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Glassdoor, Inc. 2008-2016#GDCHAT
Your Glassdoor Profile: 
How to Use It To Your Advantage "
Glassdoor, Inc. 2008-2016#GDCHAT
Webinar Tips for Attendees 
•  You can connect to audio using your
computer’s microphone ...
Glassdoor, Inc. 2008-2016#GDCHAT
#GDCHAT
Glassdoor, Inc. 2008-2016#GDCHAT
Featured Speakers
Katie Burke
Vice President, Culture and Experience
at HubSpot
linkedin....
Glassdoor, Inc. 2008-2016#GDCHAT
Agenda
•  Employer Brand – A New Job Function
•  What is an Employer Brand?
•  Challenges...
Glassdoor, Inc. 2008-2016#GDCHAT
Employer Brand – "
A New Job Function
Glassdoor, Inc. 2008-2016#GDCHAT
Blurred Lines 
“Successful hiring companies realize that recruiting is
like marketing – f...
Glassdoor, Inc. 2008-2016#GDCHAT
Job Seekers Behave Like Consumers
Job seekers use on average 
before applying for a job
(...
Glassdoor, Inc. 2008-2016#GDCHAT
Today’s Transparent Culture
retail
 travel
 employment
We Lean on Peers for Advice When M...
Glassdoor, Inc. 2008-2016#GDCHAT
Work is a Lifestyle Brand
"Tech has eliminated the barriers between work and
life….Employ...
Glassdoor, Inc. 2008-2016#GDCHAT
Work is a Lifestyle Brand
#1 Airbnb, 2016 Glassdoor Best Places to Work
Glassdoor, Inc. 2008-2016#GDCHAT
What Is an Employer Brand?
Glassdoor, Inc. 2008-2016#GDCHAT
Ownership Has Shifted
Glassdoor, Inc. 2008-2016#GDCHAT
“Your brand is what other!
people say about you when!
you’re not in the room.”!
Jeff Bezo...
Glassdoor, Inc. 2008-2016#GDCHAT
What Is an Employer Brand? Your Reputation
Culture | Mission & Values | People
Glassdoor, Inc. 2008-2016#GDCHAT
What Is an Employer Brand: Culture
CEOs and HR leaders now recognize that culture
drives ...
Glassdoor, Inc. 2008-2016#GDCHAT
What Is an Employer Brand: Mission & Values
Mission & values should:
•  Instill purpose
•...
Glassdoor, Inc. 2008-2016#GDCHAT
What Is an Employer Brand: People
Engage Brand
Ambassadors
“When employees share
content,...
Glassdoor, Inc. 2008-2016#GDCHAT
80%
Strong Employer Brands Build Trust
Source: Edelman 2015 Trust Barometer, January 2015...
Glassdoor, Inc. 2008-2016#GDCHAT
Benefits of a Strong Employer Brand
Glassdoor, Inc. 2008-2016#GDCHAT
Benefits of a Strong Employer Brand: Easier Hiring
More than 2/3 (67%) of
employers believ...
Glassdoor, Inc. 2008-2016#GDCHAT
Benefits of a Strong Employer Brand
Glassdoor, Inc. 2008-2016#GDCHAT
Glassdoor “Best Places "
to Work” outperformed 

the S&P 500 by 122% 
Lowest rated compan...
Glassdoor, Inc. 2008-2016#GDCHAT
Challenges Employer Brand
Professionals Face
Glassdoor, Inc. 2008-2016#GDCHAT
Challenge: Fighting for Budget
Glassdoor, Inc. 2008-2016#GDCHAT
Challenge: Determining Ownership
Glassdoor, Inc. 2008-2016#GDCHAT
Challenge: Aligning with Overall Brand
More than half trust content
provided by employees...
Glassdoor, Inc. 2008-2016#GDCHAT
Challenge: Defining Metrics
Glassdoor, Inc. 2008-2016#GDCHAT
Pro Tips
Glassdoor, Inc. 2008-2016#GDCHAT
Be Authentic
•  Real stories,
photos
•  Respond to
reviews
•  Make it about
them

Bain & ...
Glassdoor, Inc. 2008-2016#GDCHAT
Showcase Your Brand
•  Customize tabs
•  Add dynamic content
•  Link to social media chan...
Glassdoor, Inc. 2008-2016#GDCHAT
Showcase Your Brand
•  Utilize Company
Updates
•  Measure impressions,
clicks, & engageme...
Glassdoor, Inc. 2008-2016#GDCHAT
Utilize Analytics
•  Demographics
•  Profile traffic 
•  Followers
•  Engagement &
Impressi...
Glassdoor, Inc. 2008-2016#GDCHAT
Conversation Spotlight
Glassdoor, Inc. 2008-2016#GDCHAT
How HubSpot uses Glassdoor
•  Measure candidate
experience
•  Provide context
•  Real-tim...
Glassdoor, Inc. 2008-2016#GDCHAT
Showcase Your Reality
Be real – share your story
Use language candidates understand and e...
Glassdoor, Inc. 2008-2016#GDCHAT
How to Get Started:
Recognize and set expectations
Be committed
Monitor and respond
Glassdoor, Inc. 2008-2016#GDCHAT
Measures of Success
Overall rating
CEO approval rating
Candidate experience
Traffic
Employ...
Glassdoor, Inc. 2008-2016#GDCHAT
Featured Speakers
Katie Burke
Vice President, Culture and Experience
At HubSpot
linkedin....
Glassdoor, Inc. 2008-2016#GDCHAT
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Your Glassdoor Profile: How to Use It To Your Advantage
Katie Burke, Vice President, Culture and Experience at HubSpot
Molly McKinstry, Enterprise Client Partnerships Manager at Glassdoor

