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<h1>Ultimate Guide to Conducting Interviews</h1>

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Thomas J. Henry Law

Capgemini

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Companies Succeeding Using Glassdoor

At this year&#8217;s annual <a href="https://www.glassdoor.com/employers/events/recruit/">Glassdoor Recruit</a> &#8211; a can&#8217;t-miss conference for talent acquisition professionals &#8211; Glassdoor Content Marketing Director Amy Elisa Jackson leveled with the audience during the &#8220;Beyond the ROI Argument for Diversity and Inclusion&#8221; panel discussion: We all understand the importance of diversity when it comes to its return on investment, she said. &#8220;Diversity equals dollars,&#8221; Jackson explained, then added, &#8220;and it makes the workplace that much more encouraging and inspiring.&#8221;
But Jackson and the panelists &#8211; Melissa Thomas Hunt, head of global diversity and belonging for Airbnb; Nicole Jagoe, vice president of global acquisition for DocuSign; and Patty Dingle, senior director of diversity and inclusion for Visa &#8211; were there to discuss so much more: How diversity, inclusion and a sense of belonging can elevate your business and strengthen your workforce.
Read on to learn four ways to take your diversity, inclusion and belonging program to the next level &#8211; and watch the full video, <a href="https://library.glassdoor.com/c/beyond-the-roi-argument-dib?x=rNkdLz?utm_medium=website-b2b&amp;utm_source=blog&amp;utm_content=beyond-the-roi-argument-tp-employee-engagement-ot-event&amp;utm_campaign=q3-candidate-of-tomorrow">Beyond the ROI Argument for Diversity and Inclusion</a>, for more tips on creating a truly diverse team!
<h3 class="p1">1. Define What Diversity &amp; Inclusion Means to Your Company</h3>
How you create diversity and inclusion in your company should not be by chance. Instead, the best diversity programs are those that tie into a company&#8217;s <a href="https://www-qa.glassdoor.com/employers/site-us/blog/babbel/">business strategy</a>, match up to its values and have measurable, achievable goals. That takes planning, of course &#8211; but the time and effort you put into your vision for you company&#8217;s diversity and inclusion will pay off tenfold.
RELATED:&nbsp;<a href="https://www-qa.glassdoor.com/employers/site-us/resources/how-to-use-glassdoor-to-recruit-diverse-candidates/">How to Use Glassdoor to Recruit Diverse Candidates</a>
<h3 class="p1">2. Get Your Leaders Behind That Definition</h3>
Your company&#8217;s leaders are the most visible spokespeople for diversity and inclusion at your company, so make sure they support your diversity and inclusion efforts. That means they give those efforts appropriate attention, funding and monitoring. They should also be an example for other employees by exhibiting inclusive behaviors and refraining from <a href="https://www-qa.glassdoor.com/employers/site-us/blog/reducing-workplace-bias/">showing any kind of bias</a>.
<h3 class="p1">3. Create Benchmarks to Measure Diversity &amp; Inclusion</h3>
Like any program, your diversity and inclusion efforts should have benchmarks &#8211; ways for you to analyze where you are and how you can grow it. To get started, assess your company&#8217;s current level of diversity and inclusion, then consider the employee lifecyle, including the candidate pool, hiring, employee performance reviews, promotions, <a href="https://www-qa.glassdoor.com/employers/site-us/blog/mission-culture-survey/">compensation</a> and turnover. This way, you can easily see where your company would benefit from additional training or more aggressive recruiting goals.
RELATED:&nbsp;<a href="https://www-qa.glassdoor.com/employers/site-us/blog/show-candidates-diverse-inclusive/">How to Show Candidates You&#8217;re Diverse</a>
<h3 class="p1">4. Designate a Diversity Advocate</h3>
At many large organizations, there is <a href="https://www-qa.glassdoor.com/employers/site-us/blog/facebooks-head-diversity-diverse-candidate-every-open-role/">a person who heads that company&#8217;s diversity programs</a> &#8211; one person who is responsible for the company&#8217;s inclusion efforts. If you&#8217;re serious about diversity and inclusion at your company, you might consider hiring a diversity advocate. That person should have experience in diversity programming, and a passion for creating an inclusive team. The best diversity advocates will also be skilled at relationship building and goal setting.
<h2 style="text-align: center;">Watch:&nbsp;</h2>
<h2 style="text-align: center;"><a href="https://library.glassdoor.com/c/beyond-the-roi-argument-dib?x=rNkdLz?utm_medium=website-b2b&amp;utm_source=blog&amp;utm_content=beyond-the-roi-argument-tp-employee-engagement-ot-event&amp;utm_campaign=q3-candidate-of-tomorrow">Beyond the ROI Argument for Diversity and Inclusion</a></h2>

