Glassdoor Lunch & Learns
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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.
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Glassdoor Lunch & Learns
- 1. Brand. Influence. Hire How to Use Glassdoor to Recruit Great Talent Lunch & Learn | May 15, 2015
- 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”
- 9. Today’s Candidates’ Decision Process These candidates really want to work for you!
- 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
- 12. Recent Traffic Outpaces CareerBuilder.com MonthlyUniqueUsers(Millions) US Monthly Web Users (Desktop + Mobile) 0 5,000 10,000 15,000 20,000 25,000 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15
- 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
- 17. is associated with a strong employer brand Source: LinkedIn %
- 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?
- 20. Conducting an Employer Brand Audit Brand Awareness With Job Seekers
- 21. Conducting an Employer Brand Audit Reputation vs Talent Competitors
- 22. Conducting an Employer Brand Audit Job Seeker Demographics
- 23. Conducting an Employer Brand Audit Reviews & Ratings Trends Over Time
- 24. Conducting an Employer Brand Audit Track Employee Sentiment
- 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.
- 27. 2015 Employer Branding Summit
- 28. More Free Resources Online
- 29. Our Solutions Job Slots Enhanced Profile Display Advertising • Increase Brand Awareness • Target Candidates Researching Competitor Profiles • Diversity & Inclusion Campaigns • Increase Brand Awareness • Influence Candidates • Unique Candidate Insight & Analytics • Source Quality Applicants • Demographic Targeting • Desktop, Mobile & Email
Hinweis der Redaktion
- 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 ------- 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 -------------------- Prove to employers that the way job seekers make decisions has fundamentally changed.
- Script ------- 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 -------------------- Prove to employers that Glassdoors influence and relevance to their recruiting strategy is significant
- Script ------- 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 ------- 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 -------------------- Demonstrate how Glassdoor influences candidates at every step of their recruiting funnel.
- Script ------- 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 ---------------- None Objective of Slide -------------------- Help employers understand that Glassdoor’s audience is large, diverse and informed.
- Script ------- 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 ---------------- None Objective of Slide -------------------- Show that we’re the fastest growing recruitment site in the world
- Script ------- 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 -------------------- 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 -------------------- Show variety and number of great companies who are GD clients
- Script ------- 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 ------- 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 -------------------- 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
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- Script ------- 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 ---------------- Move to LIVE DEMO directly after Objective of Slide -------------------- Show a high level overview of our products