Webinar: From Buzz to Brand: Leveraging Employer Reviews to Inspire Your Social Recruiting, With...

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From Buzz to Brand: Leveraging Employer Reviews to

Inspire Your Social Recruiting

for Employers

Presentation by:



#GlassdoorFollow Us @GDEmployers

@getFindly


Click to edit Master title styleClick to edit Master title styleAgenda

• What is Your Online Employer Reputation?

• How Does Social Recruiting Fit In?• How Can You Measure Your Online

Employer Reputation?• The Importance of Reviews• 5 Tips for Responding to Reviews• Q & A


Click to edit Master title styleClick to edit Master title styleFeatured Speakers

Shannon Seery GudeVP, Digital & Social Strategy

@seerysm

Kelly PayneCustomer Success Director

@kelly_payne22



•We help companies quickly hire the right person at the push of a button.•We provide job seekers simple and fast ways to apply for jobs.

About Findly


Click to edit Master title styleClick to edit Master title styleSome Of Our Clients



Stimulus

• Lost Job / Unhappy

• Growth• Graduation• Thinking of

Returning• Referred

Zero Moment of Truth:

• Company Research:• Corporate

Careers Sites & Openings

• Benefits & Culture

• Social Media Properties

• 3rd Party Perspectives - Online Employer Reviews

1st Moment of Truth

• Application Process

• Interview Process• Correspondence

with Human Resources

2nd Moment of Truth

• Job Offer Acceptance

• No Offered Made – (Silver Medalist Opportunity)

• First Day of Work

Unofficial Content/Process Official Content/Process

Areas of Impact for Social Recruiting Content

Online Reputation & The Job Seeker: Zero Moment of Truth



The result of what a company does/says online about themselves as an employer…

… and what candidates/applicants, new hires, employees, past employees, and influencers post about them online as an employer

EmployerApplicant

New Hire

EmployeePast

Employee

Influencer

What is An Online Employer Reputation?


Click to edit Master title styleClick to edit Master title styleWhat Media Impacts Online Employer Reputation?

Paid

Owned Career Media

Owned ConsumerMedia Earned


Click to edit Master title styleClick to edit Master title styleWhat is User Generated Content?

Ratings

Reviews



Search Engines

Forums & Review Sites

Social Networks

Industry News & Blogs

Multimedia Sites

Channels That Impact Online Reputation


Click to edit Master title styleClick to edit Master title styleWhy Online Employer Reputation Matters

“Work related content and information posted online is influencing the career search moment and impacting decisions about a potential employer” – Glassdoor


Click to edit Master title styleClick to edit Master title styleJob Seekers & Employer Reputation

47% say that a company’s online reputation matters as much as the job offer (Time Magazine, March 2013) Reputation

Reputation


Click to edit Master title styleClick to edit Master title styleJob Seekers & Employer Reputation

39% of job seekers don’t find enough information on the official careers website & turn to 3rd party websites to fill in the gaps in info (Findly Survey)

Reputation


Click to edit Master title styleClick to edit Master title styleOnline Reputation Audit Goals

• Uncover issues• Look for trends• Benchmark your online reputation • Use data to inform social recruiting strategy


Click to edit Master title styleClick to edit Master title styleSocial Recruiting Strategy Goals

Competitive AdvantageYou Social Recruiting Strategy serves to increase your

talent network as well as the reach and trust-factor of your employer branding

AcquireAttract and

capture the right talent to your

Social Careers Properties

ConvertUse social content and engagement to garner applies and

hires.

Engage

Interact and provide the right information that your quality candidates need to make a better

career decision

Social Recruiting Strategy Goals



"One of the greatest challenges I encounter today is not the willingness of a brand to engage, but its ability to create. When blueprinting a social media strategy, enthusiasm and support typically derails when examining the resources and commitment required to produce regular content."

-Brian Solis

Where Will You Get GOOD Content?



• Employee Stories: Career Path; Advancement; Mission• Photos of Work Environment & Employees• Community Involvement/Recognitions • Why Do People Want to Work For You?

Employer Review Inspired Content Topics & Sources



Your Company Competitor 1 Competitor 2

Tracking Company Ratings




Tracking Review Volumes




Tracking Review Sentiment



You Company

Topic mentions do not add up to total number of reviews; this is due to the ability of reviews to include multiple pro and con mentions.

Topic Trends

Your Company



COMPETITOR 1

Tracking Competitor Topic Trends

Competitor 1



“Great co-workers”

Topic Trends – Verbatims

“You own your career and can choose to move around if you want”

“Well defined practices…within

company”

“Gain valuable skills as a manager and team member”

“Great first job”

“Culture of driving employees into the ground”

“Cut throat environment for promotions”

“High turnover with sales floor team members due to no hours”

“Always understaffed…and cutting hours”

“Waste of a college degree”


Click to edit Master title styleClick to edit Master title styleFocus on Your Target Audience

Great content will ultimately achieve your purpose, remember, readers are engaging with your content

because it’s important to them


Click to edit Master title styleClick to edit Master title styleContent Examples: Employee Highlights


Click to edit Master title styleClick to edit Master title styleContent Examples: Make Employees Accessible


Click to edit Master title styleClick to edit Master title styleContent Examples: Telling The Employee Story


Click to edit Master title styleClick to edit Master title styleContent Examples: Showcase Your Employees


Click to edit Master title styleClick to edit Master title styleAbout Glassdoor

6Mcontent

300Kcompanies

15Mjobs

190countries

is the most trusted and transparent place for today’s candidates to search for jobs

and research companies

23Mmembers

Member growth over 5 yrs

48%of job seekersuse Glassdoor

(Source: Software Advice, Jan 2014)



Managing Online Reviews


Click to edit Master title styleClick to edit Master title styleReviews Can Showcase Your Brand!



46% of Glassdoor members read reviews before speaking with a company or person in charge of hiring.

Why Respond to Reviews?


Click to edit Master title styleClick to edit Master title styleBad Reviews Are Good for Business!

95% of consumers suspect censorship or faked reviews when they don’t see bad reviews.

68% of consumers trust reviews more when they see both good and bad reviews.



Anyone at your company

who is in a position to speakon your behalf.

Who Should Respond?

Examples: CEO, HR, PR, or Marketing Professionals



5 Tips When Responding to Reviews



Tip #1: Respond Promptly



71% of consumers who experience a quick and effective brand response on social media are likely to recommend that brand to others.

Responding Promptly Shows That You Care



Tip #2: Say Thank You


Click to edit Master title styleClick to edit Master title styleSaying Thank You Shows You Are Listening

83% of organizations suffer from a deficit in recognition according to a recent Bersin study.



Tip #3: Address Specific Issues



Negative Reviews Provide the Opportunity for Authenticity

Nobody Is Perfect



Tip #4: Be Authentic


Click to edit Master title styleClick to edit Master title styleSet Expectations Up Front by Being Authentic

Set Expectations During Interview

Process


Click to edit Master title styleClick to edit Master title styleSet Expectations Up Front by Being Authentic

61% of employees say new job realities differ from expectations set during the interview process.



Tip #5: Utilize Your Reviews


Click to edit Master title styleClick to edit Master title styleBenefits of Responding to Reviews



Questions?

Webinar: From Buzz to Brand: Leveraging Employer Reviews to Inspire Your Social Recruiting, With...

Recruiting & HR

Transcript of Webinar: From Buzz to Brand: Leveraging Employer Reviews to Inspire Your Social Recruiting, With...