Employer Brand Analytics

Transcription

1 Employer Brand Analytics 101

2 Introduction Developing an effective employer brand is the foundation of an effective recruitment strategy. Your employer brand is your reputation, and if you don t define it, someone else will! But how do you measure if it s resonating with talent that you are trying to reach? This ebook reveals employer branding analytics that you should be looking at to win today s war for talent. Let s get started

3 Questions You Want Answered Thousands of employers each month are signing up for Free Employer Accounts on Glassdoor. These provide basic employer branding tools and analytics Reporting and analytics can help you monitor your reputation, show how you measure up to your competition, and determine if your employer brand resonates with your target audience. Areas to Analyze: What is my brand awareness with job seekers? Is it growing? What is my brand reputation? How does my awareness and reputation compare with my competition? 4 Who am I attracting with my brand message and is it the right audience? Source: Glassdoor, May 2014

4 Benchmarks to Get You Started The average CEO rating is 69% and the average company rating is 3.2. Company ratings based on a 5-point scale. To measure and track how your employer brand is resonating with job seekers and how you compare with competitors over time, it s essential to establish benchmarks. Key Metrics to Consider: Glassdoor ratings averages Awareness and influence Feedback directly from candidates Audience demographics of candidates you want to attract Source: Glassdoor, May 2014

5 Up Next 1. Monitoring Your Reputation 2. Analyzing Candidate Activity and Demographics 3. Seeing How You Stack Up Against the Competition 4. Where to Get Started

6 Monitoring Your Reputation

7 Monitoring Your Reputation It s important to analyze several key areas and monitor changes over time (year over year). This allows you to prioritize your focus and show upper management progress over time. Overall company ratings on Glassdoor, for example, are drawn from employee ratings in five areas: Culture and values Work/life balance Senior management (what employees think of the leadership in place) Compensation and benefits Career growth opportunities Pro Tip: Monitoring ratings over time for compensation and career growth the top two employee motivators, according to Glassdoor research help you judge if your efforts in these key areas are working or need extra focus.

8 Using Reputation Word Clouds Reputation word clouds reveal positive and negative perceptions of your company, helping you identify recurring themes in your employer reviews. Knowing your company s key strengths and weaknesses help you build your employer brand. When you look at your company s word clouds, note what people like most and least about your company. This information identifies areas you need to work on. PROS CONS

9 Filter through What Employees Are Saying You can easily filter through reviews on Glassdoor by job titles or locations to see what groups within your organization are saying. Pro Tip: Set up alerts. When new reviews appear on your profile, you ll know right away. Get alerts on company activity by clicking on the RSS feed link that appears at the bottom of each reviews page or go to your Employer Center > Settings > Preferences to adjust settings.

10 Employee Retention Tracking retention metrics lets you keep a pulse on your reputation. To improve employee retention, make sure that you have transparency within your organization from top to bottom. Paying careful attention to reviews and having regular check-ins with new employees at 30-, 60- and 90-day intervals and with existing employees at six-month intervals, allows you to track what happens to employees after they enter your organization. 84% of job seekers would consider leaving their current employers for a company with an excellent reputation. Source: Allegis Group Services Study, 2012

11 SolarCity Monitors Its Reputation SolarCity is the national leader in clean energy services, making affordable solar energy available to tens of thousands of homeowners, schools, government agencies such as the U.S. Armed Forces, and well-known corporate clients, including ebay, Intel and Walmart. As part of its onboarding and check-in process, SolarCity asks new employees to post anonymous company reviews on its Glassdoor profile page. Not only has this effort resulted in a 4x increase in user-generated content, but it s given SolarCity invaluable insight into its reputation based on employee opinions. It s also helped recruiting efforts: 63 critical hires in only eight months 319% increase in profile traffic

12 Action Plan 3 Steps to Monitoring Your Reputation: 1 Key Areas Set five key areas and track progress over time 2 Note Strengths and Weaknesses Note the pros and cons of working at your organization 3 Track Retention Note what happens after employees join your organization and reasons why people leave

13 Analyzing Candidate Activity

14 Job Click Activity Sites such as Glassdoor allow you to analyze what job titles are most clicked and where job activity is coming from. Your applicant tracking system (ATS) should then be able to close the loop and break down applicants by source. This data helps you measure success and determine the quality-of-hire and cost-per-hire for each recruiting channel.

15 Interview Feedback Job applicants comments on the interview process reveal the first impressions of your employer brand. Whether a candidate thought the interview was a positive, neutral or negative experience, this allows recruiters to analyze what s working and what isn t. Interviewees are asked to note where they found your job listings and what methods they used to apply. This can help you determine which recruitment channel is most effective. Typical channels include campus recruiting offices, online job sites, employee referrals, recruiters and staffing agencies.

