2. #Glassdoor #SmartTalkHR
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3. #Glassdoor #SmartTalkHR
Featured SpeakerFeatured Speakers
Lisa Holden
Employer Communications
Manager at Glassdoor
lisa.holden@glassdoor.com
Laurie Martin
VP Strategy & Growth
at RiseSmart
email@risesmart.com
4. #Glassdoor #SmartTalkHR
Agenda
• Why Your Brand Matters
• How to Manage Your Brand
During a Layoff
• Responding to Feedback
• 5 Tips for Managing Your Reputation
6. #Glassdoor #SmartTalkHR
Why Word of Mouth Matters for Your Employer Brand
hope their friends
and families will
see the complaints
75% 79% 70%
of exiting employees
would not recommend
working for their
employer
of people trust
online reviews over
brand advertising
10. #Glassdoor #SmartTalkHR
How to Be a Good Company During a
Layoff
Communicate
about the state of
the business
Prepare managers
Support impacted
employees
14. #Glassdoor #SmartTalkHR
Who Should Respond?
Anyone at your
company who is
in a position to
speak on your
behalf.
EXAMPLES: CEO, HR, PR OR MARKETING PROFESSIONALS
15. #Glassdoor #SmartTalkHR
How Often Should I Respond?
of job seekers find employer
perspective useful when learning
about jobs and companies
90%
RESPOND PROMPTLY BUILDS TRUST WITH CANDIDATES
18. #Glassdoor #SmartTalkHR
Responding to a Review Shows that You
Care
of consumers who experience a quick and
effective brand response on social media
are likely to recommend that brand to others.
71%
24. #Glassdoor #SmartTalkHR
Set Expectations Up Front by Being
Authentic
of employees say new job realities
differ from expectations set during
the interview process.
61%
A few webinar tips – you will be muted throughout the session so make sure to ask questions in the questions pane and I will be happy to answer them along the way.
So, here’s what we’re going to go through. I’ll give you a quick overview of Glassdoor then talk you through how to get started on Glassdoor as an employer.
A lot of people ask us who should respond to Glassdoor reviews, so I’ll give you some advice there
And then, of course, some tips on responding to reviews
Finally I’ll look at bad reviews and how to deal with them so that you can feel confident tackling these
How to be a good company. I can discuss that a company’s goal is to do more than avoid negative social media. Their goal is to be a publicly acknowledged employer of choice and to achieve that goal, they must proactively foster goodwill and generate positive word of mouth about their brand. If your HR department and your company is focused on fostering a positive environment for your employees from the start, then you will be better equipped to handle the one-off negative posts that come your way.
The trouble with “word of mouth” marketing is that you don’t have any control over it. People are going to talk about you whether or not you want them to. The best way to get people to say positive things about your place of employment is to be an employer worth talking about.
Provide 2 best practices (internal mobility, recognition)
Introduce Social Listening: benefits and tips to address negative social media
(provide two examples, internal mobility and recognition (both peer and leadership) Laurie, might want to even talk about RiseSmart’s High Five! Program.
A layoff doesn’t have to be a guarantee of negative social media or a bad Glassdoor review. If you don’t handle it properly, yes, then people will talk and you won’t like what you hear. BUT a layoff can actually be a fantastic opportunity to give people something positive to say, including impacted employees. Here’s how you can be a good company during a layoff.
Intro to reviews on Glassdoor
Use reviews to find out more information about your company and its reputation
Rated out of 5 stars and the categories you see
If you want more info we have a quick video to check out
Consider this, your first impression for many of your potential candidates
Job seekers spend more than five time as long on a site when they interact with bad reviews. They want complete information. They notice when there are no bad reviews and can become suspicious. They will assume that you are censoring feedback. Think about this – you are not losing job seekers by showing bad reviews – you’re steering them toward jobs and companies that won’t disappoint them.
You also only need bad reviews in moderation or risk damaging your brand.
Reevoo Insight Research 2013
Anyone at your company who is in a position to speak on your behalf is an acceptable company representative.
This may include your CEO, PR and Marketing professionals, or other employers responsible for managing your brand.
Note: anyone within the company who responds to reviews as an employer representative will have their title appear next to that employer response.
Don’t just start responding when you have bad press
other candidates will be reading your response, and you are responding on behalf of your company.
If you believe a poster was out of line -- others will often come to the same conclusion so use the opportunity to show what a gracious and understanding employer you are.
I’d also like to add… when you believe the person writing the review is false advertising, telling lies, or accusing an employer of things that you did not do …. Its prudent to take a deep breath and even sleep on it for a night or two nights if needed!
At Glassdoor, we take a neutral stance in all reviews (we do not act as the finder of fact), there could be false information posted by an angry employee. In these cases, it is best again to respond as professionally as possible while also refuting the post (with fact, not defensiveness.)
These are the hardest ones for folks to reply to, so let’s talk about some other tips that might help.
This is important because it means that just by responding, regardless of what you say, you’re changing the perception of over 2/3 of your audience.
Tip #2 -- Saying thank you shows that you are listening and sets you up in a position to be gracious and professional
.
Case Study: Chipotle received a negative review and let’s break down how the company dealt with it.
First, a thank you
Then, Chipotle also recognized that Glassdoor reviews are anonymous, and offered an outlet for the employee to go to so Chipotle could address that particular issue the employee was having.
This is Chipotle’s opportunity to show prospective talent how the organization handles problems. Here, the recruitment communications specialist, Jen, is showing how much she cares.
83% of organizations suffer from a deficit in recognition according to a recent Bersin study
Action Plan: Engage with Employees
Show that you’re listening and appreciate the input to make your company an enjoyable place to work
The best approach is to thank your reviewers for providing feedback
If you really do feel that the review includes inaccurate information or a false view of the company, you can flag the review to be re-reviewed by our content team
It’s important to address issues and also show what your plan is to fix those cons mentioned.
Nobody is perfect.
Even negative reviews provide an employer with opportunity to show their authenticity and that they care about their employees.
Consider this free advice to make your company better. By being receptive to the concerns, you give the reviewer a sense of ownership that they contributed to making your company better!
Set Expectations up front by being authentic
Don’t use staged responses
Rather than perfection, today’s candidates want transparency and authenticity from employers. Employees don’t want to wind up with buyers remorse when the job doesn’t meet their expectations down the road.
61% of employees say new job realities differ from expectations set during the interview process.
Be authentic. Sound like a human when you respond.
Acknowledge the Positive
Recognize the position
Don’t only respond to the negative
By only replying to negative reviews. You’re missing out on a large way to influence candidates by highlighting the positive