Leveraging Your Employer Brand to Attract Great Talent

The Business Case for EMPLOYER BRANDING

Confidential and Proprietary © Glassdoor, Inc. 2008-2015 2Confidential and Proprietary © Glassdoor, Inc. 2008-2015

Featured Speakers

Lauren WrightHead of Global

Business ExpansionGlassdoor

Karen ParsonsStrategic Account Director

LHH

Confidential and Proprietary © Glassdoor, Inc. 2008-2015

What is an employer brand?


An organisation’s reputation as an employer


What impacts a strong employer brandTop 5:

1 Quality of Candidates

2 Quantity of Candidates

3 Share of Market

4 Diversity of Candidates

5 Operational Performance


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 Programmes

vs.


So why are we here?

Satisfied employees tell three friends…

Angry employees tell 3,000 or

more.

“In prior generations, you get married and you start a career and you do that immediately. What young people today are seeing is that approach has led to divorces, to people unhappy with their careers ... The majority want to get married [...] they just want to

do it right the first time, the same thing with their careers”

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)

30% Say organisations rarely or never promote internal networking.

40%Say organisations rarely or never provide career planning and development.

Source: LHH Talent Mobility Research Report 2015

Source: LHH Talent Mobility Research Report 2015


Employment brand messages3 Most Influential:

1 COMPETITIVELY POSITIONED

They make clear comparisons with other organisations, either to differentiate or associate with them.

2 EMOTIONALLY RESONANT

They connect applicants’ personal roles with the broader purpose or mission of the organisation.

3 DRIVING REFLECTION RELATED TO FIT

They coach applicants to reconsider their fit with industry, organisation or role.


How does your online presence impact your

employer brand?


+

HiringManager

Recruiter

CareerPage

HiringManager

Recruiter

CareerPage

TodayYesterday

EmployersPerspective

EmployersPerspective

Candidates Rely on BothPeers and Employer Insight

Candidates Rely onEmployers Insight Only

The decision making process has changed


Today’s candidates’ decision process


61%

job seekers in USuse Glassdoor when

searching for jobs

ProsGood training for new consultants

Hard role with very long hoursCons

Company BenefitsAnnual Leave“Very good. You can also buy more holidays.”

Interview QuestionsRecruitment Consultant“Want to see what you’re like working with a group…and your real personality.”

SalaryBusiness Analyst

£40k (1.1k Salaries)

388 Reviews

96% Approve

Reviews4.2“Fantastic company to work for”

Candidates are hungry for information

COMPANY ABC

Candidates’ journey

These candidates really want to work

for you!


ReputationHow to Measure:

Start managing your reputation across social channels


Measure: understanding your brand and reputationBrand Awareness

Company Reputation Employee SentimentYour Company

Competitor No. 1 Competitor No. 2

Your Company Competitor No. 2Competitor No. 1

94.9% 97.3% 46.8%


Most job seekers read 4-7 reviews before forming an opinion of a company

Source: Glassdoor Site Survey, October 2013


70% of employees

say they are ‘OK’ or ‘Satisfied’

with their jobs and companies

3.2 averagesite-wide company

ranking

68% averagesite-wide CEO approval

rating

60% of reviewsare from current

employees

Sources: Glassdoor User Survey 2014

A look at the numbers…


Tell your story


Step 1: Get involved today and claim your profile

1


Step 2: use online resources & content

2


Step 3: embrace transparency — OpenCompany

• Launched in April 2014• 100+ employers have achieved OpenCompany status • 13,861 Photos, Reviews, Company Descriptions contributed since

launch

2


LHH Alumni Promoter System (APS)


ROI


increase in the quality of the candidate pool

54%

According to a 2014 CEB reportEmployers that invested in employer branding

reported…


Sources:*Bersin by Deloitte, November, 2011**Employer Branding Global Trends Study Report, May 2014

Cost savings from employer branding Example:


Get started


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


Analyse structured & unstructured

data

Understand. Develop. Deploy…talent

UNDERSTAND DEVELOP DEPLOY

Measure Alumni sentiment

Conclusions & recommendations for

action


Questions?

Leveraging Your Employer Brand to Attract Great Talent

Recruiting & HR

Transcript of Leveraging Your Employer Brand to Attract Great Talent