4 Ways to Take Your Diversity, Inclusion & Belonging Program to the Next Level

In an effort to create a brand that truly stands out from the crowd, the pressure is on to uncover the secret formula that skyrockets audience engagement. Much like you and I decide upon the brands we want to buy from or work for, your audience makes the same decisions based on what you showcase about your brand. The bad news about this is that, unfortunately, you won&#8217;t find an &#8220;A to B&#8221; roadmap to the perfect brand, but the good news is you can constantly improve it and make the process of reaching your strategic goals a lot easier.



Having a solid foundation to build your own framework upon is great help, so from the Oracle brand experience, here are 10 lessons that will help you both shape and improve your tailor-made brand approach: 



10. Start with a content strategy



So you&#8217;re getting ready for the office, it&#8217;s getting late and you can&#8217;t find that favorite shirt of yours. You know it&#8217;s somewhere in the house, but because you haven&#8217;t been keeping things organized, you simply can&#8217;t find it. In the end, you settle down to wearing that half-ironed shirt your mother gave you on your birthday which you hate, but you wear it anyway because that&#8217;s all you can find. 



Applying that to your content strategy works similarly: if you don&#8217;t prioritize the information you provide, your audience might end up looking at the &#8220;ugliest shirt&#8221; from your company. That&#8217;s why relying on a content strategy and not spamming your audience with irrelevant information is key. Content calendars can make this easier in terms of keeping your information organized.



9. Build your brand on real employee stories



Just ask yourself: would you buy a house without examining each and every corner of it first? In all fairness, probably not. So if you&#8217;re aiming to reach out to people and attract them with your employer brand, maybe you can show them an inside scoop of what&#8217;s happening in your company. You&#8217;re probably already working with smart employees that have truly fun and interesting lives, so why not showcase that? 



When we wanted to tell real stories behind the Oracle brand, we relied on Facebook posts that talked about our team members, their passions, interests and who they really are as people, not necessarily as employees.



<figure class="wp-block-image"><img loading="lazy" decoding="async" width="720" height="720" src="https://glassdoor-employers.go-vip.net/site-us/wp-content/uploads/sites/2/2015/09/1-1.jpg" alt="1" class="wp-image-12471" srcset="https://www-qa.glassdoor.com/employers/site-us/wp-content/uploads/sites/2/2015/09/1-1.jpg 720w, https://www-qa.glassdoor.com/employers/site-us/wp-content/uploads/sites/2/2015/09/1-1.jpg?resize=300,300 300w" sizes="auto, (max-width: 720px) 100vw, 720px" /></figure>



Forget about selling the position, talk about teams, environment and the real faces behind the scenes. If you&#8217;re looking to start a conversation with your audience, you wouldn&#8217;t want to overlook introducing yourself. &nbsp;&nbsp;



8.&nbsp;Stop talking and start communicating



Having one-way conversations with your audience is just like asking a person that&#8217;s never going to be interested in your position for an interview. It&#8217;s simply never going to work out…for either of you. In branding terms, the equivalent would be the reliance on a standardized, corporate tone that nobody relates to. It&#8217;s true that you can remain loyal to your brand while still being able to build a humanized voice that speaks to the public and the shortcut to achieving that is none other than quality presentation.



