US Glassdoor Demo Day: Managing Your Employer Brand
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Glassdoor Live Demonstration Candidates Today Employer Brand Employer Capabilities & Glassdoor Offerings
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US Glassdoor Demo Day: Managing Your Employer Brand
- 1. Live Demonstration | Managing Your Employer Brand
- 2. Webinar Tips for Attendees • You can connect to audio using your computer’s microphone and speakers. • Or, you may select “Use Telephone” after joining the Webinar. • All lines will be muted to avoid background noise. • You can ask questions at any time by typing them into the Questions Pane.
- 3. Featured Speaker Ian Powell Sales Development Representative Ian.powell@glassdoor.com
- 4. #GDChat
- 5. Today’s Agenda • Today’s Candidates & Their Decision Making Process • What is an Employer Brand? • Employer Capabilities & Glassdoor Offerings • Live Demonstration • Q&A
- 6. Jobseekers use on average before applying for a job (Inavero, 2015) Consumers visit at least before making a purchase (Retailing Today, 2013)
- 8. Candidate’s Journey on Glassdoor
- 9. Glassdoor’s Value Fastest Growing U.S. Job Site As compared to LinkedIn.com, Indeed.com, Monster.com and CareerBuilder.com 4 in 5 Glassdoor users are actively looking for jobs or open to better opportunities Glassdoor U.S. Site Survey, October 2014 Custom-defined ranking, based on avg. monthly unique visitors. ComScore MediaMetrix Multi-Platform Reports, Sept ‘13 – Aug ‘14 and Sept ‘14 – Aug ‘15 Nearly 10M Reviews on 445,000+ Companies Glassdoor Internal Data, September 2015
- 10. Candidates Behavior Today 83% of recruiters describe today’s talent market as candidate-driven. Recruiter Sentiment Study, MRINetwork, 2014 Candidates are wary of employer messages. Employees are 3X more credible than the CEO when talking about work conditions. Trust Barometer, Edelman, 2014 75% turn to peers before making their own decisions about a brand. Innovation and the Earned Brand, Edelman, 2015
- 11. What is an Employer Brand?
- 12. “Your brand is what other people say about you when you’re not in the room.” Jeff Bezos – Founder & CEO, Amazon.com
- 13. Ask Yourself… 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?
- 14. Where you work is one of the most important decisions you’ll make in your life.
- 15. 69% would not take a job with a company that had a bad reputation, even if they were unemployed! Source: Allegis Group Services Study, August 2012 (1,010 US Workers)
- 16. Live Demo
- 18. Questions? Ian Powell Sales Development Representative Ian.powell@glassdoor.com
Editor's Notes
- We all go online to research before we buy – Google search, Amazon, TripAdvisor, CNET 81% of shoppers conduct research online before buying (Retailing Today, 2014) 7 in 10 seek out reviews before purchasing (Mintel, 2015) Even for relatively insignificant decisions, we do a ton of research first When buying something online, we go to at least 3 websites before purchasing (Retailing Today, 2014) Think about the kind of research we do before making an incredibly important life decision - like choosing a job On average, job seekers use 18 sources to research before applying (Inavero, 2015)
- So why do candidates actually visit glassdoor? Now the simple answer is, the way a candidate makes their decision has fundamentally changed. The the past, the only insight candidates could get was from career career pages, recruiters, and hiring managers. Today information and insight is more accessible from peer reviews and social network and this is no different than booking a trip on Expedia or finding a home on Zillow. Reviews and ratings are now how consumers make decisions and for job seekers-theres no exception.
- Let’s walk through a typical candidate decision-making process and highlight at every step where Glassdoor influences your candidates. At the top of the funnel is awareness where the majority of employers like you invest in channels like LinkedIn, Indeed, and staffing firms. Glassdoor provides job advertising to increase candidate flow in this area as well. Once a candidate is made aware of your job, the next question they as is “Do I want to work for that Employer” and this is where Glassdoor’s unique business value starts for the employer. Glassdoor is the only vendor that is able to influence the candidate at every step as they consider you as their employer of choice. Glassdoor does this through influsing employees reviews, interviews, salaries, benefits and ratings, with their unique employer brand so that the candidate can make smarter and more informed decision.
- Nearly 10M Reviews on 444,000+Glassdoor Glassdoor is the fastest growing US job Site 4 in 5 Glassdoor users are actively looking for jobs or open to better opportunities. This shouldn’t come as a surprise. The grass is always greener, our eyes are always out to find a company and job we love. Candidates are coming to read your profile and learn the inside perspective of your company. We track this traffic and candidate behavior which turns to a gold mine of analytics. In our live demo, we’ll go through these available analytics and how to use them to learn who is coming to your site, and what they are looking for.
- Emphasis final stat: We’ve heard it before, its who you know not what you know. You’ll turn to friends, family, and colleagues and ask them their opinion and experience about a number of things. If you don’t know anyone within a company, you have the opportunity on Glassdoor to learn how people view their work environment.
- Lets dive in a discuss “What is an Employer Brand”
- Read quote In our case, the room is the internet and for the sake of this conversation, the room is Glassdoor. Candidates are doing more research than ever, so its important to develop the brand you want to be shared. Lets dive in to the ways you can build and manage your brand on Glassdoor, both free and paid.
- Gone are the days of internally developing the message and putting it up there for all to see. If your message is saying one thing and employees are saying another, your credibility can go out the window. You need to constantly monitor what’s being said about you, develop the message with your A players and get their buy-in to promote that message. Ask yourself and your colleagues….. 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?
