Glassdoor

Glassdoor Overview
Website: glassdoor.com
Employees: 1450
Headquarters: Mill Valley, CA
Founded: 2007
About
Glassdoor is a website where current and former employees anonymously review companies.
Insights from the Glassdoor Product Marketing Team
Bonnie Chiurazzi
Bonnie Chiurazzi
Head of Market Insights, GlassdoorSeptember 27
In our experience, market research is generally better suited toward future-focused strategic decisions than behavioral data (e.g. where can we expand our product offerings and what problems should we be solving?). Behavioral data can usually offer a clearer view into how to improve experiences and deepen engagement with existing products (e.g. after they do X, Y is a natural next step so let's send them a notification to nudge them in that direction). You can even link your survey data to behavioral data to get even more benefits. The three of us just completed a huge consumer segmentat...
Bonnie Chiurazzi
Bonnie Chiurazzi
Head of Market Insights, GlassdoorSeptember 27
First of all, *hugs*. I've worked on both the vendor and client sides of research, so I've had the opportunity to work with many different teams with varying levels of interest in market research. When I'm working with a team that isn't "bought-in" on the value of market research, it's usually due to one of the following reasons: 1. They're in "start-up" mode and not creating space within their processes to leverage market research insights 2. They haven't made it a priority to upskill their team on how and when to use market research insights 3. They're focused on short-term gr...
Sophia (Fox) Le
Sophia (Fox) Le
Product Marketing, GlassdoorSeptember 27
In the most simpliest terms, a direct competitor is solving a simliar or same pain point as you are. One goal in conducting a competitive analysis as part of your market research is to identify points of differentiation and keeping a pulse on what's working (or not) in market. You can produce helpful reference docs such as a competitive market landscape to competitive messaging frameworks to sales battle cards! Here is an example from Patti, our Head of Consumer PMM, from her past life: think about both share of wallet and share of mind. At Leapfrog, core competitors are the ones that al...
Patti Lew
Patti Lew
Head Of Consumer Product Marketing, GlassdoorSeptember 27
Market shifts cannot be ignored, otherwise you will be left behind and will no longer be relevant. In the last two and a half years, we’ve all seen significant changes in the market given global events and cultural shifts on a number of fronts especially in terms of the pandemic and for social justice. Within a month of covid shutting down the US, Glassdoor quickly created a Covid-19 Response Campaign that offered a slew of resources and tips for job seekers from directing them to companies who were surge hiring and work from home jobs to offering a collection of blog tips and a webinar ...
Patti Lew
Patti Lew
Head Of Consumer Product Marketing, GlassdoorSeptember 27
1. There are a number of foundational research reports and insights you can provide to your product partners before they delve into the development process. These include: 1. A broader overview of the competitive landscape and market landscape 2. As well as a closer look at the health of your brand and how it fares against it competitors over time through brand trackers and CSAT (consumer satisfaction) surveys 3. In terms of users and target audience, they can draw on segmentation and persona research 4. And I find that my product partner...
Patti Lew
Patti Lew
Head Of Consumer Product Marketing, GlassdoorSeptember 27
1. Ideally you would draw on both a combination of quantitative and qualitative data to shape your segmentation research. Start with a hypothesis of who your TAM (total addressable market) is. This will help you to identify new market segments you may not have thought to target. For example, for Glassdoor our TAM is comprised of all working age adults who are either currently employed or want to be employed. Segmentation can then be used to expand the sandbox (market) that you’re playing in by expanding your current definition of who your true audience is - so y...
Sophia (Fox) Le
Sophia (Fox) Le
Product Marketing, GlassdoorSeptember 27
Bonnie, Patti, and I always recommend getting in touch with your target audience/customers by any means necessary! * One way to get started is to identify who has the best direct line to customers/consumers. Make friends w/ Customer Service team and make sure you’re aligned on best practices when reaching out to and speaking with customers. The people in your organization who can help you are usually in Sales, Social Media, Customer Service, UX, and Market Research. Pro tip: You can build an informal community by leveraging your known brand ambassadors; create your own lo-fi/...
Sophia (Fox) Le
Sophia (Fox) Le
Product Marketing, GlassdoorSeptember 27
From my, Patti (Head of Consumer PMM) and Bonnie’s (Head of Market Insights) point of view, a successful GTM launch requires early PMM/market research involvement in the product development lifecycle. 1. At the pre launch stage, and ideally during product development: 1. Talk to your target audience 2. Validate product/market fit based on the market research conducted; be sure to get clarity on who you are solving for and what their JTBD or Pain Points are. 3. Once validated, go into message testing/value prop testing to ensure you’re putting your be...
Sophia (Fox) Le
Sophia (Fox) Le
Product Marketing, GlassdoorSeptember 27
Yes! Glassdoor, under the leadership of Bonnie (Head of Market Insights), established two market research online communities (MROC): one for consumers (B2C) and one for customers (B2B). We regularly field message tests to these two research communities to get quick, detailed feedback on messaging. This is what Bonnie had to say about MROCs: 1. MROCs make message testing easy, efficient, and effective! Once your online community is fully recruited, you can send them a survey and usually get a sufficient number of responses back within 48 hours. Automatic reporting dashboards ma...
Bonnie Chiurazzi
Bonnie Chiurazzi
Head of Market Insights, GlassdoorSeptember 27
There are so many best practices here! We’ll name the ones most top-of-mind, but please know this is not an exhaustive list. It seems simple, in theory, to conduct a research interview. It’s just asking questions, right? But moderators spend years learning and perfecting their craft. 1. Screening 1. Lean into your champions, not your haters. Find respondents who have a real need in the space and who don’t already have negative feelings towards your brand. These people will give you the feedback you need to differentiate yourself in the space. 2. Be ...
Glassdoor Product Marketing Leaders
Eric Petitt
Eric Petitt
Vice President, Marketing
Sophia (Fox) Le
Sophia (Fox) Le
Product Marketing
Bonnie Chiurazzi
Bonnie Chiurazzi
Head of Market Insights
Patti Lew
Patti Lew
Head Of Consumer Product Marketing