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How to Outcompete"Your Competitors for Top Talent
"
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®
Featured Speakers
Leela Srinivasan Chief Marketing Officer at Lever
@leelasrin
Greg Nika Senior Director, Product Marketing at
Glassdoor @gregnika
Alex Lebovic Head of Talent at Grand Rounds, Inc.
@alex_lebovic
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
agenda
today’s candidates and their decision-making process
define & differentiate from your competition
conduct a competitive analysis
implement your findings
key takeaways
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Inavero, 2015 Retailing Today, 2013
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
• Social Engagement • Relevant Content
• Transparent Culture • Fast Feedback
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Glassdoor User Survey, 2014
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
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
Source: Fast Company, 6 Ways Work Will Change in 2016, November 2015
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Work is a Lifestyle Brand #2 Grand Rounds, 2016 Glassdoor Best Places to Work, SMB
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
agenda
today’s candidates and their decision-making process
define & differentiate from your competition
conduct a competitive analysis
implement your findings
key takeaways
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
define & differentiate from your competition
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Define Your Objectives
Which are you hardest functions to hire for
Hardest roles to fill?
Toughest locations?
Tricky seniority levels?
1
2
3
4
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Define Your Candidates
Who are they? Where are they located?
Top Job Titles
1. Software Engineer
2. Account Executive
3. Sales Representative
4. Business Development Representative
5. Senior Software Engineer
Top Locations
1. San Francisco, CA
2. Chicago, IL
3. San Jose, CA
4. New York, NY
5. Toronto, Canada
Their Demographics
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Define Your Competitors
Use Glassdoor demographics
Launch internal survey
1
2
Which talent competitors are they also interested in?
Top Companies
1. Company A 13,147,361 page views
2. Company B 6,131,969 page views
3. Company C 3,299,561 page views
4. Company D 15,499,172 page views
5. Company E 1,195,493 page views
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Understand Your Employer Value Proposition (EVP)
company mission and values culture
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
agenda
today’s candidates and their decision-making process
define & differentiate from your competition
conduct a competitive analysis
implement your findings
key takeaways
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
conduct a"competitive analysis
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Set a Baseline
Understand what your competitors are doing
Compare hiring processes
Leverage tools and built-in analytics
1
2
3
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Set a Baseline: Your Competition
Evaluate career sites
Follow social media accounts
Monitor employer brand & content strategies
Analyze Glassdoor profiles & review sentiment
Utilize Google alerts
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Set a Baseline: Compare Hiring Processes
What are they saying about your"interview experience?
Who are the candidates you’re"winning & losing?
Interview Review Highlights
Acceptance Rate
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Leverage Tools and Built-In Analytics: Glassdoor
Employee Sentiment vs. Competitors*
*only available in certain packages
Brand Awareness vs. Competitors* Rating Trends vs. Competitors*
Employee and Candidate Rating Trends Candidate demographics
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Leverage Tools and Built-In Analytics: Glassdoor A B C D
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Leverage Tools and Built-In Analytics: Lever
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Leverage Tools and Built-In Analytics: Lever
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
agenda
today’s candidates and their decision-making process
define & differentiate from your competition
conduct a competitive analysis
implement your findings
key takeaways
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
implement your findings
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Implement Your Findings
• Showcase your Employer Brand
• Encourage employee feedback"and respond
• Launch competitive targeting
• Lean on interview feedback to "refine processes
• Get leadership engaged
What you can do on Glassdoor
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Showcase Your Employer Brand
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Lean on Interview Feedback to Refine Processes
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Encourage Employee Feedback and Respond
• Launch an anonymous survey or "poll with free tools
• Use Glassdoor data to identify trends and monitor employee sentiment
Download Glassdoor’s Employee Engagement Toolkit
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Get Leadership Engaged
Provide employee sentiment analysis. Glassdoor Word Clouds "allow you to easily show executives the top-level sentiments found in "your reviews.
Provide data. When a CEO sees a low satisfaction rating or the number "of visits to the Glassdoor page, they’re bound to take action.
Involve your CEO in Glassdoor. It may be worthwhile to ask the CEO "to read and respond to Glassdoor reviews—it helps them keep their "finger on the pulse of employee sentiment.
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Launch Competitive Targeting
Job Focused Brand Focused
Promote Your Brand on Competitor Profiles*"Influence job seekers as they research your key competitors
*available for competitors without Standard or Select Enhanced Profiles
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Implement Your Findings
• Decrease time to hire
• Pick your key metrics and hold your "team accountable
What you can do through your ATS
• Strengthen your candidate experience
• Prioritize your most efficient sources
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Improve Your Time to Hire
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Improve Your Offer Acceptance Rate"(with a strong candidate experience)
Blog about your culture Keep candidates"
in the loop Make applying easy
®
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Surveys ®
Example Questions:
1. On a scale of 1 - 5 (1=not satisfied, 5=very satisfied), how satisfied were you with your interview process?
2. On a scale of 1 - 5 (1=not likely, 5=very likely), how likely would you be to recommend interviewing at Grand Rounds to a friend?
3. What were your biggest challenges and/or frustrations with your interview process?
4. Did you have any surprises about your experience? 5. What went well with your recruiting process at Grand Rounds? 6. What could we do to improve our recruiting approach and process for our
candidates at Grand Rounds?
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Improve Efficiency by Investing "in the Right Sources
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Source Outside the Box
1. LinkedIn, Facebook, Twitter 2. AngelList – startup hires 3. GitHub, StackOverflow – developers 4. Dribbble – designers 5. Sourcing.io – engineers 6. Xing – select European talent 7. Conference speaker lists – all 8. App stores 9. Quora 10. Personal blogs
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Supercharge Referrals
Source jam in progress: Slack erupts with each new hire:
®
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
agenda
today’s candidates and their decision-making process
define & differentiate from your competition
conduct a competitive analysis
implement your findings
key takeaways
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Key Takeaways
The make up of your brand is simple – it’s your people
Great hiring comes down to focusing on yourself
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
The Single Most Important "Thing You Can Do...
BE EXCELLENT
®
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever
Leela Srinivasan Chief Marketing Officer at Lever
Linkedin.com/in/leelasrinivasan @leelasrin
Greg Nika Senior Director, Product Marketing at
Glassdoor Linkedin.com/in/gregnika
@gregnika
Alex Lebovic Head of Talent at Grand Rounds, Inc.
Linkedin.com/in/alexlebovic @alex_lebovic
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© Glassdoor, Inc. 2016 @GDforEmployers | @lever