This document summarizes a webinar about outcompeting competitors for top talent. The webinar covered conducting a competitive analysis of other employers, defining your employer value proposition, implementing findings such as showcasing your employer brand and improving hiring metrics, and emphasizing the importance of excellence. It featured speakers from Lever, Glassdoor, and Grand Rounds and provided tips for webinar attendees.

1. © Glassdoor, Inc. 2016@GDforEmployers | @lever
How to Outcompete"
Your Competitors for Top Talent
"

2. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Webinar Tips for Attendees
• You can connect to audio using your
computer’s microphone and speakers.
• Or, you may select “Use Telephone” after
joining the Webinar.
• All lines will be muted to avoid background
noise.
• You can ask questions at any time by
typing them into the Questions Pane.

3. © Glassdoor, Inc. 2016@GDforEmployers | @lever

4. © Glassdoor, Inc. 2016@GDforEmployers | @lever
®
Featured Speakers
Leela Srinivasan
Chief Marketing Officer at Lever
@leelasrin
Greg Nika
Senior Director, Product Marketing at
Glassdoor
@gregnika
Alex Lebovic
Head of Talent at Grand Rounds, Inc.
@alex_lebovic

5. © Glassdoor, Inc. 2016@GDforEmployers | @lever
agenda
today’s candidates and their decision-making process
define & differentiate from your competition
conduct a competitive analysis
implement your findings
key takeaways

6. © Glassdoor, Inc. 2016@GDforEmployers | @lever

7. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Inavero, 2015Retailing Today, 2013

8. © Glassdoor, Inc. 2016@GDforEmployers | @lever
• Social Engagement
• Relevant Content
• Transparent Culture
• Fast Feedback

9. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Glassdoor User Survey, 2014

10. © Glassdoor, Inc. 2016@GDforEmployers | @lever

11. © Glassdoor, Inc. 2016@GDforEmployers | @lever
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 Bersin
Source: Fast Company, 6 Ways Work Will Change in 2016, November 2015

12. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Work is a Lifestyle Brand
#2 Grand Rounds, 2016 Glassdoor Best Places to Work, SMB

13. © Glassdoor, Inc. 2016@GDforEmployers | @lever
agenda
today’s candidates and their decision-making process
define & differentiate from your competition
conduct a competitive analysis
implement your findings
key takeaways

14. © Glassdoor, Inc. 2016@GDforEmployers | @lever
define & differentiate
from your competition

15. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Define Your Objectives
Which are you hardest functions to hire for
Hardest roles to fill?
Toughest locations?
Tricky seniority levels?
1
2
3
4

16. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Define Your Candidates
Who are they? Where are they located?
Top Job Titles
1. Software Engineer
2. Account Executive
3. Sales Representative
4. Business Development Representative
5. Senior Software Engineer
Top Locations
1. San Francisco, CA
2. Chicago, IL
3. San Jose, CA
4. New York, NY
5. Toronto, Canada
Their Demographics

17. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Define Your Competitors
Use Glassdoor demographics
Launch internal survey
1
2
Which talent competitors are
they also interested in?
Top Companies
1. Company A
13,147,361 page views
2. Company B
6,131,969 page views
3. Company C
3,299,561 page views
4. Company D
15,499,172 page views
5. Company E
1,195,493 page views

18. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Understand Your Employer Value Proposition (EVP)
company mission and values culture

19. © Glassdoor, Inc. 2016@GDforEmployers | @lever
agenda
today’s candidates and their decision-making process
define & differentiate from your competition
conduct a competitive analysis
implement your findings
key takeaways

20. © Glassdoor, Inc. 2016@GDforEmployers | @lever
conduct a"
competitive analysis

21. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Set a Baseline
Understand what your competitors are doing
Compare hiring processes
Leverage tools and built-in analytics
1
2
3

22. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Set a Baseline: Your Competition
Evaluate career sites
Follow social media accounts
Monitor employer brand & content strategies
Analyze Glassdoor profiles & review sentiment
Utilize Google alerts

23. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Set a Baseline: Compare Hiring Processes
What are they saying about your"
interview experience?
Who are the candidates you’re"
winning & losing?
Interview Review Highlights
Acceptance Rate

24. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Leverage Tools and Built-In Analytics: Glassdoor
Employee Sentiment vs. Competitors*
*only available in certain packages
Brand Awareness vs. Competitors*
Rating Trends vs. Competitors*
Employee and Candidate Rating Trends
Candidate demographics

25. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Leverage Tools and Built-In Analytics: Glassdoor
A B C D

26. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Leverage Tools and Built-In Analytics: Lever

27. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Leverage Tools and Built-In Analytics: Lever

28. © Glassdoor, Inc. 2016@GDforEmployers | @lever
agenda
today’s candidates and their decision-making process
define & differentiate from your competition
conduct a competitive analysis
implement your findings
key takeaways

29. © Glassdoor, Inc. 2016@GDforEmployers | @lever
implement your findings

30. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Implement Your Findings
• Showcase your Employer Brand
• Encourage employee feedback"
and respond
• Launch competitive targeting
• Lean on interview feedback to "
refine processes
• Get leadership engaged
What you can do on Glassdoor

31. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Showcase Your Employer Brand

32. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Lean on Interview Feedback to Refine Processes

33. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Encourage Employee Feedback and Respond
• Launch an anonymous survey or "
poll with free tools
• Use Glassdoor data to identify trends and
monitor employee sentiment
Download Glassdoor’s Employee Engagement Toolkit

34. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Get Leadership Engaged
Provide employee sentiment analysis. Glassdoor Word Clouds "
allow you to easily show executives the top-level sentiments found in "
your reviews.
Provide data. When a CEO sees a low satisfaction rating or the number "
of visits to the Glassdoor page, they’re bound to take action.
Involve your CEO in Glassdoor. It may be worthwhile to ask the CEO "
to read and respond to Glassdoor reviews—it helps them keep their "
finger on the pulse of employee sentiment.

35. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Launch Competitive Targeting
Job Focused
Brand Focused
Promote Your Brand on Competitor Profiles*"
Influence job seekers as they research your key competitors
*available for competitors without Standard or Select Enhanced Profiles

36. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Implement Your Findings
• Decrease time to hire
• Pick your key metrics and hold your "
team accountable
What you can do through your ATS
• Strengthen your candidate
experience
• Prioritize your most efficient sources

37. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Improve Your Time to Hire

38. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Improve Your Offer Acceptance Rate"
(with a strong candidate experience)
Blog about your culture
Keep candidates"
in the loop
Make applying easy
®

39. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Surveys
®
Example Questions:
1. On a scale of 1 - 5 (1=not satisfied, 5=very satisfied), how satisfied were you
with your interview process?
2. On a scale of 1 - 5 (1=not likely, 5=very likely), how likely would you be to
recommend interviewing at Grand Rounds to a friend?
3. What were your biggest challenges and/or frustrations with your interview
process?
4. Did you have any surprises about your experience?
5. What went well with your recruiting process at Grand Rounds?
6. What could we do to improve our recruiting approach and process for our
candidates at Grand Rounds?

40. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Improve Efficiency by Investing "
in the Right Sources

41. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Source Outside the Box
1. LinkedIn, Facebook, Twitter
2. AngelList – startup hires
3. GitHub, StackOverflow – developers
4. Dribbble – designers
5. Sourcing.io – engineers
6. Xing – select European talent
7. Conference speaker lists – all
8. App stores
9. Quora
10. Personal blogs

42. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Supercharge Referrals
Source jam in progress:
Slack erupts with each new hire:
®

43. © Glassdoor, Inc. 2016@GDforEmployers | @lever
agenda
today’s candidates and their decision-making process
define & differentiate from your competition
conduct a competitive analysis
implement your findings
key takeaways

44. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Key Takeaways
The make up of your brand is simple – it’s your people
Great hiring comes down to focusing on yourself

45. © Glassdoor, Inc. 2016@GDforEmployers | @lever
The Single Most Important "
Thing You Can Do...
BE EXCELLENT
®

46. © Glassdoor, Inc. 2016@GDforEmployers | @lever
Leela Srinivasan
Chief Marketing Officer at Lever
Linkedin.com/in/leelasrinivasan
@leelasrin
Greg Nika
Senior Director, Product Marketing at
Glassdoor
Linkedin.com/in/gregnika
@gregnika
Alex Lebovic
Head of Talent at Grand Rounds, Inc.
Linkedin.com/in/alexlebovic
@alex_lebovic

47. © Glassdoor, Inc. 2016@GDforEmployers | @lever