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How Employee Storytelling Differentiates Your Employer Brand
The document focuses on the importance of employee storytelling in enhancing employer branding. It outlines how empowering employees to share their experiences can lead to more authentic communication and a credible brand image. The agenda includes defining an employer brand, the action plan for encouraging storytelling, and expected outcomes for both companies and employees.
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- 1. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 How EMPLOYEE STORYTELLING Differentiates Your Employer Brand
- 2. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 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. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 Featured Speakers Elizabeth Murphy Channel Marketing Manager at Glassdoor @EBHoster Sarah Clayton EVP, Employee Engagement & Change Management at Weber Shandwick @SJensenClayton
- 4. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 #GDChat
- 5. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 Agenda • What Is an Employer Brand? • Why Empower Employee Storytelling? • Action Plan • Questions
- 6. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 What Is an Employer Brand?
- 7. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 family and friends 52% Most trusted resources for learning about companies feedback and reviews from other people who work at the company 14% 1 2 Source: Harris Interactive, Survey Commissioned by Glassdoor, January 2012
- 8. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 Reviews on Glassdoor
- 9. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 Employee Survey Ask your Employees! What perks matter most to you? What motivates you to perform well? Why did you choose to work here? Why do you choose to continue working here? When you’re at a BBQ, how do you describe our company?
- 10. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 Encourage Employee Storytelling! Presenting a Realistic Picture of Culture
- 11. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 Why Empower Employee Storytelling?
- 12. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 Employees Are Your Most Credible Recruiters A truth universally acknowledged People are far more likely to trust a company based on what its employees have to say than on its recruitment advertising.
- 13. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 Blogs Communities & Workspaces Intranet Corporate “YouTube” Face-to-face EXTERNAL INTERNAL EMPLOYEES Facebook LinkedIn Twitter Face to Face YouTube Glassdoor Many Platforms to Make Their Voices Heard
- 14. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 Employees Are Already Talking About Their Employers use at least one social media site for personal use have posted something about their employer in social media that they wish they hadn’t 14% post messages, pictures or videos in social media about employer very often, somewhat often or from time-to-time 50% have shared praise or positive comments online about employer 39% have shared criticism or negative comments online about employer 16% 88% 69% of employees have made positive comments about their employer to friends or family and 58% would recommend their employer to others as a place to work Source: Weber Shandwick
- 15. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 BUT, ARE THEY AS EFFECTIVE AS THEY COULD BE?
- 16. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 It’s Not Just What They Say; It’s How They Say It StorytellingPosting
- 17. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 “This is where traditional internal communication is heading. We’re moving away from communicating to employees, and more toward enabling them to be great communicators themselves.” - Kevin Bishop, former VP Worldwide Brand System & Workforce Enablement at IBM
- 18. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 Your Employees’ Story Matters
- 19. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 Every Good Story Has A… And details that bring it all to life… BEGINNING Situation Challenge Opportunity MIDDLE Turning Point Choice END Clear Relatable Outcome
- 20. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 BEGINNING MIDDLE END
- 21. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 Employee Storytelling on Career Pages
- 22. Confidential and Proprietary© Glassdoor, Inc. 2008-2015
- 23. Confidential and Proprietary© Glassdoor, Inc. 2008-2015
- 24. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 Employee Storytelling on Facebook
- 25. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 A Partnership Between Companies and Employees 1. Initiating 2. Sourcing 3. Packaging 4. Sharing
- 26. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 Expected Outcomes For Companies: For Employees: • More engaged employees that better understand the personal connection they have to the business • A richer, more diverse and more authentic brand voice • Quicker to surface and treat high interest topics • Authentic media assets to aid in storytelling • Message amplification far beyond traditional channels • Opportunity to build their personal brands • Contribute to a culture of dialogue, transparency and engagement • Possibility of working with people they like and respect
- 27. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 Action Plan
- 28. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 Getting Started The right technology Communications & Marketing as invested partners An engaged employee base A risk management strategy + + +
- 29. Confidential and Proprietary© Glassdoor, Inc. 2008-2015
- 30. Confidential and Proprietary© Glassdoor, Inc. 2008-2015 Questions?
- 31. Confidential and Proprietary© Glassdoor, Inc. 2008-2015