When working with social media channels, there&#8217;s more to engagement than simply using the right image size within each platform. Forget about stock photography and leverage your best resource &#8211; your team. Even if it&#8217;s commonly known that the life span of a tweet, for example, evolves around 5 to 8 minutes, you still need to pay close attention to each and every post. Ask yourself basic questions such as &#8211; would you click on the link and read the article? Would you spend time to read that bit of info you just posted? &nbsp;



<figure class="wp-block-image"><img loading="lazy" decoding="async" width="600" height="804" src="https://glassdoor-employers.go-vip.net/site-us/wp-content/uploads/sites/2/2015/09/2-1.jpg" alt="2" class="wp-image-12472" srcset="https://www-qa.glassdoor.com/employers/site-us/wp-content/uploads/sites/2/2015/09/2-1.jpg 600w, https://www-qa.glassdoor.com/employers/site-us/wp-content/uploads/sites/2/2015/09/2-1.jpg?resize=224,300 224w" sizes="auto, (max-width: 600px) 100vw, 600px" /></figure>



7. Be authentic



This is a tough one, but it&#8217;s definitely achievable, especially through targeted messages. As a brand dedicated to finding people from all over the world, you must consider the realities in each and every target group. &nbsp;As there are differences across jobs, countries, and cultures, you need to adapt your message to specific audiences.



<figure class="wp-block-image"><img loading="lazy" decoding="async" width="2048" height="1365" src="https://glassdoor-employers.go-vip.net/site-us/wp-content/uploads/sites/2/2015/09/3-1.jpg" alt="3" class="wp-image-12473" srcset="https://www-qa.glassdoor.com/employers/site-us/wp-content/uploads/sites/2/2015/09/3-1.jpg 2048w, https://www-qa.glassdoor.com/employers/site-us/wp-content/uploads/sites/2/2015/09/3-1.jpg?resize=120,80 120w, https://www-qa.glassdoor.com/employers/site-us/wp-content/uploads/sites/2/2015/09/3-1.jpg?resize=300,200 300w, https://www-qa.glassdoor.com/employers/site-us/wp-content/uploads/sites/2/2015/09/3-1.jpg?resize=768,512 768w, https://www-qa.glassdoor.com/employers/site-us/wp-content/uploads/sites/2/2015/09/3-1.jpg?resize=1280,853 1280w, https://www-qa.glassdoor.com/employers/site-us/wp-content/uploads/sites/2/2015/09/3-1.jpg?resize=1536,1024 1536w, https://www-qa.glassdoor.com/employers/site-us/wp-content/uploads/sites/2/2015/09/3-1.jpg?resize=783,522 783w" sizes="auto, (max-width: 2048px) 100vw, 2048px" /></figure>



Also, don&#8217;t hesitate to get creative with the resources you have. You&#8217;ve got the freedom to use all media opportunities to build your message. For example, use rich media to boost engagement on your LinkedIn career page, or design fun posts to lighten up the atmosphere on your social channels. At Oracle, for instance, we saved the <a href="https://blogs.oracle.com/jobsatoracle/" target="_blank" rel="noopener noreferrer">Career Blog</a> for more fun and friendly posts that are informative all at once.



6. Leverage employee-generated content



If you&#8217;re hungry for fresh content, take a closer look at the people you work with on a day-to-day basis. Consider employees use social channels frequently on their own and look for ways to channel that into your employer brand strategy. Whether it&#8217;s retweeting their posts, taking team photos or making fun videos, employees hold the key to original content that will open many future hiring doors for new candidates in your company. &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;



<a href="http://www.itproportal.com/2015/01/15/harnessing-explosive-growth-video-enterprise/" target="_blank" rel="noopener noreferrer">ITProPortal</a> revealed that 75% of C-level and IT Professionals believe that &#8220;the capability to easily incorporate video into all of the organizations&#8217; tools/applications will play an important role in the near future.&#8221; So this is your chance to rev up your personalized content. 



