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In the world of employer branding, “authenticity” is the holy grail. We all know that a slick corporate video with hired actors and scripted lines doesn’t fool anyone anymore. Candidates want to see the real people behind the brand—their desks, their coffees, their challenges, and their triumphs. But here lies the paradox: How do you…
How to Create a Virtuous Cycle for Your Employer Brand Ambassadors Undercover Recruiter – More
As the world’s largest commercial real estate firm, CBRE understands the power of a strong employer brand. But how does a B2B company like CBRE stand out in a crowded talent market and attract top talent beyond the real estate industry? To shed light on this, we interviewed Debbie Celado, CBRE’s Global Head of Talent…
Elevating Your Employer Brand: A Deep Dive with CBRE Undercover Recruiter – More
As the world’s largest commercial real estate firm, CBRE understands the power of a strong employer brand. But how does a B2B company like CBRE stand out in a crowded talent market and attract top talent beyond the real estate industry?
To shed light on this, we interviewed Debbie Celado, CBRE’s Global Head of Talent Marketing. Celado, a seasoned expert in employer branding, has successfully navigated the challenges of building and maintaining a strong employer brand at both Citizens Bank and CBRE.
The Unique Challenges of a B2B Employer Brand
CBRE’s business is multifaceted, encompassing outsourcing services, real estate leasing and sales, and workplace consulting. While this diversity offers numerous opportunities, it also presents unique challenges when it comes to employer branding.
As Celado explains, “We are a B2B so our people are everything. They are the services we offer, they deliver those services for our clients, so they are our brand.” This means that attracting and retaining top talent is crucial to CBRE’s success.
One of the biggest challenges is increasing awareness among individuals outside the real estate industry. For roles in engineering, technology, and corporate functions, CBRE needs to cut through the noise and position itself as an attractive employer.
Setting Clear Goals and Measuring Impact
To address these challenges, CBRE has established three key goals for its employer brand strategy:
Increase External Brand Awareness: This involves raising awareness of CBRE as an employer among potential candidates, particularly those outside the real estate industry.
Improve 1st-Year Retention Rate: By focusing on employee experience and engagement, CBRE aims to retain top talent and reduce turnover.
Increase Employee Engagement Scores: A strong employer brand is directly linked to employee engagement, so CBRE seeks to boost overall employee satisfaction.
To measure the impact of their employer brand initiatives, CBRE leverages the Employer Brand Index (EBI) from Link Humans. The EBI provides valuable insights into CBRE’s brand reputation and employee sentiment. By tracking key metrics like brand awareness, employee engagement, and retention rates, CBRE can assess the effectiveness of its strategies and make data-driven decisions.
The Importance of Data-Driven Decision Making
Celado emphasizes the importance of data-driven decision making in employer branding. By analyzing metrics like impressions, site traffic, and sign-ups, CBRE can evaluate the performance of its marketing campaigns and identify areas for improvement.
Additionally, understanding the cost of vacancies can help quantify the ROI of employer branding initiatives. By demonstrating the financial benefits of a strong employer brand, Celado can effectively communicate the value of her team’s work to leadership.
Communicating the Impact of Employer Branding to Leadership
To gain buy-in from leadership, Celado focuses on telling a compelling story with data. Instead of simply presenting raw data, she highlights the impact of employer branding on key business outcomes, such as increased talent acquisition, improved employee retention, and enhanced brand reputation.
By translating complex data into actionable insights, Celado empowers leaders to make informed decisions and invest in employer branding as a strategic priority.
Key Takeaways
People are Your Brand: In a B2B context, employees are the face of the company.
Set Clear Goals: Define specific, measurable, achievable, relevant, and time-bound (SMART) goals for your employer brand strategy.
Leverage Data: Use data to measure the impact of your initiatives and make data-driven decisions.
Communicate Effectively: Tell a compelling story with data to gain buy-in from leadership.
Focus on Employee Experience: A positive employee experience is essential for building a strong employer brand.
By following these principles, CBRE has successfully elevated its employer brand and attracted top talent from a diverse range of industries. By understanding the unique challenges of a B2B company and leveraging data-driven insights, you can also build a powerful employer brand that drives business success.
