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The Business Case for Employer Branding
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.
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The Business Case for Employer Branding
- 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?