webinar: from buzz to brand: leveraging employer reviews to inspire your social recruiting, with...
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Confidential and Proprietary © Glassdoor, Inc. 2008-2014
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From Buzz to Brand: Leveraging Employer Reviews to
Inspire Your Social Recruiting
for Employers
Presentation by:
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#GlassdoorFollow Us @GDEmployers
@getFindly
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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
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
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
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•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
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Click to edit Master title styleClick to edit Master title styleSome Of Our Clients
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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
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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?
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Click to edit Master title styleClick to edit Master title styleWhat Media Impacts Online Employer Reputation?
Paid
Owned Career Media
Owned ConsumerMedia Earned
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Click to edit Master title styleClick to edit Master title styleWhat is User Generated Content?
Ratings
Reviews
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Search Engines
Forums & Review Sites
Social Networks
Industry News & Blogs
Multimedia Sites
Channels That Impact Online Reputation
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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
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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
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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
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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
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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
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"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?
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• 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
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Your Company Competitor 1 Competitor 2
Tracking Company Ratings
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Your Company Competitor 1 Competitor 2
Tracking Review Volumes
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Your Company Competitor 1 Competitor 2
Tracking Review Sentiment
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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
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COMPETITOR 1
Tracking Competitor Topic Trends
Competitor 1
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“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”
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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
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Click to edit Master title styleClick to edit Master title styleContent Examples: Employee Highlights
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Click to edit Master title styleClick to edit Master title styleContent Examples: Make Employees Accessible
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Click to edit Master title styleClick to edit Master title styleContent Examples: Telling The Employee Story
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Click to edit Master title styleClick to edit Master title styleContent Examples: Showcase Your Employees
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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)
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Managing Online Reviews
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46% of Glassdoor members read reviews before speaking with a company or person in charge of hiring.
Why Respond to Reviews?
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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.
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Anyone at your company
who is in a position to speakon your behalf.
Who Should Respond?
Examples: CEO, HR, PR, or Marketing Professionals
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5 Tips When Responding to Reviews
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Tip #1: Respond Promptly
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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
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Tip #2: Say Thank You
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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.
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Tip #3: Address Specific Issues
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Negative Reviews Provide the Opportunity for Authenticity
Nobody Is Perfect
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Tip #4: Be Authentic
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Click to edit Master title styleClick to edit Master title styleSet Expectations Up Front by Being Authentic
Set Expectations During Interview
Process
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61% of employees say new job realities differ from expectations set during the interview process.
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Tip #5: Utilize Your Reviews
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Click to edit Master title styleClick to edit Master title styleBenefits of Responding to Reviews