Upload
glassdoor
View
1.726
Download
2
Embed Size (px)
Citation preview
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
HowEMPLOYEE STORYTELLINGDifferentiates Your Employer Brand
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Webinar Tips for Attendees• You can connect to audio using your
computer’s microphone and speakers.
• Or, you may select “Use Telephone” after joining the Webinar.
• All lines will be muted to avoid background noise.
• You can ask questions at any time by typing them into the Questions Pane.
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Featured Speakers
Elizabeth MurphyChannel Marketing Manager
at Glassdoor
@EBHoster
Sarah ClaytonEVP, Employee Engagement & Change
Management at Weber Shandwick
@SJensenClayton
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
#GDChat
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Agenda
• What Is an Employer Brand?
• Why Empower Employee Storytelling?
• Action Plan
• Questions
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
What Is an Employer Brand?
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
family and friends
52%
Most trusted resourcesfor learning about companies
feedback and reviewsfrom other people who work at the company
14%1 2
Source: Harris Interactive, Survey Commissioned by Glassdoor, January 2012
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Reviews on Glassdoor
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Employee Survey
Ask your Employees! What perks matter most to you?
What motivates you to perform well?
Why did you choose to work here?
Why do you choose to continue working here?
When you’re at a BBQ, how do youdescribe our company?
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Encourage Employee Storytelling!
Presenting a Realistic Picture of Culture
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Why Empower Employee Storytelling?
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Employees Are Your Most Credible Recruiters
A truth universally acknowledged
People are far more likely to trust a company based on what its employees have to say than
on its recruitment advertising.
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
BlogsCommunities &
WorkspacesIntranet Corporate
“YouTube”
Face-to-face
EX
TER
NA
L
INTE
RN
AL
EMPLOYEES
LinkedIn Twitter
Face to Face
YouTube Glassdoor
Many Platforms to Make Their Voices Heard
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Employees Are Already Talking About Their Employers
use at least one social media site for personal use
have posted something about their employer in social media
that they wish they hadn’t
14%
post messages, pictures or videos in social media about
employer very often, somewhat often or from time-to-time
50%
have shared praise or positive comments online
about employer
39%
have shared criticism or negative comments online about
employer
16%
88%
69% of employees have made positive comments about their employer to friends or family and 58% would recommend their employer to others as a place to work
Source: Weber Shandwick
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
BUT,ARE THEY AS EFFECTIVE
AS THEY COULD BE?
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
It’s Not Just What They Say; It’s How They Say It
Storytelling Posting
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
“This is where traditional internal communication is heading. We’re moving away from communicating to employees,
and more toward enabling them to be great communicators themselves.”
- Kevin Bishop, former VP Worldwide Brand System & Workforce Enablement at IBM
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Your Employees’ Story Matters
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Every Good Story Has A…
And details that bring it all to life…
BEGINNING
Situation
Challenge
Opportunity
MIDDLE
Turning Point
Choice
END
Clear
Relatable
Outcome
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
BEGINNING
MIDDLE
END
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Employee Storytelling on Career Pages
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Employee Storytelling on Facebook
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
A Partnership Between Companies and Employees
1. Initiating 2. Sourcing 3. Packaging 4. Sharing
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Expected Outcomes
For Companies: For Employees:
• More engaged employees that better understand the personal connection they have to the business
• A richer, more diverse and more authentic brand voice
• Quicker to surface and treat high interest topics
• Authentic media assets to aid in storytelling
• Message amplification far beyond traditional channels
• Opportunity to build their personal brands
• Contribute to a culture of dialogue, transparency and engagement
• Possibility of working with people they like and respect
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Action Plan
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Getting Started
The right technology
Communications & Marketing as
invested partners
An engagedemployee base
A riskmanagement
strategy+ + +
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Questions?
Confidential and Proprietary © Glassdoor, Inc. 2008-2015