Why Smart Talent Pros Are

Becoming Better Marketers…

By Using Company Reputation Sites

Like Glassdoor

How to Participate Today

• Open and close your Panel

• View, Select, and Test your audio

• Submit text questions and join in the conversation in the chat box

• Follow on the back channel via Twitter using the hashtag #Glassdoor

• Q&A addressed at the end of today’s session – please ask them in the questions box

#Glassdoor

Presenter Info

• Kris Dunn• CHRO at Kinetix (RPO, Recruiting)• Founder of Fistful of Talent , The HR Capitalist • Hoops Junkie

• Tim Sackett• President at HRU Technical Resources• Blogger #1 at the aptly named Tim Sackett Project• Contributor at Fistful of Talent

#Glassdoor

#Glassdoor

How the “yelpification”

Of America is

changing the way

candidates think

about Job Search

POLL QUESTION #1: What Review Site Do You Use Most As A Consumer?

#Glassdoor

Why Reviews/SoLoMo

(along with the evolution of

photos and video)

are increasing the

willingness of companies

to be Transparent

Bad Candidates Will Take Whatever

Transparency You Give Them• Less talented candidates will

take what you give them

related to transparency

• They have fewer options

• They are less inclined to walk

on bad situations due to the

personal replacement cost

• They’ll gladly accept your stock

art career site and hope that

it’s true

Good Candidates Expect Higher Degrees of

Transparency From Your Brand

• Good candidates have options

• They know there’s dysfunction in every company

• They’re looking for acknowledgement that your company isn’t perfect

• KEY – They’re looking for the upside for people like them at your company, along with challenges

• Communicate the challenges with the upside, and your message resonates as more credible with Top Talent in today’s SoLoMo/Review economy

2 WAYS

To Meet the Transparency

Expectation of Great Talent

with Your Employment

Brand

#1 - Give Deep Info on What it’s Like At Your

Company Beyond Stock Art and Lame Text

• Find real employees to write about what they’re working on

• Other Examples include homegrown video, photos from employees, aggregated social streams

• You’re shooting to make people feel like they’re getting an uncensored dive into your company

• You’re still in control—just not to the extent you’re used to

#2 – User Reviews (or something that

feels like that)• Let people talk about what it’s

like to work at your company

• You can accomplish this in a variety of ways (video, something that looks like LinkedIn recommendations, individual pages)

• Numerical Ratings are just icing on the cake

• The more you talk about challenges, the more top talent listens to the positives

POLL QUESTION #2: Our Company’s Level as

Transparency Can Best Be Described As:

#Glassdoor

The 5 Biggest Myths

About Company

Reputation Sites Like

Glassdoor (and which ones you help perpetuate

by not engaging)

Riding Shotgun With KD and Tim

• Alison Hadden

• Director of Product Marketing at Glassdoor

• One Daughter – 8 years old (lab)

• Once traveled to Korea for Martial Arts Training

• @alisonhadden

• www.linkedin.com/in/alisonhadden

Myth #1: Reputation Sites Like

Glassdoor Are Just RANT Sites…• This is straight up bias – or

probably laziness – on the part of HR pros.

• 70% of employees rating on Glassdoor are “OK” or “Satisfied” with their job or company.

• Asking for Pros and Cons balances feedback

• Average rating: 3.2 out of 5.

• Is Neutral the new Negative?

• THE PROBLEM IS YOU FACTOR: HIGH

Myth #2 – Reputation Sites Like Glassdoor Allow

People to Post Anything They Want…

• Any reputation site worth its salt will review comments…

• Glassdoor: Multi-tied review process, 15% of comments rejected.

• Glassdoor: You can flag comments for a second look if needed.

• BUT – That doesn’t mean people can’t be negative.

• The best defense is good offense.

• THE PROBLEM IS YOU FACTOR: Moderate (This is just more rationalization of the “Rant”)

Myth #3 – Employers Have No Voice at Reputation

Sites Like Glassdoor...

