During this webinar with Findly, we discuss how to best leverage your employer reviews to inspire your overall social recruiting strategy.

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From Buzz to Brand:
Leveraging Employer Reviews to
Inspire Your Social Recruiting
for Employers
Presentation by:

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#Glassdoor
Follow Us @GDEmployers
@getFindly

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Click to edit Master title styleClick to edit Master title styleAgenda
• What is Your Online Employer
Reputation?
• How Does Social Recruiting Fit In?
• How Can You Measure Your Online
Employer Reputation?
• The Importance of Reviews
• 5 Tips for Responding to Reviews
• Q & A

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Click to edit Master title styleClick to edit Master title styleFeatured Speakers
Shannon Seery Gude
VP, Digital & Social Strategy
@seerysm
Kelly Payne
Customer Success Director
@kelly_payne22

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•We help companies quickly hire the right person at the push of
a button.
•We provide job seekers simple and fast ways to apply for jobs.
About Findly

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Click to edit Master title styleClick to edit Master title styleSome Of Our Clients

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Stimulus
• Lost Job /
Unhappy
• Growth
• Graduation
• Thinking of
Returning
• Referred
Zero Moment of
Truth:
• Company
Research:
• Corporate
Careers Sites &
Openings
• Benefits &
Culture
• Social Media
Properties
• 3rd Party
Perspectives -
Online Employer
Reviews
1st Moment of
Truth
• Application
Process
• Interview Process
• Correspondence
with Human
Resources
2nd Moment of
Truth
• Job Offer
Acceptance
• No Offered Made
– (Silver Medalist
Opportunity)
• First Day of Work
Unofficial Content/Process Official Content/Process
Areas of Impact
for Social
Recruiting
Content
Online Reputation & The Job Seeker:
Zero Moment of Truth

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The result of what a
company does/says
online about
themselves as an
employer…
… and what
candidates/applicants,
new hires, employees,
past employees, and
influencers post about
them online as an
employer
EmployerApplicant
New Hire
Employee
Past
Employee
Influencer
What is An Online Employer Reputation?

9. Confidential and Proprietary © Glassdoor, Inc. 2008-2014
Click to edit Master title styleClick to edit Master title styleWhat Media Impacts Online Employer Reputation?
Paid
Owned Career
Media
Owned Consumer
Media Earned

10. Confidential and Proprietary © Glassdoor, Inc. 2008-2014
Click to edit Master title styleClick to edit Master title styleWhat is User Generated Content?
Ratings
Reviews

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 Search Engines
 Forums & Review Sites
 Social Networks
 Industry News & Blogs
 Multimedia Sites
Channels That Impact Online Reputation

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Click to edit Master title styleClick to edit Master title styleWhy Online Employer Reputation Matters
“Work related content and information posted
online is influencing the career search moment
and impacting decisions about a potential
employer” – Glassdoor

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Click to edit Master title styleClick to edit Master title styleJob Seekers & Employer Reputation
47% say that a company’s
online reputation matters as
much as the job offer
(Time Magazine, March 2013)

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Click to edit Master title styleClick to edit Master title styleJob Seekers & Employer Reputation
39% of job seekers
don’t find enough
information on the
official careers website
& turn to 3rd party
websites to fill in the
gaps in info
(Findly Survey)

15. Confidential and Proprietary © Glassdoor, Inc. 2008-2014
Click to edit Master title styleClick to edit Master title styleOnline Reputation Audit Goals
• Uncover issues
• Look for trends
• Benchmark your online reputation
• Use data to inform social recruiting strategy

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Click to edit Master title styleClick to edit Master title styleSocial Recruiting Strategy Goals
Competitive Advantage
You Social Recruiting Strategy serves to increase your
talent network as well as the reach and trust-factor of
your employer branding
Acquire
Attract and
capture the right
talent to your
Social Careers
Properties
Convert
Use social content
and engagement
to garner applies
and hires.
Engage
Interact and provide the
right information that
your quality candidates
need to make a better
career decision
Social Recruiting Strategy Goals

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"One of the greatest challenges I
encounter today is not the willingness of
a brand to engage, but its ability to
create. When blueprinting a social media
strategy, enthusiasm and support typically
derails when examining the resources
and commitment required to produce
regular content."
-Brian Solis
Where Will You Get GOOD Content?

