Leverage Employee Reviews to Promote Your Employment Brand. 5 Steps to Influence Candidates Where They Make Career Decisions

Transcription

1 Leverage Employee Reviews to Promote Your Employment Brand 5 Steps to Influence Candidates Where They Make Career Decisions

2 WHY GETTING EMPLOYEES TO TELL YOUR STORY MATTERS When you are looking for a job, you want to know what the employees think of the work environment. You want an inside look of what it s like to work at a company before considering applying or stepping foot in the door. Social media helps job seekers get the information they need about jobs and companies. Since job seekers are now doing their homework, they know more about your organization than you do! It s more important now than ever that employers take an active role managing their brand by getting involved in the conversation and encouraging their employees to do the same. How Your Employees Influence Your Job Seekers: 4 in 7 candidates read reviews before forming an opinion of a company Provides an authentic voice and perspective with job seekers More likely to trust current and former employee perspectives Leverage Employee Reviews to Promote Your Employment Brand 2

3 Introduction: THE FACE OF MODERN RECRUITING Years ago, recruiters created a standard message to reach out to candidates. The employee perspective about the organization was not part of this message. In today s world, its your employees opinion that impacts a job candidate s decision about working at your organization. of job seekers say they are influenced by employee-provided reviews & ratings Old School Recruiting Target the Masses Controlled Dialogue Guarded Communications Created by HR Brand Control Modern Day Recruiting Fosters Communities Open Dialogue Transparent Communications Influenced by Your Employees Brand Management Leverage Employee Reviews to Promote Your Employment Brand 3

4 The 5 Steps to Leveraging Employee Reviews Listen 1 Hear what your employees are saying Diagnose Amplify Determine sentiment and assess plan Promote the good and correct the bad Respond to and ask for reviews Monitor key performance indicators. Analyze. Optimize. Leverage Employee Reviews to Promote Your Employment Brand 4

5 STEP 1: LISTEN What to look for when reading your reviews: Does it match what you already know about your company Does it match your Employee Value Proposition Does it reveal any surprises about your work environment Tweet this ebook! Leverage Employee Reviews to Promote Your Employment Brand 5

6 STEP 1: LISTEN Identify key trends based on employee feedback. PROS CONS Don t have time to read all of your reviews? Not to fear. We have quick assessment tools you can use. Glassdoor Insights allow you to review top level sentiments and identify key themes found in your reviews on Glassdoor. Get access. Leverage Employee Reviews to Promote Your Employment Brand 6

7 STEP 2: DIAGNOSE Assess the quality and quantity of your reviews before developing a plan. Negative Sentiment Positive Sentiment Not Enough Reviews Competitors Have Higher Ratings Tweet this ebook! Leverage Employee Reviews to Promote Your Employment Brand 7

8 STEP 2: DIAGNOSE Positive Sentiment PROS What messages are prominent Note your key strengths Develop a plan to reinforce positive feedback Competitors Have Higher Ratings Evaluate existing reviews Identify types of employees who are lacking reviews Proactively ask for reviews from under represented groups Not Enough Reviews Review your competitor s feedback Study your competitors approach to reviews & messaging Identify areas where your organization can position itself more strongly Negative Sentiment Take a constructive approach Determine areas in the organization that need improvement Identify specific weaknesses by department and company wide Leverage Employee Reviews to Promote Your Employment Brand 8

9 STEP 2: DIAGNOSE Why having your head in the sand is never the right approach: 20+ million members on Glassdoor are actively researching companies, yours included! Your CEO is rated on Glassdoor don t let job seekers know your boss rating before he does. If you don t manage your employer brand, someone else will define it. No better time than to join the conversation now! Leverage Employee Reviews to Promote Your Employment Brand 9

10 STEP 3: Amplify+ Promote the Good Incorporate Positive Messages into Career Site Place Testimonials from Glassdoor on Your Career Site Link Your Site to Glassdoor Have Recruiters and Hiring Managers Promote Glassdoor Reviews to Candidates the Bad Learn from and the Bad CEO and Senior Leaders Need to Walk the Talk Empower Front Line Managers Encourage Honest and Authentic Feedback Leverage Employee Reviews to Promote Your Employment Brand 10

