Building Employer Brand for a Global Analytics Company
About this client
Client is a $1 Bn Analytics company with global presence.
Business Challenge
The client was struggling to hire relevant talent and with their Glassdoor ratings.
Solution
We leveraged our Employer Branding framework to improve client ratings on Glassdoor.
Background
Our client is a $1 Bn global analytics, operations management and technology company, headquartered in New York with its presence in 50+ countries throughout United States, Europe, Asia, Latin America, Australia and South Africa. The client has seen a decline in their Glassdoor ratings which had impacted their ability to hire good talent. In addition, the client was facing challenges in getting relevant applications from the career section of the website.
Our client wanted to improve Glassdoor ratings and position themselves as a preferred place to work. Since they employ over 30,000+ employees across the globe, it was quite challenging to manage their online reviews, identify critical issues and improve their employer brand. Since, one cannot control Glassdoor ratings, we needed to come up with a well-defined strategy that involved internal campaigns, employee feedbacks, career website, and social media.
Approach
Leveraging our Employer Branding Framework, we created a strategy tied to the objectives of the organization. The objectives were clearly defined for each touchpoint and we started working on an execution plan for the same.
Branding
- We started with working on Glassdoor reviews.
- The Glassdoor reviews were closely monitored and responded with positive tonality.
- Parallelly we started working with the HR team on creating employee stories for the website.
- The website content was revamped and updated, giving potential employees a glimpse of the work culture.
Marketing
- Social media posts focused specifically towards potential employees were created and shared with the HR team on a weekly basis.
- Based on the insights from the Glassdoor reviews, we worked with the HR team to create specific internal campaigns.
Analytics
- In-depth analysis of Glassdoor reviews was done, and relevant issues were identified and presented to the client HR team.
- We captured data across 27 data points and stimulated them on a MIT – Culture 500 model to provide a snapshot of the organizations culture. This exercise was repeated after 6 months to measure the change and track effectiveness of the internal campaigns.
- More data captured and dissected than available in paid accounts for Glassdoor to have a grasp at the core issues impacting ratings.
Though the results cannot be observed in a short duration due to the organization size and locations involved, we managed to pull off the Glassdoor rating by 0.3 points in 6 months.
Results
Glassdoor Rating improved significantly (0.3 points) in 6 months
Internal campaigns optimized various issues, resulting in improved online reviews
The client has been able to gather month-on-month overall rating, and performance trends for every location
Inbound applications have improved by 30%
Increased engagement on HR posts