Why Glassdoor Matters: Maintaining Your Employer Brand

Why Glassdoor Matters: Maintaining Your Employer Brand

Why Glassdoor Matters: Maintaining Your Employer Brand

You might groan when you hear the name Glassdoor.

It can be a recruiter’s nightmare and plenty have just written it off as a place for angry people to vent. But you shouldn’t.

Yes, people like moaning…

People are much more likely to criticize and condemn a company or product, than they are to write a rave review – perhaps you’ve experienced this mentality before.

But the problem is, sometimes things do go wrong at work.

And in unfortunate circumstances where someone has to be let go, they don’t like the way something is being done or perhaps they’ve just had a bad day…

Glassdoor gives them the power to become a keyboard warrior – and seriously harm your employer brand in the process. I’m sure most people don’t even think about the real consequences.

A prize you don’t want to win.

Glassdoor actually release lists of the worst companies to work for, as voted for by their own staff. That’s one prize you really don’t want and it will make hiring much more difficult and expensive.

And the site is only getting more and more popular.

This study showed that pretty much 50% of US jobseekers looked at Glassdoor during the interview process. It’s safe to assume that number has risen and everyone from The British Army and The Red Cross through to industrial leaders now have a Glassdoor page.

Last year it had 11 million reviews of more than half a million companies, a 25% increase on the year before. Soon it will be second nature for prospective recruits to search for your company.

And it’s not just employees who can leave a review.

People who interview for your company can talk about their experiences too.

So, next time you’re hammering an interviewee with brainteasers and curve-ball questions, you might want to consider the implications if they decide to leave a review.

Now a lot of people will take scathing reviews with a pinch of salt, if it appears like a one-off. But you will need some positive reviews on there too, to balance the equation.

Are you on Glassdoor yet?

Basically it’s a matter of when, not if, your company turns up on Glassdoor, because anyone can add you. So, take the initiative and launch a page yourself!

Register your company, write a fun, friendly description and upload the right image.

And while you’re at it, you might as well check out these sites too:

Yes, really, some companies have scathing Yelp reviews from their own employees and might not even know about it!

Ask your employees to review you.

It’s not all negative!

You could be using your page to highlight your culture, your teamwork and all of the great ways you are engaging your employees.

And that starts by getting some great reviews from your team.

So, have a chat with your employees – ask them if they’d leave a review – you’d be surprised how many will oblige.

Recruiter Pro Tip

Don’t try and force your employees to write a review.

It’s not good for morale or employee engagement – and you’re just asking for negative reviews.

And you don’t want over-the-top “my boss is perfect” kinds of reviews either. They just look fake and stilted. Let your employees speak freely and honestly about the good (and bad) bits of your business.

Too nervous to ask employees?

If you’re too worried about what your employees will say, then it might be time to take a look at your processes… because if they’re not happy then there’s certainly a reason for that.

Check out this blog post if you’d like some info on getting your employees more engaged.

Don’t panic.

If you do get negative feedback on Glassdoor, then take it on the chin. See if they have got a point and take it as constructive criticism.

Crucially, respond to them.

Show them (and everyone else) that you do try to treat your staff fairly and you care enough to deal with problems like this.

Listen to them, craft your response and keep cool and professional. Don’t rush your answer. Take your time and make sure you get it right.

This response will be there for a long time and will speak volumes for you, one way or the other, for years. So be the bigger person. Be firm, but show some empathy and understanding too.

Just taking the time to respond can be all it takes to up your Glassdoor game and neutralise this bad publicity (just like social media, really).

Make some changes.

If you get multiple counts of the same complaint then you might really have to address fundamental issues. So, it’s time to take action and don’t shoot the messenger.

Glassdoor, Indeed and a wealth of sites just like them are set to give new recruits the warts and all truth about working at your company.

The best way to deal with this is to actually live the corporate culture that you want to sell to new recruits.

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