This document discusses how companies can use Glassdoor to strengthen their employer brand and recruit top talent. It provides insights on today's job candidates who are more skeptical of employers and rely on reviews from peers and past employees. The summary recommends conducting an employer brand audit using Glassdoor analytics to measure brand awareness, reputation, and the types of candidates being attracted. Improving the employer brand through Glassdoor is associated with reducing recruitment costs and improving hiring.
2. Agenda
• What We Know About Candidates
• The Impact of Your Employer Brand
• How to conduct an Employer Branding Audit
3. What We Know About Today’s Candidates
Source: Corporate Executive Board, 2014 Employment Branding Effectiveness Survey
Almost two-thirds of job applicants (61%)
said they are more skeptical of claims made
by employers now than they were in 2011.
That figure rises to 65% for millennials.
4. What We Know About Today’s Candidates
Source: Career Builder 2013 Candidate Behavior Study
62% check you out on social
media to make sure what you’re
‘selling them’ online is true.
THEY HAVE EXPECTATIONS:
CULTURE THOUGHT LEADERS AUTHENTICITY
5. What We Know About Today’s Candidates
Source: Bloomberg Human Resources Report, Nov 3, 2014
94%
are likely to apply to a job if the
employer actively manages its
employer brand (e.g., responds
to reviews, updates their profile,
shares updates on the culture
and work environment.
Source: Glassdoor Member Survey, October 2014
6. Why? Candidates Decision Making Process Has Changed
+
Hiring
Manager
Recruiter
Career
Page
Hiring
Manager
Recruiter
Career
Page
TodayYesterday
Employers
Perspective
Employers
Perspective
Candidates rely on both
Peers & Employer Insight
Candidates rely on
Employers Insight Only
7. Your Candidates Are Already Here
61%of candidates who apply to your jobs
use Glassdoor during their job search.
Source: Glassdoor Labs, Feb 2015
8. Why Glassdoor?
61%
job seekers in US
use Glassdoor when
searching for jobs
Pros
Good opportunity
to learn a lot
Work-life balance
can be tough
Cons
Company Benefits
Stock & Health
“Exceptional benefits package.
Great stock and health options”
Interview Questions
Sales Representative
“Make sure to research
companies growth strategy”
Salary
Software Dev Engineer
107k (1,448 Salaries)
Amazon.com
3.5k Reviews
80% Approve
Reviews
3.3
“Opportunity like nowhere else”
10. 1 or less 2 to 5 6 to 10 11+
0%
10%
20%
30%
40%
Our Audience Is Diverse and Informed
27,000,000+
Years Experience
No College
Reason for visit…
Members
50%
50%
MaleFemale
College
Grad School
52%
22% 26%
52%
job search
44%
researching
companies
4%
other
11. Fastest Growing Career Site in 2014
Job Clicks
176%
-40%
-20%
0%
20%
40%
60%
80%
100%
120%
140%
Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Visits
96%
Content
84%
Mobile Users
127%
US Traffic Growth
13. Source: Employer Branding Global Study Report
22%
reduced
recruitment
fees
Companies with a
strong employer brand
see an average of
$
14. Proven Results Across All Industries
CompanySize
Tech Finance Retail Consulting Manufacturing
+
-
Top 5 Source of Hire
22 Engineering Hires @$700 CPH
Reduced Time-To-Hire by 50%
15. Common Recruiting and Hiring Challenges
POOR
CANDIDATE
PIPELINE
LACK OF BRAND
AWARENESS
WASTING TIME ON
UNQUALIFIED
CANDIDATES
Who are you?
16. How Glassdoor Delivers Applicant Quality
Candidates
Self-Select
Before Applying
Your
Employer
Brand
Quantity Quality
18. If you don’t create your brand,
someone else will.
19. Conducting an Employer Brand Audit
Using Glassdoor Analytics to Measure
1 What is my brand awareness
with job seekers? Is it growing?
2 What is my brand reputation?
3
How does my awareness and
reputation compare with my
competition?
4
Who am I attracting with my
brand message and is it the
right audience?
25. New to FEA
Company Updates
Communicate with job seekers who are
researching or following your company
on Glassdoor.
Featured Review
Cherry pick any review to appear first
on your Glassdoor profile
26. New to Enhanced Profile
Competitor Targeting
Review & Interview Analytics
Advertise your brand and jobs on
competitor non-client profiles for free.
Filter and report your employee sentiment
and candidate interview reviews by office
location, job title and department.
Homepage Highlight
Advertise your office and culture on the
Glassdoor Homepage. Homepage Highlight
gets between 4-5x impressions compared to
industry average.
What We Know About Candidates
The Impact of Your Employer Brand on your recruiting efforts
How to conduct an Employer Branding Audit to
Social media has transformed the way consume information, introducing new channels and accelerating the speed at which we share data, info, and stories.
70% of consumers trust reviews and ratings as a source of brand information (Source: Nielsen’s Global Trust in Advertising Report, Oct 2012
Today’s candidates… are highly influenced by peer reviews and ratings
There’s been an explosion of information transparency that candidates have now come to expect when researching jobs and companies
95% employees say reviews from those on the inside are influential when deciding where to work (Source: Glassdoor Site Survey, October 2013)
So it’s not surprising that today’s candidates seek that same kind of transparency and authenticity in their job search
Your employees are already going to sites like Glassdoor to write what they think about what it’s like to work at your company.
As consumers have been trained to look at these reviews, we have found that 94% of them are more likely to apply to a job if an employer actively manages its employer brand
Script
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So why do two thirds of your candidates visit Glassdoor? The simple answer is that the way candidates make decisions has fundamentally changed.
In the past, the only insight candidates could get was from corporate career pages, recruiters and hiring managers.