5. Equip your employees to be brand advocates



The emphasis for relying on your team in order to get better social engagement is worth repeating, because in the digital age, every employee is a potential point of contact for future hires. It&#8217;s also the most dynamic and cost-effective approach to sending your brand message further. If your brand ambassadors can&#8217;t see the appeal in contributing, then you probably haven&#8217;t pitched your strategy right. A solid message comes with a team that solidly believes in it, so take the opportunity to involve as many people from your team as you can in the process.



<figure class="wp-block-image"><img loading="lazy" decoding="async" width="1496" height="821" src="https://glassdoor-employers.go-vip.net/site-us/wp-content/uploads/sites/2/2015/09/4-1.jpg" alt="4" class="wp-image-12474" srcset="https://www-qa.glassdoor.com/employers/site-us/wp-content/uploads/sites/2/2015/09/4-1.jpg 1496w, https://www-qa.glassdoor.com/employers/site-us/wp-content/uploads/sites/2/2015/09/4-1.jpg?resize=300,165 300w, https://www-qa.glassdoor.com/employers/site-us/wp-content/uploads/sites/2/2015/09/4-1.jpg?resize=768,421 768w, https://www-qa.glassdoor.com/employers/site-us/wp-content/uploads/sites/2/2015/09/4-1.jpg?resize=1280,702 1280w, https://www-qa.glassdoor.com/employers/site-us/wp-content/uploads/sites/2/2015/09/4-1.jpg?resize=783,430 783w" sizes="auto, (max-width: 1496px) 100vw, 1496px" /></figure>



4. Don&#8217;t be a brand narcissist



I&#8217;m sure you&#8217;re tired of reading and hearing the same old sales buzz words over and over as much as your audience is. And with a creative market that&#8217;s constantly growing, it&#8217;s almost a shame to miss out on that rich variety of industry resources. Think about what information your audience would look for and not just about your company. Whether it&#8217;s international news, blogs or interesting industry articles, take a break from sales oriented strategies and think more about what people would actually enjoy reading. &nbsp;



<figure class="wp-block-image"><img loading="lazy" decoding="async" width="720" height="960" src="https://glassdoor-employers.go-vip.net/site-us/wp-content/uploads/sites/2/2015/09/5-1.jpg" alt="5" class="wp-image-12475" srcset="https://www-qa.glassdoor.com/employers/site-us/wp-content/uploads/sites/2/2015/09/5-1.jpg 720w, https://www-qa.glassdoor.com/employers/site-us/wp-content/uploads/sites/2/2015/09/5-1.jpg?resize=225,300 225w" sizes="auto, (max-width: 720px) 100vw, 720px" /></figure>



3.&nbsp;Ask for feedback and be ready to adapt



The toughest part of any process within branding is reviewing the final product and improving upon what didn&#8217;t work out. Asking for feedback is essential, but you should also be ready to adapt to it. Whether it comes via internal or external avenues, keep in mind that social means dynamic and being flexible will be the right answer to being a leader in your industry. Use channels where people can provide feedback, such as we did with <a href="https://www.glassdoor.co.uk/Overview/Working-at-Oracle-EI_IE1737.11,17.htm" target="_blank" rel="noopener noreferrer">Glassdoor</a> for Oracle. 



Stick to your brand values and core attributes, but be open to change. Consider the possibility to both improve and promote your content on channels that your audience would look into. 



2. Be data driven



The best way to achieving great branding success is to keep track of it. All social channels offer you strong insights about the content you post, so all you have to do is be there to check them out and build adapt your strategy direction according to them. Monitor metrics such as follower growth, impressions, engagement, and click-through rates for a better understanding of the impact of your efforts. Do more of what&#8217;s working well and keep learning from what doesn&#8217;t.



