Understanding Data and the Candidate Experience David Soraghan, Client Relationship Director, EMEA, Glassdoor
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This document discusses how employers can leverage data to improve the candidate experience. It provides an overview of the data available on Glassdoor, including employer brand metrics, job seeker demographics, and competitor comparisons. It then outlines how employers can use this data to measure their brand awareness, analyze the strengths of their interview process, and track metrics like cost-per-hire and time-to-hire to make better hiring decisions. Specific strategies are presented for understanding one's audience and engaging candidates through an optimized employer branding strategy.
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Understanding Data and the Candidate Experience David Soraghan, Client Relationship Director, EMEA, Glassdoor
- 1. Understanding Data and the Candidate Experience
- 2. Your Host for the Day David Soraghan Client Relationship Director, EMEA david.soraghan@glassdoor.com @DavidSoraghan
- 3. Glassdoor Data – An Economist’s Playground companies on Glassdoor 580,000+ countries 190 monthly UUs ~30M Glassdoor Internal Data, July 2016 Mobile 50+% Reviews 13M
- 4. Data Available to Employers Brand Awareness Job Seeker Demographics Competitor ComparisonEmployer Feedback
- 5. How Can YOU Leverage This Data?
- 6. Leverage Data to Improve the Candidate Journey • Measure the strength of your employer brand • Create an flawless interview process • Keep your employees engaged
- 7. Let’s Start With Branding
- 8. Your employer brand is your reputation, and if you don’t define it, someone else will!
- 9. Improved hiring Improved productivity Improved business results 1 2 3
- 10. CANDIDATE AWARENESS Analyse visits to your company page QUALITY-OF-HIRE Determine how many job applications it takes to source a candidate worthy of being interviewed. COST-PER-HIRE Divide how much you spend on recruiting by the number of hires you make. Also note cost‐per‐hire by recruitment channel (for example, job boards) to analyse which recruiting strategies work best. TIME-TO-HIRE Log how long it takes to fill roles across the company to see whether changes in the company’s reputation lead to better or worse time‐to‐hire efficiency. Measure Your Talent Attraction 1 3 4 2
- 11. Understand Your Cost Per Hire Companies with strong employer brands see a 43% decrease in cost-per-hire LinkedIn Whitepaper “Why Your Employer Brand Matters” 2016
- 13. Source Really Matters Note: Based on a sample of more than 440,000 job interview reviews from Glassdoor. Source: Andrew Chamberlain, “Why Interview Sources Matter in Hiring,” Glassdoor Economic Research, August 2015
- 14. Does Interview Difficulty Matter? Note: All estimates statistically significant. Based on regression analysis of more than 154,000 paired interview and company reviews left by the same users on Glassdoor. Source: Andrew Chamberlain, “Do Difficult Interviews Lead to More Satisfied Workers,” Glassdoor Economic Research, October 2015 Impact of Interview Difficulty on Job Satisfaction in Six Countries Effectofa10PercentHarderInterview onEmploymentSatisfactionLaterOn U.S. UK Canada Australia France Germany 4.0% 3.0% 2.0% 1.0% 0.0% +2.5% +2.9% +3.0% +3.6% +1.5% +2.4%
- 15. Leverage Data on Glassdoor
- 16. Understand Your Audience and Engage Them
- 17. Brand Awareness Use Analytics to Understand Engagement • Measure Brand Awareness: Track candidate interest in your brand over time. • Analyse Employee and Candidate Feedback: Segment reviews by department, location, and employee type. • Benchmark Against Competitors: Rank against similar organizations across every ratings category. OPTIMISE YOUR STRATEGY Job Seeker Demographics Competitor ComparisonEmployer Feedback
- 18. Employee Engagement Resources Employer Branding Summit Videos eBooks on Employer Branding Blog with the Latest Trends in Employer Branding www.glassdoor.co.uk/employers/resources
- 19. Investing in Employees Boosts Productivity
- 20. 3 Ways to Invest in Your Employees Promote From Within Give Out Company Stock to Employees Invest in Onboarding and Training Programs 1 2 3
- 21. Power to the People: Kantar Worldpanel “Focus on people and put yourselves in their shoes before making any changes, decisions or communication and you will get it right.” - Suzannah Rowland, Senior Communications Manager, Kantar Worldpanel #24 2016 Glassdoor Best Places to Work UK
- 22. Key Takeaways Project your brand to candidates Understand and fine tune your interview process Use granular metrics to make better decisions for your business 1 2 3
Editor's Notes
- Today the theme of our discussion is data and how that fits in to understanding the candidate experience, specifically the candidate experience at your company. Our goal today is to deliver a short and sweet presentation to you and have you continue the conversation over lunch at your table. There should be a Glassdoor representative at each of your tables so feel free to ask them as many questions as you have.