Today, information and insight is more accessible from peer reviews and social networks. This is no different to booking a hotel using trip advisor, or buying a TV on Amazon.com, reviews and ratings is how consumers make decisions.
For job seekers, its no exception. They’re able to research what its actually like to work for an employer before they apply for a job.
An employer brand today is therefore a combination of the employers perspective, and the perspective of peers who are researching companies every day on places like Glassdoor.
Q. Which of these social media channels do you use for Employer Branding?
Objective of Slide
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Prove to employers that the way job seekers make decisions has fundamentally changed.
Script
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The reality is that nearly two thirds of your candidates already visit Glassdoor during their job application and search.
Glassdoor labs (Data Science team) recently conducted research across 110 Glassdoor clients, and found that on average, 61% of their candidates who applied at their company visited Glassdoor during their job search.
Pause, Question: Does this percentage number surprise you? Does Glassdoor come up in conversation with your candidates today?
Objective of Slide
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Prove to employers that Glassdoors influence and relevance to their recruiting strategy is significant
Script
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Let’s review why they are coming here. 61% of job seekers in the US use Glassdoor when searching for a new job. Why are candidates coming here?
Pretend I am a software engineer. I can come to Glassdoor and find out how much I am expected to make, what the employee sentiment is with the reviews, what questions I will be asked in my interview and find out more about benefits. I now have a 360 degree view of what it’s like to work here.
They research company culture, salaries, benefits, interview questions, business outlook and CEO ratings. The fastest growing area of content on Glassdoor is the jobs section where we allow employers to reach job seekers at a pivotal point in the job seeking process. We serve up targeted ads to job seekers based on their research behavior which makes these ads highly effective compared to standard job boards.
Script
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Let’s walk though a typical candidate decision process, and highlight at every step where Glassdoor influences your candidates.
At the top of the funnel is “Awareness”, where the majority of employers invest in channels like LinkedIn, Indeed, Monster and Head Hunters. Glassdoor also provides Job Advertising to increase candidate flow in this area.
Once a candidate is made aware of a job, the next question they ask is “Do I want to work at that company?” This where Glassdoor’s unique business value starts for the employer.
Glassdoor is the only vendor that is able to influence the candidate at every step as they consider, interview and reviews their offer from the employer.
Glassdoor does this thru infusing all employers reviews, interviews, salaries, benefits and ratings with the employers brand so that the candidate can make smart decisions.
For example, a candidate can prepare for an interview at the employer by reading interview reviews from previous candidates. They can also review their offer and compare salary & benefits information to make sure the offer is right for them.
Every time a candidate comes back to Glassdoor the employer has an opportunity to influence candidates with their brand, story, content and transparency. This is ultimately what converts candidates to “want to work” at the employer.
Objective of Slide
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Demonstrate how Glassdoor influences candidates at every step of their recruiting funnel.
Script
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We have over 27 million members visiting the site from all over the world. Our audience is highly diverse, educated and informed. Although most employers think job seekers use Glassdoor to research companies, in fact Job search has become the number and fastest growing page on Glassdoor.
Instructions
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None
Objective of Slide
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Help employers understand that Glassdoor’s audience is large, diverse and informed.
Script
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Glassdoor in 2014 was the fastest growing career site in the world, eclipsing even LinkedIn for traffic growth. This rapid growth reflects the behavior of job seekers world-wide who are actively researching jobs and companies on Glassdoor.
In addition to our traffic growth - our job clicks, visits, mobile users and content collection is growing significantly. In fact, a review is left every 7 seconds on Glassdoor.
Instructions
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None
Objective of Slide
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Show that we’re the fastest growing recruitment site in the world
Script
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In addition to our traffic growth, we actually passed CareerBuilder towards the end of 2014 in terms of US job seeker traffic across both desktop and mobile.
We expect to also pass Monster at some point in 2015 as our growth continues on its trajectory.
Objective of Slide
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Prove to employers that Glassdoor is a relevant and credible recruiting channel
While we love that we have these key clients, what’s more important is what we’ve learned from them.
Objective of Slide
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Show variety and number of great companies who are GD clients
Script
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Typically these clients are all dealing with similar challenges, no matter the size or industry.
Here are some of the things we hear most often.
Script
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What we’ve found is that our clients don’t need MORE applications, they need quality applications. Glassdoor is now where they come to qualify themselves before applying.
Objective of Slide
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Explain why applicants coming through GD are higher quality
First, use Glassdoor to find out what people are saying about your company
Reviews from current and former employees
Ratings by category, over time
78% of job seekers say employee ratings and reviews influence their decision on where to work (Glassdoor Site Survey, Oct 2013)
Job seekers spend more than five time as on a site when they interact with bad reviews. They want complete information. They notice when there are no bad reviews and can become suspicious. They will assume that you are censoring feedback. Think about this – you are not losing job seekers by showing bad reviews – you’re steering them toward jobs and companies that won’t disappoint them.
You also only need bad reviews in moderation or risk damaging your brand.
Reevoo Insight Research 2013
Add graphic
Script
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Glassdoor has three products that allow employers to brand, influence and hire:
1. First is our display advertising campaigns that allow employers to build brand awareness, and target job seekers with diverse backgrounds as well as candidates researching your competitors profiles
2. Second is our enhanced profile which helps companies amplify their employer brand and influence candidates as they research and make career decisions. This product also includes unique analytics and deep candidate insight so you can see who exactly is researching your company.
3. And finally job slots, which places YOUR jobs in front of candidates on Glassdoor across desktop, mobile and email who might not be aware of your company.
GO LIVE TO SITE
Instructions
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Move to LIVE DEMO directly after
Objective of Slide
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Show a high level overview of our products