The ROI of Employer Branding

© Glassdoor, Inc. 2017

The ROI of Employer Branding

Glassdoor is a registered trademark of Glassdoor Inc.


•  Audio is streaming over the web.

•  Please make sure your speakers are turned on and turned up.

•  All lines are muted to avoid background noise.

•  Please submit questions using the Q&A tab in the lower left corner of your window.

"

Webinar Tips for Attendees



Featured Speakers

Kirsten Davidson Senior Partner, Employer Branding

at Employera @kmzdavidson

Lisa Holden Employer Communications Manager

at Glassdoor @LisaAHolden

Megan Likely Recruiting Programs Specialist

at Zynga @zynga


agenda

what is an employer brand

why employer branding matters

calculating employer brand ROI

Zynga case study

key takeaways

Q&A


What Is an Employer Brand?


What Is an Employer Brand: Your Reputation

– Jeff Bezos, Founder and CEO, Amazon.com

“ Your brand is what other"

people say about you when"you’re not in the room.


What Is an Employer Brand: Culture

CEOs and HR leaders now recognize that culture drives people’s behavior, innovation, and customer service, and

82% of leaders believe company culture"gives them a competitive advantage.

(source: Deloitte 2015 Human Capital Trends)


What Is an Employer Brand: Mission & Values

Becoming Irresistible, Deloitte, February 2015


What Is an Employer Brand: Your People

Edelman Trust Barometer, 2014


Why Employer Branding Matters


Value of Your Employer Brand

Organizations that prioritize Employer Brand are:

Source: Brandon Hall Group, Understanding the Impact of Employer Brand, Research Brief, November 2014

250% more likely to rate their overall talent "acquisition efforts as highly effective

185% more likely to have at least a high-level "talent acquisition strategy in place

130% more likely to see increases in "employee engagement


Strong Employer Brands Lead to More Candidates

Source: Melián-González & Bulchand-Gidumal, 2016

Impact of Positive, Neutral and Negative Employer Reviews on Image and Recruiting Ability


Strong Employer Brands Speak for Themselves

Source: Melián-González & Bulchand-Gidumal, 2016

Impact of Positive, Neutral and Negative Employer Reviews on Salary Demands by Prospective Employees


Calculating Employer Brand ROI


Key Elements to Track and Manage

Employer Brand Reputation

Cost-Per-Hire

Source-Per-Hire

Candidate Quality

Talent Pool Development

Open Positions

Time-to-Fill Positions

Employee Engagement


Employer Brand Reputation


Cost-Per-Hire


Source-Per-Hire


Candidate Quality


Talent Pool Development

Awareness Consideration Interview Offer Hire

Glassdoor app on the go

Post company reviews on Glassdoor

Glassdoor has all the jobs

Glassdoor interview prep

Glassdoor Know Your Worth

Glassdoor trustworthy insight

•  Employee Reviews •  Company & CEO Ratings •  Salaries •  Benefit Reviews •  Company Updates


Open Positions


Time-to-Fill Positions


Employee Engagement

Employee and Candidate Rating Trends

Rating Trends Over Time Pros & Cons


Company " Spotlight


Where We Were


What Was Our Goal?


How We Got There


Results


University Recruiting


Key Takeaways


Key Takeaways

Consider ecosystem when calculating ROI

Showcase what it’s like on the inside

Lead with authenticity

Build a Glassdoor strategy

1

2

3

4


Kirsten Davidson Senior Partner, Employer Branding

at Employera

Lisa Holden Employer Communications Manager

at Glassdoor

Megan Likely Recruiting Programs Specialist

at Zynga


The ROI of Employer Branding

Recruiting & HR