SlideShare a Scribd company logo
Confidential and Proprietary © Glassdoor, Inc. 2016
How to Battle Bad Reviews
Glassdoor is a registered trademark of Glassdoor Inc.
© Glassdoor, Inc. 2016#GDCHAT
Featured Speaker
Mallory Brown
Associate Marketing Manager, Programs
at Glassdoor
Linkedin.com/in/mallory-porter-brown
@MalloryPorterB
Confidential and Proprietary © Glassdoor, Inc. 2016
Webinar Tips for Attendees
•  You can connect to audio using your
computer’s microphone and speakers. 
•  Or, you may select “Use Telephone” after
joining the Webinar.
•  All lines will be muted to avoid background
noise.
•  You can ask questions at any time by
typing them into the Questions Pane.
© Glassdoor, Inc. 2016#GDCHAT
agenda
Why respond?
Who can respond?
3 easy ways to start monitoring & responding
Confidential and Proprietary © Glassdoor, Inc. 2016
Our Decision-Making Process Has Changed
Job seekers use on average 
before applying for a job
(Inavero, 2015)
Consumers visit at least
before making a purchase
(Retailing Today, 2013)
and look at
(Inavero, 2015)
Confidential and Proprietary © Glassdoor, Inc. 2016
Today’s Reviews Culture
retail
 travel
 employment
We Lean on Peers for Advice When Making Decisions
Confidential and Proprietary © Glassdoor, Inc. 2016
Source: Edelman Global Trust Barometer Survey, 2015
Although friends and family are still the most trusted source (72%), "
content provided by employees is the"
#2 most trusted source"
of information on a company.1
Job Seekers Want to Hear Everyone’s Perspective
Confidential and Proprietary © Glassdoor, Inc. 2016
80%
Your Reputation Transcends Employees and Candidates
Source: Edelman 2015 Trust Barometer, January 2015 
63%
&
of consumers refuse to buy products and
services from a company they do not trust
of consumers choose to buy products
from a companies they trust
while 58% will criticize that
organization to a friend or colleague.
and 68% will recommend those
companies to a friend.
Confidential and Proprietary © Glassdoor, Inc. 2016
Share Your Side of the Story
Source: 1Mintel, Glassdoor US Site Survey, Jan 2016
of people now look
to reviews before
making decisions, "

70%
but 9 out 10 job seekers still find
the employer perspective useful1
Confidential and Proprietary © Glassdoor, Inc. 2016Source: 1 Glassdoor US Site Survey, Jan 2016
say their perception of "
a company improves
after seeing an employer
respond to a review1
62%
Confidential and Proprietary © Glassdoor, Inc. 2016
agenda
Why respond?
Who can respond?
3 easy ways to start monitoring & responding
Confidential and Proprietary © Glassdoor, Inc. 2016
Who can respond?
•  Are you in a position to speak on behalf of your company?
•  For example:
•  Executive employees 
•  Human resources 

•  PR/Marketing
•  Operations
Confidential and Proprietary © Glassdoor, Inc. 2016
Just getting started?
Gain access by unlocking your Free Employer Account
•  Visit glassdoor.com/employers and fill out the form
•  Go to your company page and click “Unlock Profile”
Confidential and Proprietary © Glassdoor, Inc. 2016
Use your Free Employer Account to:
•  Set up company alerts
•  Invite coworkers to help manage
the account 
•  See who is viewing your profile
•  Update your company logos &
description
•  Respond to reviews
•  Flag inappropriate content
Confidential and Proprietary © Glassdoor, Inc. 2016
agenda
Why respond?
Who can respond?
3 easy ways to start monitoring & responding
Confidential and Proprietary © Glassdoor, Inc. 2016
Tip 1: Set Guidelines
Determine your brand voice
•  
 Enlist the help of your marketing team
As a leadership team, determine:
•  Criteria for responding
•  How to prioritize responses
Address criticism in a non-defensive voice
Acknowledge + and – reviews
Confidential and Proprietary © Glassdoor, Inc. 2016
Uber’s Response Rubric
Prioritize responses based on:
Actionable but doesn’t require consulting other stakeholders
Respond in simple, clear English
Actionable but does require feedback from stakeholders
Ask for guidance and respond within 24-48 hours
Actionable but sensitive in nature
Alert appropriate department and offer a way to take the conversation
offline
Not actionable that is “venting/trolling”
Leave it alone
Confidential and Proprietary © Glassdoor, Inc. 2016
Tip 2: Assign Responsibility—It Takes a Team!
