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Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
The Business Case for
EMPLOYER  BRANDING
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
• What  Is  an  Employer  Brand?
• Measuring  Your  Em...
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
What  is  an  Employer  Brand?
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Employer  Brand:  Your  Reputation
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
“Your  brand  is  what  other
people  say  about  you ...
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Would current
employees
recommend
your
organization
to...
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Transparency
Ebook:  25  Tips  from  Top  CEOs  (2015)
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
increase  in  the  quality  
of  the  candidate  pool5...
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
How  to  Measure  Your  Brand
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
What  Impacts  a  Strong  Employer  Brand
1 Quality of...
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
STRONG
EMPLOYER  BRAND
High  Brand  Awareness
Retentio...
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Awareness
How to Measure:
0
200
400
600
800
1000
1200
...
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Reputation
How to Measure:
Start  managing  your  repu...
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Today’s  Candidates
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Where you work
is one of the
most important decisions
...
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Top  5  Biggest  Considerations  Job  Seekers  Take
In...
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Today’s  Candidates’  Decision-­Making  Process
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
would  not  take  a  job  with  
a  company  that  had...
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Most  job  seekers
READ  4-­7
REVIEWS
before  forming ...
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Employment  Brand  Messages
1 Competitively  
Position...
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Tell  Your  Story
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Step 1: Get  Involved  and  Claim  Your  Profiles
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Step 2: Tell  Your  Real  Story
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Step 3: Embrace  Transparency  — OpenCompany
• Launche...
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
ROI
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Source:  Employer  Branding  Global  Study  Report
22%...
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Sources:
*Bersin by Deloitte, November, 2011
**Employe...
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Sources:
*Bersin by Deloitte, November, 2011
**Employe...
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Sources:
*Bersin by Deloitte, November, 2011
**Employe...
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Get  Started
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Pro  Tip  #1
Download  Employer  Branding  for  
Dummi...
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Pro  Tip  #2
Download  Employer  Branding  for  
Dummi...
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Action  Plan
Tell  your  employer
story  with  dynamic...
Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015
Questions?
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The Business Case for Employer Branding

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The Business Case for Employer Branding

  1. 1. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 The Business Case for EMPLOYER  BRANDING
  2. 2. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 • What  Is  an  Employer  Brand? • Measuring  Your  Employer  Brand • Today’s  Candidates • Tracking  the  ROI • Make  the  Case  &  Tell  Your  Story • Action  Plan • Questions Agenda
  3. 3. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 What  is  an  Employer  Brand?
  4. 4. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Employer  Brand:  Your  Reputation
  5. 5. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 “Your  brand  is  what  other people  say  about  you  when you’re  not  in  the  room.” Jeff Bezos – Founder & CEO, Amazon.com
  6. 6. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Would current employees recommend your organization to a friend? What are job seekers saying about you on social? What is your company rating on Glassdoor? Ask  Yourself…
  7. 7. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Transparency Ebook:  25  Tips  from  Top  CEOs  (2015)
  8. 8. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 increase  in  the  quality   of  the  candidate  pool54% According to a 2014 CEB report Employers that invested in employer branding reported…
  9. 9. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 How  to  Measure  Your  Brand
  10. 10. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 What  Impacts  a  Strong  Employer  Brand 1 Quality of  Candidates 2 Quantity of  Candidates 3 Share  of  Market 4 Diversity  of  Candidates 5 Operational  Performance Top 5:
  11. 11. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 STRONG EMPLOYER  BRAND High  Brand  Awareness Retention More  Job  Offers  Accepted Revenue  Goes  Up More  Quality  Applicants Lower  Cost-­Per-­Hire   Higher  Number  of  Referrals POOR EMPLOYER  BRAND Low  Brand  Awareness Attrition Declined  Offers Low  Productivity Long  time-­to-­hire High  Cost-­Per-­Hire   Poor  Referral  Programs vs.
  12. 12. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Awareness How to Measure: 0 200 400 600 800 1000 1200 1400 Start  building  brand  awareness  when your company  page  views  on  Glassdoor are below  500  per  month
  13. 13. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Reputation How to Measure: Start  managing  your  reputation  if your rating  is  below  the  3.3  average on  Glassdoor
  14. 14. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Today’s  Candidates
  15. 15. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Where you work is one of the most important decisions you’ll make in your life.
  16. 16. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Top  5  Biggest  Considerations  Job  Seekers  Take Into  Account  Before  Accepting  a  Job  Offer: 1 2 3 4 5 Salary  and  compensation Career  growth  opportunities Work-­life  balance Location  /  commute Company  culture  and  values Source:  Glassdoor survey,  October  2014
  17. 17. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Today’s  Candidates’  Decision-­Making  Process
  18. 18. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 would  not  take  a  job  with   a  company  that  had  a  bad   reputation,  even  if  they   were  unemployed! 69% Source: Allegis Group Services Study, August 2012 (1,010 US Workers)
  19. 19. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Most  job  seekers READ  4-­7 REVIEWS before  forming  an opinion  of  a  company Source: Glassdoor User Survey, 2014
  20. 20. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Employment  Brand  Messages 1 Competitively   Positioned They  make  clear  comparisons  with  other   organizations,  either  to  differentiate  or   associate  with  them. 2 Emotionally   Resonant They  connect  applicants’  personal  roles   with  the  broader  purpose  or  mission  of   the  organization. 3 Driving  Reflection   Related  to  Fit They  coach  applicants  to  reconsider  their   fit  with  industry,  organization  or  role. 3 Most Influential:
  21. 21. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Tell  Your  Story
  22. 22. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Step 1: Get  Involved  and  Claim  Your  Profiles
  23. 23. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Step 2: Tell  Your  Real  Story
  24. 24. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Step 3: Embrace  Transparency  — OpenCompany • Launched  in    April  2014 • 100+ employers have  achieved  OpenCompany status   • 13,861 Photos,  Reviews,  Company  Descriptions  contributed  since  launch
  25. 25. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 ROI
  26. 26. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Source:  Employer  Branding  Global  Study  Report 22% reduced recruitment fees Companies  with  a strong  employer  brand see an average of $
  27. 27. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Sources: *Bersin by Deloitte, November, 2011 **Employer Branding Global Trends Study Report, May 2014 Cost  Savings  From  Employer  Branding   Example:
  28. 28. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Sources: *Bersin by Deloitte, November, 2011 **Employer Branding Global Trends Study Report, May 2014 Cost  Savings  From  Employer  Branding   Example:
  29. 29. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Sources: *Bersin by Deloitte, November, 2011 **Employer Branding Global Trends Study Report, May 2014 Cost  Savings  From  Employer  Branding   Example:
  30. 30. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Get  Started
  31. 31. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Pro  Tip  #1 Download  Employer  Branding  for   Dummies® or  Recruitment   Marketing  for  Dummies® to  help  you   with  your  strategy!
  32. 32. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Pro  Tip  #2 Download  Employer  Branding  for   Dummies® or  Recruitment   Marketing  for  Dummies® to  help  you   with  your  strategy!
  33. 33. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Action  Plan Tell  your  employer story  with  dynamic   branded  content Add  company photos  and  videos Share  company   updates  with candidates Integrate social  media Promote  your  jobs with  a  direct  feed  from   your  career  site Highlight  company perks  and  benefits
  34. 34. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 Questions?

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