The Business Case for Employer Branding
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Transcript of The Business Case for Employer Branding
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
The Business Case forEMPLOYER BRANDING
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
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What is an Employer Brand?
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Employer Brand: Your Reputation
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“Your brand is what otherpeople say about you whenyou’re not in the room.”
Jeff Bezos – Founder & CEO, Amazon.com
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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…
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Transparency
Ebook: 25 Tips from Top CEOs (2015)
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increase in the quality of the candidate pool54%
According to a 2014 CEB reportEmployers that invested in employer branding reported…
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How to Measure Your Brand
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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:
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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.
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AwarenessHow to Measure:
0200400600800100012001400
Start building brand awareness whenyour company page views on Glassdoor
are below 500 per month
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ReputationHow to Measure:
Start managing your reputation ifyour rating is below the 3.3 average
on Glassdoor
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Today’s Candidates
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Where you workis one of the
most important decisionsyou’ll make in your life.
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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
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Today’s Candidates’ Decision-Making Process
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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)
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Most job seekers
READ 4-7REVIEWS
before forming anopinion of a company
Source: Glassdoor User Survey, 2014
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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:
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Tell Your Story
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Step 1: Get Involved and Claim Your Profiles
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Step 2: Tell Your Real Story
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Step 3: Embrace Transparency — OpenCompany
• Launched in April 2014• 100+ employers have achieved OpenCompany status • 13,861 Photos, Reviews, Company Descriptions contributed since launch
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ROI
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Source: Employer Branding Global Study Report
22%reduced
recruitmentfees
Companies with astrong employer brand
see an average of
$
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Sources:*Bersin by Deloitte, November, 2011**Employer Branding Global Trends Study Report, May 2014
Cost Savings From Employer Branding Example:
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Sources:*Bersin by Deloitte, November, 2011**Employer Branding Global Trends Study Report, May 2014
Cost Savings From Employer Branding Example:
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Sources:*Bersin by Deloitte, November, 2011**Employer Branding Global Trends Study Report, May 2014
Cost Savings From Employer Branding Example:
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Get Started
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Pro Tip #1
Download Employer Branding for Dummies® or Recruitment Marketing for Dummies® to help you with your strategy!
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Pro Tip #2
Download Employer Branding for Dummies® or Recruitment Marketing for Dummies® to help you with your strategy!
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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
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Questions?