How to develop an employee engagement strategy to improve your brand
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Not surprisingly, happier, more content workers increase workplace productivity, drive higher company profits and make it easier for the organisation to recruit great talent. But what techniques and programs inspire those employees to do better work?
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How to develop an employee engagement strategy to improve your brand
- 1. How to Develop an Employee Engagement Strategy to Improve Your Brand
- 2. Featured Speaker Stephen Williams Client Relationship Director at Glassdoor @GlassdoorUK
- 3. Agenda • The Impact of Employee Engagement on Brand • Signs of Low Engagement • Six Steps to Increase Engagement • Employee Engagement Templates
- 4. What is an Employer Brand?
- 5. “Your brand is what other people say about you when you’re not in the room.” Jeff Bezos – Founder & CEO, Amazon.com
- 6. Employer Branding Starts with Employee Engagement
- 7. Would current employees recommend your organisation to a friend? What are job seekers saying about you on social? What is your company rating on Glassdoor? Ask Yourself…
- 8. Where you work is one of the most important decisions you’ll make in your life.
- 9. The Way Candidates Search for Jobs Today is Different! Provides the information to make a more informed decision vs.
- 10. Candidate Behavior Today 83% of recruiters describe today’s talent market as candidate-driven. Candidates are wary of employer messages. Employees are 3X more credible than the CEO when talking about work conditions. 75% turn to peers before making their own decisions about a brand. Innovation and the Earned Brand, Edelman, 2015 Trust Barometer, Edelman, 2014 Recruiter Sentiment Study, MRINetwork, 2014
- 11. Launched: 2000 Travel Reviews and Ratings Help Inform Decisions Since 1995 decisions have been made on reviews… Local Launched: 2004 Products Launched: 1995
- 12. Top 5 Things Job Seekers Want to Learn Source: Glassdoor User Survey, 2014 What Makes the Company an Attractive Place to Work Compensation Packages Benefit Packages Company Mission, Vision and Values Basic Company Info (location, # of employees, etc.) 1 2 3 4 5
- 13. Share the Vision
- 14. 61% Seek company reviews and ratings before making a decision to apply for a job Source: Glassdoor User Survey, 2014
- 16. say that it’s important to work for a company that embraces transparency 90%of job seekers Source: Glassdoor User Survey, 2014
- 19. Utilise Reviews to Fix Problems No Company Is Perfect
- 21. Respond to Reviews & Feedback Source: Glassdoor User Survey, 2014 62% agree their perception of a company improves after seeing an employer respond to a review
- 22. Invest in Employees / Boost Productivity
- 23. 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
- 24. £ £ £ £ £ 10% increase in pay = 1 point increase in satisfaction on 0-100 scale Source: Glassdoor Economic Research, 2015
- 25. Source: Glassdoor Economic Research, 2015 Findings: Salary is NOT the main driver of satisfaction
- 26. Source: Glassdoor Economic Research, 2015 Findings: Culture, opportunities and leadership matter most
- 27. Why Does All of This Matter? The Culture Effect
Editor's Notes
- Mallory Greet everyone
- …here’s another good question?...”What is an Employer Brand?”
- ..I’ll borrow a great quote from the founder & CEO of Amazon, Jezz BayZos. Jeff says: “Your Brand is what other people say about you when you’re not in the room” The room today is verymuch the internet and Social Media…for the purpose of today’s conversation, that room is Glassdoor. Ultimately, if you’re not telling your story online, someone else is!!
- Gone are the days of internally developing the message and putting it up there for all to see. If your message is saying one thing and employees are saying another, your credibility can go out the window. You need to constantly monitor what’s being said about you, develop the message with your A players and get their buy-in to promote that message.
- -We all know that where you work is one of the most important decisions you’ll make in your life. - And your candidates feel the same way. -There are many factors that play into why somewhere is a best place to work and why we’d apply to a job For example…
- ..A few stats for you here You can see the source of the stats and can go ahead and search the finer details of these reports online
- Everyday we’re making better and more informed decisions based on reviews because often in the past our expectations just didn’t match reality. As consumers, we all turn to each other on sites like Amazon, Yelp/OpenTable and Trip Advisor to make more informed decisions about… Product purchases, Where to eat and our next holidays.
