The ROI of Employer Brand

The ROI of Employer Brand

An authentic, well-defined employer brand is essential to recruiting and retaining quality talent in today’s market. In fact, more than one in three (35%) hiring decision makers will increase their investment in employer branding in the next 12 months.1 Organisations that invest in employer branding are not only a step ahead of their competition in attracting talent, they tend to be ahead in other key business areas as well.

When making a decision on where to apply for a job, 84% of employees/job seekers say the reputation of a company as an employer of choice is important.2

1. Strong employer brands stand out from competitors.

Strengthening your employer brand is a priority for the most effective hiring organisations — and for good reason.

ACTION PLAN:

Stand out from the competition by signing up for a Glassdoor Enhanced Profile and branding your company page. Add dynamic videos and photos that demonstrate why talent should choose you over your competitors. Want to take it a step further? With an Enhanced Profile you can remove competitor ads from your own profile and target competitors’ profiles with your open positions.* You can also benchmark your profile traffic, candidate demographics, employee and interview rating trends and more to see how you stack up against the competition.

2. Employer branding attracts informed candidates.

If candidate quality is high on your list of concerns, you’re not alone. Three in four hiring decision-makers say attracting quality candidates is their number one challenge. And, nine in ten (88%) agree that an informed candidate is a quality candidate.1 The good news is that boosting your employer branding efforts can have an immediate positive impact on attracting informed candidates.

ACTION PLAN:

Leverage your Enhanced Profile to showcase branded photos and videos, and integrate your social channels so that candidates get a 360-degree view of your work culture and environment. Broaden your recruiting reach with Jobs Spotlight display campaigns* and target the exact candidates you want with the jobs that are most relevant to them.

Job seekers are 2x more likely to apply when a job includes employer branded content.3

3. Branded content moves candidates down the funnel, saving recruiters time and money.

When candidates view jobs alongside branded content that helps them qualify themselves, your company reaps the benefits in the form of higher quality applicants and lower recruiting costs.

ACTION PLAN:

Customise your Enhanced Profile with a “Why Work for Us” tab. Build out up to 5 tabs to share why your company is a great place to work. Brand your sponsored jobs so candidates get all the information they need to choose your company in one place.

45% of employees/job seekers would be willing to take a pay cut to work at an employer with a good reputation.4

4. Employer branding builds credibility with candidates, potential investors and customers.

Informed candidates consult Glassdoor reviews to get an inside look at what it’s like to work at your company and find a job that fits their life. The reviews they see influence their perception of your company. Your employer brand also impacts whether potential investors, customers and job seekers want to invest with you, do business with you or work for you.

ACTION PLAN:

Make sure the first review candidates see is from someone they can identify with. With an Enhanced Profile, you can feature a review of your choice to ensure that it always appears at the top of the list.

63% of consumers refuse to buy products and services from a company they do not trust. Conversely, 80% of consumers choose to buy from companies they trust, and will recommend those companies to others.6

PRO TIP

Respond to Glassdoor reviews to improve how candidates, potential investors and customers perceive your company. Nearly two-thirds (65%) of Glassdoor users agree their perception of a company improves after seeing an employer respond to a review.5

5. Employer branding helps candidates choose the right fit, which boosts retention.

Your employer brand can help you attract candidates that will have long-term success at your company. The more personalised and transparent your employer branding efforts are, the more equipped candidates are to choose the right job for them.

ACTION PLAN:

One size does not fit all when it comes to employer branding. Glassdoor’s Audience Targeting* allows you to deliver a personalised view of your Enhanced Profile and Sponsored Jobs to different audiences based on their occupation. Your photos, videos, and branded content will change dynamically based on the job seeker researching your company

67% of employers believe retention rates would be higher if candidates had a picture of what to expect about working at the company before taking the job.7

Citations

*Only available in certain packages.
1. Source: Aptitude Research Partners, 2017; 2. Source: Glassdoor Harris Poll, April 2017; 3. Source: Glassdoor Internal Data, September 2016 - March 2017; 4. Source: Glassdoor Harris Poll, April 2017; 5. Source: Glassdoor US Site Survey, August 2016; 6. Edelman 2015 Trust Barometer; 7. Source: Harris Interactive Survey for Glassdoor, 2014