Employer Brand - Glassdoorresources.glassdoor.com/...employer-brand-analytics... · Developing an...

101Employer Brand Analytics

Developing an effective employer brand is the foundation of an effective recruitment strategy. Your employer brand is your reputation, and if you don’t define it, someone else will! But how do you measure if it’s resonating with talent that you are trying to reach?

This eBook reveals employer branding analytics that you should be looking at to win today’s war for talent.

Introduction

Let’s get

started…

Questions You Want Answered

Reporting and analytics can help you monitor your reputation, show how you measure up to your competition, and determine if your employer brand resonates with your target audience.

Areas to Analyze:

What is my brand awareness with job seekers? Is it growing?

How does my awareness and reputation compare with my competition?

Who am I attracting with mybrand message and is it the right audience?

What is my brand reputation?

Thousands of employers each month are signing up for Free Employer Accounts on Glassdoor.

These provide basic employer branding tools and analytics.

Source: Glassdoor, May 2014

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Benchmarks to Get You Started

To measure and track how your employer brand is resonating with job seekers and how you compare with competitors over time, it’s essential to establish benchmarks.

Key Metrics to Consider:

Glassdoor ratings averages

Feedback directly from candidates

Audience demographics of candidates you want to attract

Awareness and influence

The average CEO rating is 69% and the average company rating is 3.2.Company ratings based on a 5-point scale.

Source: Glassdoor, May 2014

Up Next

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Monitoring Your Reputation

Analyzing Candidate Activity and Demographics

Seeing How You Stack Up Against the Competition

Where to Get Started

MonitoringYourReputation

Employer Brand Analytics 101

Monitoring Your Reputation

It’s important to analyze several key areas and monitor changes over time (year over year). This allows you to prioritize your focus and show upper management progress over time.

Overall company ratings on Glassdoor, for example, are drawn from employee ratings in five areas:

Culture and values

Work/life balance

Senior management (what employees think of the leadership in place)

Compensation and benefits

Career growth opportunities


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Monitoring ratings over time for compensation and career growth—the top two employee motivators, according to Glassdoor research—help you judge if your efforts in these key areas are working or need extra focus.

Pro Tip:

Using Reputation Word Clouds

Reputation word clouds reveal positive and negative perceptions of your company, helping you identify recurring themes in your employer reviews.

Knowing your company’s key strengths and weaknesses help you build your employer brand. When you look at your company’s word clouds, note what people like most — and least — about your company. This information identifies areas you need to work on.

PROS CONS


Filter through What Employees Are Saying

You can easily filter through reviews on Glassdoor by job titles or locations to see what groups within your organization are saying.

Set up alerts. When new reviews appear on your profile, you’ll know right away.

Pro Tip:


Get alerts on company activity by clicking on the RSS feed link that appears at the bottom of each reviews page or go to your Employer Center > Settings > Email Preferences to adjust settings.

Employee Retention

Tracking retention metrics lets you keep a pulse on your reputation. To improve employee retention, make sure that you have transparency within your organization from top to bottom.

Paying careful attention to reviews and having regular check-ins with new employees at 30-, 60- and 90-day intervals and with existing employees at six-month intervals, allows you to track what happens to employees after they enter your organization.


of job seekers would consider leaving their current employers for a company with an excellent reputation.

84%

Source: Allegis Group Services Study, 2012

SolarCity Monitors Its ReputationEmployer Brand Analytics 101

It’s also helped recruiting efforts:

SolarCity is the national leader in clean energy services, making affordable solar energy available to tens of thousands of homeowners, schools, government agencies such as the U.S. Armed Forces, and well-known corporate clients, including eBay, Intel and Walmart.

As part of its onboarding and check-in process, SolarCity asks new employees to post anonymous company reviews on its Glassdoor profile page. Not only has this effort resulted in a 4x increase in user-generated content, but it’s given SolarCity invaluable insight into its reputation based on employee opinions.

63 critical hires in only eight months

319% increase in profile traffic

Action PlanEmployer Brand Analytics 101

Key AreasSet five key areas and track progress over time

Note Strengths and WeaknessesNote the pros and cons of working at your organization

Track RetentionNote what happens after employees join your organization and reasons why people leave

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3 Steps to Monitoring Your Reputation:

Analyzing Candidate Activity


Job Click Activity

Sites such as Glassdoor allow you to analyze what job titles are most clicked and where job activity is coming from. Your applicant tracking system (ATS) should then be able to close the loop and break down applicants by source.

This data helps you measure success and determine the quality-of-hire and cost-per-hire for each recruiting channel.


Interview Feedback

Job applicants’ comments on the interview process reveal the first impressions of your employer brand. Whether a candidate thought the interview was a positive, neutral or negative experience, this allows recruiters to analyze what’s working and what isn’t.


Interviewees are asked to note where they found your job listings and what methods they used to apply. This can help you determine which recruitment channel is most effective. Typical channels include campus recruiting offices, online job sites, employee referrals, recruiters and staffing agencies.

Have You Checked Your Site Traffic Lately?

Understanding talent analytics can be daunting at first but proves invaluable when you’re tracking brand and changes in your company’s reputation over time.

Seeing who is coming to your page can help you make sure that your employer brand is resonating with the right audience.


0-1 28.7%

2-5 30.5%

6-10 22.0%

11+ 22.0%

YearsExperience

Male81.2%

Female18.8%

Gender

<18 0.3%55+ 3.4%

18-24 26.1%

25-3437.9%

35-4421.4%

45-5410.9%

Age

College 64.7%

Graduate School31.6%

Education

High School 3.7%

How Do You Measure Employer Branding?

