Business Case for Employer Branding: Glassdoor

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Featured Speaker Alicia Garibaldi Senior Content Marketing Manager & Author of Employer Branding For Dummies®, Glassdoor Special Edition Alicia.Garibaldi@Glassdoor.com @albagaribaldi

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Agenda What Your Employer Brand Impacts Awareness & Reputation Goals The Consequences of a Poor Employer Brand Today’s Candidate Decision-making Process How to Make the Argument For Investing

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What Is an Employer Brand? An Organization’s Reputation as an Employer

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Top 5 Things Impacted by a Strong Employer Brand Operational Performance Diversity of Candidates Share of Market Quantity of Candidates Quality of Candidates 1 2 3 4 5

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Why Invest in Your Employer Brand 54% increase in the quality of the candidate pool According to a 2014 CEB report, employers that invested in employer branding reported

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Why Invest in Your Employer Brand Awareness How to Measure: Start building brand awareness when your company page views on Glassdoor are below 500 per month

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Why Invest in Your Employer Brand Reputation How to Measure: It’s time to start managing your reputation if your rating is below the 3.4 average on Glassdoor

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Ratings Averages By Sector

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Filter through What Employees Are Saying

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The Impact of a Poor Employer Brand 69% would not take a job with a company that had a bad reputation, even if they were unemployed!

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The Impact of a Poor Employer Brand Poor Employer Brand Low Brand Awareness Attrition Declined Offers Low Productivity Long Time-to-Hire High Cost-Per-Hire Poor Referral Programs Strong Employer Brand High Brand Awareness Retention More Job Offers Accepted Revenue Goes Up More Quality Applications Lower Cost-Per-Hire Higher Number of Referrals

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3 Most Influential Employment Brand Messages 1 Competitively Positioned—They make clear comparisons with other organizations, either to differentiate or associate with them. Emotionally Resonant—They connect applicants’ personal roles with the broader purpose or mission of the organization. Driving Reflection Related to Fit—They coach applicants to reconsider their fit with industry, organization, or role.

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The Advantages of Building Your Glassdoor Profile Most job seekers read 4-7 reviews before forming an opinion of a company

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The Advantages of Building Your Glassdoor Profile No Branding or Logo Featured on Profile Company Details Missing No Job Search Feature Missing Out on Valuable Insight from Employees Advertising on Your Page Other Company Jobs Promoted on Your Profile No Benefits HIghlighted Standard Profile Sample

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The Benefits of Employer Branding 94% are likely to apply to a job if the employer actively manages their employer brand (e.g. responds to reviews, updates their profile, shares updates on the culture and work environment)

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The Benefits of Employer Branding Company Logo and Prominent Cover Photo with Brand Message Search Your Jobs Showcase Your Company Photos Tell Your Story to Candidates Researching Your Company Social Media Integration Promote Only Your Jobs and Put Candidates 1-Click Away from Your Career Page Highlight Your Company Perks and Benefts Enhanced Profile Sample

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Top 5 Details Candidates Want to See When Deciding Where to Work… Basic Company Info (locations, # of employees, etc. Company Mission, Vision and Values Benefit Packages What Makes the Company an Attractive Place to Work 1 2 3 4 5 Compensation Packages

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Today’s Candidates’ Decision-Making Process 87% of job seekers are more likely to visit a company’s career site after viewing an Enhanced Profile on Glassdoor

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Today’s Candidates’ Decision-Making Process

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Examples of Cost Savings from Employer Branding

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Examples of Cost Savings from Employer Branding

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Examples of Cost Savings from Employer Branding

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Employer Branding Resources Employer Branding Summit Videos eBooks on Employer Branding Blog with the Latest Trends in Employer Branding

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Get Started With a Glassdoor Free Employer Account!

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