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Why Smart Talent Pros Are Becoming Better Marketers… By Using Company Reputation Sites Like Glassdoor

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Why Smart Talent Pros Are

Becoming Better Marketers…

By Using Company Reputation Sites

Like Glassdoor

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How to Participate Today

• Open and close your Panel

• View, Select, and Test your audio

• Submit text questions and join in the conversation in the chat box

• Follow on the back channel via Twitter using the hashtag #Glassdoor

• Q&A addressed at the end of today’s session – please ask them in the questions box

#Glassdoor

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Presenter Info

• Kris Dunn• CHRO at Kinetix (RPO, Recruiting)• Founder of Fistful of Talent , The HR Capitalist • Hoops Junkie

• Tim Sackett• President at HRU Technical Resources• Blogger #1 at the aptly named Tim Sackett Project• Contributor at Fistful of Talent

#Glassdoor

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#Glassdoor

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How the “yelpification”

Of America is

changing the way

candidates think

about Job Search

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POLL QUESTION #1: What Review Site Do You Use Most As A Consumer?

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#Glassdoor

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Why Reviews/SoLoMo

(along with the evolution of

photos and video)

are increasing the

willingness of companies

to be Transparent

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Bad Candidates Will Take Whatever

Transparency You Give Them• Less talented candidates will

take what you give them

related to transparency

• They have fewer options

• They are less inclined to walk

on bad situations due to the

personal replacement cost

• They’ll gladly accept your stock

art career site and hope that

it’s true

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Good Candidates Expect Higher Degrees of

Transparency From Your Brand

• Good candidates have options

• They know there’s dysfunction in every company

• They’re looking for acknowledgement that your company isn’t perfect

• KEY – They’re looking for the upside for people like them at your company, along with challenges

• Communicate the challenges with the upside, and your message resonates as more credible with Top Talent in today’s SoLoMo/Review economy

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2 WAYS

To Meet the Transparency

Expectation of Great Talent

with Your Employment

Brand

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#1 - Give Deep Info on What it’s Like At Your

Company Beyond Stock Art and Lame Text

• Find real employees to write about what they’re working on

• Other Examples include homegrown video, photos from employees, aggregated social streams

• You’re shooting to make people feel like they’re getting an uncensored dive into your company

• You’re still in control—just not to the extent you’re used to

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#2 – User Reviews (or something that

feels like that)• Let people talk about what it’s

like to work at your company

• You can accomplish this in a variety of ways (video, something that looks like LinkedIn recommendations, individual pages)

• Numerical Ratings are just icing on the cake

• The more you talk about challenges, the more top talent listens to the positives

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POLL QUESTION #2: Our Company’s Level as

Transparency Can Best Be Described As:

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#Glassdoor

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The 5 Biggest Myths

About Company

Reputation Sites Like

Glassdoor (and which ones you help perpetuate

by not engaging)

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Riding Shotgun With KD and Tim

• Alison Hadden

• Director of Product Marketing at Glassdoor

• One Daughter – 8 years old (lab)

• Once traveled to Korea for Martial Arts Training

• @alisonhadden

• www.linkedin.com/in/alisonhadden

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Myth #1: Reputation Sites Like

Glassdoor Are Just RANT Sites…• This is straight up bias – or

probably laziness – on the part of HR pros.

• 70% of employees rating on Glassdoor are “OK” or “Satisfied” with their job or company.

• Asking for Pros and Cons balances feedback

• Average rating: 3.2 out of 5.

• Is Neutral the new Negative?

• THE PROBLEM IS YOU FACTOR: HIGH

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Myth #2 – Reputation Sites Like Glassdoor Allow

People to Post Anything They Want…

• Any reputation site worth its salt will review comments…

• Glassdoor: Multi-tied review process, 15% of comments rejected.

• Glassdoor: You can flag comments for a second look if needed.

• BUT – That doesn’t mean people can’t be negative.

• The best defense is good offense.

