The document provides tips on how to master Glassdoor for employer branding and recruitment. It recommends (1) creating and claiming your company's Glassdoor page, (2) encouraging positive employee reviews, and (3) responding promptly to both positive and negative reviews. It also suggests using Glassdoor's paid services like job advertising and enhanced profiles to further promote your employer brand online.

1. How to Master Glassdoor

2. INTRODUCTION
 Director / Founder of Easy Web Recruitment (est. 2005)
 Since 2005 we have been designing and implementing online recruitment
campaigns for large (Tesco, Western Union, Next etc) and hundreds of
SMEs & NFPs
 Since 2009 we have been providing ATS (Applicant Tracking Software) to
UK clients.

3. What we do at EasyWeb

4. 1. Train your staff in direct sourcing skills.

5. 2. Help companies to streamline recruitment (via
our Applicant Tracking Software)

6. 3. Help organisations to increase direct sourcing
success via flat fee recruitment campaigns.

7. 4. Traditional Head Office Recruitment Agency that
gives you something extra
Every placement we make we give you an online recruitment
campaign so we can help you recruit your next hire for free.

8. • Glassdoor Overview
• Finding & claiming your company’s Glassdoor page
• Updating your Glassdoor company page
• Becoming an Open Employer
• Getting your jobs on Glassdoor
• Glassdoor Services
• Best practice for encouraging positive reviews
• How to respond to positive & negative reviews
• How to monitor and manage your employer reputation on the rest of the internet
• Questions
ITINERARY

9. Glassdoor Overview

10. 8m employee reviews but will this catch on?
Glassdoor is loved by Generation Y (those born early 1980s-2000s) and has
established itself in the US but will it catch on in the UK?

11. Which of these would you be more interested to
read a review about before making a decision?
TripAdvisor has 340m members globally (source: Ft.com, May 2015)
200m reviews on 4.4m destinations (source: TravelWeekly, Feb 2015)

12. Whilst this might not be the present (for the UK) for
most candidates it certainly looks like the near future

13. The Business Model
PAID SERVICES
• Enhanced Employer Profile
• Job Adverts
• Website Advertising/Targeting Competitors
FREE SERVICES
• Company Employer Account
• Open Company Scheme
• Free Job Adverts

14. Free Services – Company Employer Account
COMPANY EMPLOYER ACCOUNT
• Add photos
• Respond to reviews
• Gather followers
• Provide updates
• Page analytics

16. Adding Content to your Employer Page

17. Adding Content – Company Details
Update your company details and upload a logo (this will need to be square).

18. Adding Content – Company Description
Add a description and a mission statement. Our example below is a little bit too corporate, so
we will need to revisit it and write something that speaks to our candidates a bit better.

19. Adding Content – Update Benefits
I would avoid selecting benefits that you are statutory such as “sick pay” and “bereavement
leave”. It might be that your company exceeds the mandatory requirements but I would still
focus on benefits that have greater appeal.

20. Adding Content – Awards
All awards will help present your company in a positive light. However, awards that recognise
your organisation as a good employer will have a more direct appeal to the potential
employees.

21. Updating your Company Page - Photos
Upload photos to promote your working environment and showcase your employees

22. Becoming an Open Employer

23. Consider becoming an Open Company
This is free and a good first step to aim for when setting up your employer page.

24. Consider becoming an Open Company
The end result looks pretty cool on your website

25. Getting your Jobs on Glassdoor

26. Getting your jobs on Glassdoor
Similar to Indeed, Glassdoor will display your jobs in their search, all you need to do is provide
them with a link to your vacancy page.

27. Getting your jobs on Glassdoor – Ask your ATS provider to integrate
A full integration will allow your jobs to be added to Glassdoor quicker and will also give you
more control over removing and updating your jobs.

28. Glassdoor Services

29. Glassdoor Services
Glassdoor offer a range of services, that focus around employer branding, job advertising and
display advertising.

30. Glassdoor Services – Enhanced Profile part 1
If you upgrade your profile to
an enhanced profile you will
benefit from:
1. Ability to add Cover
Photo to profile
2. Add extra content under
“Why Work For Us”
3. Increased visibility for
your jobs

31. Glassdoor Services – Enhanced Profile part 2
If you upgrade your profile to
an enhanced profile you will
benefit from:
1. Add Social Media badges
2. Add Videos to your
profile
3. Targeted advertising
against competitors
4. Improved analytics
5. Compare reputation Vs
competitors
Pricing is dependent on the
number of live vacancies you
have

32. Job Advertising/Display Advertising
Glassdoor will also help to promote your advert to their members using their website and also
targeting your competitors company pages (assuming they are not a Glassdoor client already).
See here for individual job posting: http://www.glassdoor.co.uk/post-job
Advert at bottom of Iceland Foods Page

33. Glassdoor Services – Enhanced Profile part 4
If you upgrade your profile to an enhanced profile you will
benefit from:
• Targeted advertising against competitors
Example advert below features at bottom of Iceland
Foods Employer Page.

