Your Glassdoor Profile: How to Use It To Your Advantage

Glassdoor, Inc. 2008-2016#GDCHAT
Your Glassdoor Proﬁle:
How to Use It To Your Advantage "

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#GDCHAT

Featured Speakers
Katie Burke
Vice President, Culture and Experience
at HubSpot
linkedin.com/in/katie-burke-965767a
@katieburkie
Molly McKinstry
Enterprise Client Partnerships Manager
at Glassdoor
linkedin.com/in/mollymckinstry
@mollymckinstry

Agenda
•  Employer Brand – A New Job Function
•  What is an Employer Brand?
•  Challenges Employer Brand Professionals Face
•  Beneﬁts of a Strong Employer Brand
•  Pro Tips
•  Conversation Spotlight: HubSpot
•  Q&A

Employer Brand – "
A New Job Function

Blurred Lines
“Successful hiring companies realize that recruiting is
like marketing – from creating a brand presence, to
attracting candidates through multiple advertising channels,
to nurturing applicants by bringing them seamlessly through
a talent acquisition funnel.”

Colin Day
Founder and CEO of iCIMS

Job Seekers Behave Like Consumers
Job seekers use on average
before applying for a job
(Inavero, 2015)
Consumers visit at least
before making a purchase
(Retailing Today, 2013)
and look at
(Inavero, 2015)

Today’s Transparent Culture
retail
travel
employment
We Lean on Peers for Advice When Making Decisions

Work is a Lifestyle Brand
"Tech has eliminated the barriers between work and
life….Employers are trying to ﬁgure out how to make work
easier and more meaningful to people, to attract both the
very ambitious people that want to really move up and drive
change and run things, and the people who want to work
hard but not ruin their lives.”

– Josh Bersin

Work is a Lifestyle Brand
#1 Airbnb, 2016 Glassdoor Best Places to Work

What Is an Employer Brand?

Ownership Has Shifted

“Your brand is what other!
people say about you when!
you’re not in the room.”!
Jeff Bezos !
Founder & CEO, Amazon.com!

What Is an Employer Brand? Your Reputation
Culture | Mission & Values | People

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)

What Is an Employer Brand: Mission & Values
Mission & values should:
•  Instill purpose
•  Inform behavior
•  Motivate through tough
times

What Is an Employer Brand: People
Engage Brand
Ambassadors
“When employees share
content, it receives 5-10x "
the ampliﬁcation rate than
brand-shared content.”
-Denise Holt, CEO/Founder
Collaborative Inc.

80%
Strong Employer Brands Build Trust
Source: Edelman 2015 Trust Barometer, January 2015
63%
&
of consumers refuse to buy products and
services from a company they do not trust
of consumers choose to buy products
from a companies they trust
while 58% will criticize that
organization to a friend or colleague.
and 68% will recommend those
companies to a friend.

Beneﬁts of a Strong Employer Brand

Beneﬁts of a Strong Employer Brand: Easier Hiring
More than 2/3 (67%) of
employers believe retention
rates would be higher if
candidates had a clearer picture
of what to expect about working
at the company before taking
the job
(Source: Harris Interactive Survey for Glassdoor, 2014)

Glassdoor “Best Places "
to Work” outperformed  
the S&P 500 by 122%
Lowest rated companies
underperformed S&P 500 by 29.5%
Source: Chamberlain, Andrew (2015). “Does Company Culture Pay Off? Analyzing Stock Performance of ‘Best Places to Work’ Companies,” online at glassdoor.com/research/.
Better Business Performance

Challenges Employer Brand
Professionals Face

Challenge: Fighting for Budget

Challenge: Determining Ownership

Challenge: Aligning with Overall Brand
More than half trust content
provided by employees as a
source of information on a
company.

(Source: Edelman Global Trust Barometer Survey, 2015)

Challenge: Deﬁning Metrics

Pro Tips

Be Authentic
•  Real stories,
photos
•  Respond to
reviews
•  Make it about
them

Bain & Company – Why Work For Us?

At Bain, we help the world’s top leaders solve their toughest challenges. Our work fuels the growth
of many industries and positively impacts countless lives.

So we select only the most exceptional colleagues with an ambition to make an impact. The
learning curve is steep, but exhilarating. Every assignment presents a new chance to develop
creative solutions to real-world problems – and to gain invaluable, versatile skills.

Together, we achieve great things and, when you join Bain, you’ll know exactly what we stand for.
Because our wavering focus – our True North – is client results. On every project, we align our goals
with those of our clients. We expect every team member to fully contribute ideas and insights so
that we discover the best possible opportunities to our clients. As colleagues, we support,
challenge and inspire one another every day; that camaraderie, combined with training, mentoring,
abundant international opportunities and ﬂexible work options, leads us to accomplish more than
we thought possible.

Rest assured, you’ll make an impact from day one – within your team, your clients, your personal
development and the creative solutions you’ll bring. The support you’ll receive via our unique home
stafﬁng model will be second to none.

And a career at Bain will set you on an unparalleled path for future career success – whether at Bain
or within the ranks of our impressive global alumni network.

Showcase Your Brand
•  Customize tabs
•  Add dynamic content
•  Link to social media channels
and pull in feeds
•  Become an OpenCompany

Showcase Your Brand
•  Utilize Company
Updates
•  Measure impressions,
clicks, & engagement
•  Tout awards, product
announcements

Utilize Analytics
•  Demographics
•  Proﬁle trafﬁc
•  Followers
•  Engagement &
Impression data on
Company Updates
•  Rating trends
•  Competitor comparisons

Conversation Spotlight

How HubSpot uses Glassdoor
•  Measure candidate
experience
•  Provide context
•  Real-time feedback

Showcase Your Reality
Be real – share your story
Use language candidates understand and explanations
that are meaningful
Don’t try to be all things to all people

How to Get Started:
Recognize and set expectations
Be committed
Monitor and respond

Measures of Success
Overall rating
CEO approval rating
Candidate experience
Trafﬁc
Employee feedback
Conversions
Awards and recognition

Featured Speakers
Katie Burke
Vice President, Culture and Experience
At HubSpot
linkedin.com/in/katie-burke-965767a
@katieburkie
Molly McKinstry
Enterprise Client Partnerships Manager
at Glassdoor
linkedin.com/in/mollymckinstry
@mollymckinstry

Your Glassdoor Profile: How to Use It To Your Advantage

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