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
STAGE 5
Closing theCandidate
Awareness
Consideration
Interest
Evaluation
Closing
22 | Candidate Engagement at Every Stage
Copyright © 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
Check in with new hires at 30-, 60- and 90-day intervals to
solicit feedback on how satisfied they are with the company and
how confident they are that they made the right decision to
come on board.
BONUS POINTS
STAGE 5: Closing the Candidate
Building a Relationship for Long-Term SuccessOnboarding is pivotal to get your new employee up to speed and
producing at a high level, but it is even more important for the new
hire to feel like the company is investing in them to be successful.
Here are a few tips to help you get it right:
Confirm source of hire. This will be a powerful metric when
analyzing hiring strategy and retention for years to come.
Spread the paperwork out over a few days. Or better yet,
send it to them ahead of time, so they can hit the ground
running on the first day.
Have members of the team reach out to them ahead of their first day to welcome them, and provide an agenda for their
first week ahead of their first day.
On their first day, welcome them with a gift and a handwritten card signed by every member of the team. And include time for
your new hire to socialize with their team.
Ask new hires to write a Glassdoor review about your
interview process.
23 | Candidate Engagement at Every Stage
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RECAP
Quick Content Hacks for the Candidate Journey
Continuous candidate engagement requires building and nurturing a steady cadence of
communication, but it doesn’t have to be hard. Use the quick checklist below to make sure there
are no gaps when you implement — and scale — an authentic and human continuous candidate
engagement program at your company.
Engage in comprehensive recruitment marketing. Leverage Glassdoor events, referrals, job
marketing, mobile recruiting, talent networks,
social media, career site, CRM, recruitment
automation, and email lead nurturing to attract
the right candidates to your company.
Use Glassdoor Jobs Spotlight to broaden your recruiting search. Display campaigns allow you to target your employer
brand and open positions to the candidates you want
to hire that may not already be aware of you.
Make your employer brand irresistible. Sign up for a Glassdoor Enhanced Profile and
brand your company page.
Respond to your reviews on Glassdoor. Make a regular practice of closing the feedback
loop on both positive and negative reviews.
Use Jobvite for a unified multi-touch applicant tracking system. This approach ensures that candidate applications
do not fall into a black hole.
Leverage mission-driven language. Craft job descriptions thoughtfully to attract
people who feel passionately about the overarching
purpose of your company and the role they will
play in carrying out that vision.
Provide consistent feedback throughout the interview process. Personally shepherd the candidate through a
challenging, thorough and delightful experience.
Onboard every new hire comprehensively. Be sure they feel confident that your company is
investing in them to be successful.
24 | Candidate Engagement at Every Stage
Copyright © 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
About Glassdoor
Glassdoor is one of the largest and fastest growing job sites in the US today.1
Set apart by the tens of millions of reviews and insights provided by employees and
candidates, Glassdoor combines all the jobs with this valuable data to make it easy
for people to find a job that is uniquely right for them. As a result, Glassdoor helps
employers hire truly informed candidates at scale through effective recruiting
solutions like job advertising and employer branding products. Launched in 2008,
Glassdoor now has reviews and insights for approximately 700,000 companies in
more than 190 countries.2 To stay up to date on employer-related news, industry
trends and hiring tips, visit the Glassdoor for Employers Blog.
About Jobvite
Jobvite is leading the next wave of recruitment innovation with Continuous
Candidate Engagement (CCE), a candidate-centric recruiting model that helps
companies engage candidates with meaningful experiences at the right time, in the
right way, from first look to first day. The Jobvite Platform infuses automation and
intelligence into today’s expanded recruiting cycle to increase the speed, quality,
and cost-effectiveness of talent acquisition. Focused exclusively on recruiting
software since 2006 and headquartered in San Mateo, Jobvite has thousands of
customers including LinkedIn, Schneider Electric, Premise Health, Zappos.com, and
Blizzard Entertainment. Jobvite was named a leader in the in the “Forrester Wave
for Talent Acquisition, Q3 2015,” and a leader in IDC’s MarketScape: Worldwide
Modern Talent Acquisition Systems 2017. To learn more, visit www.jobvite.com and
follow us @Jobvite.
For more recruiting resources and candidate engagement best practices, visit
www.jobvite.com/resources for the latest guides, whitepapers, and webinars, or
reach out directly to us at [email protected].
To get involved in the conversation on Glassdoor and start managing and promoting your employer brand,
email [email protected], call (415) 339-9105 or visit www.glassdoor.com/employers.
For the latest in recruitment marketing tips, best practices and case studies, follow us on Twitter: @GDforEmployers.
To get involved in the conversation on Glassdoor and
start managing and promoting your employer brand, Claim Your Free Employer Account
1. comScore Media Metrix, September 2017; 2. Source: Glassdoor Internal Data, September 2017
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