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Kate PopeAchievers, Manger, Talent Acquisition
How to Message Your Employer Brand in An Authentic Way
Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor
Featured Speakers
Kate PopeManager, Talent Acquisition
Kelly McGuire-Payne Director, Client Success
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Agenda
1. Transparency and Your Employer Brand
2. Getting Your Employees on Board
3. 5 Steps to Ensuring Transparency and Authenticity – The Achievers Story
4. Leveraging Internal and External Sources
5. Questions?
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The Power of Employer Branding
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A company’s Employer Brand Reputation directly impacts its ability to attract and retain top talent
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If you don’t manageyour employer brand,
then someone else willwrite the story for you.
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Today’s candidates seek transparency and authenticity in their job search
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What We Know about Today’s Candidate
1. 51% have buyer’s remorse due to an inaccurate picture of the job
2. 95% are influenced by reviews from those inside the company
3. 69% wouldn’t take a job with a company
that had a bad reputation
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Webinar Tips for Attendees
Your employer brand begins with your employees
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Brand Authenticity
talent values
passion
brand
strengths
experience
ideals
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It’s Not Just About Money
“Employees exert up to four times more discretionary effort when they believe
in the value of their job, their team, and their organization.”
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The Achievers Story
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We Seemed to be Rocking and Rolling
1. Culture2. Top grades3. Flexible work environment4. Career site5. ATS
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But We Needed to Fix a Few Things…
1. We were no different then any other start up 2. We wanted to attract more seasoned talent3. High turnover in Gen Y’s4. Remote talent5. We NEEDED to stay true to our BRAND
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Quick Fixes We Needed to Make
1. Alignment 2. Who do we hire?3. Online messaging 4. Social
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5 Steps to Ensuring a Transparent Brand
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Step 1
List out what makes you different from thecompetition and highlight those attributes.
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Be a Marketer
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Step 2
Figure out WHO you want to hire andwhat attributes are most important tothose groups.
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Step 3
Listen and fix any existing problems.
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Read what others are saying about you
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Step 4
Recognition works!
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How Recognition Works
.
Esteem( importance, recognition,
respect )
Love/Belonging( social, love, family, team )
Safety( economic and physical security )
Survival( food, water, sleep )
Compensation &Benefits
ModernRecognition
CareerDevelopment Opportunities
Maslow’s Hierarchy of Needs
#1 reason people leave is because of lack of recognition at work
Self Actualization( challenge, opportunity, learning,
creativity )
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Step 5
Once you’ve got it,flaunt it and get social!
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Join the conversation
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Cant Get More Transparent Than…
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Allows You to Track Engagement
1. How many candidates know you exist?
2. Where does your reputation stand compared to competitors?
3. What is your social media reach?
4. How influential is your employer brand?
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Results
1. Recruiters and managers now aligned2. Positive 30/60/90-day onboarding check-ins3. Improved referral rates4. Average age of candidates increased to 345. Candidates applied because of Glassdoor,
not because of company career site
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What’s Next for Achievers?
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Action Plan
1. Scale for growth2. Continue to recruit millennials3. Engagement with current employees4. Localize brand
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Brands are constantly evolving
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What We Know About Today’s Candidates
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7 Ways to be More Transparent
1. Develop your employer brand message2. Give employees a voice3. Enable social sharing4. Share frequently5. Be responsive6. Point people to 3rd party endorsements7. Go mobile
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What is OpenCompany?
A Program to Recognize Companies that Embrace Transparency
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OpenCompany: 5 Steps Toward Transparency
Add Photos
Get Reviews
Promote Your
Profile
UpdateProfile
Respond to
Reviews
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Employer Center Reporting
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Delivering Measurable Results for 2,000+ Clients
and Partners
Financial Services
Consumer Goods
Internet
Healthcare
Technology
Retail
Consulting
Energy & Utilities
2x better applicant quality
vs. traditional job boards
30% lower cost-per-hire
than other recruitment channels
3x more influence
over candidates’ decisions
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Thoughts to Leave You With..
40
Today’s Candidates Demand TransparencyThe Demand
Will Only GrowEmbracing Transparency
Helps Your Company Win
Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor
Thank You
Kate PopeAchievers, Talent Acquisition [email protected]