16 Have You Checked Your Site Traffic Lately? Understanding talent analytics can be daunting at first but proves invaluable when you re tracking brand and changes in your company s reputation over time. Seeing who is coming to your page can help you make sure that your employer brand is resonating with the right audience. Graduate School 31.6% High School 3.7% % % Education % Years Experience College 64.7% % Female 18.8% % % <18 0.3% % Gender % Age Male 81.2% %

17 How Do You Measure Employer Branding? To evaluate the effectiveness of your employer brand, look at these key areas: Candidate Awareness Measure your influence over candidates by analyzing visits to your company page. Are they increasing or remaining flat? Quality-of-Hire Determine this by how many job applications it takes to source a qualified candidate worthy of interviewing. Cost-per-Hire Note where budget is spent and hires per channel to learn if your strategy is working. Time-to-Hire Log how long it takes to fill roles across the company to see if your strategy is leading to more efficiency. 4 5 Compensation and benefits Pro Tip: The average cost-per-hire across all industries is $3,300 Career growth opportunities Source: Bersin, November 2011

18 1-800 Contacts Case Study Until recently, Contacts relied on job boards, local advertising, and other traditional sourcing methods to reach its recruitment goals. When the company joined the conversation on Glassdoor, not only did it get a more balanced view of its brand, but its recruiting strategy changed, for example, targeting talent on competitors pages. Within six months of the partnership, this strategy improved Contact s employer brand awareness increasing candidate quality threefold and traffic to its company profile tenfold. It also streamlined hiring, allowing Contacts to measure the efficiency of its strategy. Previously, the company had to sort through 30 resumes to hire a glass technician; now it has to check only six resumes to fill that job. The results: Increased monthly page views from 2,861 to 32,171 Streamlined hiring with 3X better applicant quality

19 Action Plan 4 Steps to Analyzing Candidate Activity: Job Click Activity See what channels job seekers use to do research and to apply Interview Feedback Analyze what your interview experience is like: positive, neutral or negative Check Site Traffic See who is coming to your page and if they match the audience that you are trying to reach Measure Your Brand Measure what jobs are clicked most, candidate quality, cost-per-hire and time-to-hire per channel

20 Seeing How You Stack Up Against the Competition

21 Analyzing the Competition Analyzing how your traffic compares with competitors can spotlight areas for improvement and tactics you might want to adopt.

22 Have You Checked Your Competitors Pages? Seeing which candidates are coming to your page versus the demographics of candidates going to your competitor pages can help you refine your recruitment strategy to reach your target candidates. Education Graduate School 29.6% High School 3.5% College 66.9% Graduate School 38.5% High School 3.8% College 57.7% Graduate School 25.9% High School 5.5% College 68.6% Years Experience % % % % 27.8% 30.8% % % % % % % Female 30.6% Female 27.3% Female 31.8% Gender Male 69.4% Male 72.7% Male 68.2% Your Company Competitor #1 Competitor #2

23 Reputation Heat Maps Monitoring your brand s performance can help you understand employees likes and dislikes. Going even further and keeping an eye on the competition and their strengths and weaknesses can help you refine your strategy to win the war for talent. 4 5 Compensation and benefits Pro Tip: Career growth opportunities Important metrics to track include your CEO s approval rating, business outlook and if your colleagues would recommend your company to a friend.

24 Have You Seen Where Your Competition Is Investing? 4 5 Compensation and benefits Pro Tip: Career growth opportunities Seeing what channels are working for your competitors helps you refine or add new channels to your own recruiting efforts.

25 Cisco Case Study Cisco Systems, a worldwide leader in IT, is changing the way the world works, lives, plays and learns. To attract the most qualified candidates in today s competitive market, they use analytics on Glassdoor to gain insight into onboarding processes and salaries. By keeping an eye on the competition, Cisco refines and optimizes its messaging to candidates. The results: 24 high-level hires, considerably under target cost-per-hire Over 14,000 reviews and ratings Top 1% profiles viewed on Glassdoor with over 1 million candidate views

26 Action Plan 4 Steps to Tracking Your Competition: 1 2 Compare Site Visits Monthly Find out how many job seekers are visiting competitors pages compared with yours Identify Visitor Demographics Find out gender, current job titles and locations of the candidates visiting your competition 3 Compare Ratings See how other companies rate in key areas 4 Identify Channels for Recruiting Talent Ensure that your employer brand is featured wherever candidates are making career decisions

27 Where to Get Started

28 3 Tips to Get Started 1 Set a Schedule Check weekly: Candidate quality, reviews, ratings against competitors and candidate demographics Check monthly: Cost-per-hire, time-to-hire and percentage of employees who recommend your company Check annually: Overall themes and sentiments, ratings trends and CEO rating 2 Be Adaptable Hiring and company initiatives can change at any time. Being flexible and able to adapt your message based on hiring needs is crucial for today s modern recruiter. 3 Get an Employer Account A Glassdoor Free Employer Account gives you access to analytics and tools to monitor your reputation, understand candidate activity and identify the competition.

29 Delivering Measurable Results 2X 3X 30 % the quality the influence lower cost-per-hire Customers across all industries use Glassdoor s employer solutions to attract better-qualified candidates at a much lower cost per hire. It s easy to get started! Sign up for a FREE Employer Account to start monitoring your brand reputation today.