Understanding the relationship between employer branding and consumer branding
Through a “listening tour," Rachel Williams, a former Yelp employee and a newly hired talent acquisition manager, came to understand how employees view YELP. Her findings based on employees’ feedback revealed that Yelp is noted for a lack of diversity and inclusion in its workforce, particularly at the senior level.
During her first stint, she was unhappy, but she did not really see Yelp as intentionally biased against women. She recognized that Yelp’s priority was to be financially successful. Probably, the management thought that such an objective could only be achieved by having adept engineers as employees.
Back in the old days, we had this belief that engineering was a profession that was only fit for men and that women could not do what men could do. Thus, it had become a male-dominated industry.
This stereotyping has a prolonged existence globally and has caused women to lose interest in the field. Apart from the view that engineering was a dirty job and fit only men, men were also viewed as superior mathematically.
However, women were at fault as, while still young, they self-selected and considered themselves ineffective in engineering or any male-identified profession.
I would like to believe that, until today, this stereotyping and gender disparity still exist. Precisely why, leading tech companies, such as Yelp, which involve algorithms or calculation jobs, are more inclined to recruit men only.
In terms of diversity, we also have discrimination against specific races, as Westerners are seen as superior compared to others. As stated in the case, only 10% of Yelp’s technical workforce was women, and a small percent only employed races such as Hispanics and blacks at 7% and 4%, respectively.
Although gender and racial disparity are industry-wide problems among tech companies, I find this not aligned with their consumer branding. Yelp has become a major platform for business information and has successfully been one of the most trusted tech companies because it is open for online reviews for local businesses.
Anyone is allowed to write his or her review; thus, the quality of the review contributes to the subject company’s reputation. Apparently, Yelp's welcoming attitude towards online reviews from its customers is contradictory to the negative feedback of employees towards diversity and inclusion. It is inclusive in terms of its consumers, but exclusive with its employees.
Targeted Audience
Yelp has a specific recruiting process. Every year, Yelp visits schools with strong engineering and computer science programs. It holds a campus recruiting program where it targets hiring at least 30 engineers to hold entry-level positions.
Students who are in their final year of school with relevant skills are the ones initially screened. Those who pass the initial screening receive an online coding test to complete and pass for a required number of days. We evaluate their applications further, taking into account their education and experience.
A 45-minute interview with an engineer is held prior to the final round of the whole process, where the potential recruit passes through another four rounds of a 4-minute interview. This process ensures a good fit for their business.
Framework to Align Employer Branding with Consumer Branding and Targeted Audience
Yelp possesses seven elements that attract potential applicants and retain its employees.
- Yelp offers a comprehensive salary package that includes dental, health, and vision insurance, coupled with benefits like maternity and paternity. These allow them to live a decent life and sustain themselves.
- Yelp provides autonomy as it allows its employees to work from home and flexibility as it allows them to work from 9–6 instead of the regular 8–5 work routine.
- Yelp assures performance by attracting and retaining about 600 talented and high-performing engineers who can guarantee to continuously improve their product.
- Yelp ensures that progress is made. Even if it is open to hiring engineers from other companies, it prioritizes promoting those applicants within the company.
- Yelp encourages teamwork. It has two teams that work on operating and improving its algorithm to screen fake reviews and managing and refining the algorithm to identify the order of businesses displayed.
- Yelp offers high-quality and affordable food, having a kitchen and coffee shop that serve convenient foods like yogurt and burritos.
- Yelp has a safe and convenient workspace. The open floor plan features rows of desks, ensuring comfortable seating for employees.
These, for me, add up to their reputation, making it a good place to work.
However, contrary to Rachel’s view that Yelp is not intentionally biased against women, I would say that it is.
I find it unacceptable that the elements above will mostly benefit men and selected races only. For me, it is still an obvious form of discrimination that needs to be addressed.
All employers, especially tech companies like Yelp, should prioritize introducing and encouraging women to participate in traditionally male-dominated fields like engineering.
Rachel Williams, thus, has to make sure that Yelp has to improve its hiring process by giving favors only to men. If it is open to all consumers, then it must also be open to all applicants.
Yelp must foster an environment that welcomes everyone, regardless of gender or race. Including women in engineering jobs will contribute to Yelp’s goal of financial success, as women possess business acumen as well.