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
How to Get a Great Rating on Glassdoor (Even After a Layoff)
How to Manage
Your Reputation on Glassdoor
(Even After a Layoff)
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Featured SpeakerFeatured Speakers
Manager at Glassdoor
VP Strategy & Growth
• Why Your Brand Matters
• How to Manage Your Brand
During a Layoff
• Responding to Feedback
• 5 Tips for Managing Your Reputation
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
of people trust
online reviews over
The secret to employer branding is
not to convince people that you’re
a good company, it’s to…
be a good company
STAND OUT AS AN EMPLOYER OF CHOICE
How to Influence Word of Mouth
YOU CAN BE A GOOD COMPANY DURING A LAYOFF—
EVEN WITH IMPACTED EMPLOYEES
But What About a Layoff?
How to Be a Good Company During a
about the state of
Responding to Feedback
Reviews Are Good for Business!
of consumers trust reviews more
when they see both good and
Who Should Respond?
Anyone at your
company who is
in a position to
speak on your
EXAMPLES: CEO, HR, PR OR MARKETING PROFESSIONALS
How Often Should I Respond?
of job seekers find employer
perspective useful when learning
about jobs and companies
RESPOND PROMPTLY BUILDS TRUST WITH CANDIDATES
5 Tips to Follow When
Responding to Reviews
Tip No. 1: Be Professional
Responding to a Review Shows that You
of consumers who experience a quick and
effective brand response on social media
are likely to recommend that brand to others.
Tip No. 2: Say Thank You
of organizations suffer from a deficit
in recognition according to a recent
Saying Thank You Shows You Are Listening
Tip No. 3: Address Specific Issues
LOOK AT THE PROS AND CONS IN THE EMPLOYER CENTER
No One Is Perfect
BAD REVIEWS PROVIDE THE OPPORTUNITY FOR AUTHENTICITY
Tip No. 4: Be Authentic
Set Expectations Up Front by Being
of employees say new job realities
differ from expectations set during
the interview process.
Tip No. 5: Utilize Reviews to Fix Problems
Benefits of Responding to Reviews
Find out more about