Cisco's Global Employer Branding Approach on Glassdoor
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The webinar discussed the importance of localizing employer branding globally. It explained that job seekers' needs and perspectives differ based on location due to varying cultures, benefits, and workplace environments. Localizing an employer brand in each market allows companies to stand out against local competition and attract more relevant applicants. The presentation then provided a client spotlight on how Cisco localizes its employer branding globally on Glassdoor to showcase local benefits, cultures, and employee experiences.
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Cisco's Global Employer Branding Approach on Glassdoor
- 1. #GDChat Client Training: How Cisco Approaches Global Employer Branding on Glassdoor
- 2. #GDChat 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. #GDChat Featured Speakers Kelly Payne Director of Client Success at Glassdoor kelly.payne@Glassdoor.com @kelly_payne22 Andrew Soluk Talent Brand Specialist at Cisco asoluk@cisco.com linkedin.com/in/andewsoluk
- 5. #GDChat • Glassdoor’s Global Reach • Definition of Employer Branding • Why Localize Employer Branding? • Client Spotlight: Cisco • Q&A Agenda
- 7. #GDChat Glassdoor’s Global Reach • United Kingdom • Canada • France • Germany • India • Australia • Netherlands
- 8. #GDChat Definition of Employer Branding
- 9. #GDChat An Organization’s Reputation as an Employer
- 10. #GDChat OK, Employer Branding Is Important! But What’s This About a… GLOBAL EMPLOYER BRAND? LOCALIZED EMPLOYER BRAND?
- 12. #GDChat Why Localize Employer Branding? One Size Doesn’t Fit All
- 13. #GDChat Salary Benefits Culture Mentorship Leadership Opportunities Work/Life Balance Workplace Environment Location Employee Perspective Employer Values Why Localize Employer Branding? Job Seekers’ Needs Differ
- 14. #GDChat Why Localize Employer Branding Job seekers want more information than just the job description. Top 5 things they want to know when they research1: • Salary/comp • Benefits • Basic Company Info • What makes it an attractive place to work • Company mission, vision, values Source: 1 (Glassdoor US Site Survey, Jan 2016)
- 15. #GDChat Source: (Edelman Global Trust Barometer Survey, 2015) Why Localize Employer Branding? Jobseekers want to hear everyone’s perspective. Although friends and family are still the most trusted (72%), content provided by employees is the #2 most trusted source of information on a company. 1
- 16. #GDChat Why Localize Employer Branding? • Each region has its own voice • Differences in culture, benefits, office environment • Value of employee to employee communication • Stand out against the competition • Applicants self-select and apply based on what they see
- 17. #GDChat Why Localize Employer Branding? • Lack of employer brand recognition in global markets • Lower applicant quality • Increased cost-per-hire & time-to-fill • Costly implications for bad hires due to labor laws Risks of Getting It Wrong
- 19. #GDChat Client Spotlight: Cisco People Deal Manifesto #WeAreCisco
- 20. #GDChat Client Spotlight: Cisco Glassdoor allows you to showcase why you’re a great place to work with: - Dynamic branded content - Videos - Social media feeds
- 21. #GDChat Global Brand Spotlight: Cisco
- 22. #GDChat Global Brand Spotlight: Cisco UK
- 23. #GDChat Global Brand Spotlight: Cisco India & France
- 24. #GDChat Global Brand Spotlight: Cisco Benefits Cisco U.S. Cisco U.K.
- 25. #GDChat 49.7% Global Applications 33.5% 108.6% Client Spotlight: Cisco Results US Applications India Applications
- 26. #GDChat Client Spotlight: Cisco Key Takeaways Candidates researching Cisco can see what we’re about and how our locations differ Employee to employee communication provides transparency into culture and work environment Location-specific information increases applications by helping candidates self-select 1 2 3
- 27. #GDChat Questions? Kelly Payne Director of Client Success at Glassdoor kelly.payne@Glassdoor.com @kelly_payne22 Andrew Soluk Talent Brand Specialist at Cisco asoluk@cisco.com linkedin.com/in/andewsoluk
Hinweis der Redaktion
- Mallory Hi everyone. Thanks for joining us for our Client Training today. My name is Mallory Brown, I’m an Associate Marketing Manager here at Glassdoor. On behalf of everyone here, thanks for taking the time to join us to learn a bit about on How Cisco Approaches Global Employer Branding on Glassdoor.
- Mallory Before we begin, I’d like to share a couple tips for attendees. You can connect to audio in two ways: as you see here you can opt to use your computer’s microphone and speakers, or you can select “Use Telephone” and dial in to join the Webinar. We’re going to mute all lines to avoid background noise, but if you have a question please go ahead and type them into the Questions Pane. Out of respect for everyone’s time we’ll address questions at the end of the webinar, so please stick around for that! You will receive a copy of the slides and a recording of today’s webinar, so look out for an email from our marketing team in the next couple of days.
- Mallory Now, I’d like to introduce our featured speakers for the day. Kelly Payne Director of Client Success here at Glassdoor Also speaking is our very special guest and client, Andrew Soluk, who is Cisco’s Talent Brand Specialist. If you’d like to connect with our speakers, their contact info is listed here!
- Mallory We encourage you to join the conversation Pass it off to Kelly!
- Kelly
- Kelly -Countries We’re In Beside the US include UK, Canada, France, Germany, India, Australia, and the Netherlands. International Growth Stats: - UK: 2.0M visits, , 50% YoY growth Canada: 1.5M visits, 40% YoY growth France: 375k+ visits, 200% YoY growth Germany: 500K+ visits, 200% YoY growth India: 3.6M visits, 60% YoY growth Australia: 350k+ visits, 75% YoY growth Netherlands: 150k+ visits, 90% YoY growth
- Kelly
- Kelly An employer brand is an organization’s reputation as an employer. And employer branding is not just for big brands! Smaller brands too – focus on getting a better reputation and more brand recognition. Job applicants have access to more information about potential employers than ever before. Candidates can now weigh their options, comparing benefits and salary, and decide which opportunity and employer are right for them. It’s as much about the candidate interviewing you nowadays as you are them. Now when top talent comes in for an interview, you can think about why this company is a best fit for them, Maybe do research on what company they came from and let them know how your company is better in those areas. - You must continue to nurture your brand or you risk stale to those younger generations coming through that may be interested in different things in their careers.
- Kelly Define Global Employer Brand and Localized Enhanced Profiles
- Kelly Company benefits, work/life balance, job candidate expectations and labor laws may vary widely country to country. Job seekers in different regions or cultures have unique expectations, needs and values. Andy, can you tell us why localizing branding by location is important for Cisco?
- Kelly Company benefits, work/life balance, job candidate expectations and labor laws may vary widely country to country. Job seekers in different regions or cultures have unique expectations, needs and values.
- Kelly [click once to animate] The needs of global talent pools differ!
- Kelly Jobseekers want more information than just the job description. Top 5 things they want to know when they research: Salary/comp Benefits Basic Company Info What makes it an attractive place to work Company mission, vision, values r Andy will chime in here.
- Kelly -They don’t demand perfection but they do expect a level of transparency and authenticity and so they want to hear from real people working there. -Although friends and family are still the most trusted (72%), content provided by employees is the #2 most trusted source of information on a company. (source: Edelman Trust Barometer Survey, 2015) Other Interesting Stats: 90% say they want to work for a company that embraces transparency (Glassdoor US Site Survey, Jan 2016) 3 out of 4 people (77%) value reviews and ratings when making a job deciscion (Harris Interactive Survey for Glassdoor, 2015) Andy will chime in here.
- Kelly Value of Differentiating company presence in different countries Each region has its own voice Differences in culture, benefits, office environment Value of employee to employee communication Another benefit is you will stand out against competitors who don’t take the time to really illuminate what their global offices are like. (With this feature, you can also eliminate remove display ads and job postings from other companies actively targeting your candidates) Andy will chime in here.
- Kelly What’s the risk of getting it wrong? -Difficult to maintain and scale employer brand/culture across all geographies/locales -Difficult to maintain and scale applicant quality and hires across all geographies/locales -Higher cost-per-hire because of lack of brand awareness and strong reliance on 3rd party agencies -Labor laws outside the US make mis-hires more costly for employers (the cost of a bad hire hurts more outside the US) Andy will chime in here.
- Kelly hand off to Andrew
- Andrew Discuss Cisco, People Deal Manifesto and how it relates to employer branding and the Glassdoor strategy – share the story of who we are, what we do, and where we’re heading. Our Cisco values reflect who we are, what we believe, and how we behave. They are foundational to our unique culture.
- Andrew Share Your Story: Glassdoor gives us the ability to howcase why we’re a great place to work with dynamic branded content, videos, and social media feeds. Photos show Cisco UK and Cisco India teams.
- Andrew Employee to employee communication rather than employer to employee communication Jobseekers want to hear everyone’s perspective Talk about Cisco’s People Deal Manifesto connects employees to one mission and vision, while preserving the unique spirit of global offices
- Andrew -We have offices in the US, UK, India, and France -This is Cisco UK’s profile
- Andrew Cisco India and France -As you can see, each region has its own voice -BENEFITS VARY A TON BY COUNTRY -More applications from GD means recruiters have an easier job -Applicants are self-selecting and apply based on what they see https://www.glassdoor.com/Overview/Working-at-Cisco-Systems-EI_IE1425.11,24.htm https://www.glassdoor.co.uk/Overview/Working-at-Cisco-Systems-EI_IE1425.11,24.htm https://www.glassdoor.fr/Pr%C3%A9sentation/Travailler-chez-Cisco-Systems-EI_IE1425.16,29.htm https://www.glassdoor.co.in/Overview/Working-at-Cisco-Systems-EI_IE1425.11,24.htm
- Andrew -Benefits in UK vs. US. - Benefits are a key piece to differentiating your brand.
- Andrew US and India are the 2 greatest traffic sources (we made localized profiles in Aug) -Global Increase in Applications from Glassdoor from August to Jan: 49.7% -Global Increase in Subscribers from August to Jan: 49.1% -India Increase in Applications from August to Jan: 108.6% (more than doubled) -US Increase in Applications from August to Jan: 33.5% -UK and France fluctuated so no clear trends, but the numbers are smaller for applications
- Andrew Conclusions -Candidates researching Cisco can see what we are all about and how our locations differ -Only having a US profile doesn’t tell candidates anything unique to that region -Employee to employee communication -Won best places to work UK
- Mallory