Employer Branding 101

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Join us for our Employer Branding 101 webinar!

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Employer Branding 101

  1. 1. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Click to edit Master title styleClick to edit Master title style Employer Branding 101 For Employers Steve Burton VP of Marketing Glassdoor
  2. 2. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 2 About Me Steve Burton VP Marketing, Glassdoor Steve.burton@glassdoor.com @BurtonSays
  3. 3. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 3 Agenda  Why is Employer Branding Important?  Being Different  Influencing Job Seekers  Defining your Employer Brand  Glassdoor 101 for Branding  Questions
  4. 4. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 4 Why is Employer Branding Important? Its how job seekers perceive your brand. It directly impacts your ability to hire.
  5. 5. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 5 What’s it like to work at Google UK? Fun Cool Projects Good Comp Smart People Free food Disruptive Great Culture
  6. 6. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 6 What’s it like to work at Your Company?
  7. 7. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 7 Employer Branding is not Easy.  Who owns Employer Branding?  How do you create it?  How do you measure it?  How do you improve it?
  8. 8. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 8 Employer Branding is about being Unique You
  9. 9. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 9 Which job seeker do you want to attract? Software Engineers? Account Managers? Interns? Graduates? Marketers? Risk Takers? Call Center Agents?
  10. 10. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 10 Career Pages Your Career Page Your Competitors Career Page Who influences job seekers the most?
  11. 11. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 11 Social Media Pages Your Social Media Who influences job seekers the most? Your Competitors Social Media
  12. 12. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 12 What defines your Employer Brand?  Mission – Why do you exist?  Uniqueness – Why are you different?  Culture – What’s it like to work there?  Employee Sentiment – Are people happy?  Leadership – What direction is the company moving in?  Visuals – Photos, videos and content  Authenticity – Are you for real?
  13. 13. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 13 People want Authenticity Launched: 2000 TravelProducts Launched: 1995 We rely on ratings, reviews and opinions everyday. Launched: 2000 Dining Launched: 2008 Employment
  14. 14. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Helping People Find The Jobs & Companies They Love 6Mcontent 300Kcompanies 16Mjobs 190countries has become the most trusted and transparent place for today’s candidates to search for jobs and research companies 23Mmembers Member growth over 5 yrs 48% of job seekers use Glassdoor (Source: Software Advice Report, Jan 2014)
  15. 15. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 15 Every 10 seconds a review is posted on Glassdoor ★★★★★ “Amazing internship that has led to amazing career success” Senior Software Engineer Salary BBC, London £60,000 “Interview consisted of two senior individuals, Questions didn't ask anything technical as this role involved more managerial skills.” “Positive Experience – No Offer”
  16. 16. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 16 Employers tell their Story on Glassdoor Ratings Reviews Job Postings Why Work for Us? Culture Videos Social Media
  17. 17. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 17 Job Seekers are one search away
  18. 18. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 18 Measuring Your Brand Awareness
  19. 19. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 19 Your Company and CEO Ratings
  20. 20. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 20 Your Reputation
  21. 21. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 21 Your Reviews
  22. 22. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 22 How does your Ratings Compare?
  23. 23. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 23 Which Job Seekers are you attracting?
  24. 24. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 How the Glassdoor Community Works  Results…  Find jobs they love  What job seekers do…  Research jobs & companies  Give back to the community Job Seekers Employers  What employers do…  Post jobs & showcase brand  Interact with the community Community Reviews Jobs  Results…  High quality candidates, efficiently & at low cost Salaries Interviews
  25. 25. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Brand Hire Manage your reputation and promote your employer brand Advertise your jobs to uniquely target the right candidates 25 Job AdsEnhanced Profile Influence Drive targeted awareness around diversity and other initiatives Targeted Display Ads
  26. 26. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 26 Summary  Employer Branding influences Job Seekers  Be Unique  Think Beyond Career Pages  Authenticity Rules  Measure & Optimize over-time  Glassdoor is just one place to tell your story
  27. 27. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 27 Sign up for your Free Employer Account
  28. 28. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 28 Questions?
  29. 29. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Steve Burton, VP Marketing Steve.burton@glassdoor.com
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