The document discusses employer branding and how companies can influence job seekers. It explains that employer branding is how job seekers perceive a company and directly impacts its ability to hire. Companies must define what makes them unique in order to attract the right candidates and compete against other employers. The presentation recommends measuring employer brand awareness, ratings, reviews and job seeker demographics over time to optimize the brand on platforms like a company's career page and Glassdoor.

1. Confidential and Proprietary © Glassdoor, Inc. 2008-2013
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Employer Branding 101
For Employers
Steve Burton
VP of Marketing
Glassdoor

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About Me
Steve Burton
VP Marketing, Glassdoor
Steve.burton@glassdoor.com
@BurtonSays

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Agenda
 Why is Employer Branding Important?
 Being Different
 Influencing Job Seekers
 Defining your Employer Brand
 Glassdoor 101 for Branding
 Questions

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Why is Employer Branding Important?
Its how job seekers perceive your brand.
It directly impacts your ability to hire.

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What’s it like to work at Google UK?
Fun
Cool Projects
Good Comp
Smart People Free food
Disruptive
Great Culture

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What’s it like to work at Your Company?

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Employer Branding is not Easy.
 Who owns Employer Branding?
 How do you create it?
 How do you measure it?
 How do you improve it?

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Employer Branding is about being Unique
You

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Which job seeker do you want to attract?
Software Engineers?
Account Managers?
Interns?
Graduates?
Marketers?
Risk Takers?
Call Center Agents?

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Career Pages
Your
Career Page
Your
Competitors
Career Page
Who influences job seekers the most?

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Social Media Pages
Your
Social Media
Who influences job seekers the most?
Your
Competitors
Social Media

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What defines your Employer Brand?
 Mission – Why do you exist?
 Uniqueness – Why are you different?
 Culture – What’s it like to work there?
 Employee Sentiment – Are people happy?
 Leadership – What direction is the company moving in?
 Visuals – Photos, videos and content
 Authenticity – Are you for real?

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People want Authenticity
Launched: 2000
TravelProducts
Launched: 1995
We rely on ratings, reviews and opinions everyday.
Launched: 2000
Dining
Launched: 2008
Employment

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Helping People Find The Jobs & Companies They Love
6Mcontent
300Kcompanies
16Mjobs
190countries
has become 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 Report, Jan 2014)

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Every 10 seconds a review is posted on Glassdoor
★★★★★
“Amazing internship
that has led to amazing
career success”
Senior Software
Engineer Salary
BBC, London
£60,000
“Interview consisted of two
senior individuals, Questions
didn't ask anything technical
as this role involved more
managerial skills.”
“Positive Experience
– No Offer”

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Employers tell their Story on Glassdoor
Ratings
Reviews
Job
Postings
Why Work
for Us?
Culture
Videos
Social Media

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Job Seekers are one search away

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Measuring Your Brand Awareness

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Your Company and CEO Ratings

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Your Reputation

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Your Reviews

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How does your Ratings Compare?

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Which Job Seekers are you attracting?

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How the Glassdoor Community Works
 Results…
 Find jobs they love
 What job seekers do…
 Research jobs & companies
 Give back to the community
Job Seekers Employers
 What employers do…
 Post jobs & showcase brand
 Interact with the community
Community
Reviews
Jobs
 Results…
 High quality candidates,
efficiently & at low cost
Salaries
Interviews

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Brand Hire
Manage your reputation and
promote your employer brand
Advertise your jobs to uniquely
target the right candidates
25
Job AdsEnhanced Profile
Influence
Drive targeted awareness around
diversity and other initiatives
Targeted Display Ads

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Summary
 Employer Branding influences Job Seekers
 Be Unique
 Think Beyond Career Pages
 Authenticity Rules
 Measure & Optimize over-time
 Glassdoor is just one place to tell your story

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Sign up for your Free Employer Account

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Questions?

29. Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Steve Burton, VP Marketing
Steve.burton@glassdoor.com