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From Buzz to Brand: Leveraging Employer Reviews to Inspire Your Social Recruiting

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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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Agenda 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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Featured 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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Some Of Our Clients


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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 What is An Online Employer Reputation?


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What Media Impacts Online Employer Reputation? Paid Owned Career Media Owned Consumer Media Earned


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What 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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Why 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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Job Seekers & Employer Reputation 47% say that a company’s online reputation matters as much as the job offer (Time Magazine, March 2013) Reputation Reputation


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Job 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) Reputation


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Online Reputation Audit Goals Uncover issues Look for trends Benchmark your online reputation Use data to inform social recruiting strategy


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Social 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”


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Focus 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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Content Examples: Employee Highlights


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Content Examples: Make Employees Accessible


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Content Examples: Telling The Employee Story


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Content Examples: Showcase Your Employees


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About Glassdoor is the most trusted and transparent place for today’s candidates to search for jobs and research companies 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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Reviews 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?


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Bad Reviews Are Good for Business! 95% of consumers suspect censorship or faked reviews when they don’t see bad reviews. 68% of consumers trust reviews more when they see both good and 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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Saying 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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Set Expectations Up Front by Being Authentic Set Expectations During Interview Process


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Set Expectations Up Front by Being Authentic 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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Benefits of Responding to Reviews


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Questions?


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