46% of Glassdoor members are reading reviews when they have just started their job search and have not yet spoken with a company recruiting or hiring manager. (Glassdoor survey, September 2013) 69% agree their perception of a company improves after seeing an employer respond to a review. (Glassdoor survey, October 2014)
Your message is out there whether you want it to be or not on social media. It’s in your best interest to manage and monitor the conversation, and add the company’s perspective. This allows a candidate to see that you value you feedback from employees and strive to make the company better and better.
And remember, no company is perfect. Every company has things to work on and your candidates don’t expect you to be. They just want the inside scoop and to know where you as an employer stand when it comes to feedback. And candidates will read before 4-7 reviews before forming an opinion about you.
Responding to reviews allows you to: Join the conversation on GD Compliment the good and appreciate the bad Show candidates that you value and are receptive to employee feedback
The second step is to get social, if you aren’t already. Some tips for how to brand on social is if your company has initiatives like recruiting, product promotion and marketing to consumers – you should create separate channels for each. For instance, at Glassdoor we have @Glassdoor for our consumer audience, @GDforEmployers for our employer audience, and @InsideGlassdoor for candidates that would like to follow our brand for updates on opportunities.
Once you have a presence created, be sure to post updates that are relevant to each audience and utilize hashtags so your content gets found. I know at Twitter they use the hashtag #jointheflock when employees post updates about what it’s like to work there. By training employees and encouraging them to be social, you can get your message out to wider audience.
Create a presence on social. Good channels to consider are: Twitter, Facebook, Glassdoor, Slideshare, Pinterest, Instagram, etc. Determine which channels you’ll hone in on and don’t take on more than your team can handle and manage. It’s important to stay active, so that your followers remain engaged with your employer brand. Highlight unique milestones, awards or company culture campaigns. At Glassdoor, we send out who wore it best emails when employees wear the same attire. This shows others on social that we have a fun and engaged work culture. Encourage employees to get involved and have hashtags that they can use to make your content searchable.
Don’t say it. Show it. The days of company stock photos are over and with all the noise people get nowadays on their mobile phone, iPad, and computer – shorten the message with fun photos and videos of your actual employees and work events.
90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. (Sources: 3M Corporation and Zabisco)
Also, most coworkers have a mobile device with photo and video options. Encourage them to help spread the message about your culture and employer brand, or walk around and capture great moments to share!
Encourage viral photos and videos in each and every department Show the real “you” (no stockphotos) on a career blog or through social posts Let employees be who they are and get involved to help you recruit
People talk and word of mouth is important. Be sure that you are checking your interview reviews on Glassdoor and putting the best foot forward to candidates. Close the loop and respond to candidates as much as you can. If someone has a good experience, they’ll tell 3 people, but if they have a bad experience they’ll tell 10.
Also, you can filter through interview reviews on Glassdoor and see which candidates declined the job offer. This is helpful to note any holes in your interview process, and audit how you are coming across to candidates. Often interviews are like the first or second date. Be sure that your company is putting the best foot forward to win the war for talent.
61% of employees say new job realities differ from expectations set during the interview process. (Glassdoor survey, May 2013)
Oftentimes, employers are quick to put marketing dollars towards products, but build the case for why you need to market to the people that will be building those great products.
Steps to ensure you do this are to: Audit interview reviews Always close the loop with candidates (even if they aren’t the right fit, they may lead you to someone that is a good fit Respond to interview reviews – just like you respond to employees, respond to candidate reviews and highlight the good and appreciate any feedback that will make your company better
We do this at Glassdoor and just responded to feedback that we got recently. We know that we have stuff to work on and appreciate when candidates openly share with us what we could be doing to improve our process.
Getting involved in the community is a free way to make your employees and company feel good. A lot of times it only takes a few minutes to research what’s going on in your community and encourage employees and the company to get involve and support a cause or community program.
Encourage giving back and get your employees involved in the community Build Corporate Social Responsibility (CSR) programs Post a calendar (in the lunch or group areas) to promote company involvement
Sixth step is not an easy one, but we live in an age of transparency. No one goes out to eat or books a hotel without reading reviews on what it’s like to eat or stay there. Companies are no different. Encourage feedback and always keep in mind that constructive feedback makes you a better company. Candidates actually get suspicious if they don’t see company reviews. In fact I ordered my favorite chai tea on yelp the other day and was so turned off when they asked me to write them a 5 star review. Be authentic and welcome ALL feedback.
A good stat on this are: 68% of consumers trust reviews more when they see both good and bad reviews. (Revoo Insight research, 2013) 95% suspect censorship or faked reviews when they don’t see bad scores. (Revoo Insight research, 2013)
Don’t wait until review cycles to ask for feedback Encourage constant feedback Take the good with the bad
Step 7 after reaching out for feedback is to adapt based on that feedback. This gains trust with your employees and also with candidates.
96% of job seekers say that it’s important to work for a company that embraces transparency. (Glassdoor survey, October 2014)
We have a great program on Glassdoor called OpenCompany in fact. Top companies like Allstate, Deloitte, and Zillow have taken the 5 steps to show employees that they are an open and transparent place to work. This signifies that you value feedback, respond to those reviews, and link to Glassdoor from their career site.
Be flexible. Employer branding is not set it and forget it Test messaging and get employee buy-in (through focus groups) Create work hours that cater to our evolving work environment – find key themes and see what your company can change to get a competitive edge
After reading reviews and all feedback. Decide on the top 5 values that you will be your core values that you’ll live by as a company.
Some areas to focus on could be: Career opportunities Comp & Benefits Culture & Values Senior Leadership Work/life balance
With an enhanced profile on Glassdoor, you can actually see on a heat map how you stack up to key competitors in these 5 areas, which can be helpful as you develop your unique employee value proposition.
60% of Millennials consider the most attractive perk to be growth opportunities (Glassdoor survey, March 2013) 46% of Millennials left their last job due to lack of career growth. (Glassdoor survey, March 2013)
Include these core values in your Employee Value Proposition Create a sense of purpose for employees; tie each role to the overall mission Empower employees to be an active part developing and living out those values
The more you include employees to be a part of developing your company’s message the more likely they can help you promote that message to their friends and networks.
72% of employees with socially-encouraging employers are significantly more likely to help boost sales, compared to only 48% of employees whose employers aren’t socially encouraging. (Weber Shandwick research study, April 2014)
Some Applicant Tracking Systems will also allow them to set up auto alerts to post open jobs to their networks and reward them when jobs get filled as a result.
Encourage employees to wear company gear Involve employees in the hiring process Utilize referral programs to incentivize employees fairly for both hard-to-fill and easier to fill roles
Be sure to do celebrations whether you are a small or large company. This will help employees feel appreciated and also a part of the company’s overall success. Whether it’s treating to a small lunch or company outing – employee appreciation can go a long way.
Increasing employee engagement investments by 10% can increase profits by $2,400 per employee, per year. (Workplace Research Foundation)
Celebrate your wins and company holidays and keep doing what works Plan a quarterly happy hours or activities outside of work Keep doing the things that work and keep your employees healthy and happy
Go to: employers.glassdoor.com > Resources > eBooks
Sign up for a free employer account to start monitoring and responding to company reviews today.
10 Free Steps to Improve Your Employer Brand
10 FREE STEPS
TO IMPROVE YOUR EMPLOYER BRAND
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Senior Content Marketing Manager at Glassdoor and
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