Candidate Carla sees your job post and it immediately sparks her interest. She knows she’s highly qualified for what the position entails, and is intrigued by the promise of more responsibility, intelligent and interactive teams, and a leading product. Now that she’s seriously considering applying, what do you think her next move may be?
You guessed it: Carla googles your company.
After all, who isn’t curious about WHERE they would be working, in addition to what they may be doing in the job?
Carla, like most candidates, wants to know it all about your organization:
How big is the company? What is the exec team like? How successful and stable is the organization and what is its trajectory? What are the employees like? How hard is it to get promoted? Does the company support diversity? How and in what specific ways are the employees supported? Does management expect long hours at low pay or do they provide a fair work-life balance? Are there employee-loving perks such as a gym, free meals or (as is more apropos to summer 2020) work-from-home connections and support systems like no other? Basically: Is this a brand that’s universally loved or categorically hated -- both by the people who work there and by anyone outside looking in?
75% of job seekers consider an employer’s brand before applying.¹
If you think about it, it makes perfect sense that Carla would go seeking more information about your company. By joining the company she is aligning herself to your brand. (If you already know how important your brand is and are looking to increase your Glassdoor ratings, skip to this section.)
So, ask yourself: Who does she ask? Carla will not ask one of your recruiters or check your company website to inquire about your brand. She’s not looking for a canned response. Carla is seeking insider information about the real deal on what it’s like to work there. She may check your social channels such as LinkedIn, but she’s going to be more interested in comments made by individuals rather than your organization.
And she’s going to look for information from employees directly, whether through her personal network or on sites like Glassdoor. And therefore, the real question to ask yourself is: What will she find?
Is your employer brand up to snuff? (And does it matter?)
There’s no doubt about it. Your employer brand directly impacts your bottom line. The experts agree, and the stats are in.
In fact, according to LinkedIn², a great employer brand can have significant impact:
- 28% reduction in the organization’s turnover
- 50% cost-per-hire reduction
- 50% more qualified applicants
- 1-2x faster time-to-hire
50% of candidates say they wouldn’t work for a company
with a bad reputation – even for a pay increase.³
In case that wasn’t enough, here are some more:
- When making a decision on where to apply for a job, 84% of job seekers say the reputation of a company as an employer is important.4
- 9 out of 10 candidates would apply for a job when it’s from an employer brand that’s actively maintained. 5
- Employee turnover can be reduced by 28% by investing in employer brand. 6
It’s time to face facts. If you’re looking to attract rock star hires (it follows that these are the types of candidates who do their homework by the way)... and you’d like to keep these new hires for a long time to come, you’re going to want to make sure you do everything you can to improve your company’s brand image.
Luckily, this is a hot topic and there’s a myriad of checklists out there to get you started on the path to improving your brand. Some of our favorite To Do’s include:
- Engage in an ongoing dialogue with your employees (solicit feedback!),
- Overhaul your benefits and perks to make sure you’re putting employees first,
- Build a supportive environment with ideas like creating a mentorship program,
- Always be authentic in your communications and on your social channels, and
- Create a pleasant working environment -- realize that fun is good for business.
A quick search will help you quickly build a list of brand improvements you can implement.
Don’t Ignore Glassdoor
Regardless of how you may feel about it, one critical step will be to vastly increase and improve your ratings on Glassdoor. With over 60 million unique visitors a month, this site, and your reviews on it, play an undeniable role in the decision-making process of many of your potential new hires.
Glassdoor tells us7:
- Nearly 3 in 4 (74%) of Glassdoor users read at least 4 reviews before forming an opinion of a company.
- Candidates who used Glassdoor have 30% higher retention rates.
- Boosting pay won’t boost application as much as a positive company culture: Having a 1-star higher overall rating — a score that includes points for positive company culture — on Glassdoor attracts talent at about six times the rate of paying a $10,000 per year higher salary.
You’re a TA superhero so you’ve probably already taken this under advisement. You’re thinking, what can you tell me that I don’t already know?? (If this is true, by the way, you’re way ahead of the game. Research shows that 49% of employers believe they don’t have the tools to effectively enhance employer brand.) Whether you’re new to the brand game or looking for a new approach on how to boost your Glassdoor ratings, you’ve come to the right place.
49% of employers believe they don’t have the tools
to effectively enhance employer brand.8
Capitalize on Your Brand Advocates
Well here’s the gem you’ve been looking for: There is an easy way to uncover your company’s brand advocates and automatically serve them up with the chance to review your company on Glassdoor.
Checkster’s New Hire Insights tool can be used to automatically check in on your new hires to gauge how well they are faring.
With information starting as early as Day 1, you’re able to intervene when an employee hits a snag, whether it be doubts, onboarding issues or poor manager support. This tool also comes in handy when it comes to checking in on existing employees -- particularly now that many of them are spread out in remote situations.
Improve your Glassdoor Ratings Fast
In addition to the obvious benefit of tracking when employees aren’t doing well or aren’t happy, there’s the added bonus of finding out when employees are happy. It’s time to put AI to good use: when employees respond to Checkster’s surveys with positive feedback, we can serve them up with a triggered response email requesting a review on Glassdoor.
The results? With no extra effort on your part, your Glassdoor ratings improve immeasurably, and quickly. Clients are raving about the impact it’s having on their employer brand.
With no extra effort on your part, your Glassdoor ratings
improve immeasurably, and quickly.
Although this is just one benefit to gathering new hire data with our tool, it’s significant. Employer branding clearly impacts your ability to recruit the best (not to mention the direct impact it has on your hiring metrics and financial bottom line). Let us walk you through a customized demo and answer any questions you may have. Choose a demo time here or email us at firstname.lastname@example.org.
p.s. If you’ve currently got some reviews that aren’t so great on Glassdoor, although it’s not usually possible to get them taken down, note that the stats also show it’s in your best interest to respond: “62% of Glassdoor users agree their perception of a company improves after seeing an employer respond to a review.”9 So craft a compelling retort and then start using Checkster’s New Hire Insights to further counter any negative reviews with a flood of newly positive reviews singing the true praises of your growing organization. Good luck!