Employer Branding Comes of Age
On September 12th, Glassdoor kicked off its Employer Branding Summit in San Francisco at the Hotel Nikko. Social recruiting, employer branding, and talent acquisition pros gathered to hear how branding impacts the recruiting landscape. Robert Hohman, CEO of Glassdoor welcomed the audience to set the stage (see Figure 1).
Guest speakers included Lars Schmidt – Amplify Talent, Josh Bersin – Bersin by Deloitte, Bryan Chaney – IBM, Jennifer Tharp – AT&T, Arie Ball & Anthony Scarpino – Sodexo, Jen Powell – Deloitte, Stacy Zapar – Zappos, and Shannon Smedstad – CEB who shared their stories on their journey to the employer branding movement.
Inside The Glassdoor For Employers Approach
Glassdoor for Employers has taken the crowd sourcing review approach and inverted it as a feedback and insight tool for employers. In short the Vault meets Angie’s list for a digital age metaphor applies in its key offerings:
- Employer Branding. Think segmentation and targeting of recruits through content strategy via messaging, social media videos, and other dynamic content. Most employers have taken advantage of the analytics on candidate demographics and site activity.
- Corporate Reputation and Employer Brand. This employer offering is the recruiting equivalent of brand monitoring used for social media command centers. Employers gain insights on rankings by category including work – life balance, benefits, cultures and values, and others. Of interest to most CEOs is the ability to implement reputation management.
Bottom Line: Apply Principles Of Brand Authenticity To Recruiting For A Digital World
Companies such as Glassdoor and Smashfly have been pioneering the application of CRM principles to recruiting and employer branding. Lessons learned from the speakers as well as the experts in the audience reinforce the following principles required to not only win the war on talent but also disrupt digital business:
- Recruiting in a digital age requires trust and transparency.
- Your brand drives the type of talent you attract.
- Apply marketing principles to recruiting.
- Use the 9C’s of engagement for out reach to prospective talent.
- Brand marketing and HR converge in this growing category of employer branding.
Figure 1. A Short FlickrStream From #GDSummit San Francisco
Your POV.
Ready for employer branding? Are you working closely with your marketing team to implement these changes? What’s your strategy? Add your comments to the blog or reach me via email: R (at) ConstellationR (dot) com or R (at) SoftwareInsider (dot) com.
Please let us know if you need help with your Digital Transformation efforts. Here’s how we can assist:
- Developing your digital business strategy
- Identifying areas for business model disruption
- Connecting with other market leaders and fast followers
- Sharing best practices
- Vendor selection
- Providing contract negotiations and software licensing support
- Implementation partner selection
Related Research
- Event Report: Seven Trends From This Year’s Human Resources Technology Conference 2013 (#HRTechConf)
- Tuesday’s Tip: Understand The Five Generation Of Digital Workers
- Monday’s Musings: Who Gets To Be A Chief Digital Officer?
- News Analysis: New #IBMWatson Business Group Heralds The Commercialization Of Cognitive Computing. Ready For Augmented Humanity?
- Monday’s Musings: Insights From GE’s Global Innovation Barometer Show Executives Need To Be Disruption Ready
- Tuesday’s Tip: Five Steps To Starting Your Digital Transformation Initiative
- Monday’s Musings: What Organizations Want From Mobile
- Research Summary: Economic Trends Exacerbate Digital Business Disruption And Digital Transformation (The Futurist Framework Part 3)
- Research Summary: Five Societal Shifts Showcase The Digital Divide Ahead (The Futurist Framework Part 2)
- Research Summary: Sneak Peaks From Constellation’s Futurist Framework And 2014 Outlook On Digital Disruption
- Research Report: Digital ARTISANs – The Seven Building Blocks Behind Building A Digital Business DNA
- Research Summary: Five Societal Shifts Showcase The Digital Divide Ahead (The Futurist Framework Part 2)
- Research Summary: Next Generation CIOs Aspire To Focus More On Innovation And The Chief Digital Officer Role
- Trends: [VIDEO] The Digital Business Disruption Ahead Preview – NASSCOM India Leadership Forum (#NASSCOM_ILF)
- Monday’s Musings: The Chief Digital Officer In The Age Of Digital Business
- Slide Share: The CMO vs CIO – Pathways To Collaboration
- Event Report: Metaio’s #InsideAR Conference Hails The Future Of An Always On, Always Augmented Reality
- Event Report: CRM Evolution 2013 – Seven Trends In The Return To Digital Business And Customer Centricity
- Research Summary And Speaker Notes: The Identity Manifesto – Why Identity Is At The Heart of Digital Business
- Trends: Seven Priorities In The Shift From CMO to Chief Digital Officer
- Monday’s Musings: Understand The Four Organizational Personas Of Disruptive Tech Adoption
- Monday’s Musings: Balancing The Six S’s In Consumerization Of IT
- Monday’s Musings: A Working Vendor Landscape For Social Business
- Research Summary: Software Insider’s Top 25 Posts For 2010
- Monday’s Musings: 10 Essential Elements For Social Enterprise Apps
Reprints
Reprints can be purchased through Constellation Research, Inc. To request official reprints in PDF format, please contact Sales .
Disclosure
Although we work closely with many mega software vendors, we want you to trust us. For the full disclosure policy,stay tuned for the full client list on the Constellation Research website.
* Not responsible for any factual errors or omissions. However, happy to correct any errors upon email receipt.
Copyright © 2001 -2014 R Wang and Insider Associates, LLC All rights reserved.
Contact the Sales team to purchase this report on a a la carte basis or join the Constellation Customer Experience
The post Event Report: Glassdoor Employer Branding Summit appeared first on A Software Insider's Point of View.