- *Source: Glassdoor Survey, Oct. 2014 When updating your brand, think about the information a candidate is looking for when they decide whether or not to come and work with you. They first and foremost want to know what makes you attractive, comp and benefits packages, the company’s mission vision and values, and also how large you are and where you are located. Remember to be transparent because it only sets up everyone for success down the road.
- Define and Align. Having a clearly defined mission and vision is critical to ensuring that your company is aligned toward the same goal.
- Glassdoor US Site Survey, Jan 2016
- Engage Your People New hires are ideal to target because they’re fresh to an organization and they bring enthusiasm and fresh eyes. Invitations to new hires should be extended during the onboarding process – here at Glassdoor for example, we ask new hires to leave reviews of their hiring experience during their first day of training! After 90 days, new hires should also be invited to follow up and reflect upon their first three months on the job. Additionally add a calendar reminder to invite new hires to visit glassdoor and leave an interview experience two to three days from their start date. Managers are also a key resource to help encourage team members to leave reviews. For example, if the Engineering department is looking to fill a QA Engineering position, the Head of Engineering should be reaching out to all those currently in a QA Engineering role to invite leave reviews on Glassdoor. Potential applicants will then have up-to-date explanations of what their job would entail. C-Level staff members can offer a broader point of view as leaders of the company. CEOs and other top-level staff have a unique perspective about the organization and overall vision.
- Glassdoor US Site Survey, Jan 2016
- Identify Key Trends Based on Employee Feedback As you analyze reviews, note employees’ likes and dislikes. Weave the positives into job descriptions so that potential hires and new hires know what each position entails. By being transparent about the pros and cons, employees can be set up for success for the long run!
- Don’t have time to read all your reviews? Glassdoor has quick assessment tools. For example, Glassdoor Insights lets you review top-level sentiments and identify key themes in your Glassdoor reviews.
- We have really harped on this one but don’t respond to just negative reviews, respond to positive as well! Make sure you are also really using these reviews to fix problems.
- Once you have substantial feedback from employees, it becomes critical for an employer to analyze the content and identify common themes, noting areas for improvement.
- Having a game plan for employee engagement is a must, but the last thing I want is for you to feel overwhelmed and like this is a tall order. This is not rocket science! Your strategy will include things as basic as listening to and responding to feedback. We know that 69% of Glassdoor members agree their perception of a brand improves after seeing an employer respond to a review.
- Employers are starting to realize the ROI behind engaged employees. According to the Workplace Research Foundation, highly engaged employees are 38% more likely to have above-average productivity. And this engagement tends to have a ripple effect.
- 3 Ways to Invest in Your Employees: Promote from Within Give out Company Stock Invest in Onboarding and Training Programs
- (THIS IS A BUILD) In a recent study, we looked at reviews left by 221,000 users who contributed both a review and salary report to trying to answer the question, does money buy work happiness? And, what factors matter most to overall satisfaction. What we found is salary does have a statistically significant impact on job satisfaction, but it’s really small. (CLICK) A 10 percent boost in salary leads to a 1-unit increase in satisfaction (on a 0 to 100 scale). In other words, if an employee who was making $70,000 per year was given a raise to $77,000, their satisfaction would move from 78 to 79, which would be hard to detect on a Glassdoor 5-point scale. And, our data shows that there is a diminishing return to happiness for every extra $1000 in earnings. So where does pay rank compared to other drivers? Even when we statistically control for other factors like gender, education, years of experience, job title, employer size, industry, state and employee status, Salary is NOT at the top of this list, CLICK
- in fact, it’s toward the bottom
- The most important factors influencing satisfaction are Culture & values Career advancement opportunities Opinion of Senior Leadership Work-life balance, compensation and benefits and business outlook far less influential.
- So, why does striving to be a best place to work even matter? Listening to your workforce allows you as leaders to identify and hone in on problem areas in real time. But, remember, it’s not just your employees or candidates reading Glassdoor reviews. It’s customers, partners and investors deciding on investments and even M&A. And, how satisfied your employees are is a leading indicator on how successful your company will be. And others know this. This is why we’re seeing Glassdoor data show up in sell-side research, financial models, 10Qs, and more. Company satisfaction is associated with better company financial performance and performance in the public markets.