Candidates rely on the internet now more than ever when it comes to their job search. According to a Pew Research study, one-third of recent job seekers identified the internet as the most important resource in their job search (Searching for Work in Digital Era, Pew Research, November 2015). Candidates will explore the basics like location, your client base and company size, but a lot of their decision making will be influenced by reviews about your company. In fact, 70 percent of people now look to reviews before making decisions (Mintel, 2015).
That potential candidates are factoring employee reviews into their application decision making can be frightening if you have reviews that are less than glowing. Even if your reviews sing your praises, it’s important that candidates hear your side of the story! Not only do these candidates want to hear from you, they want to see your organization’s commitment to transparency. Ninety percent of Glassdoor users say it’s important to work for a company that embraces transparency (Glassdoor U.S. Site Survey, 2016).
How to Tell Your Story
One of the best ways to amplify your employer branding story is to respond to Glassdoor reviews. Nine out of 10 job seekers find the employer perspective helpful and 62 percent say their perception of a company improves after seeing an employer respond to a review (Glassdoor U.S. Site Survey, 2016).
Before you go on a responding spree, meet with employer brand decision makers at your company to determine a formal reply strategy. Key questions to keep in mind when developing your strategy include:
- Who will respond?
- What is your tone for responding?
- How often will you respond?
The answers will not only help frame your responses but will also help you develop a consistent reply cadence. That said, be flexible! Even with a documented framework and filter for your responses, each review should be handled on a case-by-case basis. Above all else, make authenticity your priority. If your responses seem canned, all your work will be for naught. Inauthentic responses can shortchange your commitment to transparency and won’t be effective in changing candidate perceptions about your company.
Checklist for Responding to Reviews
- Say “thank you”
- Acknowledge feedback
- Address specific concerns with honesty
- Avoid corporate jargon
- Take the high road
Results of Responding to Reviews
When you respond to reviews, not only do you show a commitment to transparency, you also make your employees feel engaged and heard. Prioritizing employee satisfaction is one of the best things you can do to increase your ability to recruit best-fit candidates. Happy employees are advocates for a great workplace.
Responding to reviews is also one of the best things you can do for the health of your employer brand.
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