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Why Smart Talent Pros Are Becoming Better Marketers… By Using Company Reputation Sites Like Glassdoor

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FIGURING OUT THE BIG FIVE FOR THE SPOTS ON YOUR TEAM

Why Smart Talent Pros Are Becoming Better MarketersBy Using Company Reputation Sites Like Glassdoor

How to Participate TodayOpen and close your PanelView, Select, and Test your audioSubmit text questions and join in the conversation in the chat boxFollow on the back channel via Twitter using the hashtag #GlassdoorQ&A addressed at the end of todays session please ask them in the questions box

#Glassdoor

2Presenter Info

Kris DunnCHRO at Kinetix (RPO, Recruiting)Founder of Fistful of Talent , The HR Capitalist Hoops JunkieTim SackettPresident at HRU Technical ResourcesBlogger #1 at the aptly named Tim Sackett ProjectContributor at Fistful of Talent

#Glassdoor

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#Glassdoor

6How the yelpificationOf America is changing the way candidates think about Job Search7

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Where is the HR connection to Big Data? This is just a start, and this is data that you probably already have, or at least most of it but the key to it all is the last bullet all this data doesnt necessarily make us any smarter by itself or increase the amount of Truth in the world10

Where is the HR connection to Big Data? This is just a start, and this is data that you probably already have, or at least most of it but the key to it all is the last bullet all this data doesnt necessarily make us any smarter by itself or increase the amount of Truth in the world11

Where is the HR connection to Big Data? This is just a start, and this is data that you probably already have, or at least most of it but the key to it all is the last bullet all this data doesnt necessarily make us any smarter by itself or increase the amount of Truth in the world12

Where is the HR connection to Big Data? This is just a start, and this is data that you probably already have, or at least most of it but the key to it all is the last bullet all this data doesnt necessarily make us any smarter by itself or increase the amount of Truth in the world13

Where is the HR connection to Big Data? This is just a start, and this is data that you probably already have, or at least most of it but the key to it all is the last bullet all this data doesnt necessarily make us any smarter by itself or increase the amount of Truth in the world14

POLL QUESTION #1: What Review Site Do You Use Most As A Consumer?162

#Glassdoor

17Why Reviews/SoLoMo(along with the evolution of photos and video) are increasing the willingness of companies to be Transparent

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Bad Candidates Will Take Whatever Transparency You Give ThemLess talented candidates will take what you give them related to transparencyThey have fewer optionsThey are less inclined to walk on bad situations due to the personal replacement costTheyll gladly accept your stock art career site and hope that its true

23Good Candidates Expect Higher Degrees of Transparency From Your BrandGood candidates have optionsThey know theres dysfunction in every companyTheyre looking for acknowledgement that your company isnt perfectKEY Theyre looking for the upside for people like them at your company, along with challengesCommunicate the challenges with the upside, and your message resonates as more credible with Top Talent in todays SoLoMo/Review economy

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2 WAYSTo Meet the Transparency Expectation of Great Talent with Your Employment Brand26

#1 - Give Deep Info on What its Like At Your Company Beyond Stock Art and Lame TextFind real employees to write about what theyre working onOther Examples include homegrown video, photos from employees, aggregated social streamsYoure shooting to make people feel like theyre getting an uncensored dive into your companyYoure still in controljust not to the extent youre used to

28#2 User Reviews (or something that feels like that)Let people talk about what its like to work at your companyYou can accomplish this in a variety of ways (video, something that looks like LinkedIn recommendations, individual pages)Numerical Ratings are just icing on the cakeThe more you talk about challenges, the more top talent listens to the positives

29POLL QUESTION #2: Our Companys Level as Transparency Can Best Be Described As:303

#Glassdoor

31The 5 Biggest Myths About Company Reputation Sites Like Glassdoor (and which ones you help perpetuate by not engaging)32Riding Shotgun With KD and TimAlison HaddenDirector of Product Marketing at GlassdoorOne Daughter 8 years old (lab)Once traveled to Korea for Martial Arts [email protected]/in/alisonhadden

