glassdoor, employment branding and and HR

1. Why Smart Talent Pros Are
Becoming Better Marketers…
By Using Company Reputation Sites
Like Glassdoor

2. Presenter Info
• Kris Dunn
• CHRO at Kinetix (RPO, Recruiting)
• Founder of Fistful of Talent , The HR Capitalist
• Hoops Junkie
• Tim Sackett
• President at HRU Technical Resources
• Blogger #1 at the aptly named Tim Sackett Project
• Contributor at Fistful of Talent
#Glassdoor

6. The 5 Biggest Myths
About Company
Reputation Sites Like
Glassdoor
(and which ones you help perpetuate
by not engaging)

7. Riding Shotgun With KD and Tim
• Alison Hadden
• Director of Product Marketing at
Glassdoor
• One Daughter – 8 years old (lab)
• Once traveled to Korea for Martial
Arts Training
• @alisonhadden
• www.linkedin.com/in/alisonhadden

8. Myth #1: Reputation Sites Like
Glassdoor Are Just RANT Sites…
• This is straight up bias – or
probably laziness – on the part
of HR pros.
• 70% of employees rating on
Glassdoor are “OK” or
“Satisfied” with their job or
company.
• Asking for Pros and Cons
balances feedback
• Average rating: 3.2 out of 5.
• Is Neutral the new Negative?
• THE PROBLEM IS YOU FACTOR:
HIGH

9. Myth #2 – Reputation Sites Like Glassdoor Allow
People to Post Anything They Want…
• Any reputation site worth its salt will
review comments…
• Glassdoor: Multi-tied review
process, 15% of comments rejected.
• Glassdoor: You can flag comments
for a second look if needed.
• BUT – That doesn’t mean people
can’t be negative.
• The best defense is good offense.
• THE PROBLEM IS YOU FACTOR:
Moderate (This is just more
rationalization of the “Rant”)

10. Myth #3 – Employers Have No Voice at Reputation
Sites Like Glassdoor...
• You gotta be in the game to play the
game.
• Have you signed up for your free
employer account that is available?
• Voice comes in two parts – putting
your best foot forward with the
features available to you as an
employer, but also engaging as a
participant in the process.
• Things you can do by signing up for
an employer account: Respond to
reviews as a company rep, flag
inappropriate reviews, post awards,
etc.
• THE PROBLEM IS YOU FACTOR: HIGH

11. Myth #4 – Only the Kids Are Using Reputation
Sites, So I Don’t Have to Worry About It
• This just in – Kids are fleeing
Facebook due to all the old
people present.
• Industry wide - 74% of job
seekers are likely to read
reviews before accepting a job
offer.
• At Glassdoor – 55% of users
have more than 10 years of
experience.
• THE PROBLEM IS YOU FACTOR:
MODERATE, BUT HIGH IF YOU
ARE AN OLD HR PRO RESISTANT
TO CHANGE

12. MYTH #5: You Can’t Get Good Employees to
Write a Nice Review…
• We call BS
• Is the problem they won’t, or you haven’t
asked?
• If you believe Reputation sites like
Glassdoor are Rant Sites, it’s even more
important for you to engage your
workforce.
• Let’s face it, this isn’t your first time
badgering employees for things (see Open
Enrollment, Employee Surveys and Best
Place to Work surveys in that order).
• THE PROBLEM IS YOU FACTOR: HIGH
• You’re Rationalizing

13. Our 4-Step Playbook
For How to Engage on
Reputation Sites Like
Glassdoor and Become a
Better HR Marketer…

14. Step 1: Claim Company Profile and
Maximize Your Presence…
• Odds are that most of you
listening haven’t claimed your free
employer account at any of the
reputation sites...
• THIS JUST IN: They create sites for
any company they’re aware of.
That means even if you haven’t
created the account, it exists.
• You have to claim the account to
get info correct and use whatever
free features are present, and
most importantly, to respond to
reviews as a company rep.

15. Step 2: Designate an HR Pro on Your Team
to Respond to Reviews of Any Type…
• Company reputation sites are only
Rant Sites if you refuse to engage…
• Your engagement strategy must
include having someone on your
team be a cultural customer service
rep.
• Pick the person on the HR team with
the best skills in this area.
• Make them responsible for being the
person to respond to all reviews –
good and bad.
• Let’s talk about the skills that person
needs to have.
• PS – Let’s talk about the Bully Effect
and how it goes away if you employ
this strategy.

16. Step #3: Campaign Time – Create Programs to
Encourage Reviews Across Your Employee Base…
• Hell, yeah! You aren’t just sitting
around waiting for negative reviews to
happen.
• The smart Talent leader is going to run
campaigns internally to encourage
employees of all types to write reviews
on reputation sites.
• Good, bad, somewhere in between –
you don’t care. You just want activity.
• Let’s face it, this isn’t your first time
badgering employees for things (see
Open Enrollment, Employee Surveys
and Best Place to Work surveys - in that
order).
• Let’s talk timing, recurring quiet
periods, etc.

17. Step #4: Start Weaving Reputation Sites Into The
Rest of Your Employment Branding Strategy…
• Once you start building a presence on
any company reputation site, you have
to become a marketer that the 3rd party
info is available.
• Answer the following question: Where
do you share links to your career site?
• That’s where you should be promoting
a robust presence on reputation sites
like Glassdoor.
• Email signatures, ATS messaging, etc.
• Another great marketing strategy –
start featuring positive reviews in your
job descriptions, email campaigns, etc –
anywhere that supports HTML.

18. Kris:
kdunn@kinetixhr.com
www.fistfuloftalent.com
Twitter: @kris_dunn
LinkedIn: www.linkedin.com/in/krisdunn
Tim:
Sackett.tim@hru-tech.com
www.timsackett.com
Twitter: @TimSackett
LinkedIn: www.linkedin.com/in/timsackett