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The Business Case for Employer Branding

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The Business Case for EMPLOYER  BRANDING Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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Agenda • • • • • • • What  Is  an  Employer  Brand? Measuring  Your  Employer  Brand Today’s  Candidates Tracking  the  ROI Make  the  Case  &  Tell  Your  Story Action  Plan Questions Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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What  is  an  Employer  Brand? Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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Employer  Brand:  Your  Reputation Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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“Your  brand  is  what  other people  say  about  you  when you’re  not  in  the  room.” Jeff Bezos – Founder & CEO, Amazon.com Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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Ask  Yourself… Would current What are What is employees job seekers your recommend saying company your about you rating organization on on to a friend? social? Glassdoor? Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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Transparency Ebook:  25  Tips  from  Top  CEOs  (2015) Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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According to a 2014 CEB report Employers that invested in employer branding reported… 54% increase  in  the  quality   of  the  candidate  pool Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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How  to  Measure  Your  Brand Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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What  Impacts  a  Strong  Employer  Brand Top 5: 1 Quality of  Candidates 2 Quantity of  Candidates 3 Share  of  Market 4 Diversity  of  Candidates 5 Operational  Performance Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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POOR EMPLOYER  BRAND Low  Brand  Awareness STRONG vs. EMPLOYER  BRAND High  Brand  Awareness Attrition Retention Declined  Offers More  Job  Offers  Accepted Low  Productivity Revenue   Goes  Up Long   time-­to-­hire More  Quality  Applicants High  Cost-­Per-­Hire   Lower  Cost-­Per-­Hire   Poor  Referral  Programs Higher  Number  of  Referrals Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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Awareness How to Measure: 1400 1200 1000 800 600 400 200 0 Start  building  brand  awareness  when your company  page  views  on  Glassdoor are below  500  per  month Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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Reputation How to Measure: Start  managing  your  reputation  if your rating  is  below  the  3.3  average on  Glassdoor Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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Today’s  Candidates Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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Where you work is one of the most important decisions you’ll make in your life. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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Top  5  Biggest  Considerations  Job  Seekers  Take Into  Account  Before  Accepting  a  Job  Offer: 1 Salary  and  compensation 2 Career  growth  opportunities 3 Work-­life  balance 4 Location  /  commute 5 Company  culture  and  values Source:  Glassdoor survey,  October  2014 Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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Today’s  Candidates’  Decision-­Making  Process Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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69% would  not  take  a  job  with   a  company  that  had  a  bad   reputation,  even  if  they   were  unemployed! Source: Allegis Group Services Study, August 2012 (1,010 US Workers) Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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Most  job  seekers READ  4-­7 REVIEWS before  forming  an opinion  of  a  company Source: Glassdoor User Survey, 2014 Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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Employment  Brand  Messages 3 Most Influential: 1 Competitively   Positioned They  make  clear  comparisons  with  other   organizations,  either  to  differentiate  or   associate  with  them. 2 Emotionally   Resonant They  connect  applicants’  personal  roles   with  the  broader  purpose  or  mission  of   the  organization. 3 Driving  Reflection   Related  to  Fit They  coach  applicants  to  reconsider  their   fit  with  industry,  organization  or  role. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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Tell  Your  Story Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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Step 1: Get  Involved  and  Claim  Your  Profiles Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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Step 2: Tell  Your  Real  Story Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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Step 3: Embrace  Transparency  — OpenCompany • Launched  in    April  2014 • 100+ employers have  achieved  OpenCompany status   • 13,861 Photos,  Reviews,  Company  Descriptions  contributed  since  launch Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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ROI Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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Companies  with  a strong  employer  brand see an average of 22 % reduced recruitment fees $ Source:  E mployer  B randing  Global  S tudy  Report Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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Cost  Savings  From  Employer  Branding   Example: Sources: *Bersin by Deloitte, November, 2011 **Employer Branding Global Trends Study Report, May 2014 Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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Cost  Savings  From  Employer  Branding   Example: Sources: *Bersin by Deloitte, November, 2011 **Employer Branding Global Trends Study Report, May 2014 Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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Cost  Savings  From  Employer  Branding   Example: Sources: *Bersin by Deloitte, November, 2011 **Employer Branding Global Trends Study Report, May 2014 Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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Get  Started Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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Pro  Tip  #1 Download  Employer  Branding  for   Dummies® or  Recruitment   Marketing  for  Dummies® to  help  you   with  your  strategy! Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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Pro  Tip  #2 Download  Employer  Branding  for   Dummies® or  Recruitment   Marketing  for  Dummies® to  help  you   with  your  strategy! Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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Action  Plan Tell  your  employer story  with  dynamic   branded  content Add  company photos  and  videos Share  company   updates  with candidates Integrate social  media Promote  your  jobs with  a  direct  feed  from   your  career  site Highlight  company perks  and  benefits Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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Questions? Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015


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