With around 41 million unique monthly users, it’s no surprise recruiters and employers are keeping a watchful eye on their Glassdoor ratings. It’s one of the most important forums for top talent to research your company before they apply for a position, and the types of reviews posted on your page can strongly influence a candidate’s opinion on your company from the get-go.
For Peter Phelan, founder and CEO of ValuesCulture, maintaining a great Glassdoor page starts from within. By empowering your employees and taking time to address both positive and negative reviews, your company can establish a clear voice and provide an engaging and informative experience for job seekers — resulting in greater trust for your employer brand.
“Your employees are the best-kept secret when it comes to positive reviews,” Phelan said.
But where do you begin? We asked Phelan about some of important things to consider as you rev up your Glassdoor strategy:
Embrace The Chaos
Let’s face it: not all reviews your company gets are going to be great. You’re at the mercy of your employees to rate you, and that can be a bit unsettling if you’re worried about potential damage control.
“Glassdoor isn’t like other employer branding sites, where you have complete control over what you’re posting,” Phelan said.
But in a way, part of what makes Glassdoor so great is the potential for negative reviews. Nothing is perfect — you know that, and candidates do too. In fact, a healthy dose of downside can often paint a more realistic picture of what it’s like to work at your company. Candidates don’t want the picture-perfect “sunshine and flowers” portrait — they want the truth, and that’s not always as pretty.
“You need to address issues in a real and humble way,” Phelan said.
Confronting negative reviews can be beneficial in three ways:
- It Gives Your Company A Voice: When a candidate sees a negative review, that’s only one side of the story. Providing a response allows you as an employer to address the issue, correct any falsehoods about the review, and clear up any ambiguities.
- It Gives You Personality: Adding your own voice shows that employers are real people too. Don’t be afraid to be speak to candidates in a voice that showcases who you are as a company — it’s the first step towards starting meaningful conversations with truly interested candidates.
- It Shows You Care: Taking time out of your day to address potential issues conveys to potential candidates that you care about company culture and improvement, which can go a long way when building trust with job seekers.
Addressing Bad Reviews Helps Company Culture, Too
Negative Glassdoor reviews can give leaders insight on internal issues current employees may be facing on a day-to-day basis. Instead of coming down on employees, Phelan suggests addressing issues with your team and discussing ways they can be improved. Finding solutions and turning an ear to your employees’ needs can strengthen morale, and ultimately help reduce turnover in the long run.
Engagement Starts From Within
Your Glassdoor page is nothing without input from your employees. But not everyone wants to take time out of their already busy schedules to add their two cents on the site — and nagging your employees to do so could backfire if you’re too pushy.
“Try to play the role of the helpful manager,” Phelan said. For example, if one of your employees seems flustered, give them some encouragement or talk to them about their day. This will leave employees feeling good about their experiences in the workplace, and will ultimately be more enthusiastic about leaving a good review when you ask for one later on.