Creating a Corporate Culture that Works for Your Business
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Creating a Corporate Culture that Works for Your Business
- 1. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Creating a Corporate Culture that Works for Your Business
- 2. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Webinar Tips for Attendees You can connect to audio using your computer’s microphone and speakers. Or, you may select “Use Telephone” after joining the Webinar. All lines will be muted to avoid background noise. You can ask questions at any time by typing them into the Questions Pane.
- 3. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Featured Speaker Susan Strayer LaMotte Founder & Principal Consultant @SusanLaMotte | www.exaqueo.com Alicia Garibaldi Senior Content Marketing Manager & Author of Employer Branding For Dummies® @albagaribaldi | Alicia.Garibaldi@Glassdoor.com
- 4. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Agenda ① Understanding and staking out your culture, core values, purpose and what you stand for ② Building and strengthening culture using diagnostic, auditing and research ③ Aligning culture with recruiting, onboarding and performance management ④ Using Glassdoor to reinforce and promote organizational culture ⑤ Q&A
- 5. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Understanding Culture
- 6. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor What Will You Stand For? Direction
- 7. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor What Will You Stand For?
- 8. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor REFLECT INTERACT DRIVE GUIDE Decisions RelationshipsBehavior Choices Core Values
- 9. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Examples in Practice: Zappos
- 10. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Examples in Practice: Netflix
- 11. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Understanding Culture Business Impact & Data
- 12. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Culture Diagnostic: CDX © ©exaqueo 2014
- 13. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Culture Research
- 14. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor 4-Step Process ① Baseline Assumption (Leadership) ② Workforce Research ③ Alignment and Gaps Analysis ④ Culture Reality Definition
- 15. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Work Rules “Let’s perform a successful heart surgery today.” Time • Resources • Outcome • Activity
- 16. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Examples in Practice: ORS Partners
- 17. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Specific Examples
- 18. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Performance Management ① Measure for Alignment ② Share Examples ③ Hold Accountable: • Values in Action • Development Opportunities • Promotion • Attrition • Values • Work Rules
- 19. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Culture in Action
- 20. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Culture in Action Default to Transparency • You take pride in opportunities to share our beliefs, failures, strengths and decisions • You use transparency as a tool to help others • You always state your thoughts immediately and with honesty • You share early in the decision process to avoid big revelations
- 21. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Culture in Action
- 22. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Using Glassdoor to Reinforce Culture
- 23. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Employer Brand Presenting a Realistic Picture of Culture
- 24. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Recruiting Aligning Recruiting Influences to Deliver Culture and Screening for Fit
- 25. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Glassdoor Why Work For Us? Tell Your Company Story
- 26. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Glassdoor Recent Updates Stay Current with Employees & Candidates
- 27. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Glassdoor Photos Showcase What It’s Like to Work at Your Company through Photos
- 28. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Glassdoor Responding to Reviews agree their perception of a company improves after seeing an employer respond to a review 69%
- 29. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Glassdoor Benefits 76% of Millennials say retirement benefits are a major factor in their decision to accept a job offer
- 30. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Glassdoor Interview Reviews The First Impression of Your Employer Brand
- 31. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Onboarding Practical Cultural Immersions
- 32. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Glassdoor Reviews Knowing What Employees Are Saying About Your Company Is an Important Part of the Recruiting Process
- 33. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Glassdoor Job Seeker Stats on Reviews say that employee ratings and reviews are influential when deciding where to work are more likely to visit a company’s career site after they view its profile and read employee reviews read online reviews before forming an opinion about a company over
- 34. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor OpenCompany: 5 Steps Towards Transparency Add Photos Get Reviews Promote Your Profile Update Profile Respond to Reviews
- 35. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Glassdoor Heat Maps
- 36. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Glassdoor Reputation Word Clouds
- 37. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Employer Branding Resources Employer Branding Summit Videos eBooks on Employer Branding Blog with the Latest Trends in Employer Branding
- 38. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Delivering Measurable Results 2X 3X 30% the quality the influence lower cost-per-hire Customers across all industries use Glassdoor’s employer solutions to attract better, qualified candidates at a much lower cost-per-hire.
