Since Glassdoor, our employers have seen a lot of benefits from building a vibrant Glassdoor profile. From leveraging interview data to optimize the process to hiring the perfect candidates, it’s clear that Glassdoor is a valuable solution for all of your recruiting-related needs. But what if your Glassdoor profile could also have a positive impact on your customers?
As it turns out, employee satisfaction is a powerful indicator of company performance, and potential customers are catching onto the fact that your Glassdoor profile can give them insights into how you run your organization.
If you’re wondering what kind of insights potential customers are gathering from your Glassdoor profile, keep reading. We connected with John-Henry Scherck, a Los Angeles-based marketing strategist, to find out why he often references a company’s Glassdoor profile before making the decision to work with them:
1. To Get Insight on Quality of Work
When Scherck looks to hire an agency, he’s found that Glassdoor reviews can provide insight into the attitudes of the employees doing the work. After all, employees who aren’t satisfied with the work they’re doing and looking to leave won’t necessarily be in a position to serve their customers well. In fact, employee perspective on how a company is being run is so important that Salesforce uses two Glassdoor scores when evaluating companies to acquire — “CEO Rating” and “Would Recommend.”
“The people actually executing the work in an agency are the youngest employees,” says Scherck. “The more senior you get, the less actual execution you do. If rank-and-file employees aren't happy and are actively looking for new job opportunities, client work is going to suffer.”
[Related: How to Master the Art of Responding to Glassdoor Reviews]
2. To Gauge Employee Turnover
One thing Scherck looks for when evaluating Glassdoor profiles is employee tenure. Does it seem like most of the reviews are from long-term employees? Or are there a lot of short-term employees leaving reviews and explaining why they’ve left? This can indicate high turnover and predict problems that might affect your experience as a customer.
“Employee turnover is an issue for just about any agency,” Scherck explains. “As a client, you don't want your agency account manager changing, because that means a new person has to get up to speed on your account. If an agency has high turnover, and it sounds like people are leaving left and right, either on their own volition or due to poor hiring or lots of firing, that's easy to spot on Glassdoor and something I look for.”
[Related: Here’s What the Perfect Glassdoor Profile Looks Like]
3. To Assess Company Values
Blame it on the conscientious Millennial workforce, but more and more people make decisions about the products and services they use based on whether or not a company aligns with their values. That means that how your employees experience your company values — or don’t experience them — can make a strong impression on potential customers.
As a discerning customer, Scherck has used Glassdoor reviews to uncover surprising insights about potential partners, like that a company is outsourcing certain tasks to a third party or that they frequently mishandle customer service support tickets. Unearthing employee feedback like this could be the deciding factor in whether or not a customer wants to work with your organization.
“Companies that treat their employees well deliver better products and services,” says Scherck. “I look for agencies that treat their employees well via Glassdoor reviews so that when I hire an agency, I know my account manager will likely stick around and help me hit my goals.”