business case for employer branding: glassdoor
DESCRIPTION
Check out the Business Case for Employer Branding!TRANSCRIPT
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Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor
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Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor
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Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor
Featured Speaker
Alicia GaribaldiSenior Content MarketingManager & Author ofEmployer Branding For Dummies®,Glassdoor Special [email protected]@albagaribaldi
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Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor
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
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Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor
What Is an Employer Brand?
An Organization’s Reputation as an Employer
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Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor
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
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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
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Why Invest in Your Employer Brand
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
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Why Invest in Your Employer Brand
Reputation
How to Measure:It’s time to start managing your reputation if your rating is below the 3.4 average on Glassdoor
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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
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Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor
Filter through What Employees Are Saying
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The Impact of a Poor Employer Brand
69%would not take a jobwith a company thathad a bad reputation,even if they were unemployed!
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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
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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.
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The Advantages of BuildingYour Glassdoor Profile
Most jobseekers read4-7 reviewsbefore formingan opinion ofa company
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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
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Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor
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)
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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
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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
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Today’s Candidates’Decision-Making Process
87%of job seekers aremore likely to visita company’s careersite after viewing anEnhanced Profileon Glassdoor
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Today’s Candidates’Decision-Making Process
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Examples of Cost Savingsfrom Employer Branding
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Examples of Cost Savingsfrom Employer Branding
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Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor
Examples of Cost Savingsfrom Employer Branding
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Employer Branding Resources
Employer Branding Summit Videos
eBooks on Employer Branding
Blog with the Latest Trends in Employer Branding
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Get Started With a Glassdoor Free Employer Account!
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Questions?