- We all know that where you work is one of the most important decisions you’ll make in your life. And your candidates feel the same way. There are many factors that play into why somewhere is the best place to work and why we’d apply to a job.
- Go to Glassdoor.com homepage Here you will see our homepage of Glassdoor. This is where you as a candidate or an employer can search for a job or your own company or a competitor. This is an example of a homepage highlight. Everybody who comes to Glassdoor will see a different company featured and in the bottom left hand corner, a star rating and featured review. Lets focus on you as the employer and your employer brand. How do you answer those questions we asked earlier? When this webinar has concluded, I highly encourage you to take advantage of your own Glassdoor profile, which you can do by searching your own company on Glassdoor. GO TO GD PROFILE Lets take a look at our Glassdoor profile. “Work in HR or Recruiting?” button on the right hand side and you’ll have the ability to sign up for your Free Employer Account. That’s right, it’s free! This will take you to a new page (CLICK BUTTON) asking for your information as we will need to verify your employer and that your work email address matches your company. Once you have the Free Employer Account, you’ll have total access to the back end of your profile. Let’s jump back to the Glassdoor profile. On the right hand side, you will see the “Go to Employer Center” button in the top right of the page. This employer center is that gold mine of analytics I mentioned previously. GO TO EMPLOYER CENTER So once you have unlocked your Free Employer Account, you’re most likely wondering what you can do with it. Once you’re here, it may ask you to log in again, but it will immediately take you to the dashboard. The dashboard slide gives you a quick rundown of your profile page views, company rating, CEO approval and more. Though this info is on your profile, you can consider your dashboard your one stop shop. You may be wondering what “followers” means. Essentially, is a Glassdoor user who has clicked a follow button on your profile, and will receive an email update any time you post a new job or change your Glassdoor profile. This represents a large pool of candidates who are already interested in your company, and are engaged with your profile to be able to take full advantage as well. On the left hand side we have several options for employer branding. You’ll see here that you can edit your company details for free. This is where you enter your company overview, and all these details, that will be visible in your Glassdoor profile. (GO TO PROFILE, show with mouse where these details are shown) Go back to employer center Under “Branded Content”, these are all paid solutions. But for free, you can edit the basic info, again shown in this box here. (GO TO PROFILE, show with mouse where these details are shown) Here is where these features are displayed. The other feature you can take advantage of for free is the review management. You can respond to employee reviews and interview reviews. We have so many resources available about what to respond, when and how. You would find these resources by clicking review management. On the right hand side you will also see frequently asked questions. You can also request more reviews using the button on the left. Review management, request more reviews. Use this tool to encourage employees to leave reviews! We also offer analytics, as I mentioned By clicking on the analytics tab on the left hand side, and then employer activity, you are able to see the month-by-month traffic to your profile. You can change the date in the top right corner to select any date range. If you are a client of ours, you have the ability to compare to two other companies and for free you have the ability to download into a PDF form to share with your team or maybe a supervisor. Next, lets just into Candidate demographics. This displays the demographics of everyone that visits your Glassdoor profile. We track education, years of experience, gender, and age. Candidates contribute all of this content either when they create their Glassdoor profile or login via Facebook. You’re able to see the top five companies that candidates are researching in comparison to your company. You will find that these include similar industries, companies with similar names, or companies hiring for similar positions in the same area. You’re able to see the top five job titles that they are clicking on that bring them to profile and the top five locations. Often times, these top locations and positions match up with the location of your company and the positions you are currently hiring for. This is something you must be aware of to learn what candidates are clicking on and what jobs they are researching. GO TO SUNRUN PROFILE Going back to the profile, lets take a look at a free profile (Search SunRun) Right when you get to this page, you’ll be able to tell this is a free profile as it does not have a cover photo like our Glassdoor page. The profile starts with the company overview, but then jumps directly into reviews and ratings. A Free account will jump straight into the candidate’s perspective. PAUSE-SHOW JOB PANE w/ mouse On the right hand side, there are jobs advertised from other companies. Glassdoor tracks what a candidate is researching, and will present the most relevant jobs on this side pane. This is our job advertising function similar to a product placement when you are shopping online. The most relevant recent searches will be advertised as you click from page to page. Again, you will only see these competitor jobs with a free account Lets take a look at a paid profile. (Go to SolarCity). See the immediate difference with the cover photo. Solar City has decided to use this space to promote their Candidate Choice Awards. You can select a photo of the workplace, an award, or anything your marketing team would like to feature. On the right hand side, you will see that the jobs are specific to only Solar City. By investing in this enhanced profile, they have also blocked all competitor advertisements. Lets take a look at company updates. This is an example of a status update that is sent to a candidate that follows your company. We would also help bring in all of your social media links, live speed, allowing a candidate to jump to your social channels very easily. We also have a Why Work For Us? Within this 5-tab section, you are able to feature anything you’d like. A couple recommendations include, highlighting locations if you have multiple offices, share your different teams, culture. Others include what teams you have as well as diversity initiates! Then we get to the reviews below all of the employer-contributed information, where you can see candidate perspectives. This variety of information is what candidates are using in their job search today. Lets just back into the deck. Glassdoor.com/employers will be your one stop shop for all resources. This includes case studies, templates, e-books, how to respond to review, common questions, and any events we may be hosting in your city.