How Employee Storytelling Differentiates Your Employer Brand

Confidential and Proprietary © Glassdoor, Inc. 2008-2015

HowEMPLOYEE STORYTELLINGDifferentiates Your Employer Brand


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Featured Speakers

Elizabeth MurphyChannel Marketing Manager

at Glassdoor

@EBHoster

Sarah ClaytonEVP, Employee Engagement & Change

Management at Weber Shandwick

@SJensenClayton


#GDChat


Agenda

• What Is an Employer Brand?

• Why Empower Employee Storytelling?

• Action Plan

• Questions


What Is an Employer Brand?


family and friends

52%

Most trusted resourcesfor learning about companies

feedback and reviewsfrom other people who work at the company

14%1 2

Source: Harris Interactive, Survey Commissioned by Glassdoor, January 2012


Reviews on Glassdoor


Employee Survey

Ask your Employees! What perks matter most to you?

What motivates you to perform well?

Why did you choose to work here?

Why do you choose to continue working here?

When you’re at a BBQ, how do youdescribe our company?


Encourage Employee Storytelling!

Presenting a Realistic Picture of Culture


Why Empower Employee Storytelling?


Employees Are Your Most Credible Recruiters

A truth universally acknowledged

People are far more likely to trust a company based on what its employees have to say than

on its recruitment advertising.


BlogsCommunities &

WorkspacesIntranet Corporate

“YouTube”

Face-to-face

EX

TER

NA

L

INTE

RN

AL

EMPLOYEES

Facebook

LinkedIn Twitter

Face to Face

YouTube Glassdoor

Many Platforms to Make Their Voices Heard


Employees Are Already Talking About Their Employers

use at least one social media site for personal use

have posted something about their employer in social media

that they wish they hadn’t

14%

post messages, pictures or videos in social media about

employer very often, somewhat often or from time-to-time

50%

have shared praise or positive comments online

about employer

39%

have shared criticism or negative comments online about

employer

16%

88%

69% of employees have made positive comments about their employer to friends or family and 58% would recommend their employer to others as a place to work

Source: Weber Shandwick


BUT,ARE THEY AS EFFECTIVE

AS THEY COULD BE?


It’s Not Just What They Say; It’s How They Say It

Storytelling Posting


“This is where traditional internal communication is heading. We’re moving away from communicating to employees,

and more toward enabling them to be great communicators themselves.”

- Kevin Bishop, former VP Worldwide Brand System & Workforce Enablement at IBM


Your Employees’ Story Matters


Every Good Story Has A…

And details that bring it all to life…

BEGINNING

Situation

Challenge

Opportunity

MIDDLE

Turning Point

Choice

END

Clear

Relatable

Outcome


BEGINNING

MIDDLE

END


Employee Storytelling on Career Pages


Employee Storytelling on Facebook


A Partnership Between Companies and Employees

1. Initiating 2. Sourcing 3. Packaging 4. Sharing


Expected Outcomes

For Companies: For Employees:

• More engaged employees that better understand the personal connection they have to the business

• A richer, more diverse and more authentic brand voice

• Quicker to surface and treat high interest topics

• Authentic media assets to aid in storytelling

• Message amplification far beyond traditional channels

• Opportunity to build their personal brands

• Contribute to a culture of dialogue, transparency and engagement

• Possibility of working with people they like and respect


Action Plan


Getting Started

The right technology

Communications & Marketing as

invested partners

An engagedemployee base

A riskmanagement

strategy+ + +


Questions?

How Employee Storytelling Differentiates Your Employer Brand

Recruiting & HR

Transcript of How Employee Storytelling Differentiates Your Employer Brand