The document discusses the business case for employer branding. It outlines how a strong employer brand can increase the quality of candidates, reduce costs per hire, and improve retention. It also discusses how today's job seekers extensively research company reputations online and prioritize culture fit. The presentation recommends that companies measure their brand awareness, reputation, and engagement; tell their authentic story across reviews sites and social media; and embrace transparency to improve their employer value proposition. Developing a strategic action plan and understanding the ROI of employer branding are emphasized.

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

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

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

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

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

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

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

8. Confidential and Proprietary © Glassdoor, Inc. 2008-­2015
increase in the quality
of the candidate pool54%
According to a 2014 CEB report
Employers that invested in employer branding reported…

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

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

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

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

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

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

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

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

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

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

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

20. Confidential and Proprietary © Glassdoor, Inc. 2008-­2015
Employment Brand Messages
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.
3 Most Influential:

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

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

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

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

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

26. Confidential and Proprietary © Glassdoor, Inc. 2008-­2015
Source: Employer Branding Global Study Report
22%
reduced
recruitment
fees
Companies with a
strong employer brand
see an average of
$

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

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

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

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

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

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

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

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