“I don’t want to focus on Glassdoor; it’s the Yelp for employers.” “Glassdoor is only for disgruntled employees.” Sound familiar? You may have heard these exact reasons from your executives as to why they don’t want to invest in a strategy for Glassdoor. The reality is that whether they like it or not, Glassdoor is one piece of the pie when it comes to branding your organization as an employer. It’s your opportunity to show you are monitoring and listening to what’s being said. Humanize your employer brand by getting your executives on board to develop a response strategy. So how do you get their buy in? There are three things you can do to ensure that you’re telling the full story on how and why Glassdoor influences your company’s reputation.
Talk with Your Recruiters
Your recruiters can provide you the numbers that you’ll need to present to your leadership team. Are they hearing from candidates about Glassdoor and what are they saying? According to Glassdoor, most job seekers read at least 6 reviews before forming an opinion of a company (Source: Glassdoor 50 HR and Recruiting Statistics for 2016). Recruiters hear from job seekers about Glassdoor, and their feedback may not be the most positive. One reason they could turn down job interviews is because of your company’s reviews, but it could also be because you are not responding to those reviews. In 2016, Glassdoor shared that 9 out of 10 job seekers find the employer perspective useful when learning about jobs and companies (Source: Glassdoor 50 HR and Recruiting Statistics for 2016). This is where you’ll need to start thinking about a larger strategy for responding to reviews. How can you tell your side of the story? By creating your voice and responding to your employees
Analyze the Reviews
By taking what your recruiters are hearing from candidates and pairing it with what you’re seeing in reviews, you’ll have a lot of data to present. You can group the reviews based on common themes. Are there reviews on leadership or benefits? Are the reviews more focused on company structure or contractor roles? There are many different ways to categorize them based on your organization, but this exercise will help you start analyzing the data. Depending on how many reviews your company has on Glassdoor, you may want to go back to the very beginning for a better picture or at least the last two years. Showcase it visually so that you can display the full story.
Present a Plan
Responding to reviews can boost your company’s reputation because 65 percent of Glassdoor users say their perception of a company improves after seeing an employer respond to review (Source: Glassdoor 50 HR and Recruiting Statistics for 2017). Well-known companies like 1-800 Contacts, Zillow and Hubspot have invested in a strategy to respond to reviews, and you can take a cue from them. What about a highly-regulated company like UnitedHealth Group? They’re responding. How about a company that receives a high volume of reviews on a regular basis, like Home Depot? They’re responding. It doesn’t matter what industry your organization is in, you can conduct research and provide these concrete examples to support your plan.
If you need additional research, Glassdoor offers resources to help with formulating a strategy for responding by providing step-by-step guides (Results of Responding to Reviews and Responding to Glassdoor Reviews: What, Why and How) on how to get the most out of developing a response strategy.
Bonus: Tell the full story by including additional data from your free Glassdoor employer account. Metrics such as profile views, the location of the reviews and the employees’ titles are available and can be included as supplementary support.
Take advantage of the resources that Glassdoor offers to help support your plan. By working with your account team or conducting the research on your own, you can put together an initial strategy to start responding to reviews. Don’t forget to talk to your recruiters, hiring managers and even other team members to get their opinions of what job seekers may be saying about your company in general, as well as what is being shared about Glassdoor during the interview process. When it comes to presenting to your executives, it may take a few rounds of presentations and conversations, but don’t give up! We’ve seen data be the deciding factor in many cases.
If your executives agree to responding to reviews, what comes next? Elicit more Glassdoor reviews from the various groups within your organization such as new hires, boomerangs, executives and more. Over at KRT, we share three tips for you to increase your employee engagement on Glassdoor which will help you improve your employer brand.
Nathalie Cano, Social Media Content Manager at KRT Marketing: With a background in public relations, Nathalie has over eight years of experience in marketing and communications and has been at KRT Marketing for over four years. She has worked with clients in professional sports, hospitality, non-profit, engineering and more. Specializing in social media, Nathalie focuses on project management, content strategy and creation, as well as analytics.