1. If you fail, try again!



I&#8217;ve kept the number one lesson to building a great employer brand for last because you need to first accomplish the steps above in order to ensure that you&#8217;ve indeed done your very best. You can try and fail, but don&#8217;t fail to try. Making mistakes is part of our human nature, but it&#8217;s also what makes the learning process happen. Don&#8217;t dismiss your efforts just because results keep you waiting. Instead, push the envelope and don&#8217;t miss out on the success that could&#8217;ve happened if only you had tried once more…

10 Tips to Building an Unstoppable Employer Brand

Is hiring qualified candidates top of mind for your company? Are your current hiring efforts producing lackluster results? Having a top-notch Glassdoor profile can certainly help boost your employer brand.
In an age where consumers vet everything from new car purchases to toothbrushes, Glassdoor is like Amazon for job seekers. The site features thousands of reviews that add credibility, or concern, to a jobseeker’s evaluations of the companies they are considering. And with <a href="https://www.glassdoor.com/employers/blog/best-practices-employer-branding-glassdoor-qa-part-1/" target="_blank" rel="noopener">48% of jobseekers consulting Glassdoor</a>, you can be certain that your target candidates are typing your company’s name into Glassdoor and relying heavily on the results. Here are 7 action steps to create a killer Glassdoor employer profile to attract prospective candidates.
1. Demonstrate what it’s actually like to work for your company as much as possible
Appeal to employees and candidates as much as possible by speaking in employee-friendly, personable, and engaging language when completing your profile and when responding to posts. Avoid jargon, and other languages that an applicant coming from another industry would not be able to comprehend.
In the same vein, open positions on Glassdoor should be as descriptive as possible, so that prospects and new hires know what a position entails. When it comes to job expectations, new hires aren’t looking to be surprised.
Also, post company awards and updates to give users a feel for your company’s unique strengths, and emphasize your principles and core values. This will allow applicants to self-select themselves as a good fit for your firm, eliminating wasted time interviewing the wrong people.
2. Use willing and eager employees as brand ambassadors
<a href="https://www.glassdoor.com/employers/blog/link-glassdoor-profile-employer-brand/" target="_blank" rel="noopener">Employee generated content receives 5-10x the amplification</a> as brand-shared content, so whether your profile is brand new or has been available for a while, has negative, positive, or no reviews, encouraging current employees to write reviews of your company is a smart move. Employee-generated reviews of your company will likely generate an influx of positive, recent reviews, which is exactly what applicants will look for when vetting your company. Plus, adding new reviews is also a great way to move older negative reviews further down on your profile page.
Just as you’d be more comfortable purchasing a product that has many positive reviews than a “wildcard” with no reviews, candidates vetting your business will be more comfortable after hearing from authentic happy employees.
Although Glassdoor forbids incentivizing employees to write reviews, they provide a template <a href="http://resources.glassdoor.com/EmployerEngagementCampaigns_1.Encourageemployeesconfirmv2.html" target="_blank" rel="noopener">here</a> for soliciting reviews from current employees.
<iframe loading="lazy" src="https://www.youtube.com/embed/9_WTbv2wm88" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>
3. Pay close attention to reviews of compensation and benefits
<a href="https://www.softwareadvice.com/resources/job-seekers-use-glassdoor-reviews/" target="_blank" rel="noopener">Research</a> has shown that compensation and benefits matter most to job seekers, so it’s vital to make sure that your compensation packages are on par with competitors. Additionally, when positive reviews mention salaries or benefits, it’s a good idea to bolster these reviews by replying and emphasizing these as company priorities.
4. Respond to the good, the bad and the ugly
Positive reviews can act as invitations to reiterate key benefits that you’d like readers to remember. If an employee takes the time to write a positive review, pick out one or two positives from the review to dive into and explain a bit more in your response. Also, be sure to thank the reviewer for taking the time to share their experiences. Highlighting positive aspects can help to focus reader attention on the areas of your choice and can help to balance out negative reviews.