Determine:
Who will respond
•  Address by function
•  Enlist the help of other department leaders to divide and conquer
Cadence for monitoring
Curate template responses you can tweak/add
Confidential and Proprietary © Glassdoor, Inc. 2016
Agency-Monitored, Home Depot-Inspired
Social Media Ambassador Team collaborates "
with agency
Hands-on involvement from employment marketing,
branding, HR, talent acquisition and recruiters
Support from PR, legal and associate relations
departments as needed
Confidential and Proprietary © Glassdoor, Inc. 2016
Agency maintains centralized hub for reviews and planned responses
Prioritization based on the urgency and gravity of the concern
Social Media Ambassador Team reviews and approves responses
Offer advice or resources to address concerns
Agency-Monitored, Home Depot-Inspired
Confidential and Proprietary © Glassdoor, Inc. 2016
Tip 3: Implement a Feedback Loop
Share interview feedback with hiring teams
Consolidate trends to shed light on areas "
for improvement 
Use Glassdoor data to measure and "
inform engagement programs
Confidential and Proprietary © Glassdoor, Inc. 2016
•  Incorporate into:
•  Interview process
•  Onboarding 
•  90-day check ins
•  Utilize email signatures
•  Discuss at company all hands meetings
•  Download free tools at"
glassdoor.com/employers
Pro Tip: Launch an Employee Engagement Campaign
Confidential and Proprietary © Glassdoor, Inc. 2016
Pro Tip: Spot Trends With Built-In Tools
•  Word clouds
•  Filter reviews by:
•  department 
•  Location
•  Date
•  Rating
•  popular
Confidential and Proprietary © Glassdoor, Inc. 2016
glassdoor.com/employers/events
Confidential and Proprietary © Glassdoor, Inc. 2016
Questions?
Mallory Brown
Associate Marketing Manager, Programs
at Glassdoor
Linkedin.com/in/mallory-porter-brown
@MalloryPorterB
Confidential and Proprietary © Glassdoor, Inc. 2016

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How to Battle Bad Reviews

  • 1. Confidential and Proprietary © Glassdoor, Inc. 2016 How to Battle Bad Reviews Glassdoor is a registered trademark of Glassdoor Inc.
  • 2. © Glassdoor, Inc. 2016#GDCHAT Featured Speaker Mallory Brown Associate Marketing Manager, Programs at Glassdoor Linkedin.com/in/mallory-porter-brown @MalloryPorterB
  • 3. Confidential and Proprietary © Glassdoor, Inc. 2016 Webinar Tips for Attendees •  You can connect to audio using your computer’s microphone and speakers. •  Or, you may select “Use Telephone” after joining the Webinar. •  All lines will be muted to avoid background noise. •  You can ask questions at any time by typing them into the Questions Pane.
  • 4. © Glassdoor, Inc. 2016#GDCHAT agenda Why respond? Who can respond? 3 easy ways to start monitoring & responding
  • 5. Confidential and Proprietary © Glassdoor, Inc. 2016 Our Decision-Making Process Has Changed Job seekers use on average before applying for a job (Inavero, 2015) Consumers visit at least before making a purchase (Retailing Today, 2013) and look at (Inavero, 2015)
  • 6. Confidential and Proprietary © Glassdoor, Inc. 2016 Today’s Reviews Culture retail travel employment We Lean on Peers for Advice When Making Decisions
  • 7. Confidential and Proprietary © Glassdoor, Inc. 2016 Source: Edelman Global Trust Barometer Survey, 2015 Although friends and family are still the most trusted source (72%), " content provided by employees is the" #2 most trusted source" of information on a company.1 Job Seekers Want to Hear Everyone’s Perspective
  • 8. Confidential and Proprietary © Glassdoor, Inc. 2016 80% Your Reputation Transcends Employees and Candidates Source: Edelman 2015 Trust Barometer, January 2015 63% & of consumers refuse to buy products and services from a company they do not trust of consumers choose to buy products from a companies they trust while 58% will criticize that organization to a friend or colleague. and 68% will recommend those companies to a friend.