34. Glassdoor Services – Enhanced Profile part 5
If you upgrade your profile to an enhanced profile you will benefit from:
• Improved analytics
• Compare reputation Vs competitors
Pricing is dependent on the number of live vacancies you have.

35. Responding to Reviews

36. Responding to Reviews
Recognise that this Glassdoor is an
open forum and you cannot control
everything. Remember it is
important to recognise the positive
and negative aspects of the review
in your response.
The number 1 rule here is to be
“authentic” try not to get caught in
marketing speak.
Remember you need to:
• Respond to all reviews promptly
• Respond even to old reviews
• Avoid arguing against the
reviewers position. If they feel it,
then the perception is genuine.

37. How to gather more reviews*
*Especially positive reviews.

38. Gathering more positive reviews - #1 Be an Awesome Company!*
*We might not be awesome but we try and make screening 40,000 CVs per month fun.

39. Gathering more positive reviews - #2 Exit Interviews
Encourage staff who are leaving to leave a review

40. Gathering more positive reviews - #3 Successful New Employees
Encourage staff to leave a review when they complete their
probation period

41. Some of the more interesting reviews I
found*
*In just 30 minutes researching local companies

42. When Glassdoor reviews goes bad

43. When Glassdoor reviews are excellent
Remember 70% of employees say their employees are “OK” or are “satisfied” with their job.

44. View of the future…..
When was the last time you booked a holiday without checking TripAdvisor?
What happened to the hotels who refused to “up their game?”
What do you think will happen to employers who don’t address poor staff moral?

45. How to monitor & manage your
reputation on the rest of the internet

46. BAD REVIEWS DON’T JUST COME FROM GLASSDOOR
You should also monitor your company name for updates on Social
Media

47. BAD REVIEWS DON’T JUST COME FROM GLASSDOOR
You should also monitor your company name for updates on the web in
general

49. Special Offer for all new clients in May 2015

50. MAY 2015 – SPECIAL OFFER
BOGOF – BUY ONE GET ONE FREE
£499 for 2 Advertising Campaigns
(normally £499 each)
For all new clients in May 2015

51. We design an optimised job advert (you approve it)

52. We design a bespoke application form / process.
All candidates can be asked a series of additional and/or
killer questions.

53. We post adverts branded adverts to the following boards:
We post EasyWeb branded adverts to:
Also post to a range of additional regional & specialist roles.

54. We provide you access via our ATS software or we can email
you all the relevant applicants CVs & Application Forms.
You are free to make as many hires as you like with no
additional fees.

55. UPGRADE TO MANAGED CAMPAIGN: £799 for 2 Campaigns
This includes: CV Screening by our UK resource team,
CV Database searching (Reed, TotalJobs, Monster & Jobsite)
& Linkedin searching and approaching

56. YOUR PRESENTER
Tel: 01933 667126
Email: adrian@easywebrecruitment.com
Feel free to contact me for any follow up questions.

57. Appendix
1. Glassdoor Overview
• FT.com article: http://www.ft.com/fastft/319111/tripadvisor-first-quarter-earnings
• TravelWeekly article: http://www.travelweekly.co.uk/Articles/2015/02/23/53250/city-insider-where-to-next-
for-tripadvisor.html
2. Example Glassdoor Employer Pages
• Deloitte UK: http://www.glassdoor.co.uk/Overview/Working-at-Deloitte-UK-EI_IE851192.11,22.htm
• EasyWeb Recruitment: http://www.glassdoor.co.uk/Overview/Working-at-EasyWeb-Recruitment-
EI_IE794990.11,30.htm
• Indeed: http://www.glassdoor.co.uk/Overview/Working-at-Indeed-EI_IE100561.11,17.htm
• ResponseTap: http://www.glassdoor.co.uk/Overview/Working-at-ResponseTap-EI_IE734238.11,22.htm
• Burberry: http://www.glassdoor.co.uk/Overview/Working-at-Burberry-EI_IE13011.11,19.htm
• Xero: http://www.glassdoor.co.uk/Overview/Working-at-Xero-EI_IE318448.11,15.htm
3. Other ways to monitor the internet and social media
• Talkwalker Alerts: http://www.talkwalker.com/alerts
• Mention: https://en.mention.com/
• Social Mention: http://www.socialmention.com/
• Hootsuite: https://hootsuite.com/
Additional recommended reading:
• How to recover from a Glassdoor disaster: http://www.winningimpression.com/how-to-recover-from-a-
glassdoor-disaster/
• How should PRs use Glassdoor: http://www.prmoment.com/2691/how-should-prs-use-glassdoor.aspx
• EasyWeb’s Guide to Glassdoor: https://easywebs-guide-to-glassdoor.helpdocs.com/