Learn:
- How to respond to negative comments, company issues and complaints about your company on Glassdoor the right way, and some best practices for crafting authentic, transparent and relevant responses guaranteed to resonate with candidates and protect your reputation.
- Building your employer brand, reputation and even retention through leveraging and promoting positive reviews and feedback while engaging with internal and external brand ambassadors on your Glassdoor profile.
- Who the best person to respond to reviews really is at your company, how often they should respond and the best practices and actionable advice recruiters need to get the most out of Glassdoor.
Today I’m sharing recommendations from Glassdoor about how to approach reviews in general
Share some do’s and don’ts
And close with everything you need to know to get started and begin responding to reviews you currently have up on site
Why should you respond to reviews?
First impressions are everything. Responses to a review may be the first thing a candidate sees before the recruitment process even starts.
Responding to reviews demonstrates – to job seekers current and former employees – that you are interested in feedback, and that you take employee satisfaction seriously.
46% of Glassdoor members are reading reviews when they have just started their job search and have not yet spoken with a company recruiter or person in charge of hiring.
Job seekers want complete information.
They notice when there are no bad reviews and this makes them suspicious that you’re censoring feedback.
Think of it this way– you are not losing job seekers by showing bad reviews – you’re steering them toward jobs and companies that won’t disappoint them.
You actually NEED a handful of bad reviews in moderation or you 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, Marketing and HR…who else? If there’s a review up about a specific department, that’s a great opportunity for the department head to jump in and address that review specifically
For example: an interview candidate leaves a review saying they had a great experience meeting the team, but the receptionist was rude. This is a great moment for the head of operations to respond with a thanks for the feedback and more information about how that will be addressed. More specifics on how to do that in a moment.
Note: anyone within the company who responds to reviews as an employer representative will have his or her title appear next to that employer response.
JS: We use a process we call Workforce Marketing to create a partnership between employees and the company. Often, there are people in the company who want to be representatives but they don’t know how to engage, or what to say. The more a company can do to find and activate those people, the less the company has to worry about who’s responding.
Maybe you don’t have the bandwidth to respond every day, but responding to reviews on a monthly and quarterly basis shows your authenticity and will further build trust with your candidates.
A recent Bazaarvoice study indicates 71% of consumers who read a brand response to a review will change their perception of the brand…this translates even more beautifully when put in the employment space
A recent Glassdoor survey revealed 90% of job seekers find the employer perspective useful when learning about jobs and companies
So when you think about how to actually jump in and respond to reviews, keep the following do’s and don’ts in mind….
It’s more than showing that you care…
A prompt response shows job seekers and employees that you take feedback seriously
In today’s age of 24/7 connectivity, response time is tightly tied to value perception
In fact…
71% consumers who experience a quick and effective brand response on social media are likely to recommend that brand to others
Compared to just 19% of customers who do not receive a response
You can fill a recommendation gap from 19% to 71% by setting time to respond to reviews.
It’s worth putting your time in.
I want to show you an example of a company that does this beautifully
Case study: Salesforce.com
Has responded to 43 reviews on its company profile page, typically within a month of the review being posted
As a result, 75% of their employees would recommend their company to a friend
Action Plan: Set up Alerts
- When new reviews appear on your profile, you’ll know right away.
Get alerts on company activity by clicking on the RSS feed link that appears at the bottom of each reviews page
OR you can go to your Employer Center Settings Email Preferences to adjust settings
Saying thank you shows that you are listening, and draws more attention to the good things people are saying
New research shows that companies with recognition programs are highly effective at improving employee engagement and see 31% lower voluntary turnover than their peers with ineffective recognition programs.
In fact…
83% of organizations suffer from a deficit in recognition according to a recent Bersin study
The value you gain from recognizing your employees is HUGE
We also recently found that employers would retain HALF of their employees longer simply by showing more appreciation
You could keep HALF your workforce longer by saying thank you more often
Case Study: Red Cross
Red Cross is an example of a company that thanks its employees by reviews
As a result, employees are more engaged and are likely to stick around
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
Let’s say in more than one review you’ve noticed people address work life balance in the cons section
If your message back is something like thanks for your feedback, we offer higher base salaries than our competitors, you’re obviously avoiding the issue at hand and trying to deflect
Instead, take the opportunity to acknowledge what’s being said and either:
Confirm it’s an issue you’re planning to fix
Explain how that plan is already in progress
Say that it’s fixed already
This is your chance to get real-time honest feedback about what’s working and what isn’t.
It’s also your opportunity to dispute something that is perhaps no longer true
In the case of poor work life balance, you could respond to those reviews saying something like
Thank you for bringing this to our attention, we are working on a plan to enable people to work remotely one day a week
Or we’ve moved to an unlimited vacation policy which has resulted in a 10% uptick in use of PTO
This is important because….
Nobody is perfect.
When you read a review for a restaurant on yelp, you’re not expecting the perfect dining experience…you’re reading that review to figure out what you’re going to have to deal with and what’s going to be exceptionally great before you make a decision. You’re figuring out what’s right for you, and it’s the same thing with job seekers.