- 39. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Get Started With a Glassdoor Free Employer Account!
- 40. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor
Hinweis der Redaktion
- Shay
- A few webinar tips – you will be muted throughout the session so make sure to ask questions in the questions pane and Alicia will be happy to answer them at the end of the session. If we don’t get to your question on today’s webinar, we will follow up with you after the webinar. Shay speaking
- Shay Glassdoor introduction and welcome Introduction of Susan Susan reinforcement of purpose and outcomes Susan Strayer LaMotte, SPHR is the founder of exaqueo, a workforce consultancy. In the past 15 years, she has worked with renowned global brands including The Ritz-Carlton, Carnival Cruise Lines, Home Depot, and Marriott International and has been featured in and written for publications such as the Wall Street Journal, Forbes, the New York Times and The Washington Post. She's the author of two books including The Right Job, Right Now (St. Martin's Press). Susan has an MBA from Vanderbilt University, an MA in HRD from The George Washington University and a BA in Communications from Virginia Tech. She sits on the Advisory Board for Gloss and Glam and is on the Board of Directors for RecruitDC. @SusanLaMotte susan@exaqueo.com www.exaqueo.com
- Shay
- Susan speaking An employer brand is an organization’s reputation as an employer. The term was first used in the early 90s and has since widely become adopted by the global recruitment and talent management communities. Chances are if you aren’t investing in your brand, you’re falling behind the competition. And employer branding is not just for big brands! For smaller companies without a recognized brand, you need to focus on your reputation even more.
- Susan speaking Culture is a shared perspective of beliefs, norms, values and direction. It drives a reason for belonging and a sense of loyalty and pride. It is expressed through words, actions, and environment. It is defined by traditions, consistency, and alignment.
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- Susan speaking Sheryl Sandberg, Facebook’s COO, is a big fan of a presentation published by Netflix. She loves it so much, she said it “may well be the most important document ever to come out of the Valley.”
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- Susan to pass things to Alicia Alicia: Thanks so much Susan!
- The first step to reinforcing your company culture is to involve your employees. Instead of creating a new poster with a bunch of clever, inspiring words and hanging copies in the hallways, find out what employees think and want. What do they think of your current culture? Take a look at the pros and cons that stand out in your Glassdoor reputation word clouds. What cultural traits jump off the page for each? Of those, which are serving you well? Which are holding you back? You can also take a quick, two-question anonymous survey of your employees, asking them to give you the one pro and the one con that stand out in describing the current culture and the most important positive quality that’s missing. Just like any other leadership situation, employees must buy-in to be most effective. After surveying them, be transparent about the results so they know their opinions matter. Have your leaders meet with their teams and get more depth about what’s working and what’s not, then incorporate that into the new cultural goals that you set for your company. When you have a draft of the new cultural guidelines, make sure you get their opinions one more time and incorporate their feedback before you roll them out.
- Your values should be a key part of candidate attraction, the interview process and how you train your new staff. Get them on board with your culture from their very first interaction with you! When someone is considering applying for a job, no matter the source, they should get a good sense of your culture and your stories. Once they apply, their experience should match those expectations, from the first contact, to every interview, to the follow up communication. When new employees are onboarded, they should get more details of the culture, stories and the expectations for behavior that will lead to a positive cultural experience. Cultural values are often ignored in training, but they should be a key area of your onboarding plan to help make new employees successful from day one.
- What does your story communicate about your culture? Stories are the most powerful way to create a clear cultural roadmap. They are much easier to understand and digest than words and can be used to guide people in situations where they might be approaching the boundaries of acceptable behavior. A good place to start is to unearth stories of the unusual or special ways the company started, or the ways leaders have been observed living the most important ones at work. To add clarity, develop stories that illustrate the culture you want (and don’t want). For example, if one of your values is “We do the Impossible,” find a story that illustrates a time you overcame a major obstacle and succeeded. There are many ways to get started gathering and creating these stories. Take employee surveys, run a contest for the best story, interview key people at the company, or ask employees to send you examples from day-to-day company life that illustrate particular values. Once you have them, compile them into compelling visual stories using photos and videos and communicate them to all of your audiences.