11 STEP 3: Amplify+ Highlight the good on career site and in social media. Career Sites Glassdoor Company Profile Working at Lithium is like a thrilling ride with a bright future. Lithium Technologies Engineering Manager Networking and Events Twitter Facebook LinkedIn Leverage Employee Reviews to Promote Your Employment Brand 11

12 STEP 4: Tips to responding to your current reviews: Say Thank You for the Feedback Be Authentic and Acknowledge Feedback Recognize the Positive Address Any Specific Issues Respond Promptly PROS Responding to Reviews and Flagging Inappropriate Reviews If the content does not comply with our community guidelines, the review will be suspended from the site. *Note: If responding to a review, the individual should be logged in with their corporate address not their personal or Facebook connect login so they are recognized as a company representative. Click here for more information. Leverage Employee Reviews to Promote Your Employment Brand 12

13 STEP 4: Why encourage employees to leave reviews: Influence job seekers when a particular team is missing a key hire by having existing team members leave reviews about the open position. 1 in 3 say other peoples opinions of a company as surfaced by company reviews and satisfaction ratings on Glassdoor are highly influential. 90% of job seekers are likely to read reviews about a company before accepting a job offer. Tweet this ebook! Leverage Employee Reviews to Promote Your Employment Brand 13

14 STEP 4: To-do list: Use our free template to ask employees to post reviews Talk to executives to emphasize importance Ask managers to select team members to leave reviews Template for All Team Members Hi Team, We just updated our career page on Glassdoor.com! We d like to get your feedback on the best aspects of working here. If you are not familiar, Glassdoor is a site where PROS job seekers can read reviews from current and former employees and apply for jobs. We need your help. Your feedback on this site is vitally important both to our recruitment team internally and to job seekers considering a position with [Company Name]. Everyone s experiences are needed. Here is the Link: Please don t spend more than minutes on this and remember that all the feedback is anonymous. Please complete this by the end of the week and me as soon as you have finished. Thanks! Click here to download template. Leverage Employee Reviews to Promote Your Employment Brand 14

15 STEP 4: 1 4 Ways to Motivate Employees: Motivator Desire for Success How? Get them to understand that the company s strong reputation will bring in A players which helps the company succeed 2 Desire to Win Tap into your employees competitive instinct get better or more reviews than your #1 competitor 3 Desire to be Heard Employees want to feel that they are playing an active part in what happens in the organization 4 A Sense of Pride Being able to show their friends and family that they work for a great company is important Leverage Employee Reviews to Promote Your Employment Brand 15

16 CUSTOMER CASE STUDY LITHIUM Lithium started a Get Serious About Recruiting campaign in May 2013 making them the top 1% viewed page on Glassdoor. In 3 short months, this campaign increased employee engagement with their profile by 148% and increased their company ratings from a 2.7 to a 4.2. Lithium encourages employees to be part of the conversation, so they can better help put solutions in place for them. Glassdoor is more than just a recruiting tool, it is a career community where job seekers go to learn about what it is like to work at a company. Lithium also uses Glassdoor as part of their Onboarding Checklist when they roll out the red carpet for new employees. Glassdoor is a real time snap shot of what is going on in a company. Jennifer Ellert Trzepacz Senior Vice President, Human Resources Lithium Technologies Leverage Employee Reviews to Promote Your Employment Brand 16

17 STEP 5: When to measure and report brand awareness and reputation: Weekly Status Monthly Quarterly Number of Reviews Number of Responses Number of Candidate Page Views Ratings Against Competitors Candidate Demographics % Employees that Recommend Company Overal Themes and Sentiment Company and CEO Ratings Rating Trends Leverage Employee Reviews to Promote Your Employment Brand 17

18 STEP 5: How to keep score of improving your brand reputation: External Candidates mention that they are accepting your job offers based on the positive Glassdoor reviews Internal Increased company ratings and positive sentiment at your organization Leverage Employee Reviews to Promote Your Employment Brand 18

19 STEP 5: Refine your strategy to effectively compete for talent. Tweet this ebook! Leverage Employee Reviews to Promote Your Employment Brand 19

20 WRAPPING UP Smart HR executives are engaging with their employees to better promote their employment brand, attract the right talent to their company, and refine their onboarding process. The result: an increase in highly informed and engaged candidates. Not only that, but bragging rights about your company s employment brand sending even more superstars your way. It s the spiral of success! Get Started! Leverage Employee Reviews to Promote Your Employment Brand 20