Even negative reviews provide an employer with opportunity to show their authenticity and that they care about their employees.
Case study: Working Solutions
- Working Solutions responds to 41% of the reviews posted on Glassdoor. They actively take feedback and use it to make the company a better place
And their ratings show it! Working Solutions has a 4.2 out of 5 rating
Not because it’s a perfect company, because it’s an authentic one
Action Plan: Address the Issues
All companies face challenges. Let job seekers and employees know what you are doing to address any changes or issues
A nice thing to do is give reviewers an email alias or phone number to take the conversation offline and make it more interactive, taking things beyond, “thanks we hear you.”
Set Expectations up front by being authentic, sound like a human.
Consumers today are used to reading reviews, they know a canned response when they see one.
You don’t want to robotically respond to a negative comment saying it’s entirely untrue and everything’s completely the opposite of that.
Then your new hires end up with buyer’s remorse
61% of employees say new job realities differ from expectations set during the interview process
What happens next? Well, many of them leave and you have to begin that recruiting process all over again
JS: This is where workforce marketing is so powerful: when employees are empowered to speak openly, and the company then responds authentically, people can see what’s true about the workplace and set their expectations accordingly. It’s just like any relationship: if you can resist the temptation to pretend to be something you’re not at the start, you have a much better shot at succeeding over the long term.
UPDATE REVIEW USED
Case study: Symphony Teleca
Symphony Teleca responds to employees in an authentic way
This lets employees know that their feedback has been heard
Action Plan: Vary the Responses
Honest and considerate responses help build trust
The biggest factors that influence a candidates decisions:
75% Salary & Comp
54% Career growth opportunities
49% location/commute
If any reviews are tackling these areas its key employers get involved to address what matters most to candidates
Acknowledge the Positive—draws more attention to it, and like we said before, saying thanks goes a long way
Negative reviews might be your priority, but don’t ignore the positive reviews
There are messages that directly indicate the things your company is doing right, that by the way, you should be highlighting elsewhere.
See a review that says your company is the best place someone has ever worked? Tweet it, pop it on your careers page, share it everywhere b/c it’s great fodder from a great source
JS: A lot of organizations express worry that sharing positive reviews may sound phony. The key to getting around this is to show genuine appreciation by using the feedback you get. When you do that, sharing it stops being forced and becomes a natural part of your conversation.
Case study: Zillow
Zillow CEO Spencer Rascoff responds to reviews on behalf of the company
As a result, 4 candidates in the past 30 days said that reading the employer response solidified their decision to accept the job offer
Action Plan: Highlight the positive
Job seekers use the reviews on Glassdoor to make decisions about where to apply or what job offer to accept, so use a response to emphasize what makes your company an attractive place to work
Refer to one of the reviewers positive comments about your company to both personalize your response and to reiterate the compliment to potential job candidates
And now, a few quick tips…
Remember that once it’s live it’s live. I recommend you write your responses in a word doc before publishing to Glassdoor to make sure you catch quick typos
Check your free employer account to make sure your title is correct
It will appear alongside your response
Something we do here at Glassdoor is make sure that different representatives are able to speak to different topics
If there’s a review up about senior leadership, we’d recommend the CEO respond
If it’s about culture/values, this is a good one for the HR department head to take, and so on
JS: This is one area where I’d actually offer a different perspective. Or maybe a word of caution. In our experience, the executive team at many companies has a different culture than exists in the field, or even in the non-executive corporate offices. You’ve got to be careful. If you’re going to represent the company, you need to be in touch with the experiences other people are having. Here’s an example of what I mean: last month, a client of ours decided they needed to revamp their employer brand to capture recent changes that had happened in the company. All the executives in the room wanted to create something genuine, but the process they designed didn’t have employees providing feedback until four months after the program began.
So make sure you have executives identified to speak on different topics, and then make sure the executives stay current and don’t inadvertently create a cocoon around themselves!
To get started you must have a free employer account on Glassdoor
Visit glassdoor.com/employers
Click the orange button for a free employer account
Sing up using your work email and proper title
And you’re up and running
This account allows you to…
Set up company alerts Company alerts will be sent to you anytime employees or candidates post content to your profile
Flag Reviews if you feel a review does not meet our company guidelines you can flag it to go back into our review process
Monitor your reputation reputation word clouds help you uncover key themes from reviews on your profile
Identify areas of improvement ensure your message is resonating with the candidates that you are trying to reach
Invite Colleagues to respond once you have a Free Employer Account, its easy to invite co-workers to join the conversation
Now just quickly on Glassdoor…
Our 2,000+ customers are seeing 2 times better applicant quality, 30% lower cost-per-hire, and 3 times the influence over candidate decisions.
If you’d like to find out more about these talent solutions, you should receive an email following this presentation which will help you get started
Now I’ll turn it over to questions and please note if we don’t get to your question you can always reach me/my team at pr@glassdoor.com