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Webinar: From Buzz to Brand: Leveraging Employer Reviews to Inspire Your Social Recruiting, With Findly

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During this webinar with Findly, we discuss how to best leverage your employer reviews to inspire your overall social recruiting strategy.

Published in: Recruiting & HR
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Webinar: From Buzz to Brand: Leveraging Employer Reviews to Inspire Your Social Recruiting, With Findly

  1. 1. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style From Buzz to Brand: Leveraging Employer Reviews to Inspire Your Social Recruiting for Employers Presentation by:
  2. 2. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style #Glassdoor Follow Us @GDEmployers @getFindly
  3. 3. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title styleAgenda • What is Your Online Employer Reputation? • How Does Social Recruiting Fit In? • How Can You Measure Your Online Employer Reputation? • The Importance of Reviews • 5 Tips for Responding to Reviews • Q & A
  4. 4. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title styleFeatured Speakers Shannon Seery Gude VP, Digital & Social Strategy @seerysm Kelly Payne Customer Success Director @kelly_payne22
  5. 5. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style •We help companies quickly hire the right person at the push of a button. •We provide job seekers simple and fast ways to apply for jobs. About Findly
  6. 6. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title styleSome Of Our Clients
  7. 7. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style Stimulus • Lost Job / Unhappy • Growth • Graduation • Thinking of Returning • Referred Zero Moment of Truth: • Company Research: • Corporate Careers Sites & Openings • Benefits & Culture • Social Media Properties • 3rd Party Perspectives - Online Employer Reviews 1st Moment of Truth • Application Process • Interview Process • Correspondence with Human Resources 2nd Moment of Truth • Job Offer Acceptance • No Offered Made – (Silver Medalist Opportunity) • First Day of Work Unofficial Content/Process Official Content/Process Areas of Impact for Social Recruiting Content Online Reputation & The Job Seeker: Zero Moment of Truth
  8. 8. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style The result of what a company does/says online about themselves as an employer… … and what candidates/applicants, new hires, employees, past employees, and influencers post about them online as an employer EmployerApplicant New Hire Employee Past Employee Influencer What is An Online Employer Reputation?
  9. 9. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title styleWhat Media Impacts Online Employer Reputation? Paid Owned Career Media Owned Consumer Media Earned
  10. 10. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title styleWhat is User Generated Content? Ratings Reviews
  11. 11. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style  Search Engines  Forums & Review Sites  Social Networks  Industry News & Blogs  Multimedia Sites Channels That Impact Online Reputation
  12. 12. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title styleWhy Online Employer Reputation Matters “Work related content and information posted online is influencing the career search moment and impacting decisions about a potential employer” – Glassdoor
  13. 13. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title styleJob Seekers & Employer Reputation 47% say that a company’s online reputation matters as much as the job offer (Time Magazine, March 2013)
  14. 14. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title styleJob Seekers & Employer Reputation 39% of job seekers don’t find enough information on the official careers website & turn to 3rd party websites to fill in the gaps in info (Findly Survey)
  15. 15. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title styleOnline Reputation Audit Goals • Uncover issues • Look for trends • Benchmark your online reputation • Use data to inform social recruiting strategy
  16. 16. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title styleSocial Recruiting Strategy Goals Competitive Advantage You Social Recruiting Strategy serves to increase your talent network as well as the reach and trust-factor of your employer branding Acquire Attract and capture the right talent to your Social Careers Properties Convert Use social content and engagement to garner applies and hires. Engage Interact and provide the right information that your quality candidates need to make a better career decision Social Recruiting Strategy Goals
  17. 17. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style "One of the greatest challenges I encounter today is not the willingness of a brand to engage, but its ability to create. When blueprinting a social media strategy, enthusiasm and support typically derails when examining the resources and commitment required to produce regular content." -Brian Solis Where Will You Get GOOD Content?
  18. 18. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style • Employee Stories: Career Path; Advancement; Mission • Photos of Work Environment & Employees • Community Involvement/Recognitions • Why Do People Want to Work For You? Employer Review Inspired Content Topics & Sources
  19. 19. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style Your Company Competitor 1 Competitor 2 Tracking Company Ratings
  20. 20. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style Your Company Competitor 1 Competitor 2 Tracking Review Volumes
  21. 21. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style Your Company Competitor 1 Competitor 2 Tracking Review Sentiment
  22. 22. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style You Company Topic mentions do not add up to total number of reviews; this is due to the ability of reviews to include multiple pro and con mentions. Topic Trends Your Company
  23. 23. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style COMPETITOR 1 Tracking Competitor Topic Trends Competitor 1
  24. 24. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style “Great co-workers” Topic Trends – Verbatims “You own your career and can choose to move around if you want” “Well defined practices…within company” “Gain valuable skills as a manager and team member” “Great first job” “Culture of driving employees into the ground” “Cut throat environment for promotions” “High turnover with sales floor team members due to no hours” “Always understaffed…and cutting hours” “Waste of a college degree”
  25. 25. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title styleFocus on Your Target Audience Great content will ultimately achieve your purpose, remember, readers are engaging with your content because it’s important to them
  26. 26. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title styleContent Examples: Employee Highlights
  27. 27. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title styleContent Examples: Make Employees Accessible
  28. 28. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title styleContent Examples: Telling The Employee Story
  29. 29. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title styleContent Examples: Showcase Your Employees
  30. 30. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title styleAbout Glassdoor 6Mcontent 300Kcompanies 15Mjobs 190countries is 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, Jan 2014)
  31. 31. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style Managing Online Reviews
  32. 32. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title styleReviews Can Showcase Your Brand!
  33. 33. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style 46% of Glassdoor members read reviews before speaking with a company or person in charge of hiring. Why Respond to Reviews?
  34. 34. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title styleBad Reviews Are Good for Business! 95% of consumers suspect censorship or faked reviews when they don’t see bad reviews.
  35. 35. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style Anyone at your company who is in a position to speak on your behalf. Who Should Respond? Examples: CEO, HR, PR, or Marketing Professionals
  36. 36. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style 5 Tips When Responding to Reviews
  37. 37. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style Tip #1: Respond Promptly
  38. 38. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style 71% of consumers who experience a quick and effective brand response on social media are likely to recommend that brand to others. Responding Promptly Shows That You Care
  39. 39. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style Tip #2: Say Thank You
  40. 40. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title styleSaying Thank You Shows You Are Listening 83% of organizations suffer from a deficit in recognition according to a recent Bersin study.
  41. 41. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style Tip #3: Address Specific Issues
  42. 42. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style Negative Reviews Provide the Opportunity for Authenticity Nobody Is Perfect
  43. 43. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style Tip #4: Be Authentic
  44. 44. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title styleSet Expectations Up Front by Being Authentic Set Expectations During Interview Process
  45. 45. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title styleSet Expectations Up Front by Being Authentic 61% of employees say new job realities differ from expectations set during the interview process.
  46. 46. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style Tip #5: Utilize Your Reviews
  47. 47. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title styleBenefits of Responding to Reviews
  48. 48. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Click to edit Master title styleClick to edit Master title style Questions?

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