• THE PROBLEM IS YOU FACTOR: Moderate (This is just more rationalization of the “Rant”)

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Myth #3 – Employers Have No Voice at Reputation

Sites Like Glassdoor...

• You gotta be in the game to play the game.

• Have you signed up for your free employer account that is available?

• Voice comes in two parts – putting your best foot forward with the features available to you as an employer, but also engaging as a participant in the process.

• Things you can do by signing up for an employer account: Respond to reviews as a company rep, flag inappropriate reviews, post awards, etc.

• THE PROBLEM IS YOU FACTOR: HIGH

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Myth #4 – Only the Kids Are Using Reputation

Sites, So I Don’t Have to Worry About It

• This just in – Kids are fleeing Facebook due to all the old people present.

• Industry wide - 74% of job seekers are likely to read reviews before accepting a job offer.

• At Glassdoor – 55% of users have more than 10 years of experience.

• THE PROBLEM IS YOU FACTOR: MODERATE, BUT HIGH IF YOU ARE AN OLD HR PRO RESISTANT TO CHANGE

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MYTH #5: You Can’t Get Good Employees to

Write a Nice Review…• We call BS

• Is the problem they won’t, or you haven’t

asked?

• If you believe Reputation sites like

Glassdoor are Rant Sites, it’s even more

important for you to engage your

workforce.

• Let’s face it, this isn’t your first time

badgering employees for things (see Open

Enrollment, Employee Surveys and Best

Place to Work surveys in that order).

• THE PROBLEM IS YOU FACTOR: HIGH

• You’re Rationalizing

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POLL QUESTION #3: The Myth I Still Believe Is True Is:

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#Glassdoor

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Our 4-Step PlaybookFor How to Engage on Reputation Sites Like

Glassdoor and Become a Better HR Marketer…

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Step 1: Claim Company Profile and

Maximize Your Presence…• Odds are that most of you

listening haven’t claimed your free employer account at any of the reputation sites...

• THIS JUST IN: They create sites for any company they’re aware of. That means even if you haven’t created the account, it exists.

• You have to claim the account to get info correct and use whatever free features are present, and most importantly, to respond to reviews as a company rep.

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Step 2: Designate an HR Pro on Your Team

to Respond to Reviews of Any Type…• Company reputation sites are only

Rant Sites if you refuse to engage…

• Your engagement strategy must include having someone on your team be a cultural customer service rep.

• Pick the person on the HR team with the best skills in this area.

• Make them responsible for being the person to respond to all reviews –good and bad.

• Let’s talk about the skills that person needs to have.

• PS – Let’s talk about the Bully Effect and how it goes away if you employ this strategy.

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Step #3: Campaign Time – Create Programs to

Encourage Reviews Across Your Employee Base…• Hell, yeah! You aren’t just sitting

around waiting for negative reviews to happen.

• The smart Talent leader is going to run campaigns internally to encourage employees of all types to write reviews on reputation sites.

• Good, bad, somewhere in between –you don’t care. You just want activity.

• Let’s face it, this isn’t your first time badgering employees for things (see Open Enrollment, Employee Surveys and Best Place to Work surveys - in that order).

• Let’s talk timing, recurring quiet periods, etc.

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Step #4: Start Weaving Reputation Sites Into The

Rest of Your Employment Branding Strategy…• Once you start building a presence on

any company reputation site, you have to become a marketer that the 3rd party info is available.

• Answer the following question: Where do you share links to your career site?

• That’s where you should be promoting a robust presence on reputation sites like Glassdoor.

• Email signatures, ATS messaging, etc.

• Another great marketing strategy –start featuring positive reviews in your job descriptions, email campaigns, etc –anywhere that supports HTML.

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#Glassdoor

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Thank you to our webcast sponsor:

For more info, email [email protected] , call 415.339.9105 or visit employers.glassdoor.com.

@glassdoor

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Kris:[email protected]: @kris_dunnLinkedIn: www.linkedin.com/in/krisdunn

Tim:[email protected]: @TimSackettLinkedIn: www.linkedin.com/in/timsackett