Learn more about how employee storytelling differentiates your employer brand in this Glassdoor webinar!

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How
EMPLOYEE STORYTELLING
Differentiates Your Employer Brand

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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. Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Featured Speakers
Elizabeth Murphy
Channel Marketing Manager
at Glassdoor
@EBHoster
Sarah Clayton
EVP, Employee Engagement & Change
Management at Weber Shandwick
@SJensenClayton

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#GDChat

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Agenda
• What Is an Employer Brand?
• Why Empower Employee Storytelling?
• Action Plan
• Questions

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What Is an Employer Brand?

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family and friends
52%
Most trusted resources
for learning about companies
feedback and reviews
from other people who work at the company
14%
1 2
Source: Harris Interactive, Survey Commissioned by Glassdoor, January 2012

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Reviews on Glassdoor

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Employee Survey
Ask your Employees!
What perks matter most to you?
What motivates you to perform well?
Why did you choose to work here?
Why do you choose to continue working here?
When you’re at a BBQ, how do you
describe our company?

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Encourage Employee Storytelling!
Presenting a Realistic Picture of Culture

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Why Empower Employee
Storytelling?

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Employees Are Your Most Credible Recruiters
A truth universally
acknowledged
People are far more likely to trust a company
based on what its employees have to say than
on its recruitment advertising.

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Blogs
Communities &
Workspaces
Intranet Corporate
“YouTube”
Face-to-face
EXTERNAL
INTERNAL
EMPLOYEES
Facebook
LinkedIn Twitter
Face to Face
YouTube Glassdoor
Many Platforms to Make Their Voices Heard

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Employees Are Already Talking About Their Employers
use at least one
social media site
for personal use
have posted something about
their employer in social media
that they wish they hadn’t
14%
post messages, pictures or
videos in social media about
employer very often, somewhat
often or from time-to-time
50%
have shared praise or
positive comments online
about employer
39%
have shared criticism or
negative comments online about
employer
16%
88%
69% of employees have made positive comments about their employer to friends or family and
58% would recommend their employer to others as a place to work
Source: Weber Shandwick

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BUT,
ARE THEY AS EFFECTIVE
AS THEY COULD BE?

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It’s Not Just What They Say; It’s How They Say It
StorytellingPosting

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“This is where traditional internal
communication is heading. We’re moving
away from communicating to employees,
and more toward enabling them to be great
communicators themselves.”
- Kevin Bishop, former VP Worldwide Brand System &
Workforce Enablement at IBM

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Your Employees’ Story Matters

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Every Good Story Has A…
And details that bring it all to life…
BEGINNING
Situation
Challenge
Opportunity
MIDDLE
Turning Point
Choice
END
Clear
Relatable
Outcome

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BEGINNING
MIDDLE
END

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Employee Storytelling on Career Pages

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Employee Storytelling on Facebook

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A Partnership Between Companies and Employees
1. Initiating 2. Sourcing 3. Packaging 4. Sharing

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Expected Outcomes
For Companies: For Employees:
• More engaged employees that
better understand the personal
connection they have to the
business
• A richer, more diverse and
more authentic brand voice
• Quicker to surface and treat
high interest topics
• Authentic media assets to aid
in storytelling
• Message amplification far
beyond traditional channels
• Opportunity to build their
personal brands
• Contribute to a culture of
dialogue, transparency and
engagement
• Possibility of working with
people they like and respect

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Action Plan

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Getting Started
The right
technology
Communications
& Marketing as
invested partners
An engaged
employee base
A risk
management
strategy
+ + +

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Questions?

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