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• Employee Stories: Career Path; Advancement; Mission
• Photos of Work Environment & Employees
• Community Involvement/Recognitions
• Why Do People Want to Work For You?
Employer Review Inspired Content Topics & Sources

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Your Company Competitor 1 Competitor 2
Tracking Company Ratings

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Your Company Competitor 1 Competitor 2
Tracking Review Volumes

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Your Company Competitor 1 Competitor 2
Tracking Review Sentiment

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You Company
Topic mentions do not add up to total number of reviews; this is due to the ability of reviews to include multiple pro and
con mentions.
Topic Trends
Your Company

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COMPETITOR 1
Tracking Competitor Topic Trends
Competitor 1

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“Great co-workers”
Topic Trends – Verbatims
“You own your career and can
choose to move around if you
want”
“Well defined
practices…within
company”
“Gain valuable skills as a
manager and team
member”
“Great first job”
“Culture of driving
employees into
the ground”
“Cut throat
environment for
promotions”
“High turnover with sales floor
team members due to no hours”
“Always understaffed…and
cutting hours”
“Waste of a college
degree”

25. Confidential and Proprietary © Glassdoor, Inc. 2008-2014
Click to edit Master title styleClick to edit Master title styleFocus on Your Target Audience
Great content will ultimately achieve your purpose,
remember, readers are engaging with your content
because it’s important to them

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Click to edit Master title styleClick to edit Master title styleContent Examples: Employee Highlights

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Click to edit Master title styleClick to edit Master title styleContent Examples: Make Employees Accessible

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Click to edit Master title styleClick to edit Master title styleContent Examples: Telling The Employee Story

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Click to edit Master title styleClick to edit Master title styleContent Examples: Showcase Your Employees

30. Confidential and Proprietary © Glassdoor, Inc. 2008-2014
Click to edit Master title styleClick to edit Master title styleAbout Glassdoor
6Mcontent
300Kcompanies
15Mjobs
190countries
is the most trusted and transparent place
for today’s candidates to search for jobs
and research companies
23Mmembers
Member growth over 5 yrs
48%
of job seekers
use Glassdoor
(Source: Software Advice, Jan 2014)

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Managing Online Reviews

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Click to edit Master title styleClick to edit Master title styleReviews Can Showcase Your Brand!

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46% of Glassdoor
members read reviews
before speaking with a
company or person in
charge of hiring.
Why Respond to Reviews?

34. Confidential and Proprietary © Glassdoor, Inc. 2008-2014
Click to edit Master title styleClick to edit Master title styleBad Reviews Are Good for Business!
95% of consumers suspect
censorship or faked reviews
when they don’t see bad reviews.

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Anyone at your
company
who is in a
position to speak
on your behalf.
Who Should Respond?
Examples: CEO, HR, PR, or Marketing Professionals

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5 Tips
When Responding to Reviews

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Tip #1: Respond Promptly

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71% of consumers who
experience a quick and effective
brand response on social media
are likely to recommend that
brand to others.
Responding Promptly Shows That You Care

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Tip #2: Say Thank You

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Click to edit Master title styleClick to edit Master title styleSaying Thank You Shows You Are Listening
83% of organizations suffer from a
deficit in recognition according to a
recent Bersin study.

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Tip #3: Address Specific Issues

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Negative Reviews
Provide the Opportunity
for Authenticity
Nobody Is Perfect

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Tip #4: Be Authentic

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Click to edit Master title styleClick to edit Master title styleSet Expectations Up Front by Being Authentic
Set Expectations
During Interview
Process

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61% of employees say new job
realities differ from expectations set
during the interview process.

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Tip #5: Utilize Your Reviews

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Click to edit Master title styleClick to edit Master title styleBenefits of Responding to Reviews

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Questions?