- Company Updates gives you the ability to share interesting and relevant updates related to your work culture and hiring needs with career-minded people who are researching your company on Glassdoor. You can now communicate directly with job seekers! Glassdoor has always been a great place for job seekers to get the inside scoop on the companies they are actively researching or might like to work for. Glassdoor has also been a great platform for companies to build and manage their employer brand, as well as hire from a pool of high-quality job seekers. However, the one thing that was missing that we recently added is the ability for employers to communicate with this massive, highly informed, and motivated job seeker audience in a more active and direct way. When someone follows you on Glassdoor, they have a very different mindset and intention than when they follow you on other social media channels. People follow you and other companies, they do so for a number of different reasons – product updates, company news, industry updates, etc. If you do have a few updates related to hiring and company culture in there, they usually get drowned out because that is not what consumers look for on these channels. In contrast, when people visit your profile on Glassdoor or choose to follow you, they do this for one reason – they want to know more about what it’s like to work for you.
- We live in the age of the “camera in everyone’s pocket” and with more than 2.5 billion camera phone. Just like in marketing, photos can be way more effective and also easier to digest than copy. And we’ve seen a shift away from stock photos. We’re in an era where people want to see the real employees that make up your work environment. They want to see the team they’ll be joining. Here are a couple stats for you on why visuals are important from a recent article I read: 90% of information transmitted to the brain is visual. Visuals are processed 60,000X faster in the brain than text. Posts with visuals receive 94% more page visits and engagement than those without. Wishpond, a simple marketing software company in 2014
- I always tell employers when responding to reviews and why it’s important is that you aren’t just responding to the person that wrote the review, but for all the candidates who will be reading that review wondering where you stand on that employees comments. 52% of Glassdoor members read reviews at the start of their job search prior to speaking with a company recruiter or hiring manager. It’s also a great way to boost morale and show current employees that you care, and I also tell employers not to be discouraged if there are some bad reviews. Bad reviews help you improve your company culture, focus on the best-fit candidates and help you engage with current employees.
- Benefits also matter a lot when it comes to recruiting and retaining top talent. For some companies it’s the perks that matter like flex time, Fridays off in the summer and free memberships to a gym. For other companies it’s going to be about having good healthcare coverage, a 401 (K) matching program and some sort of life insurance coverage. The key in both is to offer options. More than three-quarters (76%) of Millennials (18- to 35-year-old adults) say that retirement benefits offered by a prospective employer are a major factor in their decision to accept a job offer. And two-thirds (67%) say they would be likely to switch employers for a nearly identical job with better retirement benefits. (Transamerica Center, July 2014). It’s also important to make sure these are updated on a regular basis both internally and in your messaging externally.
- Job applicants’ comments on the interview process reveal the first impressions of your employer brand. Whether a candidate thought the interview was a positive, neutral or negative experience, this allows recruiters to analyze what’s working and what isn’t. Interviewees are asked to note where they found your job listings and what methods they used to apply. This can help you determine which recruitment channel is most effective. Typical channels include campus recruiting offices, online job sites, employee referrals, recruiters and staffing agencies. I also want to point out some updates in the Employer Center. With an Employer Account, you have access to this data and there is a tab under “Insights” that has your Interview data. You can now easily filter by location and job titles. You can also filter by declined offers to see who may be declining offers to work at your company and why that is. All of this data can be easily exported to excel and cover the last 12 months of interview reviews submitted.
- As a new employee, what you really want in the onboarding process is confirmation that you made the right decision. Hopefully at this point they have a good feel for your company culture, but this is your first time to validate all the reasons why they accepted the positions. Before a candidate accepts a position, fill them in on what your onboarding process looks like and what will be expected of them — this will give them a massive insight into your company culture. At Glassdoor, we have a full day of orientation for our new employees, and at the end of the day, we survey them to find out what they loved and what they didn’t. Here are a few thing our new hires like: We tell you ahead of time what to expect on your first day. We ask you ahead of time what kind of computer you want. When you arrive, it’s all set up and your name is on it! We have a great “Founders Talk” where one of our founders spends an hour with you to explain our history, culture, values and business model. We share the organizational structure so you know who does what. We have ice breaker games so you get to know your fellow new hires. Then, we have a scavenger hunt so you get to wander around the office and find the game room, the gym, the supply rooms and fellow co-workers. We have a catered lunch. Everyone eats together in our lunch room and has an opportunity to learn more about each other. At the end of orientation, your manager is at the door to meet you and welcome you to the team.
