May 11, 2018 By FTI Consulting
Cast your mind back to 2007, it was a sunny day in Seattle and Rich Barton, CEO of Zillow, was preparing for the company’s annual reviews. He opened a spreadsheet containing the salaries and stock options of every employee and accidentally printed it – in the middle of the open plan office. Whilst Barton’s assistant scrambled to get the documents before anyone else saw, Barton wondered why that information needed to be private, this thought was the birth of job hunting website, Glassdoor.
Fast forward a decade and Glassdoor this week has been bought for $1.2 billion by Japanese human resources company, Recruit Holdings. The scale of the acquisition sends a clear message that this website is here to stay and its influence will grow. Glassdoor already holds the position of being the second largest job site in the US and from our conversations with them it is our understanding that they have their sights set on expansion in EMEA. For marketing and communications teams the rising influence of this platform carries both risks and opportunities. Last year the Financial Ombudsman Service was criticised by This is Money after the organisation received 34 one star ratings over the course of four months. Whilst we must respect the transparency of the platform and employees’ right to voice their experience, there are opportunities to engage with Glassdoor and develop employee engagement strategies which will help to turn a reputational risk into an asset for attracting the best talent.
Enter stage right our new offering which aims to support companies in safeguarding and building their reputation on Glassdoor, and to proactively address the challenges that employee reviews on the site can pose. Check out our brochure which goes into more detail about our assessment of best practice in managing a Glassdoor presence along with some insights which illustrate the platform’s significance. Please get in touch if you’d like to know more.
Are you coming to the end of your tether with “adorable” puppy filters? Or perhaps you are one smashed avo and poached egg Insta away from a breakdown? Well fear not, we have a solution which might remind you of the joys of social media once more. The latest hot social media app is called HearMeOut – a somewhat ironic name given our usual scepticism of social media crazes.
However, we have a sneaking suspicion that HearMeOut might be more than a passing fad. The app offers something genuinely different which is aligned with broader trends which we have observed in the current digital landscape. The platform is evolving social media to include audio for the very first time, it enables users to share and listen to 42-second audio posts through the platform’s native feed or on other social networks. This may seem counterintuitive as we consistently emphasise the importance of visual media, but just as TV didn’t kill radio there is still demand for a medium which enables multitasking. According to Google CEO Sundar Pichai, 20% of its search queries are now done with voice. Other audio based technologies such as podcasts and Alexa – the number one woman in my life – are similarly consistently growing in popularity.
As well as capitalising on these trends, HearMeOut has the USP of having a hands-free mode which will make it the first social media platform to be usable on any commute. For brands and producers the new platform offers endless opportunities for exploring the audio medium without the costs of a podcast production. Yet before you dive head first into the world of audio you should consider that establishing a company tone of voice becomes even more important when that voice can actually be heard.
Now a small diversion from the safe waters of emerging platforms to the slightly trickier topics of Facebook advertising, foreign political influence and a referendum on abortion – what could possibly go wrong.
Facebook this week has announced that it will block all ads related to the referendum on the Eighth Amendment that come from advertisers outside of Ireland. The social media platform has stated that it is responding to complaints that foreign advertisements were beginning to sway election sentiment. Whilst it appears niche that Facebook is stepping in on a constitutional election in Ireland, it may be an indication of broader changes to come on the platform.
Hot off the press today is the news that Klout will be closing its doors. The service was widely used to ascertain the authority and influence of accounts in the Twittersphere. The news also has implication for a number of social media analytics platforms which have relied upon the service to analyse the key drivers of conversation. Our suspicion is that Klout may be one of the first platforms to fall in the face of GDPR, whether similar platforms such Kred will go a similar way remains to be seen.