the business case for employer branding

Confidential and Proprietary © Glassdoor, Inc. 2008-2015

The Business Case forEMPLOYER BRANDING


• 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


What is an Employer Brand?


Employer Brand: Your Reputation


“Your brand is what otherpeople say about you whenyou’re not in the room.”

Jeff Bezos – Founder & CEO, Amazon.com


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…


Transparency

Ebook: 25 Tips from Top CEOs (2015)


increase in the quality of the candidate pool54%

According to a 2014 CEB reportEmployers that invested in employer branding reported…


How to Measure Your Brand


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:


STRONGEMPLOYER BRAND

High Brand Awareness

Retention

More Job Offers Accepted

Revenue Goes Up

More Quality Applicants

Lower Cost-Per-Hire

Higher Number of Referrals

POOREMPLOYER BRAND

Low Brand Awareness

Attrition

Declined Offers

Low Productivity

Long time-to-hire

High Cost-Per-Hire

Poor Referral Programs

vs.


AwarenessHow to Measure:

0200400600800100012001400

Start building brand awareness whenyour company page views on Glassdoor

are below 500 per month


ReputationHow to Measure:

Start managing your reputation ifyour rating is below the 3.3 average

on Glassdoor


Today’s Candidates


Where you workis one of the

most important decisionsyou’ll make in your life.


Top 5 Biggest Considerations Job Seekers TakeInto 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


Today’s Candidates’ Decision-Making Process


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)


Most job seekers

READ 4-7REVIEWS

before forming anopinion of a company

Source: Glassdoor User Survey, 2014


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:


Tell Your Story


Step 1: Get Involved and Claim Your Profiles


Step 2: Tell Your Real Story


Step 3: Embrace Transparency — OpenCompany

• Launched in April 2014• 100+ employers have achieved OpenCompany status • 13,861 Photos, Reviews, Company Descriptions contributed since launch


ROI


Source: Employer Branding Global Study Report

22%reduced

recruitmentfees

Companies with astrong employer brand

see an average of

$


Sources:*Bersin by Deloitte, November, 2011**Employer Branding Global Trends Study Report, May 2014

Cost Savings From Employer Branding Example:


Get Started


Pro Tip #1

Download Employer Branding for Dummies® or Recruitment Marketing for Dummies® to help you with your strategy!


Pro Tip #2

Download Employer Branding for Dummies® or Recruitment Marketing for Dummies® to help you with your strategy!


Action Plan

Tell your employerstory with dynamic branded content

Add companyphotos and videos

Share company updates withcandidates

Integratesocial media

Promote your jobswith a direct feed from your career site

Highlight companyperks and benefits


Questions?

the business case for employer branding

Recruiting & HR