The document discusses optimizing branding resources by understanding candidate behaviors and creating candidate personas. It describes a study Glassdoor conducted that involved an online survey of 3,500 candidates and open text feedback from 142 pages. The study identified 14 candidate personas across key hiring profiles in the US and India. It also provided insights such as employees being the top job search influencer and candidates valuing authentic employer information from others over corporate channels. The document recommends focusing branding efforts on channels frequently used by candidates and offering differentiated candidate experiences.

1. Infinite Possibilities, Limited Budget:
Optimizing Your Branding Resources
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Jen Powell
Market Awareness and
Brand Cultivation Leader
@jphillypowell

2. Impressions and click thrus and likes… oh my!
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3. Value add or just incessant barking?
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4. “People think focus
means saying yes to the
thing you’ve got to focus on.
But that’s not what it means
at all. It means saying no to
the hundred other good
ideas that there are. You
have to pick carefully.”
-Steve Jobs
Confidential and Proprietary © Glassdoor, Inc. 2008-2014

5. I found it in a white paper so it must be true. Right??
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6. A solid foundation is formed
through an understanding of
your candidates’ behaviors and
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motivations.
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7. Gathering insights about our
‘customers’ through the
creation of candidate personas
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8. Confidential and Proprietary © Glassdoor, Inc. 2008-2014
What we did
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9. The results were…
 3,500 online survey responses,
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
a response rate of 25%
 142 pages of open text feedback
offered by candidates
 14 persona summaries across
key hiring profiles in the US and
India
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11. Received data to validate what we thought we knew
Employees are our brand - What employees say about their experience,
whether in live conversations or on external sites, influences candidate.
TOP 5 JOB SEARCH INFLUENCERS
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12. Received data to validate what we thought we knew
Candidates crave authenticity - When others tell our story it can ring
more true, something that is perceived to be missing from some corporate
channels.
TOP 5 EMPLOYER INFORMATION CHANNELS
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13. Glassdoor’s Influence
“The most value has been
provided by Glassdoor in my
decision process. The collection of
all the feedback provides a quick
resource for people to formulate
a pro/con understanding of the
potential employer.”
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14. There were also a few surprises
Social is not the Silver Bullet – On the whole, candidates don’t value social
channels outside of LinkedIn for job search or employer researching purposes.
Responses revealed a neutral to negative response to social channels providing
value in the research process.
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15. There were also a few
LinkedIn is a news
source - Candidates
ranked LinkedIn as a top
channel for accessing
news and information
about developments in
their profession.
EMPLOYER INFORMATION CHANNELS
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surprises
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16. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #GDSummit

17. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #GDSummit
Be on the
channels your
candidates frequent
with
messages that
resonate
to offer a
differentiated
experience
for your candidates.

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xx
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19. Where to start?
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 What?
– Decide what information you
want
– Determine how will you use the
info
 Who?
– Candidates
– Current employees
– Recruiters
 How?
– Online survey
– Focus groups
– Pre-existing data sources
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20. Keys to success and lessons learned
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 Offer anonymity
 Consider question type and avoid preconceptions
 Consider multiple data points
 Do something
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21. Stop wasting time and money
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22. Thank You!
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Jen Powell
Market Awareness and
Brand Cultivation Leader
@jphillypowell