This document discusses strategies for HR professionals and companies to better engage with reputation sites like Glassdoor. It begins by outlining 5 common myths about these sites, such as the ideas that they are just for rants or allow any comments. The rest of the document provides a 4 step playbook for engagement, including claiming company profiles, designating reps to respond to reviews, running campaigns to encourage more reviews, and integrating these sites within broader talent branding. The goal is to participate actively rather than view these sites as only for complaints.

1. Why Smart Talent Pros Are
Becoming Better Marketers…
By Using Company Reputation Sites
Like Glassdoor

2. Presenter Info
• Kris Dunn
• CHRO at Kinetix (RPO, Recruiting)
• Founder of Fistful of Talent , The HR Capitalist
• Hoops Junkie
• Tim Sackett
• President at HRU Technical Resources
• Blogger #1 at the aptly named Tim Sackett Project
• Contributor at Fistful of Talent
#Glassdoor

6. The 5 Biggest Myths
About Company
Reputation Sites Like
Glassdoor
(and which ones you help perpetuate
by not engaging)

7. Riding Shotgun With KD and Tim
• Alison Hadden
• Director of Product Marketing at
Glassdoor
• One Daughter – 8 years old (lab)
• Once traveled to Korea for Martial
Arts Training
• @alisonhadden
• www.linkedin.com/in/alisonhadden

8. Myth #1: Reputation Sites Like
Glassdoor Are Just RANT Sites…
• This is straight up bias – or
probably laziness – on the part
of HR pros.
• 70% of employees rating on
Glassdoor are “OK” or
“Satisfied” with their job or
company.
• Asking for Pros and Cons
balances feedback
• Average rating: 3.2 out of 5.
• Is Neutral the new Negative?
• THE PROBLEM IS YOU FACTOR:
HIGH

9. Myth #2 – Reputation Sites Like Glassdoor Allow
People to Post Anything They Want…
• Any reputation site worth its salt will
review comments…
• Glassdoor: Multi-tied review
process, 15% of comments rejected.
• Glassdoor: You can flag comments
for a second look if needed.
• BUT – That doesn’t mean people
can’t be negative.
• The best defense is good offense.
• THE PROBLEM IS YOU FACTOR:
Moderate (This is just more
rationalization of the “Rant”)

10. Myth #3 – Employers Have No Voice at Reputation
Sites Like Glassdoor...
• You gotta be in the game to play the
game.
• Have you signed up for your free
employer account that is available?
• Voice comes in two parts – putting
your best foot forward with the
features available to you as an
employer, but also engaging as a
participant in the process.
• Things you can do by signing up for
an employer account: Respond to
reviews as a company rep, flag
inappropriate reviews, post awards,
etc.
• THE PROBLEM IS YOU FACTOR: HIGH

11. Myth #4 – Only the Kids Are Using Reputation
Sites, So I Don’t Have to Worry About It
• This just in – Kids are fleeing
Facebook due to all the old
people present.
• Industry wide - 74% of job
seekers are likely to read
reviews before accepting a job
offer.
• At Glassdoor – 55% of users
have more than 10 years of
experience.
• THE PROBLEM IS YOU FACTOR:
MODERATE, BUT HIGH IF YOU
ARE AN OLD HR PRO RESISTANT
TO CHANGE

12. MYTH #5: You Can’t Get Good Employees to
Write a Nice Review…
• We call BS
• Is the problem they won’t, or you haven’t
asked?
• If you believe Reputation sites like
Glassdoor are Rant Sites, it’s even more
important for you to engage your
workforce.
• Let’s face it, this isn’t your first time
badgering employees for things (see Open
Enrollment, Employee Surveys and Best
Place to Work surveys in that order).
• THE PROBLEM IS YOU FACTOR: HIGH
• You’re Rationalizing

13. Our 4-Step Playbook
For How to Engage on
Reputation Sites Like
Glassdoor and Become a
Better HR Marketer…

14. Step 1: Claim Company Profile and
Maximize Your Presence…
• Odds are that most of you
listening haven’t claimed your free
employer account at any of the
reputation sites...
• THIS JUST IN: They create sites for
any company they’re aware of.
That means even if you haven’t
created the account, it exists.
• You have to claim the account to
get info correct and use whatever
free features are present, and
most importantly, to respond to
reviews as a company rep.

15. Step 2: Designate an HR Pro on Your Team
to Respond to Reviews of Any Type…
• Company reputation sites are only
Rant Sites if you refuse to engage…
• Your engagement strategy must
include having someone on your
team be a cultural customer service
rep.
• Pick the person on the HR team with
the best skills in this area.
• Make them responsible for being the
person to respond to all reviews –
good and bad.
• Let’s talk about the skills that person
needs to have.
• PS – Let’s talk about the Bully Effect
and how it goes away if you employ
this strategy.

16. Step #3: Campaign Time – Create Programs to
Encourage Reviews Across Your Employee Base…
• Hell, yeah! You aren’t just sitting
around waiting for negative reviews to
happen.
• The smart Talent leader is going to run
campaigns internally to encourage
employees of all types to write reviews
on reputation sites.
• Good, bad, somewhere in between –
you don’t care. You just want activity.
• Let’s face it, this isn’t your first time
badgering employees for things (see
Open Enrollment, Employee Surveys
and Best Place to Work surveys - in that
order).
• Let’s talk timing, recurring quiet
periods, etc.

17. Step #4: Start Weaving Reputation Sites Into The
Rest of Your Employment Branding Strategy…
• Once you start building a presence on
any company reputation site, you have
to become a marketer that the 3rd party
info is available.
• Answer the following question: Where
do you share links to your career site?
• That’s where you should be promoting
a robust presence on reputation sites
like Glassdoor.
• Email signatures, ATS messaging, etc.
• Another great marketing strategy –
start featuring positive reviews in your
job descriptions, email campaigns, etc –
anywhere that supports HTML.

18. Kris:
kdunn@kinetixhr.com
www.fistfuloftalent.com
Twitter: @kris_dunn
LinkedIn: www.linkedin.com/in/krisdunn
Tim:
Sackett.tim@hru-tech.com
www.timsackett.com
Twitter: @TimSackett
LinkedIn: www.linkedin.com/in/timsackett