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Does how long you work for a company affect how happy you are at that company? It’s the big question that inspired this latest research from the employment experts at resume.io. They analyzed thousands of Glassdoor reviews of the top 54 US companies and then created charts comparing job satisfaction levels among junior and senior…
The Best (and Worst) US Companies to Work for as a Junior Employee Undercover Recruiter – More
Does how long you work for a company affect how happy you are at that company?
It’s the big question that inspired this latest research from the employment experts at resume.io. They analyzed thousands of Glassdoor reviews of the top 54 US companies and then created charts comparing job satisfaction levels among junior and senior staff members.
Let’s take a look at the results.
The best and worst companies for junior staff
According to Glassdoor reviews, tech companies are creating the best environments for their junior staff. Big tech names like Salesforce, Google, and Microsoft top the list of best places to work for career newbies, with average Glassdoor reviews of 4.6 stars out of 5 from current or very recent junior staff.
Other top scores include familiar names like Dell Technologies, Meta, and Apple.
Tesla also made the top 10 list despite Elon Musk’s rather demanding management style. Musk banned all remote/homework opportunities at Tesla, telling staff who complained that they “could go and pretend to work somewhere else.” According to one rumor, he once threatened to fire a whole intake of interns for waiting too long in line for coffee.
The food and beverage service industry is notoriously tough, especially for new starters. So it’s no surprise to see several well-known food/drink service brands on the list of the worst places to work as a junior staff member. McDonald’s, Starbucks, and Burger King scored poorly, with average Glassdoor ratings of 3.5 stars.
How junior employee satisfaction compares to senior staff workplace satisfaction
Next up, the study compared junior and senior levels of job satisfaction.
They found a notable difference in companies like Tesla, Santander, and Oracle, where Glassdoor reviews show that the level of satisfaction among junior-level staff is markedly higher than that among senior staff.
There’s a different story coming out of McDonald’s and PepsiCo, where senior members of staff report higher levels of workplace satisfaction. But that’s not a bad thing. In fact, it suggests that new employees staying at these firms can expect a longer and happier career in a work environment that supports them in the right way.
The companies with the happiest junior employees
Google has the happiest junior staff members. Analysis of its Glassdoor reviews from new staff members shows an average junior employee rating of 4.53 stars.
“We move at the speed of light,” reads one review posted by a junior UX designer at Google. “But the work is exciting, meaningful, and never dull. Plus, we get tons of support and a never-ending supply of coffee and donuts.”
Google’s values and culture also align with what many young people want to see in the workplace—more diversity and inclusion. A survey by the World Economic Forum found that over half of Gen Z workers would refuse to work for a company without a diverse leadership team.
Tech companies where junior staff are happier than senior staff
Tesla is a great company to work for as a junior member of staff. But stay too long, and you might start to feel a little jaded. That’s because Glassdoor reviews of the firm score far higher when posted by newer staff members. Overall, they are around 0.77 stars higher than reviews by senior staff at the electric car manufacturer.
There’s also a similar sentiment at Apple, Amazon, and Microsoft, where junior staff report much higher levels of workplace/job satisfaction via Glassdoor reviews.
Long-term job satisfaction for junior employees in the USA
The last part of the study created a timeline of job satisfaction for junior employees, demonstrating how it changes over a five-year period.
And it seems like new job enthusiasm is a very real phenomenon. An analysis of over 20,000 Glassdoor reviews posted between 2020 and 2024 reveals a steady decline in job satisfaction among new starters, falling from an average of 4.15 to 3.92 stars.
Ashley Murphy of Resume.io graduated with a BA (Hons) in English Literature and Creative Writing from the University of Manchester. He began working as a freelance content writer in 2015. He specializes in technology, higher education, current affairs, the arts, and entrepreneurship.
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A strong employer brand is a clear edge in attracting and retaining top talent. Job candidates today expect more from employers from first-time job seekers (GenZ) to people switching jobs or returning to the workforce. They want better pay, different and personalized benefits, and a great work experience. LinkedIn reports that 75% of job seekers…
How to Cut Through Employer Branding Noise and Stand Out Undercover Recruiter – More
A strong employer brand is a clear edge in attracting and retaining top talent. Job candidates today expect more from employers from first-time job seekers (GenZ) to people switching jobs or returning to the workforce. They want better pay, different and personalized benefits, and a great work experience. LinkedIn reports that 75% of job seekers consider a brand’s reputation even before applying for an open position. Meanwhile, what current and past employees say about their employer matters more than ever.
