Employer branding
What We Learned About Boosting Your Brand at #gdpanel
Glassdoor Team
Glassdoor Team | Author & Career Expert at Glassdoor | Jul 28, 2016
When you have a strong employer brand, your employees are more engaged and recruiting is easier. But how do you get there? We gathered employer branding pros to discuss how they do it at our most recent Power Panel: Boost Your Brand On Glassdoor.
Alison Hadden, Glassdoor’s Senior Director of Brand Strategy, kicked things off with an important statistic from Edelman: 84% of engaged employees believe they have the potential to impact the quality of the organization’s products compared to 31% of disengaged employees. An authentic employer brand that shows what it’s really like to work at your company will drive bottom line results.
Employer branding makes recruiting is easier
For Lithium, a strong employer brand means more money allocated toward employee referral programs, and less spent on staffing agencies. Britt Ryan, Head of Global Recruiting, shared that 44% of hires come from employee referrals at Lithium. The company encourages all employees to recruit, offering double or triple referral bonuses for key hires. They also conduct referral “jam sessions,” with employees to help them dig into LinkedIn to find referrals.
Pinterest’s employer branding efforts have a specific focus on hiring engineers. Karen Lieu, Recruiting Programs Manager, explained how the company developed videos focused on the engineering team. One shows employees talking about why they came and why they stay, another shows the whole product development cycle from idea to ship.
Ann Poletti, Senior Director of Employment Brand Marketing at DocuSign shared a story about an internal interview project turned into an employer brand video. When the video was posted, applications doubled within three months, and blog traffic increased significantly. The “We Are DocuSign” employer branding project, now updated weekly, has been a hit with candidates and employees alike. Poletti shared that 45-50% of hires come from referrals, and like Lithium, DocuSign also hosts referral jam sessions.
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Learn from the experts There’s no doubt that your professional connections matter. There’s plenty to learn from your employer branding peers, whether it’s online admiration, virtual contact, an or in-person relationship. Panelists offered examples of all three categories as places where they get inspiration. Lieu swaps strategies and advice with her cohort down the street at Airbnb, while Gamache exchanges information with The Motley Fool, another Washington, D.C.-area technology company. “If you see a company doing something you admire,” Gamache said, “call them.” Panel moderator Katie Burke, Vice President of Culture & Experience at Hubspot, offered that it’s easy to find out information when you’re willing to say, “we’re not great at that, and we’d like to learn from you.” Salesforce, a DocuSign investor and partner, has been a source of inspiration for Poletti as well as other tech leaders such as Google and eBay. She also mentioned Facebook’s unconscious bias training program as a positive influence.
Glassdoor Team
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