Editor’s Note: This post is a part of our Amazing Moments of B2B Marketing Inspiration series. Join us each week for new stories of marketing success, as well as Q&A with marketing leaders.
If you are currently looking for a job, or have looked for a job in the past 8 years, you have probably visited the website Glassdoor. Glassdoor is an online ratings and reviews site for employees to share with others about their employers, or previous employers. Glassdoor was started in 2008 by Tim Besse, Robert Hohman, and Expedia founder Rich Barton. The idea stemmed from thinking about what would happen if an employee had printed some sensitive information like salaries and what employees thought about the company, and what would happen if someone else picked up that information. Their idea was that it would be a service to others looking to apply there, providing key information through transparency. Since then, the idea expanded into what Glassdoor is today. Today, they have more than 30 million users in 190 countries, and are expanding more everyday. It also has a valuation of about $500 million dollars, and they’re preparing for a successful IPO launch.
Their marketing has a fun feel to it, with a slogan of “Get Hired. Love Your Job.” In 2015 they worked to put together the “Employee Branding for Dummies” as a guide for companies creating a brand that encourages loyalty, helps attract the best talent, and demonstrates how to use analytics to improve your branding strategy. One of the best marketing strategies for any brand is the work of positioning yourself as the subject matter expert in your field, and that’s precisely what Glassdoor has done not only with this book, but with their marketing as a whole. Everyday prospective employees use the page to determine if a company or role is for them, and both employees and employers are doing as much research as they can from websites like this, LinkedIn, and other sites. So, what can you learn from Glassdoor’s marketing strategy as a B2B marketer?
People Love Transparency
One of the things that makes Glassdoor such a great resource for people researching jobs and employers is their ability to not only see reviews, but salaries, interview questions, benefits and jobs available. At Salesforce, employees are encouraged to review the company, and to review it honestly, assuring that management is listening to it’s employees, and demonstrating Salesforce’s dedication to being the best company to work for. People want to see the real company they’re applying to, so the level of transparency that Glassdoor offers has great value. How can you add more transparency to your processes and products? How can you help your customers see and connect with you better, and more personally? Perhaps making sure new customers know exactly what will happen when they become customers. Maybe even provide webcam chats with new customers to answer any questions and make sure they’re comfortable with their purchase and your products.
Make Criticism Your Friend
When Glassdoor first hit the market, employers were apprehensive about a site that allowed employees to anonymously review them, because all of the criticism wasn’t positive. Much like how restauranteurs and chefs feel about Yelp.com, employers didn’t want their dirty laundry being aired out for all to see. But once companies started using the feedback constructively, and using the criticisms to improve their business, the relationship improved. The reviews were (and still are) giving those employers the very information they need to make their companies better to work for. At Salesforce, we have a Chatter group called “Airing Of Grievances,” where people are encouraged to complain about things they don’t like, and managers love it because they can see where they need to improve things. Employees are encouraged to be honest, with no retaliation, and that empowers them in a big way. Allow the criticism of your company, brand, or people to motivate you to be the best you can be. Leverage the feedback of your employees to spot areas of growth and become a company filled with advocates.
Fill The Need
There was a great need for an online source for people looking for jobs and more relevant information about companies and their employees. When Glassdoor came online, there were already a few sites doing this, but not well. Glassdoor created an easier to use, more transparent site, and it got more employees and employers signed on faster. Glassdoor is thought to be more trustworthy, and that makes the site an incredible resource that could fill the need jobseekers and employers alike.
So how can you fill a need in your industry? What can you do differently to set yourself apart in a market full of people chomping at the bit for the same business you’re trying to get? Think about the question, “Why?” Why should customers choose you over your competitors? How do you fill a need in the market that allows for the greatest growth for your team?
Glassdoor’s marketing successes have positioned them as the best at what they do, and they don’t seem to be slowing down. By encouraging, motivating, and rewarding transparency (both internal and external), they’ve created a very valuable resource for employees and employers. And by getting employers to find ways to leverage criticism as a way to get better, Glassdoor is improving businesses every day. They’re on the right track for continued success in the future. For B2B marketers, the first step is: always be thinking about what you can do differently than your competitors to set yourself apart, and adding greater value to your customers. Always strive to answer the question, “Why?”