Perception is key, and perception is forged throughout an employee’s entire lifecycle with a company. That means employers need to map out an employee experience vision that focuses on key defining moments from job candidate to employee to former employee.
Employers spend a lot of energy attracting new talent through marketing and advertising, writing creative and fun job postings, and putting on a great show during an interview process. But none of that matters if your onboarding process falls flat or, 90 days in, the employee’s expectations of the job haven’t been met. Similarly, employees who don’t see a clear growth path within their company are also more likely to be dissatisfied and leave sooner. Poor offboarding also has negative consequences for a company’s brand. In fact, a company that does a poor job of offboarding employees after a downsizing or merger will find that only 54% of its job candidates trust the organization later, according to a Gartner study.
The answer is creating a holistic talent strategy that delivers a great employee experience rather than just advertising one. If you want future employees to buy into the selling points of your employer brand, it has to be a true and authentic experience for current and former employees. Considering about 65% of job candidates focus on current and former employees directly and through social media in their research of a brand, companies must realize the importance of shaping perceptions of their brand and its impact on candidate expectations. You need to ensure that current and former employees are sharing a positive public message about your company.
So, what can companies do to build a strong employer brand that will be echoed in company reviews and testimonials (both formal and informal)?
Start by intentionally designing touchpoints around company culture, employee support and development, and work experience, and provide the resources that employees expect to get from their employer. Periodically measure perceptions around those areas to know if your organization is falling short in any of those areas and commit to improving so current and former employees carry the message you hope job candidates will hear.
The simple answer to building a strong employer brand that will stand out amid all the noise is simply to create a workplace that people enjoy. If you’re doing that, or at least are on a journey toward accomplishing that, you’ll need to do the right things to get the message out. Here are some things to focus on:
Optimizing company-managed digital touchpoints. A company website should be user-friendly, visually appealing, and regularly updated with relevant content such as company news, employee stories, and career opportunities. Also, create a dedicated career section on the website that highlights the benefits of working at the company, includes employee testimonials, and provides clear instructions on how to apply. Social media should maintain active and engaging content that reflects the company’s values, culture, and achievements. Highlight individual accomplishments and growth. Respond to comments and messages promptly to show responsiveness and the company’s tendency to communicate well.
Enhancing external reviews. Ask satisfied employees and alumni to leave positive reviews on platforms like Glassdoor, Indeed, and LinkedIn. Identify internal champions and thought leaders and engage them on LinkedIn, especially by giving them public praise for accomplishments or contributions to the company culture. Highlight positive reviews and testimonials on your website and social media channels to build trust with potential job seekers, making it about what people have to say about you rather than your company singing its own praises.
Managing online reviews. Regularly monitor reviews on job and company review sites. Use tools like Google Alerts or dedicated review management software. Address negative reviews professionally and constructively. Acknowledge the issue, thank the reviewer for their feedback, and outline steps the company is taking to address the concerns. Develop a crisis management plan that includes a process and ownership for responding to negative reviews or comments. Use feedback from reviews to make tangible improvements in company policies, culture, and practices. When addressing negative reviews or public comments, communicate changes with employees to ensure they know that it is a company priority to create a positive work experience.
Unlocking the power of brand enthusiasts. Identify employees who are passionate about your company and are willing to share their positive experiences. Encourage these brand enthusiasts to share their stories on social media, participate in company events, and contribute to the company blog. Use employee referral programs to tap into the networks of your brand enthusiasts. Referred candidates often have a higher success rate in the hiring process.
Continuously improve the work environment. If you want to create a place where brand enthusiasts thrive, you must be committed to listening and responding to employee concerns and communicating the steps leadership takes to build that environment. Create a supportive and inclusive work environment where employees feel valued and engaged. Know the diversity of your workforce and the talent pool you will tap into during the hiring process, and invest in rewards and recognition programs or DEIB initiatives. Ensure your training, mentorship, and career development programs are available to all at defining moments. Encourage open communication and collaboration.
