#Glassdoor

Recruitment Marketing 101:

Thinking Like a Marketer to

Promote Your Employer Brand

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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.

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Featured Speakers

Steve BurtonVP of Marketing at Glassdoor

www.linkedin.com/in/burtonsays

@BurtonSays

Christos TsaprounisHead of Resourcing at Auto Trader UK

https://uk.linkedin.com/in/christostsaprounis

@ctsaprounis

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Agenda

• What Is Recruitment Marketing

• 3 Steps to Creating an Effective

Recruitment Marketing Strategy

1. Develop and Employer Brand

2. Use Analytics to Your Advantage

3. Conduct Multi-Channel Marketing

• Case Study from Auto Trader

• Q&A

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What Is Recruitment Marketing?

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Step 1: Develop an Employer Brand

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What Is Employer Branding?

The impression of your organization

as a place to work.

Internal Employees

Customers& Vendors

ExternalTalent

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Questions You Want Answered

Areas to Analyze:

• What are the key characteristics of my

target candidates?

• What is my brand awareness like with them?

• What is my reputation like with them?

• How does my awareness and reputation

compare with my competition?

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Start With Your Employees

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Embrace Transparency

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Your Employer Brand Is Your Reputation,

and If You Don’t Define It, Someone Else Will!

WIN THE WAR ON TALENT

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Step 2: Use Analytics

to Your Advantage

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Compare Yourself to Your Competitors

Male69%

Female31%

Male73%

Female27%

Male68%

Female32%

Ge

nd

er

High School

4%

College67%

Graduate School30%

Ed

uca

tio

n

High School

4%

College58%

Graduate School30%

High School

6%

College69%

Graduate School30%

Your Company Competitor 1 Competitor 2

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Use Reputation Word Clouds

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See Where Your Competition Is Investing

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Candidate AwarenessAnalyze visits to company page

Quality-of-HireHow many job applications does it take?

Cost-Per-HireNote where budget is spent on hires

Time-to-HireLog how long it takes to fill roles

Measure Your Talent Attraction

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Step 3: Conduct Multi-Channel

Marketing

#Glassdoor18

Understand Your Audience and Engage Them

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Career Site Blog Facebook

LinkedIn InstagramTwitter Google +

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Types of Multi-Channel Marketing

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Case Study: Auto Trader

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Responding to Reviews

Case Study: Auto Trader

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Customized Tabs:

• About Us

• Benefits

• Our Values

• People

• Events

Case Study: Auto Trader

Why Work For Us

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Case Study: Auto Trader

Utilizing Recent Updates on Glassdoor

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Case Study: Auto Trader

Career Site Reflects Values

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Case Study: Auto Trader

Promoting Jobs Through Twitter @AutoTrader_Jobs

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Case Study: Auto Trader

Promoting Culture Through Facebook

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Employer Branding

Summit VideoseBooks on Employer

Branding

Blog with the Latest Trends

in Employer Branding

Recruitment Marketing & Employer Brand Resources

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Get Started With a Glassdoor Free Employer Account!

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Questions?