- Introduce yourself. How long have you been at Glassdoor?
- Let’s start off with the Glassdoor mission. Our mission is to help people everywhere find a job and company they love. Our hope is that job seekers can leverage our sight to make informed decisions about where they want to work. They can read and leave reviews, salary data and interview information. Because Glassdoor is so content driven, we have collected a wealth of data. We also have a chief economist who leverages this great data to put out monthly reports and research in both the US and European markets
- Here to just a snapshot of some of the great data and analytics we have collected and can give you access to. With this data you can: Monitor your employer brand, post company updates, monitor employer feedback and really get to understand how your brand is performing on Glassdoor. You can also do a competitor comparison to see how you stack up against your competition in terms of overall rating, ceo approval, business outlook, etc.
- So how can YOU as the “chief economist” of human capital at your company leverage this data?
- The answer is by leveraging data to consistently monitor and improve YOUR candidate journey. Measure the strength of your employer brand throughout the process to assess areas for growth. Create an flawless interview process. Is your interview process too short or too long? Does it vary by country? Is there consistency across departments? And finally, once you have hired those candidates, keep your them engaged. The candidate journey does not stop once a candidate is hired. It is important to keep your employees engaged, so that they become brand ambassadors. Grow your brand from the inside out.
- Okay so let’s start with branding. This is the first area in the candidate journey to examine. There is a wealth of data out there to help you understand how your brand is resonating with candidates. We will talk about that in a minute.
- Your employer brand is your reputation, and if you don’t define it, someone else will! Whether you like it or not, we live in a work dominated by reviews. It is time you take it in to your hands and develop an effective strategy to manage your reputation. Put first, leverage those analytics and find out where you stand. Key Takeaway – It is important to add your perspective and also measure progress over time with your employer brand.
- Developing an effective employer brand is the foundation of any effective recruitment strategy. I think all of you can agree that with a well managed reputation comes not only quality candidates but the right candidates. If you focus on getting the right candidates through the door, they will be set up for success. They will not experience buyer’s remorse after taking the job which happens all too often. It is crucial you portray an authentic and real brand that is true to you. Satisfied employees means improved productivity. The two go hand in hand. And finally with increased productivity comes improved business results. So basically, employer branding matters because if you hire candidates that fit within your brand and culture, they will be more productive and you will see improved biz results.
- There are a wealth of measurements to take in when assessing the strength of your brand and talent attraction. It is important to take note on all of these. Candidate Awareness—Measure your influence over candidates by analyzing visits to your company page. Are they increasing or remaining flat? Quality-of-Hire—Determine this by how many job applications it takes to source a qualified candidate worthy of interviewing. Cost-per-Hire—Note where budget is spent and hires per channel to learn if your strategy is working. Time-to-Hire—Log how long it takes to fill roles across the company to see if your strategy is leading to more efficiency. Key Take - Away: if you don’t know what these measurements are at your company, it’s time to find out. This can help you discover issues in the candidate journey including whether or not your brand is resonating, if you are bringing in the right candidates, if you are taking to long to hire, etc.
