Your Glassdoor Profile: How to Use It To Your Advantage

Glassdoor, Inc. 2008-2016 #GDCHAT

Your Glassdoor Profile: How to Use It To Your Advantage "


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#GDCHAT


Featured Speakers

Katie Burke Vice President, Culture and Experience

at HubSpot linkedin.com/in/katie-burke-965767a

@katieburkie

Molly McKinstry Enterprise Client Partnerships Manager

at Glassdoor linkedin.com/in/mollymckinstry

@mollymckinstry


Agenda •  Employer Brand – A New Job Function •  What is an Employer Brand? •  Challenges Employer Brand Professionals Face •  Benefits of a Strong Employer Brand •  Pro Tips •  Conversation Spotlight: HubSpot •  Q&A


Employer Brand – "A New Job Function


Blurred Lines

“Successful hiring companies realize that recruiting is like marketing – from creating a brand presence, to attracting candidates through multiple advertising channels, to nurturing applicants by bringing them seamlessly through a talent acquisition funnel.”

Colin Day Founder and CEO of iCIMS


Job Seekers Behave Like Consumers

Job seekers use on average

before applying for a job (Inavero, 2015)

Consumers visit at least

before making a purchase (Retailing Today, 2013)

and look at

(Inavero, 2015)


Today’s Transparent Culture

retail travel employment

We Lean on Peers for Advice When Making Decisions


Work is a Lifestyle Brand "Tech has eliminated the barriers between work and life….Employers are trying to figure out how to make work easier and more meaningful to people, to attract both the very ambitious people that want to really move up and drive change and run things, and the people who want to work hard but not ruin their lives.” – Josh Bersin


Work is a Lifestyle Brand #1 Airbnb, 2016 Glassdoor Best Places to Work


What Is an Employer Brand?


Ownership Has Shifted


“Your brand is what other!people say about you when!

you’re not in the room.”!

Jeff Bezos ! Founder & CEO, Amazon.com!


What Is an Employer Brand? Your Reputation Culture | Mission & Values | People


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)


What Is an Employer Brand: Mission & Values

Mission & values should: •  Instill purpose •  Inform behavior •  Motivate through tough

times


What Is an Employer Brand: People

Engage Brand Ambassadors

“When employees share content, it receives 5-10x "the amplification rate than brand-shared content.” -Denise Holt, CEO/Founder Collaborative Inc.


80%

Strong Employer Brands Build Trust

Source: Edelman 2015 Trust Barometer, January 2015

63% & of consumers refuse to buy products and

services from a company they do not trust of consumers choose to buy products

from a companies they trust

while 58% will criticize that organization to a friend or colleague.

and 68% will recommend those companies to a friend.


Benefits of a Strong Employer Brand


Benefits of a Strong Employer Brand: Easier Hiring

More than 2/3 (67%) of employers believe retention rates would be higher if candidates had a clearer picture of what to expect about working at the company before taking the job (Source: Harris Interactive Survey for Glassdoor, 2014)


Benefits of a Strong Employer Brand


Glassdoor “Best Places "to Work” outperformed the S&P 500 by 122%

Lowest rated companies underperformed S&P 500 by 29.5%

Source: Chamberlain, Andrew (2015). “Does Company Culture Pay Off? Analyzing Stock Performance of ‘Best Places to Work’ Companies,” online at glassdoor.com/research/.

Better Business Performance


Challenges Employer Brand Professionals Face


Challenge: Fighting for Budget


Challenge: Determining Ownership


Challenge: Aligning with Overall Brand

More than half trust content provided by employees as a source of information on a company.

(Source: Edelman Global Trust Barometer Survey, 2015)


Challenge: Defining Metrics


Pro Tips


Be Authentic •  Real stories,

photos •  Respond to

reviews •  Make it about

them

Bain & Company – Why Work For Us? At Bain, we help the world’s top leaders solve their toughest challenges. Our work fuels the growth of many industries and positively impacts countless lives. So we select only the most exceptional colleagues with an ambition to make an impact. The learning curve is steep, but exhilarating. Every assignment presents a new chance to develop creative solutions to real-world problems – and to gain invaluable, versatile skills. Together, we achieve great things and, when you join Bain, you’ll know exactly what we stand for. Because our wavering focus – our True North – is client results. On every project, we align our goals with those of our clients. We expect every team member to fully contribute ideas and insights so that we discover the best possible opportunities to our clients. As colleagues, we support, challenge and inspire one another every day; that camaraderie, combined with training, mentoring, abundant international opportunities and flexible work options, leads us to accomplish more than we thought possible. Rest assured, you’ll make an impact from day one – within your team, your clients, your personal development and the creative solutions you’ll bring. The support you’ll receive via our unique home staffing model will be second to none. And a career at Bain will set you on an unparalleled path for future career success – whether at Bain or within the ranks of our impressive global alumni network.


Showcase Your Brand •  Customize tabs •  Add dynamic content •  Link to social media channels

and pull in feeds •  Become an OpenCompany


Showcase Your Brand •  Utilize Company

Updates •  Measure impressions,

clicks, & engagement

•  Tout awards, product announcements


Utilize Analytics

•  Demographics •  Profile traffic •  Followers •  Engagement &

Impression data on Company Updates

•  Rating trends •  Competitor comparisons


Conversation Spotlight


How HubSpot uses Glassdoor •  Measure candidate

experience •  Provide context •  Real-time feedback


Showcase Your Reality Be real – share your story Use language candidates understand and explanations that are meaningful Don’t try to be all things to all people


How to Get Started: Recognize and set expectations Be committed Monitor and respond


Measures of Success Overall rating CEO approval rating Candidate experience Traffic Employee feedback Conversions Awards and recognition


Featured Speakers

Katie Burke Vice President, Culture and Experience

At HubSpot linkedin.com/in/katie-burke-965767a

@katieburkie

Molly McKinstry Enterprise Client Partnerships Manager

at Glassdoor linkedin.com/in/mollymckinstry

@mollymckinstry


Recruiting & HR

Your Glassdoor Profile: How to Use It To Your Advantage