• You gotta be in the game to play the game.

• Have you signed up for your free employer account that is available?

• Voice comes in two parts – putting your best foot forward with the features available to you as an employer, but also engaging as a participant in the process.

• Things you can do by signing up for an employer account: Respond to reviews as a company rep, flag inappropriate reviews, post awards, etc.

• THE PROBLEM IS YOU FACTOR: HIGH

Myth #4 – Only the Kids Are Using Reputation

Sites, So I Don’t Have to Worry About It

• This just in – Kids are fleeing Facebook due to all the old people present.

• Industry wide - 74% of job seekers are likely to read reviews before accepting a job offer.

• At Glassdoor – 55% of users have more than 10 years of experience.

• THE PROBLEM IS YOU FACTOR: MODERATE, BUT HIGH IF YOU ARE AN OLD HR PRO RESISTANT TO CHANGE

MYTH #5: You Can’t Get Good Employees to

Write a Nice Review…• We call BS

• Is the problem they won’t, or you haven’t

asked?

• If you believe Reputation sites like

Glassdoor are Rant Sites, it’s even more

important for you to engage your

workforce.

• Let’s face it, this isn’t your first time

badgering employees for things (see Open

Enrollment, Employee Surveys and Best

Place to Work surveys in that order).

• THE PROBLEM IS YOU FACTOR: HIGH

• You’re Rationalizing

POLL QUESTION #3: The Myth I Still Believe Is True Is:

#Glassdoor

Our 4-Step PlaybookFor How to Engage on Reputation Sites Like

Glassdoor and Become a Better HR Marketer…

Step 1: Claim Company Profile and

Maximize Your Presence…• Odds are that most of you

listening haven’t claimed your free employer account at any of the reputation sites...

• THIS JUST IN: They create sites for any company they’re aware of. That means even if you haven’t created the account, it exists.

• You have to claim the account to get info correct and use whatever free features are present, and most importantly, to respond to reviews as a company rep.

Step 2: Designate an HR Pro on Your Team

to Respond to Reviews of Any Type…• Company reputation sites are only

Rant Sites if you refuse to engage…

• Your engagement strategy must include having someone on your team be a cultural customer service rep.

• Pick the person on the HR team with the best skills in this area.

• Make them responsible for being the person to respond to all reviews –good and bad.

• Let’s talk about the skills that person needs to have.

• PS – Let’s talk about the Bully Effect and how it goes away if you employ this strategy.

Step #3: Campaign Time – Create Programs to

Encourage Reviews Across Your Employee Base…• Hell, yeah! You aren’t just sitting

around waiting for negative reviews to happen.

• The smart Talent leader is going to run campaigns internally to encourage employees of all types to write reviews on reputation sites.

• Good, bad, somewhere in between –you don’t care. You just want activity.

• Let’s face it, this isn’t your first time badgering employees for things (see Open Enrollment, Employee Surveys and Best Place to Work surveys - in that order).

• Let’s talk timing, recurring quiet periods, etc.

Step #4: Start Weaving Reputation Sites Into The

Rest of Your Employment Branding Strategy…• Once you start building a presence on

any company reputation site, you have to become a marketer that the 3rd party info is available.

• Answer the following question: Where do you share links to your career site?

• That’s where you should be promoting a robust presence on reputation sites like Glassdoor.

• Email signatures, ATS messaging, etc.

• Another great marketing strategy –start featuring positive reviews in your job descriptions, email campaigns, etc –anywhere that supports HTML.

#Glassdoor

Thank you to our webcast sponsor:

For more info, email employers@glassdoor.com , call 415.339.9105 or visit employers.glassdoor.com.

@glassdoor

Kris:kdunn@kinetixhr.comwww.fistfuloftalent.comTwitter: @kris_dunnLinkedIn: www.linkedin.com/in/krisdunn

Tim:Sackett.tim@hru-tech.comwww.timsackett.comTwitter: @TimSackettLinkedIn: www.linkedin.com/in/timsackett