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The ROI of Employer Branding

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The essential metrics for calculating success.

Megan Likely, Recruiting Programs Specialist at Zynga
Kirsten Davidson, Senior Partner, Employer Branding at Employera
Lisa Holden, Employer Communications Manager at Glassdoor

Published in: Recruiting & HR
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The ROI of Employer Branding

  1. 1. © Glassdoor, Inc. 2017 The ROI of Employer Branding Glassdoor is a registered trademark of Glassdoor Inc.
  2. 2. © Glassdoor, Inc. 2017 •  Audio is streaming over the web. •  Please make sure your speakers are turned on and turned up. •  All lines are muted to avoid background noise. •  Please submit questions using the Q&A tab in the lower left corner of your window. " Webinar Tips for Attendees
  3. 3. © Glassdoor, Inc. 2017
  4. 4. © Glassdoor, Inc. 2017 Featured Speakers Kirsten Davidson Senior Partner, Employer Branding at Employera @kmzdavidson Lisa Holden Employer Communications Manager at Glassdoor @LisaAHolden Megan Likely Recruiting Programs Specialist at Zynga @zynga
  5. 5. © Glassdoor, Inc. 2017 agenda what is an employer brand why employer branding matters calculating employer brand ROI Zynga case study key takeaways Q&A
  6. 6. © Glassdoor, Inc. 2017 What Is an Employer Brand?
  7. 7. © Glassdoor, Inc. 2017 What Is an Employer Brand: Your Reputation – Jeff Bezos, Founder and CEO, Amazon.com “ Your brand is what other" people say about you when" you’re not in the room.
  8. 8. © Glassdoor, Inc. 2017 What Is an Employer Brand: Culture CEOs and HR leaders now recognize that culture drives people’s behavior, innovation, and customer service, and 82% of leaders believe company culture" gives them a competitive advantage.   (source: Deloitte 2015 Human Capital Trends)
  9. 9. © Glassdoor, Inc. 2017 What Is an Employer Brand: Mission & Values Becoming Irresistible, Deloitte, February 2015
  10. 10. © Glassdoor, Inc. 2017 What Is an Employer Brand: Your People Edelman Trust Barometer, 2014
  11. 11. © Glassdoor, Inc. 2017 Why Employer Branding Matters
  12. 12. © Glassdoor, Inc. 2017 Value of Your Employer Brand Organizations that prioritize Employer Brand are: Source: Brandon Hall Group, Understanding the Impact of Employer Brand, Research Brief, November 2014 250% more likely to rate their overall talent " acquisition efforts as highly effective 185% more likely to have at least a high-level " talent acquisition strategy in place 130% more likely to see increases in " employee engagement
  13. 13. © Glassdoor, Inc. 2017 Strong Employer Brands Lead to More Candidates Source: Melián-González & Bulchand-Gidumal, 2016 Impact of Positive, Neutral and Negative Employer Reviews on Image and Recruiting Ability
  14. 14. © Glassdoor, Inc. 2017 Strong Employer Brands Speak for Themselves Source: Melián-González & Bulchand-Gidumal, 2016 Impact of Positive, Neutral and Negative Employer Reviews on Salary Demands by Prospective Employees
  15. 15. © Glassdoor, Inc. 2017 Calculating Employer Brand ROI
  16. 16. © Glassdoor, Inc. 2017 Key Elements to Track and Manage Employer Brand Reputation Cost-Per-Hire Source-Per-Hire Candidate Quality Talent Pool Development Open Positions Time-to-Fill Positions Employee Engagement
  17. 17. © Glassdoor, Inc. 2017 Employer Brand Reputation
  18. 18. © Glassdoor, Inc. 2017 Cost-Per-Hire
  19. 19. © Glassdoor, Inc. 2017 Source-Per-Hire
  20. 20. © Glassdoor, Inc. 2017 Candidate Quality
  21. 21. © Glassdoor, Inc. 2017 Talent Pool Development Awareness Consideration Interview Offer Hire Glassdoor app on the go Post company reviews on Glassdoor Glassdoor has all the jobs Glassdoor interview prep Glassdoor Know Your Worth Glassdoor trustworthy insight •  Employee Reviews •  Company & CEO Ratings •  Salaries •  Benefit Reviews •  Company Updates
  22. 22. © Glassdoor, Inc. 2017 Open Positions
  23. 23. © Glassdoor, Inc. 2017 Time-to-Fill Positions
  24. 24. © Glassdoor, Inc. 2017 Employee Engagement Employee and Candidate Rating Trends Rating Trends Over Time Pros & Cons
  25. 25. © Glassdoor, Inc. 2017 Company " Spotlight
  26. 26. © Glassdoor, Inc. 2017 Where We Were
  27. 27. © Glassdoor, Inc. 2017 What Was Our Goal?
  28. 28. © Glassdoor, Inc. 2017 How We Got There
  29. 29. © Glassdoor, Inc. 2017 Results
  30. 30. © Glassdoor, Inc. 2017 University Recruiting
  31. 31. © Glassdoor, Inc. 2017 Key Takeaways
  32. 32. © Glassdoor, Inc. 2017 Key Takeaways Consider ecosystem when calculating ROI Showcase what it’s like on the inside Lead with authenticity Build a Glassdoor strategy 1 2 3 4
  33. 33. © Glassdoor, Inc. 2017 Kirsten Davidson Senior Partner, Employer Branding at Employera Lisa Holden Employer Communications Manager at Glassdoor Megan Likely Recruiting Programs Specialist at Zynga
  34. 34. © Glassdoor, Inc. 2017

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