- When it comes to culture, you have to be transparent. Have you ever been to the dentist for surgery? Would you rather walk into the experience blindly, having no idea what you’re getting into or where the worst parts will be? Or, would you rather go in eyes wide open, aware of what to expect and feel more comfortable about what’s to come after getting all the facts? Odds are, you want to know what to expect. When your new hires walk in the door, start orientation sessions by letting them know what the plan is. Knowing what employees are saying about you is key to this process!
- Here are some stats for why company reviews are so important [read stats]
- We have a great program for employers to highlight to candidates as well that they are a transparent place to work. Companies like Salesforce and Deloitte and hundreds of other employers have taken these steps to become one. You can see a green checkmark on their company profile that notes they are an OpenCompany, and I always tell employers to check out OpenCompany pages for reference because one of the 5 steps is responding to reviews. This can help you build the case and refine your own strategy.
- There are several ways to measure brand sentiment, including homegrown candidate experience surveys and company reviews ratings and reviews. Monitoring your brand’s performance can help you understand employees’ likes and dislikes. Going even further and keeping an eye on the competition and their strengths and weaknesses can help you refine your strategy to win the war for talent Pro Tip: Important metrics to track include your CEO’s approval rating, business outlook and if your colleagues would recommend your company to a friend. We just added new features here too where you can filter by reviews from employees that wouldn’t recommend your company. It also allows you to filter by job title and location to recognize trends, and shows you areas where you may be in the red or below average on Glassdoor.
- Reading every review can take a long time! We know. So another tool that makes it easy to analyze your rep at a glance are reputation word clouds. These are also available to partners in the Glassdoor Employer Center, but some of you may have thousands of reviews. It’s important to be able to analyze the key things to highlight about your brand and what you need to work on quickly. This will help you identify recurring themes in your employer reviews. I also want to point out that you can filter by ratings trends. This is especially helpful for gaining insight into what the lowest and highest rated reviews say about your company, and also analyze these high to low ratings on your competitor’s pages as well. I always recommend to check the reviews that people note as most “helpful” because these will likely be viewed the most by candidates and respond to those reviews. I also recommend checking out some companies like 1-800 Contacts that respond to both positive and negative reviews for guidance.
- I also want to point out that we have tons of resources to help you on our employer website at: employers.glassdoor.com
- And because candidates can find out everything they need to know about you as an employer on Glassdoor, from salary to benefits to interview process to what it’s really like to work there, our customers see two times the quality when candidates apply from Glassdoor, they see three times the traffic as compared with other company pages that they might have on LinkedIn and in some cases traffic to Glassdoor is higher than employers own career sites, and they also see a 30% lower cost-per-hire than other sources. In fact, Brandon Hall posted a report that you can find on our website where TMP revealed that the cost-per-hire on Glassdoor was $385 and $1100 on major job boards, and $2400 on social networks. The app to hire ratio was also less than half the apps to make a hire when compared with other sources – so be sure to check that report out!
- And just to wrap things up, the best way to get started is to sign up for a Glassdoor Free Employer Account. We will be sending you a link as soon as this session concludes so make sure you take the action item of signing up as soon as possible! With a free employer account, you will receive regular emails with updates about how your profile is performing on Glassdoor and any new reviews or salary reports your company receives. Use these emails as a reminder to check in on your profile and provide any new updates. Updates can be as simple as a new office photo from a recent company event or can be a response to a new company review. Free Employer Account: Homepage highlights – profile visits, ratings, links to eBooks and webinars Status to becoming an OpenCompany Edit basic info, photos & awards, & benefits Basic Insight Reports: pageviews, candidate demographics, & top clicked job titles, companies and locations Filter through review and interview data
- Shay speaking How do you involve your employees in culture? How do you make transparency part of your core values? How have you seen the culture diagnostic used?