More Related Content Similar to The Business Case for Employer Branding (20) The Business Case for Employer Branding1. Confidential and Proprietary © Glassdoor, Inc. 2008-2015
The Business Case for
EMPLOYER BRANDING
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. Confidential and Proprietary © Glassdoor, Inc. 2008-2015
What is an Employer Brand?
4. Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Employer Brand: Your Reputation
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. 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. Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Transparency
Ebook: 25 Tips from Top CEOs (2015)
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. Confidential and Proprietary © Glassdoor, Inc. 2008-2015
How to Measure Your Brand
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. 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. 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. 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. Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Today’s Candidates
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. 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. Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Today’s Candidates’ Decision-Making Process
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. 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. 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:
22. Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Step 1: Get Involved and Claim Your Profiles
23. Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Step 2: Tell Your Real Story
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
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. 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. 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. 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:
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. 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. 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