2. #Glassdoor
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. #Glassdoor
Featured Speakers
James Ellis
Director of Inbound Marketing
at TMP Worldwide
@TheWarForTalent
meshworking.com
james.ellis@tmp.com
Elizabeth Murphy
Channel Marketing Manager
at Glassdoor
@EBHoster
elizabeth.murphy@glassdoor.com
6. #Glassdoor
How Companies See Candidates
Fit
Enjoyable to
work alongside
Shares our
corporate values
Soft/unquantifiable skills
Hard skills
7. #Glassdoor
How Candidates See Companies
Fit
Might
actually enjoy
working there
Corporate values
align “enough”
Salary, benefits, etc.
Financially solvent/paycheck won’t bounce
8. #Glassdoor
Not Much Alignment Between Both Perspectives
Fit
Enjoyable
to work
alongside
Shares our
corporate values
Soft/unquantifiable skills
Hard skills
Fit
Might
actually
enjoy
working there
Corporate values
align “enough”
Salary, benefits, etc.
Financially solvent/
paycheck won’t bounce
9. #Glassdoor
Me
Fit
Enjoyable
to work
alongside
Shares our
corporate values
Soft/unquantifiable skills
Hard skills
Fit
Might
actually
enjoy
working there
Corporate values
align “enough”
Salary, benefits, etc.
Financially solvent/
paycheck won’t bounce
Well, Some Alignment
Us
Me
Me
Me
11. #Glassdoor
Hidden
Marketing Speak
Marketing Speak
How Do They Evaluate?
Best Guess
News
Fit
Might
actually
enjoy
working there
Corporate values
align “enough”
Salary, benefits, etc.
Financially solvent/
paycheck won’t bounce
12. #Glassdoor
We need to align our needs to theirs
in order for both of us to get what we want.
14. #Glassdoor
The Old Candidate Journey
1 I have a job opening!
2 You have a resume!
3 Give me your resume!
When I decide I want to talk to you, I’ll dictate the
terms of our engagement and you can just sit tight
until I’m good and ready to engage.
15. #Glassdoor
But the Journey Has Changed
• With more information
available, candidates are
now more selective
• They resemble consumers
rather than candidates
• Multiple steps are added
to the journey
• Candidates are now in more
control of the process
UNAWARE
AWARENESS
INTEREST
CONSIDER
ACT
16. #Glassdoor
Based on data from 350 career sites:
the journey from unaware to apply is
41% LONGER
than it was just two years ago!
23. #Glassdoor
• Can we all agree that changing jobs is
a life-changing decision?
• Long journeys occur because people want
more information before making such an
important decision.
• If you were buying a car or a house, you’d want
to know a lot more than the locations and price.
So the real question becomes…
The Joys of Longer Journeys
24. #Glassdoor
Do you want to give them more
of the information they crave?
Or, will you force them to go
looking for it on their own?
31. #Glassdoor
Sold! How Do I Do This?
Make content that
tells your story
1
2
3
Connect it to jobs
that are related to
that content
Manage and adjust
32. #Glassdoor
Interview someone
Interview someone (with a camera!)
Ask someone to interview someone else
Take pictures of your people at the office
Let your people take pictures of each other
Ask people why they work here
Ask someone to take pictures of their path from home to work
Shoot a video where someone explains one work process
Email 10 people and ask them 1 question
I’m Not a Writer! How Do I “Make” Content?
It’s safe to say that this model is only serving one audience (hint: it’s not candidates)
As more information became available to the candidate, they became more selective, looking more and more like “consumers” rather than “candidates”
Multiple steps are added to the journey. And you are no longer in control of the process.
Of course, if you provide that material, they will stay on your career site longer, absorbing more information.
This leads to more comprehension and understanding of your company, higher application rates even at the highest levels of management, and ultimately a better cultural fit.
You don’t talk to prospective interns like they were directors of operations and vice versa. But your ATS/career site sees them as the same.
Content allows you to speak to them on their level about the things that concern them.
You don’t talk to prospective interns like they were directors of operations and vice versa. But your ATS/career site sees them as the same.
Content allows you to speak to them on their level about the things that concern them.
You don’t talk to prospective interns like they were directors of operations and vice versa. But your ATS/career site sees them as the same.
Content allows you to speak to them on their level about the things that concern them.
Content lets people choose what interests them
It’s incredibly complicated!
If you can’t find your inner or outer writer, try the following.
Content that tells your stories and engages an audiences is great! But you need to connect that to a job or call to action in order to squeeze real value out of content.
Connect jobs to content and content to jobs
You may not have what he candidate is looking for…