There aren’t a ton of fun things about working in human resources. We do things that need to be done. It’s not super sexy or totally fulfilling, but it’s important.
You know what’s fun? The other stuff that sits outside of HR.
Social media. Employment branding. Data. Thinking about HR as a B2C function instead of a B2B cesspool of boredom.
But people want to take the fun stuff away from HR.
Without blinking an eye, HR professionals give ground to vendors who throw parties at conferences and promise to “partner with HR” — all while undermining the very function of human resources itself.
One of those vendors is Glassdoor. They’ve created a marketplace where people can talk about their experiences as applicants, candidates and employees of specific companies. People can review the employment lifecycle — from soup to nuts — and give honest and semi-anonymous feedback.
That’s great, but other than selling your data and inserting a cookie into someone’s browser, Glassdoor falls victim to the curse of every other vendor in this space and can’t monetize jobseekers or employees in a super compelling way.
Glassdoor is the 2015 version of The Ladders.
Where most vendors fail to monetize the jobseeker, Glassdoor effectively monetizes the dim-witted HR professionals who follow fads.
* Worried about this thing called employer branding?
* Want to respond to user reviews in Glassdoor’s marketplace — as if those reviews mean something?
* Want to have a special profile that tells people how great your company is — beyond your dang website and career page?
* Want to monitor your company’s reputation like it’s a sketchy credit score?
Glassdoor can sell that shit.
It’s called employer branding (very loosely) and everybody talks about it.
I don’t mind it when companies make money, but the thing about “employer branding” is that it’s pretty easy to do on your own. You can google it and master it in a few days. Go to a conference. Take a short course on branding. Talk to my friends Lars Schmidt or Jennifer McClure. Study your competition. This isn’t hard. And, when done right, employer branding can be cheap.
When you spend money with Glassdoor, you wave the white flag of surrender.
I don’t respect people whose actions tell me, “Our human resources department like cats, Diet Coke, and cupcakes. We can’t monitor a brand or use existing technologies to post jobs to the right communities at the right time. We’re too busy being gossipy and lame.”
When I work with HR professionals who get giddy about Glassdoor and complain about the challenges of employer branding, I give them the Laurie Face® and ask, “Can you come to work on time and do your job, or is that too much of a challenge, too?”
Stop being lazy.
Successful HR leaders are bold, courageous and stingy as hell with their budget. They aren’t spending the tens of thousands of dollars needed to appease the market and jump on the latest fad. They are demanding more from their HR, staffing and recruiting leaders — and they are getting it.
And, FWIW, these leaders just invested in new cloud-based recruiting and social talent acquisition platforms. They’re not going to spend hard-earned cash with Glassdoor as long as the can own the conversation about employment and brand themselves.
So stop being a tool and jumping on the latest trend. Glassdoor shouldn’t be a thing, and you shouldn’t be a mouthpiece for such a silly fad.
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