Speaking of negative reviews, more likely than not, you’ll stumble upon a negative review at some point. Dealing with these reviews is extremely important; several good reads on how to do so can be found <a href="https://recruiterbox.com/blog/how-negative-employee-reviews-hurt-employer-brand-and-how-to-stop-them/" target="_blank" rel="noopener">here</a>, <a href="https://rushrecruitingandhr.com/blog/why-glassdoor-reviews-are-important/" target="_blank" rel="noopener">here</a>, and <a href="https://www.glassdoor.com/employers/blog/5-ceo-responses-glassdoor-worth-reading/" target="_blank" rel="noopener">here</a>. The key aspects are:
• Fix what’s broken. Are multiple negative reviews complaining about one thing in particular, such as benefits? Take a look at your competitors’ offerings and see what you might do to bolster your company’s package and fix the problem for your current and future employees. Was there a recent company merger that compromised morale? Perhaps the issue has been resolved, and a candid review explaining the situation will suffice to put out the fire. Addressing the root of the problem not only dissuades more negative reviews, but can also increase the tenure of current and future employees. Oftentimes several bad reviews in one area stem from an internal miscommunication. Try to isolate the offending area and make a plan for better communication and expectation setting for new hires.
• Be transparent and authentic. Job seekers value honesty and good faith effort, and reading a candid and heartfelt reply to a negative review can put readers at ease. Take responsibility and ownership, apologize for the negative experience, and reaffirm that concerns in the given area are important to your company and being looked into or dealt with. Reaffirming that company culture and morale is important to leadership and expressing genuine concern might be all that’s needed to put applicants at ease.
• Don’t let the fire spread. If a negative review is caught and responded to early on, others will feel less inclined to post the same negative feedback. Plus, applicants might even gain respect for your company’s ability to hear employee concerns and make time to address them.
5. Have C-suite executives respond to reviews
No matter how tempting it might be to relegate your Glassdoor profile management to an intern or the HR department, it’s absolutely essential that reviews warranting a response be attended to by someone from upper management—ideally the president. This shows that your senior management is concerned and involved with employee needs and company culture.
6. Integrate and cross-promote your Glassdoor profile with other social media platforms
Finally, once you have a profile to be proud of—complete with recent employee reviews, good information available on benefits and salaries, and plenty of detail on what it’s like to work at your company—it’s time to link your Glassdoor profile with other social media channels. Paste your Glassdoor link next to other social media links throughout your website, social media and elsewhere. Glassdoor should embody your firm’s brand and be an integrated part of your employer marketing. Link social media platforms to your Glassdoor profile, and strengthen your employer brand by having employees post video testimonials and blog posts on your website and social media. Be sure that your Glassdoor profile is branded and has a consistent voice to your other communications channels.
<iframe loading="lazy" src="https://www.youtube.com/embed/-SDTefOIsrQ" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>
7. Monitor your profile closely
Treat your reputation on Glassdoor like you would any social media outlet. Set up alerts that notify you when someone posts something new, and ask employees to keep an eye out for any comments that may need follow up.
Stakes are high. <a href="https://www.glassdoor.com/employers/blog/best-practices-employer-branding-glassdoor-qa-part-1/" target="_blank" rel="noopener">84% of job seekers would change jobs for a company with a better reputation</a>. And 69% would not take a job from a company with a bad reputation, even if they were unemployed. Clearly, establishing yourself as a quality employer is essential for attracting top talent. <a href="https://www.glassdoor.com/employers/blog/link-glassdoor-profile-employer-brand/" target="_blank" rel="noopener">The average job seeker looks at 7-8 sources</a> in order to form an opinion about a company, so a powerful Glassdoor profile will not only add your firm to the consideration sets of top talent, it will act as an additional source for job seekers to validate their perceptions while considering your company. As a bonus, strengthening your employer brand with a strong Glassdoor profile is a great move in the eyes of your investors, as <a href="https://www.glassdoor.com/research/do-satisfied-employees-impact-stock-performance/" target="_blank" rel="noopener">Glassdoor’s Best Places to Work outperformed the S&amp;P 500 by 122%</a>.
&nbsp;
Tami Berry is the Executive VP and Director of Strategy of <a href="https://www.circlesstudio.com/" target="_blank" rel="noopener">circle S studio</a>, a marketing and design agency specializing in strategy, branding, creative, content marketing, web design and digital marketing.

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Ultimate Guide to Conducting Interviews