Learn how to use your employer brand to effectively recruit top talent Lisa Holden, Employer Communications Manager at Glassdoor

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Recruiting
with Your
Employer Brand

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#GDCHAT

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Featured Speaker
Lisa Holden
Employer Communications Manager,
Glassdoor

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• What is an employer brand?
• The importance of employer brand
• Bringing your employer brand to recruiting
Agenda

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What is an Employer
Brand?
What Is an
Employer Brand

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Employer Brand Ingredients
1 2 3
Mission &
Values
Company
Culture
Employees
4
Reputation

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Mission & Values
Company values (42%) and employee
testimonials (36%) are two of the most valuable types
of marketing content for candidates.
Source: Talent Board North American Candidate Research Report 2016

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Company Culture
Companies with a formal engagement strategy in place
are 67% more likely to improve their revenue
per full-time equivalent on a year-over-year basis.
Source: Aberdeen, The Role of Engagement in Performance Management, September 2016.

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Your Employees Are
Your Brand Ambassadors
Content shared by employees receives 8X more engagement
than content shared by brand channels.
Source: Social Media Today - http://www.socialmediatoday.com/content/employee-advocate-mobilize-your-team-share-your-brand-content

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Today’s Job Seeker
Source: Gallup, State of the American Workplace Report, 2017
36% of job seekers say
brand or reputation of
a company is the most
important consideration
in a potential new job.
45% of employees and
job seekers would be
willing to take a pay cut to
work at an employer with
a good reputation.
REPUTATION

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Why Does Your
Employer Brand
Matter?

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Prioritizing Employer
Brand Leads to Success

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Easier Hiring
TODAY’S JOB SEEKER
Source: Glassdoor.com U.S. Site Survey, August 2016
3 in 4 (75%) are more likely to apply to a job if
the employer actively manages its employer brand.

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Higher Retention Rates
Source: Becoming Irresistable, Deloitte, February 2015
For businesses that commit to being mission-driven,
they experience 40% higher levels of retention.

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Better Business Performance
Glassdoor “Best Places
to Work” outperformed
the S&P 500 by 122%
Lowest rated companies
underperformed S&P 500
by 29.5%
Note: Annual returns assume annual rebalancing to reflect portfolio definitions.
Source: Chamberlain, Andrew (2015). “Does Company Culture Pay Off? Analyzing Stock
Performance of ‘Best Places to Work’ Companies,” online at glassdoor.com/research/.

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Bringing Your
Employer Brand
to Recruitment

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Inspire people to apply for your jobs through your story
When candidates buy into your story, they are buying into the key
values of your company
Glassdoor provides a platform for your story to be told through
different mediums
Give potential candidates the tools to become Informed Candidates
Tell Your Story

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Recruit for the culture you want, and lead with your brand
Provide candidates with realistic expectations, so that they can
be truly Informed Candidates
When approaching job descriptions, lead with key features of your brand
When approaching interviews, lead with questions that are
representative of your culture
Align your Hiring Process with Your Brand

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Respond to reviews
Ask for feedback
Close the loop
Leverage your employees as brand ambassadors
Commit to Transparency

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Remain Vigilant
What are they saying about your
interview experience?
Who are the candidates
you’re winning and losing ?

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Leverage Tools and Built-In Analytics
Employee Sentiment vs. Competitors*
*only available in certain packages
Brand Awareness vs. Competitors*
Rating Trends vs. Competitors*

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Questions?

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Thank You
Lisa Holden
Employer Communications Manager,
Glassdoor