Build Credibility As a Thought Leader
Building on your ability to establish yourself as Thought Leader, LInkedIn allows its users to share valuable content in the “Posts” section of their profile. You can also share content on your company page by posting “Updates”. With my own profile, I have written and shared 7 “Posts” that all speak to how to be or how to select a Top Sales Performer. In the top right corner of my “Posts” section It also shows that I have 4,134 “followers”. A small measure of credibility that only shows up on your profile if you publish a “Post”.
Make Your Company Page Authentic
Moving over to the Sales Talent “Company Page” and our other employee profiles I believe that you will find consistent messaging and a similar look and feel. You’ll also see that our Company Page has an additional 3,374 “followers”. We’re only a few months into our LinkedIn “Rebrand” but we’ve been very pleased with the results so far as we’ve seen a measurable improvement in the percentage of InMails being accepted and an increase in the # of “followers” for our Company Page and my own personal profile.
Going forward, I’m focused on increasing the amount of “Posts” that I share and “Recommendations” I have on my profile. As we are currently underway with a major website “Rebrand” we’ll make sure to coordinate this with the messaging and look and feel we’ve established on LinkedIn. We’ll also be make sure to speak to what it’s like to work at Sales Talent during the website “Rebrand”. Once completed, we’ll tie that back into our Company Page on LinkedIn. With that, it’s a good time to switch the discussion over to Establishing or Repairing your Glassdoor “Hiring Brand”.
Establishing & Repairing Your Glassdoor “Hiring Brand”
Once reviewed on Glassdoor, your company will have an aggregate score from 1-5 stars. With the average company score being a 3.3 it should go without saying that you should aim to be above that mark. The “Best Places to Work” award winners on their site have scores between 4.0 and 4.7. If your company is on that list, jump to the end of this blog to read my thoughts on leveraging this. If your company has yet to be reviewed or has several negative scores pulling down your average I have 5 suggestions below to help establish or pull your score up.
Before you start, it’s once again important to get clear with what your company’s “Hiring Brand” is and why the best and brightest should consider interviewing there. Glassdoor’s own website has some excellent content (employer blog & Hiring Brand eBooks) available on their site to help start you on this journey. From this wealth of information, here’s my top 5 tips for establishing or turning around your Glassdoor score.
Survey your employees to uncover the common themes as to what they most like about working for your company. That’s the beginnings of your “Hiring Brand”.
Ask your happiest and most loyal employees to post on Glassdoor exactly why they enjoy working at your company. After all, A players want to work with other A players so they should be motivated to advance the cause. Once again, only an authentic review will be credible.
Use the feedback you get from negative reviews to improve the experience of working at your company.
Select someone from your executive team to respond to both negative and positive reviews. It shows that management is listening, that they care and that they invite the opportunity to improve their company. Glassdoor puts out an excellent eBook on this subject - Responding to Reviews Builds Trust With Your Candidates.
Set a goal that’s tied to improving your Hiring Brand. Whether that is improving new employee onboarding or winning a “Best Companies to Work For” contest. Make this a company-wide initiative to make your company a destination of choice for potential employees.
If your company is below the radar a great Glassdoor score might be the only external validation your company has and it can absolutely make a difference when competing for talent. Here are a few tips on how to exploit your hard won score:
Highlight your Glassdoor score on every job posting with embedded links that will take them directly to your reviews.
Create a culture where everyone in your company is focused on maintaining and improving your Glassdoor score. We saw a strong sense of pride within our own team when Sales Talent won Seattle Business Magazine’s “Best Companies to Work For in Washington State.”
Discuss your company’s focus on creating a fantastic workplace and Glassdoor results with every candidate you meet. This creates a shift from offering a job to an opportunity to join an elite team.
Post your Glassdoor score on the front page of the Employment section of your website.
I’ll leave you with our own story with regards to improving Sales Talent’s Hiring Brand. As part of participating in Seattle Business Magazine’s “Best Companies to Work For” contest, every employee within our company took part in an exhaustive survey. Aside from the obvious benefit to our Hiring Brand of winning that award, I found that the feedback we received when reviewing these anonymous answers to be pure gold. After reading the comments we identified several areas where we could make Sales Talent both a stronger company AND a better company to work for.
I would strongly encourage any company looking to improve to take part in any “Best Companies to Work For” contests that they qualify for. Especially if you’ll receive the feedback on what you’re doing well and what you’re not. As for our own work at improving Sales Talent, Seattle Business Magazine increased the # of employees required to participate in their contest for 2014 which disqualified us. As I’m typing this, I realize that we need to load the questions from previous years into surveymonkey to see how we’re doing 12 months later. And you can bet that part of our Hiring Brand development plan is to grow our company enough to compete again.