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Your Glassdoor Profile: How to Use It To Your Advantage

  1. 1. Glassdoor, Inc. 2008-2016#GDCHAT Your Glassdoor Profile: How to Use It To Your Advantage "
  2. 2. Glassdoor, Inc. 2008-2016#GDCHAT Webinar Tips for Attendees •  You can connect to audio using your computer’s microphone and speakers. ! •  Or, you may select “Use Telephone” after joining the Webinar.! •  All lines will be muted to avoid background noise.! •  You can ask questions at any time by typing them into the Questions Pane.!
  3. 3. Glassdoor, Inc. 2008-2016#GDCHAT #GDCHAT
  4. 4. Glassdoor, Inc. 2008-2016#GDCHAT Featured Speakers Katie Burke Vice President, Culture and Experience at HubSpot linkedin.com/in/katie-burke-965767a @katieburkie Molly McKinstry Enterprise Client Partnerships Manager at Glassdoor linkedin.com/in/mollymckinstry @mollymckinstry
  5. 5. Glassdoor, Inc. 2008-2016#GDCHAT Agenda •  Employer Brand – A New Job Function •  What is an Employer Brand? •  Challenges Employer Brand Professionals Face •  Benefits of a Strong Employer Brand •  Pro Tips •  Conversation Spotlight: HubSpot •  Q&A
  6. 6. Glassdoor, Inc. 2008-2016#GDCHAT Employer Brand – " A New Job Function
  7. 7. Glassdoor, Inc. 2008-2016#GDCHAT Blurred Lines “Successful hiring companies realize that recruiting is like marketing – from creating a brand presence, to attracting candidates through multiple advertising channels, to nurturing applicants by bringing them seamlessly through a talent acquisition funnel.” Colin Day Founder and CEO of iCIMS
  8. 8. Glassdoor, Inc. 2008-2016#GDCHAT Job Seekers Behave Like Consumers Job seekers use on average before applying for a job (Inavero, 2015) Consumers visit at least before making a purchase (Retailing Today, 2013) and look at (Inavero, 2015)
  9. 9. Glassdoor, Inc. 2008-2016#GDCHAT Today’s Transparent Culture retail travel employment We Lean on Peers for Advice When Making Decisions
  10. 10. Glassdoor, Inc. 2008-2016#GDCHAT Work is a Lifestyle Brand "Tech has eliminated the barriers between work and life….Employers are trying to figure out how to make work easier and more meaningful to people, to attract both the very ambitious people that want to really move up and drive change and run things, and the people who want to work hard but not ruin their lives.” – Josh Bersin
  11. 11. Glassdoor, Inc. 2008-2016#GDCHAT Work is a Lifestyle Brand #1 Airbnb, 2016 Glassdoor Best Places to Work
  12. 12. Glassdoor, Inc. 2008-2016#GDCHAT What Is an Employer Brand?
  13. 13. Glassdoor, Inc. 2008-2016#GDCHAT Ownership Has Shifted
  14. 14. Glassdoor, Inc. 2008-2016#GDCHAT “Your brand is what other! people say about you when! you’re not in the room.”! Jeff Bezos ! Founder & CEO, Amazon.com!
  15. 15. Glassdoor, Inc. 2008-2016#GDCHAT What Is an Employer Brand? Your Reputation Culture | Mission & Values | People
  16. 16. Glassdoor, Inc. 2008-2016#GDCHAT What Is an Employer Brand: Culture CEOs and HR leaders now recognize that culture drives people’s behavior, innovation, and customer service, and 82% of leaders believe company culture gives them a competitive advantage.  (source: Deloitte 2015 Human Capital Trends)
  17. 17. Glassdoor, Inc. 2008-2016#GDCHAT What Is an Employer Brand: Mission & Values Mission & values should: •  Instill purpose •  Inform behavior •  Motivate through tough times
  18. 18. Glassdoor, Inc. 2008-2016#GDCHAT What Is an Employer Brand: People Engage Brand Ambassadors “When employees share content, it receives 5-10x " the amplification rate than brand-shared content.” -Denise Holt, CEO/Founder Collaborative Inc.
  19. 19. Glassdoor, Inc. 2008-2016#GDCHAT 80% Strong Employer Brands Build Trust Source: Edelman 2015 Trust Barometer, January 2015 63% & of consumers refuse to buy products and services from a company they do not trust of consumers choose to buy products from a companies they trust while 58% will criticize that organization to a friend or colleague. and 68% will recommend those companies to a friend.
  20. 20. Glassdoor, Inc. 2008-2016#GDCHAT Benefits of a Strong Employer Brand
  21. 21. Glassdoor, Inc. 2008-2016#GDCHAT Benefits of a Strong Employer Brand: Easier Hiring More than 2/3 (67%) of employers believe retention rates would be higher if candidates had a clearer picture of what to expect about working at the company before taking the job (Source: Harris Interactive Survey for Glassdoor, 2014)
