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5 Steps to Building a 5-Star Employer Brand Using Glassdoor

Recognized by Glassdoor as a "Best Place to Work" two years in a row, E. & J. Gallo Winery couldn't be prouder of its employees. As the largest family-owned winery in the world with over 100 brands, Gallo is committed to driving innovation, sustainability and fostering a culture of collaboration. Even at 85 years old, at Gallo, it feels like we are just getting started!

Investing in your employer brand and Glassdoor is key to attracting and recruiting high-quality talent. These are 5 tips for building an authentic employer brand.

1. Know Your Company

Know what makes your company tick. What do your employees say/think about you? What makes you unique? What are your core values? Collect feedback internally from your current employees and review feedback on Glassdoor from candidates, former and current employees to really understand your company. These are essential questions that need to be answered before you can build a strong employer brand. I recommend putting together cross-functional focus groups where you discuss what comes to mind when they think of your company. From these focus groups, certain themes should arise.

[Related: Employees First — 4 Ways to Create an Engaging Culture]

2. Know Your Strengths & Opportunities

What is your reputation as a place to work? What would your competitors, or people that you are trying to recruit, say about you? Your strengths are important, but knowing your opportunities is crucial to building a five-star employer brand. Use Glassdoor to research and understand how you stack up against the competition and what your company offers that is unique. Remember, all companies have areas of opportunity. Whether it is your location, your benefits or work-life balance, being aware and open-minded to your strengths and your opportunities will be a huge differentiator to becoming an employer of choice. Once you have identified these differentiators, incorporate them into your communication channels. From job descriptions, updating your perks and benefits on Glassdoor, to adding photos and videos to social media, it’s important to bring your employer brand to life!

3. Feedback Is a Gift — Don’t Be Afraid to Ask for It

Let’s be honest. Asking for feedback can be a little intimidating, but it’s what differentiates a good company, from a great one. At Gallo, we openly ask for employee and candidate feedback, and respond to every review on Glassdoor. This wasn’t always the case, though. It wasn’t until we started actively seeking out feedback, both the great and not-so-great, that our employer brand really took off. Employees and candidates want to feel valued and understood, and once that trust is built, you will be pleasantly surprised at how quickly your employer brand will be elevated to the next level.

4. Act on the Feedback You Receive

It is not realistic to act on every bit of feedback, but if you start to see themes, these are most likely areas that you should consider addressing directly. Remember, employees don’t expect your company to be perfect. They do, however, want to know that you care and are willing to flex and adjust when and where needed.

[Related: Overcoming The Fear Of Feedback]


We know we put this in all caps, but it’s only because we feel that it is that important. Your employer brand must be authentic to your company, or it will work against you. Don’t worry if you don’t offer free lunches, unlimited vacations, bring your pet to work days or #winedownwednesdays… Just be you! Candidates and employees seek out authentic companies, ones that are proud of their accomplishments, but also aren’t afraid to be a little vulnerable.

If you follow these 5 steps, you are well on your way to becoming a Best Place to Work. Cheers!

This article was originally published on LinkedIn Pulse. It is reprinted with permission.

Learn More & Download:

Employer Branding for Dummies