Companies focusing on these tactics will demonstrate investment and care for the employee experience across the entire employee lifecycle. Do that, and positive reviews and testimonials will flow from this righteous approach to the workplace. If you want an employer brand that cuts through the noise, create defining moments with a more holistic approach to the employee experience — from hiring to development to offboarding.
By Shawna Simcik, Senior Vice President of Leadership Development at Keystone Partners.
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China’s a goldmine of young talent, but competition for the best is fierce. How do you stand out as an employer in the face of a crowded market? Link Humans analyst Sveta Karniyenka has broken down the key drivers for entry-level talent, giving you the edge you need. Forget just offering a good salary. Today’s…
How to Attract China’s Top Grads: Unveiling What Makes Your Company Tick Undercover Recruiter – More
China’s a goldmine of young talent, but competition for the best is fierce. How do you stand out as an employer in the face of a crowded market? Link Humans analyst Sveta Karniyenka has broken down the key drivers for entry-level talent, giving you the edge you need.
Forget just offering a good salary. Today’s grads crave more. They want to develop, climb the career ladder, and feel valued. Here’s your 4-pronged attack plan, based on Link Humans’ research:
1. Learning & Development: Sharpen Their Skills, Sharpen Your Edge
Mentorship Matters: Fresh grads are eager to learn from the best. Implement a formal mentorship program pairing them with seasoned pros. Watch their confidence and expertise soar.
Training that Sticks: Don’t waste their time on generic programs. Invest in targeted training relevant to their roles and career aspirations. This shows you’re committed to their long-term growth, not just filling a seat.
Embrace On-the-Job Learning: Tasks aren’t just tasks; they’re learning opportunities. Provide opportunities for them to shadow senior colleagues, participate in cross-functional projects, and tackle challenging assignments.
2. Career Progression: Show Them the Path, Not Just the Door
Clear Career Paths: Don’t leave them guessing. Outline clear career progression paths within your company. This transparency demonstrates your commitment to their long-term future.
Internal Mobility: Don’t stifle ambition. Encourage movement within departments so they can explore different areas and discover their true passions.
Succession Planning: Integrate entry-level talent into your succession plan. Knowing they have the potential to climb the ladder is a huge motivator. Link Humans highlights this as a key factor for attracting top talent.
3. Management & Organization: Culture Counts
Empowerment, Not Micromanagement: Give them ownership of their work. Trust them to make decisions, and provide the support they need to succeed.
Flat Hierarchies: Break down silos and encourage open communication. Young talent thrives in environments where they can easily access senior leadership and have their voices heard.
Work-Life Balance is Non-Negotiable: China’s hustle culture is real, but burnout is a recipe for disaster. Promote a healthy work-life balance with flexible work arrangements and clear boundaries.
4. Benefits & Perks: Sweeten the Deal, But Don’t Forget the Basics
Competitive Salaries & Benefits: It’s all about the package. Offer competitive salaries and a comprehensive benefits package that includes health insurance, paid leave, and retirement plans.
More Than Just a Paycheck: Think beyond the traditional. Offer perks like gym memberships, free lunches, or even onsite childcare. These demonstrate you value their well-being and go the extra mile for employee satisfaction.
Social & Teambuilding Activities: Foster camaraderie and a sense of belonging. Organize team outings, social events, and volunteer opportunities. These create lasting memories and build strong professional relationships.
Remember: It’s a Two-Way Street
Don’t just talk the talk, walk the walk. Be transparent in your job descriptions about your company culture and career development opportunities. Highlight success stories of past entry-level hires who’ve thrived within your organization.
Leverage the Right Platforms:
China’s digital landscape is vast. Target your recruitment efforts on popular platforms like WeChat, Douyin (TikTok’s Chinese counterpart), and job boards like 51job and Liepin.
By implementing these strategies, you’ll transform yourself from just another job opening to a magnet for China’s brightest young minds. Remember, it’s an investment in your company’s future. A highly motivated, skilled, and loyal workforce is the backbone of any successful organization.
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