  22. 22. Glassdoor, Inc. 2008-2016#GDCHAT Benefits of a Strong Employer Brand
  23. 23. Glassdoor, Inc. 2008-2016#GDCHAT Glassdoor “Best Places " to Work” outperformed 
 the S&P 500 by 122% Lowest rated companies underperformed S&P 500 by 29.5% Source: Chamberlain, Andrew (2015). “Does Company Culture Pay Off? Analyzing Stock Performance of ‘Best Places to Work’ Companies,” online at glassdoor.com/research/. Better Business Performance
  24. 24. Glassdoor, Inc. 2008-2016#GDCHAT Challenges Employer Brand Professionals Face
  25. 25. Glassdoor, Inc. 2008-2016#GDCHAT Challenge: Fighting for Budget
  26. 26. Glassdoor, Inc. 2008-2016#GDCHAT Challenge: Determining Ownership
  27. 27. Glassdoor, Inc. 2008-2016#GDCHAT Challenge: Aligning with Overall Brand More than half trust content provided by employees as a source of information on a company. (Source: Edelman Global Trust Barometer Survey, 2015)
  28. 28. Glassdoor, Inc. 2008-2016#GDCHAT Challenge: Defining Metrics
  29. 29. Glassdoor, Inc. 2008-2016#GDCHAT Pro Tips
  30. 30. Glassdoor, Inc. 2008-2016#GDCHAT Be Authentic •  Real stories, photos •  Respond to reviews •  Make it about them Bain & Company – Why Work For Us? At Bain, we help the world’s top leaders solve their toughest challenges. Our work fuels the growth of many industries and positively impacts countless lives. So we select only the most exceptional colleagues with an ambition to make an impact. The learning curve is steep, but exhilarating. Every assignment presents a new chance to develop creative solutions to real-world problems – and to gain invaluable, versatile skills. Together, we achieve great things and, when you join Bain, you’ll know exactly what we stand for. Because our wavering focus – our True North – is client results. On every project, we align our goals with those of our clients. We expect every team member to fully contribute ideas and insights so that we discover the best possible opportunities to our clients. As colleagues, we support, challenge and inspire one another every day; that camaraderie, combined with training, mentoring, abundant international opportunities and flexible work options, leads us to accomplish more than we thought possible. Rest assured, you’ll make an impact from day one – within your team, your clients, your personal development and the creative solutions you’ll bring. The support you’ll receive via our unique home staffing model will be second to none. And a career at Bain will set you on an unparalleled path for future career success – whether at Bain or within the ranks of our impressive global alumni network.
  31. 31. Glassdoor, Inc. 2008-2016#GDCHAT Showcase Your Brand •  Customize tabs •  Add dynamic content •  Link to social media channels and pull in feeds •  Become an OpenCompany
  32. 32. Glassdoor, Inc. 2008-2016#GDCHAT Showcase Your Brand •  Utilize Company Updates •  Measure impressions, clicks, & engagement •  Tout awards, product announcements
  33. 33. Glassdoor, Inc. 2008-2016#GDCHAT Utilize Analytics •  Demographics •  Profile traffic •  Followers •  Engagement & Impression data on Company Updates •  Rating trends •  Competitor comparisons
  34. 34. Glassdoor, Inc. 2008-2016#GDCHAT Conversation Spotlight
  35. 35. Glassdoor, Inc. 2008-2016#GDCHAT How HubSpot uses Glassdoor •  Measure candidate experience •  Provide context •  Real-time feedback
  36. 36. Glassdoor, Inc. 2008-2016#GDCHAT Showcase Your Reality Be real – share your story Use language candidates understand and explanations that are meaningful Don’t try to be all things to all people
  37. 37. Glassdoor, Inc. 2008-2016#GDCHAT How to Get Started: Recognize and set expectations Be committed Monitor and respond
  38. 38. Glassdoor, Inc. 2008-2016#GDCHAT Measures of Success Overall rating CEO approval rating Candidate experience Traffic Employee feedback Conversions Awards and recognition
  39. 39. Glassdoor, Inc. 2008-2016#GDCHAT Featured Speakers Katie Burke Vice President, Culture and Experience At HubSpot linkedin.com/in/katie-burke-965767a @katieburkie Molly McKinstry Enterprise Client Partnerships Manager at Glassdoor linkedin.com/in/mollymckinstry @mollymckinstry
  40. 40. Glassdoor, Inc. 2008-2016#GDCHAT
  • nuelita1

    Aug. 24, 2020

Your Glassdoor Profile: How to Use It To Your Advantage Katie Burke, Vice President, Culture and Experience at HubSpot Molly McKinstry, Enterprise Client Partnerships Manager at Glassdoor

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