Recruitment Marketing 101: How to Leverage Social Tools to Promote Your Employer Brand
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Join Glassdoor and Cigna for “Recruitment Marketing 101: How to Leverage Social Tools to Promote Your Employer Brand”. We explore how global healthcare insurance company Cigna upgraded its employer brand and social media strategies to help job seekers develop a strong interest in its organization.
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Recruitment Marketing 101: How to Leverage Social Tools to Promote Your Employer Brand
- 1. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Recruitment Marketing 101 Recruitment Marketing 101
- 2. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Dina M. Kraus Talent Lead, Strategic Initiatives Dina.kraus@cigna.com Featured Speakers Kelly McGuire VP of Client Success Kelly.McGuire@Glassdoor.com
- 3. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Agenda Why Think Like a Marketer? Job Seekers Today Time to Develop an Employer Brand Embrace Transparency Create Clear Objectives Use Your Employees Social Channels for Recruitment Marketing Questions
- 4. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Why Think Like a Marketer?
- 5. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Must Be Prepped for Millennials
- 6. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Must Develop an Employer Brand
- 7. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Start with Glassdoor, Watch the Trust Build Transparency is Key
- 8. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Don’t be Afraid.
- 9. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Use Your Resources! Use Your Resources!
- 10. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Start with Your Employees
- 11. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Arm Your Employees Arm Them With the Right Tools
- 12. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Get Your Message Out There Get Your Message Out There
- 13. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Career Site Blog Facebook LinkedIn Instagram Twitter Google + Glassdoor Tools to Boost Your Brand
- 14. Cigna’s Success 14Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2013 Cigna
- 15. Making lives better. One individual at a time. our story
- 16. “In a world of many millions, we see each person defining a healthy life on his or her own terms. It's our aim to be part of that journey, helping people achieve better health and peace of mind along the way.” — David Cordani, CEO our vision
- 17. We’re on a journey to become truly Customer-centric A company that puts the customer front and center of every decision, discussion and discovery we make as a company. 80 million customer relationships worldwide one clear focus 17 YOU Health care customers Behavioral health customers Dental customers Pharmacy customers Disability customers Group Life customers Headquarters Bloomfield, Connecticut Annual Revenues $29.1 billion Reach 30 countries and jurisdictions Our team 35,000 people worldwide
- 18. you’re an original. we won’t forget it. 18 ® We understand and nurture your individual strengths – to help you achieve what matters most in your life. Our promise to you. we work to make experiences easy and reliable – in ways that you find proactive, personal and empathetic. our principles
- 19. improving what matters most 19 Cigna is committed to helping the people we serve improve their health, well-being and sense of security. Health care products and services Group disability, life and accident insurance International insurance coverage our mission
- 20. as people’s needs evolved, so did we 2000 India Saudi Arabia Turkey Global Health Services U.S. Insurance Carrier 1792 China Life Health Since getting our start as a U.S. insurance company, Cigna has grown – expanding across the world, with sales capability in 30 countries and jurisdictions. Today our 35,000-person international team serves customers in virtually every corner of the globe. our history 2020
- 21. our strategy to better serve customers 21 Expand into new customer segments and product lines while maximizing capabilities in new geographies Focus on individual needs and offer highly personalized solutions Deepen our leadership in targeted geographies and customer segments and capabilities g global g individual Our growth strategy has been in place since 2010 Focus on markets and segments where we can lead and create value [ [ g deep
- 22. strong growth our customer focus is paying off 22 invest in the future robust financials • High customer and client retention • Winning new relationships • Expanding existing relationships • Strong revenue and earnings driven by growth • Our successful results enable us to reinvest in ways to continually improve YOU our success
- 23. Understanding Our Audience 23Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2013 Cigna Understanding Our Audience
- 24. 24Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2013 Cigna Have Clear Objectives: Measure & Define
- 25. Have a Policy Before You Need One 25Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2013 Cigna *http://www.shrm.org/about/pressroom/PressReleases/Pages/SHRMSurveyin creaseSocialMedia2012.aspx
- 26. Our Brand Online 26Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2013 Cigna
- 27. Twitter 27Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2013 Cigna
- 28. Glassdoor 28Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2013 Cigna
- 29. Facebook 29Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2013 Cigna
- 30. Social Job Sharing 30Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2013 Cigna
- 31. Measuring Our Performance 31Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2013 Cigna
- 32. LinkedIn 32Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2013 Cigna
- 33. 33Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2013 Cigna
- 34. Cigna Today- What is our global presence? 34Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2013 Cigna
- 35. 35Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2013 Cigna
- 36. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor What We Know About Today’s Candidates …so why is it so hard to find the right job and company? Today’s Candidates
- 37. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor What We Know About Today’s Candidates …so why is it so hard to find the right job and company? 51%have buyer’s remorse due to an inaccurate picture of the job 95% are influenced by reviews from those inside the company 69%wouldn’t take a job with a company that had a bad reputation
- 38. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor What We Know A company’s Employer Brand Reputation directly impacts its ability to attract and retain top talent
- 39. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Helping People Find The Jobs & Companies They Love 6Mcontent 300Kcompanies 15Mjobs 190countries 22Mmembers has become the most trusted and transparent place for today’s candidates to search for jobs and research companies Member growth over 4 years 48% of job seekers use Glassdoor (Source: Software Advice Report, Jan 2014)
- 40. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Job Advertising Promote your employer brand to candidates researching you Advertise your jobs to ideal candidates who might not be aware of you 40 How We Do It Applicant Quality Candidate Influence Employer Branding
- 41. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor The Results We See 2xbetter applicant quality vs traditional job boards 30% lower cost-per-hire than other recruitment channels 3xmore influence over candidates’ decisions
- 42. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Questions?
