As an employee of a large organization, having your voice heard can be difficult. No matter how open and honest the culture at a company is, sometimes the sheer reality of being a small fish in a large pond can be overwhelming. In my experience, even if I shared feedback or communicated solutions to a superior, it was always hard to trust those ideas would make their way up the food chain. Leaving a review on a site like Glassdoor sometimes felt like just as pointless an endeavor - with thousands of existing reviews already, is there even a point in sharing my opinion?
Of course, as leaders in a large organization, you know that hearing from your employees is important. How your employees feel about working for your company is your employer brand, but wading your way through the sea of voices to find the important themes of what your employees are saying is also a struggle. You conduct surveys and comb reviews, but with so many different opinions of varying value it can be hard to suss out the common threads.
Last year, Glassdoor built their Review Intelligence™ tool, which makes it easier to analyze reviews and take the guesswork out of what your employees are saying about you. It distills the murky review waters into a clearer picture of sentiment so employers can discover what's working and what's not without having to sift through hundreds of reviews, which enables talent professionals to more effectively drive improvements to the employee experience.
The negative reviews a company receives always seem to reverberate the loudest within, but what I love about this tool is it helps organizations find the common positives as well, which they can amplify in turn. If a particular department is thriving, or a recent change is being well-received by employees, that feedback shouldn't be buried, it should be readily available to anyone researching your company. Even better, you can mine those departments for the full story and feature them more prominently on your profile and career channels.
How to Effectively Surface and Promote Positive Employee Stories
Every company has its own story and employee experience, and candidates want to learn as much about you as possible. It's up to you to share your unique culture by bringing forward the stories from your people, which will make them feel more seen and continue to provide constructive and informative feedback leading to a virtuous cycle of communication between all parties. Team members' stories, presented front and center in rich media, are your employer brand and they're exceptionally powerful in tandem with honest reviews.
It's key to push past boilerplate content on your Glassdoor company profile. Your Glassdoor Employer Profile is the ideal place to share your culture, employee experience and values with candidates in robust, compelling ways. I worked at Glassdoor for three years, speaking with talent leaders from all over, and the companies that consistently seemed to bear the best results were the ones that took time to showcase their values and purpose beyond the reviews.
Right now, employees past and present are sharing it for you: 93 percent of Glassdoor reviews discuss company culture, indicating how important it is to them. And with the absence of onsite interviews post-COVID-19, candidates who make it that far in the process aren't able to visit, meet members of the team, or draw in-person conclusions about culture.
Your employer brand is living fully online, and candidates are looking for proof of culture. Provide it with compelling employee stories that demonstrate that you are what you say you are. Share those stories in all of the places available in your Glassdoor company profile.
To get you inspired, here are seven examples of companies leading the narrative with stories from their team.
Stories Provide a Strong Start (and Compelling Content Throughout)
Example: BAE Systems
BAE Systems leads with employee stories right with its cover image video, and then features more stories throughout its page. All of the storytellers - across departments, teams and positions - share personal examples of their employee experience at BAE. Individually, these stories' specificities make them wholly believable to candidates. Collectively, they're powerful examples of BAE's real culture.
Stories Answer the Question "Why Work With Us?"
Example: Dell Technologies
In the "Why Work With Us?" section of your company profile, let your employees answer that question through stories that communicate the universal employee experience. This is the ideal place to share your company culture video featuring a diverse collection of voices from your team. Dell Technologies puts its Life at Dell Technologies video front and center, inviting candidates to learn about the culture present for its employees globally.
Stories Bring Your Values to Life
Example: Lockheed Martin
Lockheed Martin uses videos of employee storytellers to introduce their mission and values to candidates. By showcasing team member stories and examples of the company values in action, candidates will connect with the content more easily than a block of text. They can gauge whether these organizational values resonate with their personal values.
Stories Make Benefits Tangible
Example: Precision Biosciences
It's one thing to read that a company offers vacation time or health and wellness benefits. It's another thing completely to watch a video featuring an employee talking about coming back to work refreshed after a two week-long vacation, or sharing how they're excited to receive reimbursements towards their (three!) gym memberships.
Stories Make For Effective Company Updates
Interactions regularly features employee microstories in its Company Updates. These perspectives and images from team members provide more cultural insight than the press releases often posted by companies in this section. Sharing team member Chris's words about the company's valuing of diversity provides proof to back up the company's DEI statements.
Stories Put Candidates In Your Team Members' Shoes
Share beautiful, clear, professional images of real team members in your photography section. Photos allow candidates to put themselves in the shoes of someone who works at your organization. They can envision themselves working there (or not, which is good too). Photo stories are particularly important for businesses that do not have remotely distributed teams, however, pictures show your culture to all candidates. GDIT's photos visually communicate culture that goes beyond office spaces.
Stories Confirm Your Campaigns
Example: Ochsner Health Systems
"Connect your passion to your purpose" is Ochsner Health Systems' careers campaign. Alone, it's an aspirational phrase. But when you present team members from throughout the company with examples of themselves doing exactly that, now your Glassdoor Employer Profile is rich with proof for the words.
Don't miss the chance to provide proof of your culture: share stories throughout your Glassdoor page! When employee stories lead your content, they drive your employer brand.
Peter Jennings is the sales lead at Stories Incorporated, the experts in two things: capturing compelling stories from employees working on-site or remotely, and then, delivering content libraries full of engaging stories, optimized per channel.