The essential metrics for calculating success. Megan Likely, Recruiting Programs Specialist at Zynga Kirsten Davidson, Senior Partner, Employer Branding at Employera Lisa Holden, Employer Communications Manager at Glassdoor

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The ROI of Employer Branding
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Featured Speakers
Kirsten Davidson
Senior Partner, Employer Branding
at Employera
@kmzdavidson
Lisa Holden
Employer Communications Manager
at Glassdoor
@LisaAHolden
Megan Likely
Recruiting Programs Specialist
at Zynga
@zynga

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agenda
what is an employer brand
why employer branding matters
calculating employer brand ROI
Zynga case study
key takeaways
Q&A

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What Is an Employer Brand?

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What Is an Employer Brand: Your Reputation
– Jeff Bezos, Founder and CEO, Amazon.com
“
Your brand is what other"
people say about you when"
you’re not in the room.

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What Is an Employer Brand: Culture
CEOs and HR leaders now recognize that culture drives
people’s behavior, innovation, and customer service, and
82% of leaders believe company culture"
gives them a competitive advantage.
(source: Deloitte 2015 Human Capital Trends)

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What Is an Employer Brand: Mission & Values
Becoming Irresistible, Deloitte, February 2015

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What Is an Employer Brand: Your People
Edelman Trust Barometer, 2014

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Why Employer Branding Matters

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Value of Your Employer Brand
Organizations that prioritize Employer Brand are:
Source: Brandon Hall Group, Understanding the Impact of Employer Brand, Research Brief, November 2014
250% more likely to rate their overall talent "
acquisition efforts as highly effective
185% more likely to have at least a high-level "
talent acquisition strategy in place
130% more likely to see increases in "
employee engagement

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Strong Employer Brands Lead to More Candidates
Source: Melián-González & Bulchand-Gidumal, 2016
Impact of Positive, Neutral and Negative Employer
Reviews on Image and Recruiting Ability

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Strong Employer Brands Speak for Themselves
Source: Melián-González & Bulchand-Gidumal, 2016
Impact of Positive, Neutral and Negative Employer
Reviews on Salary Demands by Prospective Employees

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Calculating Employer Brand ROI

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Key Elements to Track and Manage
Employer Brand Reputation
Cost-Per-Hire
Source-Per-Hire
Candidate Quality
Talent Pool Development
Open Positions
Time-to-Fill Positions
Employee Engagement

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Employer Brand Reputation

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Cost-Per-Hire

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Source-Per-Hire

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Candidate Quality

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Talent Pool Development
Awareness
Consideration
Interview
Offer
Hire
Glassdoor app on the go
Post company
reviews on Glassdoor
Glassdoor has all the jobs
Glassdoor interview prep
Glassdoor Know Your Worth
Glassdoor trustworthy insight
• Employee Reviews
• Company & CEO Ratings
• Salaries
• Benefit Reviews
• Company Updates

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Open Positions

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Time-to-Fill
Positions

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Employee
Engagement
Employee and Candidate Rating Trends
Rating Trends Over Time
Pros & Cons

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Company "
Spotlight

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Where We Were

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What Was Our Goal?

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How We Got There

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Results

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University Recruiting

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Key Takeaways

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Key Takeaways
Consider ecosystem when calculating ROI
Showcase what it’s like on the inside
Lead with authenticity
Build a Glassdoor strategy
1
2
3
4

33. © Glassdoor, Inc. 2017
Kirsten Davidson
Senior Partner, Employer Branding
at Employera
Lisa Holden
Employer Communications Manager
at Glassdoor
Megan Likely
Recruiting Programs Specialist
at Zynga

34. © Glassdoor, Inc. 2017