The Business Case for Employer Branding

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The document discusses the business case for employer branding. It outlines how a strong employer brand can increase the quality of candidates, reduce costs per hire, and improve retention. It also discusses how today's job seekers extensively research company reputations online and prioritize culture fit. The presentation recommends that companies measure their brand awareness, reputation, and engagement; tell their authentic story across reviews sites and social media; and embrace transparency to improve their employer value proposition. Developing a strategic action plan and understanding the ROI of employer branding are emphasized.

Recruiting & HR

Confidential and Proprietary © Glassdoor, Inc. 2008-2015
The Business Case for
EMPLOYER BRANDING

Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Would current
employees
recommend
your
organization
to a friend?
What are
job seekers
saying
about you
on
social?
What is
your
company
rating
on
Glassdoor?
Ask Yourself…

Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Transparency
Ebook: 25 Tips from Top CEOs (2015)

Confidential and Proprietary © Glassdoor, Inc. 2008-2015
increase in the quality
of the candidate pool54%
According to a 2014 CEB report
Employers that invested in employer branding reported…

Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Reputation
How to Measure:
Start managing your reputation if
your rating is below the 3.3 average
on Glassdoor

Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Today’s Candidates

Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Where you work
is one of the
most important decisions
you’ll make in your life.

Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Top 5 Biggest Considerations Job Seekers Take
Into Account Before Accepting a Job Offer:
1
2
3
4
5
Salary and compensation
Career growth opportunities
Work-life balance
Location / commute
Company culture and values
Source: Glassdoor survey, October 2014

Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Today’s Candidates’ Decision-Making Process

Confidential and Proprietary © Glassdoor, Inc. 2008-2015
would not take a job with
a company that had a bad
reputation, even if they
were unemployed!
69%
Source: Allegis Group Services Study, August 2012 (1,010 US Workers)

Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Most job seekers
READ 4-7
REVIEWS
before forming an
opinion of a company
Source: Glassdoor User Survey, 2014

Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Tell Your Story

Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Step 1: Get Involved and Claim Your Profiles

Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Step 2: Tell Your Real Story

Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Step 3: Embrace Transparency — OpenCompany
• Launched in April 2014
• 100+ employers have achieved OpenCompany status
• 13,861 Photos, Reviews, Company Descriptions contributed since launch

Confidential and Proprietary © Glassdoor, Inc. 2008-2015
ROI

Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Sources:
*Bersin by Deloitte, November, 2011
**Employer Branding Global Trends Study Report, May 2014
Cost Savings From Employer Branding
Example:

Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Get Started

Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Pro Tip #1
Download Employer Branding for
Dummies® or Recruitment
Marketing for Dummies® to help you
with your strategy!

Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Pro Tip #2
Download Employer Branding for
Dummies® or Recruitment
Marketing for Dummies® to help you
with your strategy!

Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Action Plan
Tell your employer
story with dynamic
branded content
Add company
photos and videos
Share company
updates with
candidates
Integrate
social media
Promote your jobs
with a direct feed from
your career site
Highlight company
perks and benefits

Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Questions?

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