To evaluate the effectiveness of your employer brand, look at these key areas:

Candidate Awareness—Measure your influence over candidates by analyzing visits to your company page. Are they increasing or remaining flat?

Quality-of-Hire—Determine this by how many job applications it takes to source a qualified candidate worthy of interviewing.

Cost-per-Hire—Note where budget is spent and hires per channel to learn if your strategy is working.

Time-to-Hire—Log how long it takes to fill roles across the company to see if your strategy is leading to more efficiency.




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5 The average cost-per-hire across all industries is $3,300

Pro Tip:

Source: Bersin, November 2011

1-800 Contacts Case StudyEmployer Brand Analytics 101

The results:

Until recently, 1-800 Contacts relied on job boards, local advertising, and other traditional sourcing methods to reach its recruitment goals. When the company joined the conversation on Glassdoor, not only did it get a more balanced view of its brand, but its recruiting strategy changed, for example, targeting talent on competitors pages.

Within six months of the partnership, this strategy improved 1-800 Contact’s employer brand awareness—increasing candidate quality threefold and traffic to its company profile tenfold. It also streamlined hiring, allowing 1-800 Contacts to measure the efficiency of its strategy. Previously, the company had to sort through 30 resumes to hire a glass technician; now it has to check only six resumes to fill that job.

Increased monthly page views from2,861 to 32,171

Streamlined hiring with 3X better applicant quality


Job Click ActivitySee what channels job seekers use to do research and to apply

Interview FeedbackAnalyze what your interview experience is like: positive, neutral or negative

Check Site TrafficSee who is coming to your page and if they match the audience that you are trying to reach

Measure Your BrandMeasure what jobs are clicked most, candidate quality, cost-per-hire and time-to-hire per channel

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4 Steps to Analyzing Candidate Activity:

Seeing How You Stack Up Against the Competition


Analyzing the Competition

Analyzing how your traffic compares with competitors can spotlight areas for improvement and tactics you might want to adopt.


Have You Checked Your Competitors’ Pages?

Seeing which candidates are coming to your page versus the demographics of candidates going to your competitor pages can help you refine your recruitment strategy to reach your target candidates.


Ed

ucat

ion

Year

s E

xper

ienc

eG

end

er

High School 3.5%

High School 3.8%

High School 5.5%

College 66.9%

College 57.7%

College 68.6%




0-1 27.8%

0-1 30.8%

0-1 44.0%

2-5 38.0%

2-5 39.6%

2-5 43.8%

6-10 23.3%

6-10 19.3%

6-10 8.1%

11+ 10.9% 11+ 10.3% 11+ 4.1%

Male69.4%

Male72.7%

Male68.2%

Female30.6%

Female27.3%

Female31.8%

Your Company Competitor #1 Competitor #2

Reputation Heat Maps

Monitoring your brand’s performance can help you understand employees’ likes and dislikes. Going even further and keeping an eye on the competition and their strengths and weaknesses can help you refine your strategy to win the war for talent.




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Important metrics to track include your CEO’s approval rating, business outlook and if your colleagues would recommend your company to a friend.

Pro Tip:

Have You Seen Where Your Competition Is Investing?




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Seeing what channels are working for your competitors helps you refine or add new channels to your own recruiting efforts.

Pro Tip:

Cisco Case StudyEmployer Brand Analytics 101

The results:

Cisco Systems, a worldwide leader in IT, is changing the way the world works, lives, plays and learns. To attract the most qualified candidates in today’s competitive market, they use analytics on Glassdoor to gain insight into onboarding processes and salaries.

By keeping an eye on the competition, Cisco refines and optimizes its messaging to candidates.

24 high-level hires, considerably under target cost-per-hire

Over 14,000 reviews and ratings

Top 1% profiles viewed on Glassdoor with over 1 million candidate views


Compare Site Visits MonthlyFind out how many job seekers are visiting competitors’ pages compared with yours

Identify Visitor DemographicsFind out gender, current job titles and locations of the candidates visiting your competition

Compare RatingsSee how other companies rate in key areas

Identify Channels for Recruiting TalentEnsure that your employer brand is featured wherever candidates are making career decisions

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4 Steps to TrackingYour Competition:

Where toGet Started


Check weekly: Candidate quality, reviews, ratings against competitors and candidate demographicsCheck monthly: Cost-per-hire, time-to-hire and percentage of employees who recommend your companyCheck annually: Overall themes and sentiments, ratings trends and CEO rating

Hiring and company initiatives can change at any time. Being flexible and able to adapt your message based on hiring needs is crucial for today’s modern recruiter.

A Glassdoor Free Employer Account gives you access to analytics and tools to monitor your reputation, understand candidate activity and identify the competition.

3 Tips to Get StartedEmployer Brand Analytics 101

Set a Schedule

Be Adaptable

Get an Employer Account

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Customers across all industries use Glassdoor’s employer solutions to attract better-qualifiedcandidates at a much lower cost per hire.

2X 3X 30%the quality the influence lower cost-per-hire

Delivering Measurable ResultsEmployer Brand Analytics 101

Sign up for a FREE Employer Account

It’s easy to get started!

to start monitoring your brandreputation today.

https://www.glassdoor.com/partners/account/create.htm?Source=whitepaper

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