Consulting engagement with a small business about employer branding. Put together this presentation to illustrate why it is important for small businesses to manage the employer brand. One place to start: Glassdoor.

1. Manage Your
Employer
Brand on
Glassdoor
EMPLOYER BRAND

2. It is a company’s reputation as an
employer (a set of attributes & qualities
that make it distinctive) and
encompasses:
 The marketing of career opportunities
to potential employees
 The promise made to existing
employees
CYTaylor, Recruitment Marketing Consultant 2
WHAT IS AN EMPLOYER BRAND?

3. Big
Business
Small
Business
CYTaylor, Recruitment Marketing Consultant 3
WHY SMALL BUSINESSES NEED A STRONG
EMPLOYER BRAND
SKILLED LABOR
“Little guys are
competing for
talent against the
big guys,” says
Jim Ice, founder
and managing
director of Jim Ice
& Associates in
Pittsburgh.
Source: National Federation of Independent Business, Why Small Businesses Need a Strong
Employer Brand, May 29, 2014

4. A strong employer brand helps small
businesses like attract skilled workers
to the organization.
But it depends how the company is
presented externally to potential hires,
and internally to employees.
CYTaylor, Recruitment Marketing Consultant 4
WHY SMALL BUSINESSES NEED A STRONG
EMPLOYER BRAND

5. 1. Acknowledge that your small business has
an employer brand.
2. Acknowledge that your employer brand must
be managed.
3. Identify Brand Ambassadors in your
company and give them a voice.
4. Maximize use of social media, like
Glassdoor to extend and enhance your
company brand.
5. Start now…
CYTaylor, Recruitment Marketing Consultant 5
EMPLOYER BRAND: HOW TO GAIN THE EDGE

6. CYTaylor, Recruitment Marketing Consultant 6
TAKE OWNERSHIP OF
GLASSDOOR PROFILE

7.  Select Brand Ambassadors to write employee reviews
on Glassdoor.com
 Content focus: What is it like to work at Your Company?
 Describe job responsibilities
 How does your job contribute to the success of the
organization?
 Select recent New Hires to write reviews about the
hiring process
 Content focus: What was the interview process like?
 Describe your experience as a job seeker
 Would you recommend This Company to a friend?
CYTaylor, Recruitment Marketing Consultant 7
DEVELOP COMMUNICATIONS PLAN

8. 1. Monitor your Glassdoor profile for reviews
from current and past employees
2. Respond immediately, whether positive or
negative reviews to show you are engaged in
the process and encourage feedback
3. Post job openings on Glassdoor to attract the
candidates you want
4. As your company grows, consider enhancing
your Glassdoor Profile
CYTaylor, Recruitment Marketing Consultant 8
MONITOR ONGOING

9. 9CYTaylor, Recruitment Marketing Consultant
APPENDIX

10. CYTaylor, Recruitment Marketing Consultant 10
GLASSDOOR USAGE

11. CYTaylor, Recruitment Marketing Consultant 11
GLASSDOOR USAGE