Notes de l'éditeur
- Katie will introduce Dina and Kelly
- Why think like a marketer? There are so many candidates looking for jobs these days. You Need to Stand OUT! Times are changing and you have to respond to today’s candidates Millennials are entering the workforce so brand transparency is becoming more and more important It’s time to make sure people know about your company because they are searching for a company to work for just as they search for a car, house, restaurant. We’re hearing it everywhere – recruiting and marketing are becoming one in the same. As a recruiter, you have to be able to market your strengths and message to the talent that you are trying to reach. Marketo is going to give you a great case study in a bit on how they were able to do this successfully.
- They need instant feedback. Grew up researching things—using Yelp, tripadvisor. Always have a wifi/mobile devices/tablets Information is at their fingertips They want transparency. Selective about where they work and do research on what it’s like working at certain place.
- If you don’t manage your employer brand, then someone else will write the story for you.
- Instant transparency gets you started on the right foot. When candidates can see views of past and current employees and the companies own view of their culture. Their decisions are a lot easier.
- Don’t be afraid of transparency! Embrace Transparency If want to effectively reach job seekers and employees, you need to embrace transparency. Social job search is here. If it can be known, it will be known, and people are finding it in places like facebook, LinkedIn, blogs, and services such as Glassdoor. Does this TERRIFY you and your organization? Take a deep breath. This knowledge cannot be hidden. Knowledge of what its like to work at a company will be known – and in fact, it has always been known! It’s just that before you’d hear gossip around the water cooler or from your next door neighbor and now you get a tweet to your phone. instead of being afraid of this transparency and the speed at which information is being delivered, be brave and embrace it as an opportunity! If leveraged the right way, companies that adapt now have a new way to hire and retain top talent. We’ve watched this unfold in other industries…. Like Travel (Our Co-Founders were Executives at Expedia & Hotwire) At first hoteliers where frightened of TripAdvisor. Fast fwd 10 yrs, and now hoteliers and other travel suppliers are Tripadvisors biggest partners Hoteliers figured out how to leverage Tripadvisor to fill their empty rooms Similarly, Glassdoor’s early employer partners like Pepsi and Accenture figured out how to use social media sites like Glassdoor to fill their open positions.
- There are so many resources to help you develop a brand and establish a transparent company!
- First things first, you need to assemble your group of talent brand ambassadors. And where best to start assembling than within your organization. Your employees are shaping the decisions of future candidates. You also need to think about those external fans as well coming to your page to do homework on why you are a great place to work and what message they are getting. Get employees on board and have them: Uploading pictures Uploading salary info Social Media campaigns Writing Reviews
- So you need to arm those within and outside your org with the right instruments. What are your employees saying and is it consistent to your company message? What are candidates saying before and after interviews and what can you learn from that?
- Once you have the kinks worked out, turn the volume up cause you’re ready to start blasting out your message to EVERYONE!
- There are many marketing channels where you can share your employer brand and story! Here are a few examples where you can promote your brand
- Here’s how we did it at Cigna…
- Recognized as one of the nation’s leading providers of health benefits and related services, Cigna is dedicated to helping the people we serve improve their health, well-being and sense of security. We make this happen by offering a broad range of integrated health care and related plans and services, and proven health and well-being programs that are targeted to meeting the unique needs of our customers, clients and partners. For more than 200 years, Cigna companies have been helping people live healthier, more secure lives. Cigna’s purpose is to improve health – physically, behaviorally and financially. Our clients look to us for the expertise, services and tools that will help them improve the well-being of their employees, while lowering their benefit costs. At the same time, millions of customers around the world seek our guidance and rely on us for a wide range of programs and services designed to meet their unique needs.
