The document discusses the importance of employer branding in recruiting, likening it to marketing strategies that involve creating a brand presence and attracting potential candidates. It emphasizes the benefits of a strong employer brand, including improved hiring, retention, and overall business performance, while also outlining challenges faced by employer brand professionals. Key strategies for enhancing employer branding are provided, along with insights on employee engagement and company culture.

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Boosting
Your Brand
on Glassdoor

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#GDCHAT

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Featured Speaker
Lisa Holden
Employer Communications
Manager, Glassdoor

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• Employer Brand — A New Job Function
• What is an Employer Brand?
• Challenges Employer Brand Professionals Face
• Benefits of a Strong Employer Brand
• Pro Tips
• Q&A
Agenda

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Employer Brand —
A New Job Function

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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
Source: Reaching Your Other Customers: Why Recruiting Needs to Be An Extension of Marketing, Forbes 2015

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DECISIONS TODAY
Consumers visit at least 3 websites
before making a purchase.1
Job seekers visit on average 7 different
job sites2 and read at least 7 reviews
before forming an opinion about a
company.3
Job Seekers Behave
Like Consumers
Sources: 1 Retailing Today, 2013; 2 Glassdoor U.S. Site Survey, January 2016; 3 Glassdoor U.S. Site Survey, August 2016

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TODAY’S TRANSPARENT CULTURE
We Lean on Peers for Advice
When Making Decisions
Travel Real Estate Employment

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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 BersinSource: Fast Company Article: 6 Ways Work Will Change in 2016

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Work is a Lifestyle Brand
#17 Salesforce, 2017 Glassdoor Best Places to Work

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What is an
Employer Brand?

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WHAT IS AN EMPLOYER BRAND
Your Reputation

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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

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WHAT IS AN EMPLOYER BRAND
Mission and Values
Mission & values should:
• Instill purpose
• Inform behavior
• Motivate through tough times

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WHAT IS AN EMPLOYER BRAND
Your People
Engage Brand Ambassadors
“Content shared by employees receives
8x more engagement than content
shared by brand channels.”
Source: Social Media Today - http://www.socialmediatoday.com/content/employee-advocate-mobilize-your-team-share-your-brand-content

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Strong Brands Builds Trust
63% of consumers refuse to buy
products and services from a
company they do not trust, while
58% will criticize that organization
to a friend or colleague1.
Sources: 1Edelman 2015 Trust Barometer, January 2015; 2Glassdoor US Site Survey, Jan 2016
62% say their perception of a
company improves after seeing an
employer respond to a review, and 9
out of 10 job seekers still find the
employer perspective useful2.

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Benefits of a Strong
Employer Brand

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BENEFITS OF A STRONG EMPLOYER BRAND
Easier Hiring
67% of employers believe retention rates would be higher
if candidates had a picture of what to expect about
working at the company before taking the job.
Source: Harris Interactive Survey for Glassdoor, 2014

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BENEFITS OF A STRONG EMPLOYER BRAND
Innovation & Retention
30% higher levels of innovation
40% higher levels of retention
Source: Becoming Irresistible, Deloitte, February 2015

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

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Challenges Employer
Brand Professionals Face

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Fighting for Budget
CHALLENGE:

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Determining Ownership
CHALLENGE:

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Source: Edelman Global Trust Barometer Survey, 2015
CHALLENGE:
Aligning with Overall Brand
More than half trust content
provided by employees as a source
of information on a company.

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Pro Tips

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

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

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

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Demographics
Profile Traffic
Followers
Engagement & Impression
Data on Company Updates
Rating Trends
Competitor Comparisons
Utilize Analytics

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Questions?

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Thank You
Lisa Holden
Employer Communications Manager,
Glassdoor