glassdoor employer branding summit presentation: jen powell

Confidential and Proprietary © Glassdoor, Inc. 2008-2014

Infinite Possibilities, Limited Budget: Optimizing Your Branding Resources

#GDSummit

Jen PowellMarket Awareness and Brand Cultivation Leader

@jphillypowell


Impressions and click thrus and likes… oh my!

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Value add or just incessant barking?

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“People think focus

means saying yes to the thing

you’ve got to focus on. But

that’s not what it means at all.

It means saying no to the

hundred other good ideas that

there are. You have to pick

carefully.”

-Steve Jobs


30%of all Google searches

are employment

related

Unbridled Talent

76%of social job seekers

found current

position through

Facebook

2014 Jobvite Job Seeker Survey

50%of candidates would

share their recruiting

experience via social

media

2014 CandE Awards

77%of job seekers use mobile job search

appsBeyond.com

I found it in a white paper so it must be true. Right??

#GDSummit

36%of job seekers are active on LinkedIn; 65% are active on Facebook

2014 Jobvite Job Seeker Survey


A solid foundation is formed through an understanding of

your candidates’ behaviors and motivations.

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Gathering insights about our ‘customers’ through the creation of candidate personas

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What we did

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The results were…

3,500 online survey responses, a response rate of 25%

142 pages of open text feedback offered by candidates

14 persona summaries across key hiring profiles in the US and India

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Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #GDSummit


Received data to validate what we thought we knew

Employees are our brand - What employees say about their experience, whether in live conversations or on external sites, influences candidate.

TOP 5 JOB SEARCH INFLUENCERS

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Received data to validate what we thought we knew

Candidates crave authenticity - When others tell our story it can ring more true, something that is perceived to be missing from some corporate channels.

TOP 5 EMPLOYER INFORMATION CHANNELS

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“The most value has been provided by Glassdoor in my decision process. The collection of all the feedback provides a quick resource for people to formulate a pro/con understanding of the potential employer.”

Glassdoor’s Influence

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There were also a few surprises

Social is not the Silver Bullet – On the whole, candidates don’t value social channels outside of LinkedIn for job search or employer researching purposes.

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Responses revealed a neutral to negative response to social channels providing value in the research process.


EMPLOYER INFORMATION CHANNELS

LinkedIn is a news source - Candidates ranked LinkedIn as a top channel for accessing news and information about developments in their profession.

There were also a few surprises

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Be on the channels your

candidates frequent with

messages that resonate to offer a

differentiated experience

for your candidates.


xx

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Where to start?

What?– Decide what information you

want– Determine how will you use the

info

Who?– Candidates– Current employees– Recruiters

How?– Online survey– Focus groups– Pre-existing data sources

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Keys to success and lessons learned

Offer anonymity

Consider question type and avoid preconceptions

Consider multiple data points

Do something

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Stop wasting time and money


Thank You!

#GDSummit

Jen PowellMarket Awareness and Brand Cultivation Leader

@jphillypowell

glassdoor employer branding summit presentation: jen powell

Recruiting & HR