Employer branding
5 Easy Steps to Speaking a Job Seeker’s Language
Glassdoor Team
Glassdoor Team | Author & Career Expert at Glassdoor | Nov 21, 2016
Let’s face it: One size does not fit all when it comes to employer branding. A message that may resonate strongly with one audience might be completely lost on, or even alienate, another.
This poses a very real problem when it comes to recruiting. You may be missing out on finding highly-qualified candidates—not because your company isn’t an attractive proposition, but simply because you’re not speaking their language. For example, while a software engineer may be drawn to your company for the opportunity to work on groundbreaking projects, a sales manager might be more tempted by your generous compensation and benefits package.
What if you could speak to each of them using the content that they care about most?
To help you solve this problem, Glassdoor has introduced a new feature we call Audience Targeting. It’s designed to give companies like yours the flexibility to customize their messaging—highlighting different aspects of their brand and providing a more focused message to potential employees.
Audience Targeting allows you to deliver a personalized view of your Enhanced Profile to four different audiences based on their occupation, e.g., HR, sales, engineering, etc. Your photos, videos and branded content will change dynamically based on the job seeker researching your company.
Below are the 5 steps of our Audience Targeting feature, which is available in certain Glassdoor packages.
Step 1: Define your target audience
Once in your Enhanced Profile, choose “Admin Tools” from the top right section, then click “Manage Target Audiences” to select the audience you want to target. To view and edit your company profile for each group, click “View As” and select a group from the dropdown. You can choose from a list of over 20 different job functions, including healthcare, legal, transportation, retail services and many more. Check out this helpful article for a step-by-step walkthrough with screenshots.
Step 2: Add a Cover Photo
You probably already have a high-quality cover photo on your profile, but you can now make a great first impression on each new target audience with uniquely customized images. Use the gear icon to upload a new image, then adjust the zoom and recenter as needed. See here for the recommended specifications for your images.
Step 3: Add a Featured Video
One of the most compelling reasons for signing up for an Enhanced Profile on Glassdoor is the ability to add video content to your profile. Whether it’s your employees telling—in their own words—why they love your company, or a virtual tour of your office, videos allow you to create an immersive experience for job seekers. Now you can bring your profile to life by adding a Featured Video that appeals to each target audience. Use the gear icon to upload a specific image or add a video by pasting in the URL of the YouTube video. For more information about adding custom videos, check out this help article.
Step 4: Edit your “Why Work For Us?” section
As we said earlier, different job seekers speak different languages and they want to hear different messages from you. Tell your story in a way that resonates powerfully with each target audience by customizing your existing “Why Work For Us?” section with unique content or new custom tabs only your targeted audiences will see. Select a template then add text and a compelling image and video for best results. Learn more about building your “Why Work For Us?” section here.
Step 5: Feature a relevant review
If you were applying for a position in the sales department of a company, whose opinion would you trust more, the Sales Manager, or the IT Director? Make sure the first review your audiences see is from someone they can identify with. Head to the Reviews tab and filter by job title to quickly find a review you’d like to feature for each group. Select “Feature this Review” to ensure that it always appears at the top of their list. Follow the step-by-step instructions here.
Each new target view you create starts with a copy of the content from your default profile, so you can turn it on whenever you’re ready—no need to worry about an empty page. Once you turn your targeting “On” in the top right corner, targeted candidates will see this new customized content whenever they visit your profile.
Nearly 70% of Glassdoor users say they are more likely to apply to a job if an employer actively manages their employer brand[1]. With Audience Targeting you can do more than just manage your brand—you can define it, refine it and align it with the specific needs of each individual job seeker. The result? Those highly-qualified candidates are more likely to see your company as a place they want to be.
Still have questions? Check our press release or visit the Glassdoor Help Center to learn more. To see how you can access Audience Targeting, talk to us today.
Glassdoor Team
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