- Let’s dig a little deeper in to the cost per hire. In fact companies with a strong employer brands see a 43% decrease in cost per hire (LinkedIn research) A strong employer brand saves you money. Bottom line. It is a must. https://business.linkedin.com/content/dam/business/talent-solutions/global/en_US/site/pdf/datasheets/linkedin-why-your-employer-brand-matters-en-us.pdf
- Okay next step following the candidate journey after you have attracted the candidate and they have applied is the interview process.
- Do you know where your hires are coming from today? Source really matters If you look at this graph you can see that almost half of today’s candidates apply to jobs on line. Despite being an effective a hiring tool, employee referrals were only reported by roughly 10 percent of candidates in Glassdoor data. This is a channel you can take more advantage of, and will likely yield positive results… but clearly it can’t be your only resource. The trick is to find a balance so that you’re pulling candidates from all of your resources and are aware of which channels tend to produce more reliable results. Key takeaway: Context and information matter in the hiring process. Employee referrals give information about candidate quality to companies, and about the quality of workplaces to candidates. At Glassdoor, we’re trying to give people that same kind of information advantage, even when they’re not lucky enough to have a social network that gets them an employee referral.
- We know tough interviews can be scary for the candidate and more resource-draining for the hiring manager… but are they worth it? We examined six countries and found that more difficult job interviews are statistically linked to higher employee satisfaction Overall, a 10 percent more difficult job interview process is associated with 2.6 percent higher employee satisfaction later on On a five-point scale, the optimal or “best” interview difficulty that leads to the highest employee satisfaction is 4 out of 5. Key Take Away - So if your job interview process isn’t a breeze, that’s a good thing. The candidates who make it through have already gotten a taste of what your organization expects of them, and are agreeing to work hard, before they even begin.
- Data that Glassdoor shares on the company portal – Interview experience, getting an interview, interview difficulty You can leverage this data on Glassdoor to assess your current candidate experience Driving transparency can help you highlight where changes may need to be made in the process Even at Glassdoor, we use this information to identify bottlenecks in the process and make sure it is entirely transparent and smooth.
- So once your candidate has made it through the interview process, the candidate journey does not end there. It is important to keep a pulse on employee sentiment and continue to engage your employees.
- So again, leverage the analytics to measure brand awareness and track candidate interest in your brand over time You can even filter the feedback based on department, location and employee type to really identify areas in your company that can use some work.
- These are some of the employee engagement templates that we offer on Glassdoor Employer Branding Summit Videos Ebooks on Employer Branding Blog with trends on Employer Branding
- As previously mentioned, investing in employees boosts productivity. According to the Workplace Research Foundation, highly engaged employees are 38% more likely to have above-average productivity.
- Here are 3 ways you can invest in your employees with the hopes of increasing that productivity: Promote from Within your company to ensure that recognised and able talented employees are growing within Give out Company Stock (not everyone can do this and we understand that) but if you are in the position, that is a nice way to show employees you care. Invest in Onboarding and Training Programs to prove to employees that you are invested in their long term growth and employment plan
- This quote from Suzannah at Kantar Worldpanel hits the nail on the head. [READ QUOTE] Unsurprisingly, their CEO Josep Montserrat has a 99% approval rating. Kantar makes people a priority and it shows as they were on the 2016 UK Best Places to Work List.
- And just to wrap things up, the best way to get started is to sign up for a Glassdoor Free Employer Account. We will be sending you a link as soon as this session concludes so make sure you take the action item of signing up as soon as possible!
- And just to wrap things up, the best way to get started is to sign up for a Glassdoor Free Employer Account. We will be sending you a link as soon as this session concludes so make sure you take the action item of signing up as soon as possible! Free Employer Account: Homepage highlights – profile visits, ratings, links to eBooks and webinars Status to becoming an OpenCompany Edit basic info, photos & awards, & benefits Basic Insight Reports: pageviews, candidate demographics, & top clicked job titles, companies and locations Filter through review and interview data Enhanced Employer Account (all of the above plus the below additional analytics): Job click summaries and daily reports Reputation word cloud and heat map Competitor comparisons – by traffic, candidate demographics, & top clicked job titles, companies and locations Candidate Activity – see in real time who is visiting your page!