33Myth #1: Reputation Sites Like Glassdoor Are Just RANT SitesThis is straight up bias or probably laziness on the part of HR pros.70% of employees rating on Glassdoor are OK or Satisfied with their job or company.Asking for Pros and Cons balances feedbackAverage rating: 3.2 out of 5.Is Neutral the new Negative?THE PROBLEM IS YOU FACTOR: HIGH

34Myth #2 Reputation Sites Like Glassdoor Allow People to Post Anything They WantAny reputation site worth its salt will review commentsGlassdoor: Multi-tied review process, 15% of comments rejected.Glassdoor: You can flag comments for a second look if needed.BUT That doesnt mean people cant be negative.The best defense is good offense.THE PROBLEM IS YOU FACTOR: Moderate (This is just more rationalization of the Rant)

35Myth #3 Employers Have No Voice at Reputation Sites Like Glassdoor...You gotta be in the game to play the game.Have you signed up for your free employer account that is available?Voice comes in two parts putting your best foot forward with the features available to you as an employer, but also engaging as a participant in the process.Things you can do by signing up for an employer account: Respond to reviews as a company rep, flag inappropriate reviews, post awards, etc.THE PROBLEM IS YOU FACTOR: HIGH

36Myth #4 Only the Kids Are Using Reputation Sites, So I Dont Have to Worry About ItThis just in Kids are fleeing Facebook due to all the old people present. Industry wide - 74% of job seekers are likely to read reviews before accepting a job offer.At Glassdoor 55% of users have more than 10 years of experience. THE PROBLEM IS YOU FACTOR: MODERATE, BUT HIGH IF YOU ARE AN OLD HR PRO RESISTANT TO CHANGE

37MYTH #5: You Cant Get Good Employees to Write a Nice ReviewWe call BSIs the problem they wont, or you havent asked?If you believe Reputation sites like Glassdoor are Rant Sites, its even more important for you to engage your workforce.Lets face it, this isnt your first time badgering employees for things (see Open Enrollment, Employee Surveys and Best Place to Work surveys in that order).THE PROBLEM IS YOU FACTOR: HIGH Youre Rationalizing

38POLL QUESTION #3: The Myth I Still Believe Is True Is:394

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40Our 4-Step PlaybookFor How to Engage on Reputation Sites Like Glassdoor and Become a Better HR Marketer41Step 1: Claim Company Profile and Maximize Your PresenceOdds are that most of you listening havent claimed your free employer account at any of the reputation sites...THIS JUST IN: They create sites for any company theyre aware of. That means even if you havent created the account, it exists.You have to claim the account to get info correct and use whatever free features are present, and most importantly, to respond to reviews as a company rep.

42Step 2: Designate an HR Pro on Your Team to Respond to Reviews of Any TypeCompany reputation sites are only Rant Sites if you refuse to engageYour engagement strategy must include having someone on your team be a cultural customer service rep.Pick the person on the HR team with the best skills in this area.Make them responsible for being the person to respond to all reviews good and bad.Lets talk about the skills that person needs to have.PS Lets talk about the Bully Effect and how it goes away if you employ this strategy.

43Step #3: Campaign Time Create Programs to Encourage Reviews Across Your Employee BaseHell, yeah! You arent just sitting around waiting for negative reviews to happen.The smart Talent leader is going to run campaigns internally to encourage employees of all types to write reviews on reputation sites.Good, bad, somewhere in between you dont care. You just want activity.Lets face it, this isnt your first time badgering employees for things (see Open Enrollment, Employee Surveys and Best Place to Work surveys - in that order).Lets talk timing, recurring quiet periods, etc.

44 Step #4: Start Weaving Reputation Sites Into The Rest of Your Employment Branding StrategyOnce you start building a presence on any company reputation site, you have to become a marketer that the 3rd party info is available.Answer the following question: Where do you share links to your career site?Thats where you should be promoting a robust presence on reputation sites like Glassdoor.Email signatures, ATS messaging, etc.Another great marketing strategy start featuring positive reviews in your job descriptions, email campaigns, etc anywhere that supports HTML.

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#Glassdoor

46Thank you to our webcast sponsor:

For more info, [email protected] , call 415.339.9105 or visit [email protected]

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Kris:[email protected]: @kris_dunnLinkedIn: www.linkedin.com/in/krisdunn

Tim:[email protected]: @TimSackettLinkedIn: www.linkedin.com/in/timsackett

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