- Recognized as one of the nation’s leading providers of health benefits and related services, Cigna is dedicated to helping the people we serve improve their health, well-being and sense of security. We make this happen by offering a broad range of integrated health care and related plans and services, and proven health and well-being programs that are targeted to meeting the unique needs of our customers, clients and partners. For more than 200 years, Cigna companies have been helping people live healthier, more secure lives. Cigna’s purpose is to improve health – physically, behaviorally and financially. Our clients look to us for the expertise, services and tools that will help them improve the well-being of their employees, while lowering their benefit costs. At the same time, millions of customers around the world seek our guidance and rely on us for a wide range of programs and services designed to meet their unique needs.
- What is our audience doing in social media spaces we are interested in? What motivates this behavior? What social communities already are active in our space, or even around our brand? Where are the conversations taking place? Who is talking? Are the speakers influential? How are they referencing my brand and in what context?
- HAVE CLEAR OBJECTIVES (Measure and Define):Increase in database of candidates Savings in advertising costs (referrals from social, online video) Increase in career site traffic Increase of candidates per req
- SHRM Survey: An Examination of How Social Media Is Embedded in Business Strategy and Operations 55 percent of surveyed employers plan to increase their social media efforts in the next year. 40 percent of organizations have a formal social media policy. 56 percent of social media policies include a statement regarding the organization’s right to monitor social media usage. Other common policy components include: a code of conduct for employee use of social networking for personal purposes (66 percent), or guidelines for social media communications (55 percent).
- – Engaging and informing candidates-Career-specific Twitter handle – a Twitter handle, separate from the corporate handle, dedicated to career information, job postings and candidate.
- Glassdoor is a career community that is changing the way people find jobs and companies recruit top talent. They have 18 million members and 4 million company reviews. 45 day free trial which provides us with an Enhanced Employer Profile, 30 days of free unlimited job ads with featured jobs including Medical Coders, Customer Service/LTD Associate, Project/Process Managers, and Sales/Client Support Specialists and 45 days of free access to the enhanced reporting functions. Anyone can join and leave reviews, so today to leave a positive review of Cigna?
- 1) Based on a DDI study of 2,300 recruiters, 51% of new employees have buyer’s remorse, 88% looking to leave within 6 months because hiring process failed to paint accurate picture of job. As a result, today’s candidates are looking for more than just the employer’s perspective (career site, job description, recruiter conversations). They’re seeking out information from new channels that didn’t exist even 5 years ago. According to Nielson Research, 70% trust online reviews and ratings as a source of brand information. 2) Today’s candidates are no different. Glassdoor polled it’s 22M members and found that 95% say reviews from those on the inside are influential when deciding where to work. And a company’s reputation has more of an impact than you might expect. 3) Corporate Responsibility Magazine commissioned a poll which gathered responses from over 1,000 employed and unemployed Americans to gain insight into how both corporate reputation and transparency impact job decisions. The study found that 69% of today’s candidates wouldn’t take a job with a company that had a bad reputation… even if they were UNEMPLOYED! 84% would consider leaving their current job if offered another role at a company that had an excellent reputation, and most in the $75-$100K salary range would only require a 1-10% salary increase to consider the job.
- What does this mean for employers? In a 2013 survey by ERE, of the 4,700 talent acquisition decision makers, there was a 50% cost-per-hire savings with a strong employer brand. It’s no longer just about creating a Facebook page or adding photos to your career site. Your Employer Brand directly impacts your ability to attract and retain talent. It’s critical that employers are promoting their brand where today’s job seekers are looking for information.
- Glassdoor has become the most trusted & transparent place for candidates to search for jobs and research companies. Software Advice Report found earlier this year that 48% of job seekers use Glassdoor at some point in their search. Why? To get an inside look through 6M ratings and reviews for 300,000 companies. Job seekers are well researched leading to higher applicant quality and better fit candidates. So how do we help employers influence these candidates researching them and recruit those who do not have you top of mind?
- We help employers of all sizes advertise their jobs and promote their employer brand through targeted Job Ads and Enhanced Profiles. What differentiates us is our: Applicant quality Influence on candidate decisions
- Of our 1,200+ customer base, including Cisco, we see 2 times better applicant quality, 30% lower cost-per-hire, and 3 times the influence over candidate decisions. Thanks again for joining us today and to Cisco for sharing so many insightful ways to use talent analytics to source your next hire. Now I’d like to hand it back over to Anna to see if there are any questions.
- Sample Questions: