#GDSummit: Well, My Employer Brand Sucks. Now What? by Alison Hadden
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Check out Alison Hadden's presentation "Well, My Employer Brand Sucks. Now What?" from our first ever #GDSummit.
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#GDSummit: Well, My Employer Brand Sucks. Now What? by Alison Hadden
- 1. Well, My Employer Brand Sucks. Now What? Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #GDSummit Alison Hadden Director of Marketing @alisonhadden
- 2. CClilcikc kto teod ite Mdaits tMera tistlete srt ytleitle style What Are Candidates Learning About You? Confidential and Proprietary © Glassdoor, Inc. 2008-2013 #GDSummit Career Site - Desktop & Mobile “I love working at Marketo. We have a strong team of extremely talented people who are relentless overachievers. You can feel the buzz of energy as soon as you walk into the office.” Marketo Professional Services Recruiters Hiring Managers Events Glassdoor Company Profile Twitter Facebook LinkedIn
- 3. Conducting An Employer Brand Audit Confidential and Proprietary © Glassdoor, Inc. 2008-2013 #GDSummit Brand Awareness vs Talent Competitors
- 4. Conducting An Employer Brand Audit Confidential and Proprietary © Glassdoor, Inc. 2008-2013 #GDSummit Reputation vs Talent Competitors
- 5. Conducting An Employer Brand Audit Confidential and Proprietary © Glassdoor, Inc. 2008-2013 #GDSummit Ratings & Trends Over Time
- 6. Conducting An Employer Brand Audit Confidential and Proprietary © Glassdoor, Inc. 2008-2013 #GDSummit Review Key Hiring Metrics Applicant Quality? Accepted Offers?
- 7. Is there a gap between who you really are as a company and who you THINK you are? Confidential and Proprietary © Glassdoor, Inc. 2008-2013 51 % of new employees cite ‘buyers remorse’ because the hiring process failed to paint an accurate picture of the job DDI Global Selection Forecast, 2012
- 8. Is Perception Reality? Confidential and Proprietary © Glassdoor, Inc. 2008-2013 #GDSummit Employee Sentiment Cloud
- 9. Is Perception Reality? Confidential and Proprietary © Glassdoor, Inc. 2008-2013 #GDSummit Company Reviews & Ratings
- 10. Is Perception Reality? Confidential and Proprietary © Glassdoor, Inc. 2008-2013 #GDSummit Interview Reviews & Ratings
- 11. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 2. Reality Check #GDSummit Why did YOU choose US? 84%would consider leaving their job for a company with a better reputation (even without more $$$) Corporate Responsibility Magazine, 2012 NEW HIRES: Employer Branding isn’t just about Attracting Talent; it’s about Retaining Talent, too!
- 12. Confidential and Proprietary © Glassdoor, Inc. 2008-2014
- 13. Educate on Employer Branding’s Business Impact Refresh Your Messaging Across Channels Embrace Transparency Engage with Your Brand Ambassadors Measure, Track, and Share Confidential and Proprietary © Glassdoor, Inc. 2008-2013 #GDSummit
- 14. Educate on Employer Branding’s Business Impact LinkedIn Survey, 2012 Confidential and Proprietary © Glassdoor, Inc. 2008-2013
- 15. Refresh Your Messaging Across Channels Confidential and Proprietary © Glassdoor, Inc. 2008-2013 #GDSummit
- 16. Embrace Transparency Confidential and Proprietary © Glassdoor, Inc. 2008-2013 #GDSummit
- 17. Engage With Your Brand Ambassadors Confidential and Proprietary © Glassdoor, Inc. 2008-2013 #GDSummit
- 18. Measure, Track, and Share Confidential and Proprietary © Glassdoor, Inc. 2008-2013 #GDSummit Applicant Quality Accepted Offers Employee Retention
- 19. More Free Employer Branding Resources Confidential and Proprietary © Glassdoor, Inc. 2008-2013
- 20. Questions? Reach Out! Confidential and Proprietary © Glassdoor, Inc. 2008-2013 #GDSummit Alison Hadden Director of Marketing @alisonhadden
Hinweis der Redaktion
- We’ve heard speakers from companies like ATT, Deloitte, Zappos Focused on employer branding before everyone else caught on Big companies, well known brands Buy in, resources, may even have budget! What do you do if you’re not lucky enough to be in that position? Candidates aren’t aware of your company You’re struggling with a reputation that doesn’t match up with reality You understand the direct impact your employer brand has on your ability to attract and retain talent, but no one else does RAISE YOUR HANDS if you feel like your employer brand (candidate awareness, reputation, resources) needs some work? Ok so at least you’re not alone I’m going to share: Employer Brand Audit – use free reporting from Glassdoor and other resources to assess and measure the current state of your brand Reality Check – ways to determine if your brand perception is an accurate reflection of your company 5 Things To Do Right Now even if $0 budget – regardless of industry, company size, your title or amount of resources or influence Most trusted resource for learning about companies: - family and friends (52 percent), - followed by feedback and reviews from other people who work at the company (14 percent). Least trusted resources for learning about companies: a company’s own website (5 percent), and a company recruiter (2 percent). (Harris Interactive, Jan 2012, survey commissioned by Glassdoor)
- Employer Brand Audit Where are your candidates looking for you? As we’ve heard today, if they don’t know someone at the company, candidates are primarily going to Career site – desktop and mobile Glassdoor – 48% at some point in their job search Social platforms – LinkedIn, Facebook, other branding platforms What are candidates learning about you? What story is being told?
- How can you measure the impact of your brand? And how it stacks up to your talent competitors?
- What about your company reputation? How do you stack up in areas like work/life balance, salary & comp?
- What about your company reputation? How do you stack up in areas like work/life balance, salary & comp?
- What about your company reputation? How do you stack up in areas like work/life balance, salary & comp? To help measure the state of your employment brand, you can track 2 key metrics: Applicant Quality Accepted Offers
- Now it’s time for a reality check Is that brand perception consistent with how candidates – and your own employees – see your company? Is there a gap between who you are as a company and who you THINK you are? Are the expectations you’re setting consistent with what the job and company is really like?
- 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)
- 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
- Find out what candidates are saying about your interview process How did they rate their experience? Was it an easy interview? Were they given and offer and if so, did they accept or decline it?
- In addition to taking the time to go through ratings and reviews on Glassdoor Measure and track employee satisfaction But also talk to your new hires! They’re a great source of intel! - Surveys and interviews! Your employer Brand has an impact not just on your ability to ATTRACT talent but you ability to RETAIN talent as well 84% would think about leaving Continue to measure and track employee satisfaction Track retention rates Create focus groups across your org
- Employer Brand Audit – share findings Start educating your team and exec leadership on what employer branding is, it’s impact, and share best practices As a follow up to this event, we’ll be sharing content online
- We’ll also send you an email with the book or you can go download directly from our site at: employers.glassdoor.com. Now let’s open it up for Q&A
- We’ve heard speakers from companies like ATT, Deloitte, Zappos Focused on employer branding before everyone else caught on Big companies, well known brands Buy in, resources, may even have budget! What do you do if you’re not lucky enough to be in that position? Candidates aren’t aware of your company You’re struggling with a reputation that doesn’t match up with reality You understand the direct impact your employer brand has on your ability to attract and retain talent, but no one else does RAISE YOUR HANDS if you feel like your employer brand (candidate awareness, reputation, resources) needs some work? Ok so at least you’re not alone I’m going to share: Employer Brand Audit – use free reporting from Glassdoor and other resources to assess and measure the current state of your brand Reality Check – ways to determine if your brand perception is an accurate reflection of your company 5 Things To Do Right Now even if $0 budget – regardless of industry, company size, your title or amount of resources or influence