  • 9. Confidential and Proprietary © Glassdoor, Inc. 2016 Share Your Side of the Story Source: 1Mintel, Glassdoor US Site Survey, Jan 2016 of people now look to reviews before making decisions, " 70% but 9 out 10 job seekers still find the employer perspective useful1
  • 10. Confidential and Proprietary © Glassdoor, Inc. 2016Source: 1 Glassdoor US Site Survey, Jan 2016 say their perception of " a company improves after seeing an employer respond to a review1 62%
  • 11. Confidential and Proprietary © Glassdoor, Inc. 2016 agenda Why respond? Who can respond? 3 easy ways to start monitoring & responding
  • 12. Confidential and Proprietary © Glassdoor, Inc. 2016 Who can respond? •  Are you in a position to speak on behalf of your company? •  For example: •  Executive employees •  Human resources •  PR/Marketing •  Operations
  • 13. Confidential and Proprietary © Glassdoor, Inc. 2016 Just getting started? Gain access by unlocking your Free Employer Account •  Visit glassdoor.com/employers and fill out the form •  Go to your company page and click “Unlock Profile”
  • 14. Confidential and Proprietary © Glassdoor, Inc. 2016 Use your Free Employer Account to: •  Set up company alerts •  Invite coworkers to help manage the account •  See who is viewing your profile •  Update your company logos & description •  Respond to reviews •  Flag inappropriate content
  • 15. Confidential and Proprietary © Glassdoor, Inc. 2016 agenda Why respond? Who can respond? 3 easy ways to start monitoring & responding
  • 16. Confidential and Proprietary © Glassdoor, Inc. 2016 Tip 1: Set Guidelines Determine your brand voice •  Enlist the help of your marketing team As a leadership team, determine: •  Criteria for responding •  How to prioritize responses Address criticism in a non-defensive voice Acknowledge + and – reviews
  • 17. Confidential and Proprietary © Glassdoor, Inc. 2016 Uber’s Response Rubric Prioritize responses based on: Actionable but doesn’t require consulting other stakeholders Respond in simple, clear English Actionable but does require feedback from stakeholders Ask for guidance and respond within 24-48 hours Actionable but sensitive in nature Alert appropriate department and offer a way to take the conversation offline Not actionable that is “venting/trolling” Leave it alone
  • 18. Confidential and Proprietary © Glassdoor, Inc. 2016 Tip 2: Assign Responsibility—It Takes a Team! Determine: Who will respond •  Address by function •  Enlist the help of other department leaders to divide and conquer Cadence for monitoring Curate template responses you can tweak/add
  • 19. Confidential and Proprietary © Glassdoor, Inc. 2016 Agency-Monitored, Home Depot-Inspired Social Media Ambassador Team collaborates " with agency Hands-on involvement from employment marketing, branding, HR, talent acquisition and recruiters Support from PR, legal and associate relations departments as needed
  • 20. Confidential and Proprietary © Glassdoor, Inc. 2016 Agency maintains centralized hub for reviews and planned responses Prioritization based on the urgency and gravity of the concern Social Media Ambassador Team reviews and approves responses Offer advice or resources to address concerns Agency-Monitored, Home Depot-Inspired
  • 21. Confidential and Proprietary © Glassdoor, Inc. 2016 Tip 3: Implement a Feedback Loop Share interview feedback with hiring teams Consolidate trends to shed light on areas " for improvement Use Glassdoor data to measure and " inform engagement programs
  • 22. Confidential and Proprietary © Glassdoor, Inc. 2016 •  Incorporate into: •  Interview process •  Onboarding •  90-day check ins •  Utilize email signatures •  Discuss at company all hands meetings •  Download free tools at" glassdoor.com/employers Pro Tip: Launch an Employee Engagement Campaign
  • 23. Confidential and Proprietary © Glassdoor, Inc. 2016 Pro Tip: Spot Trends With Built-In Tools •  Word clouds •  Filter reviews by: •  department •  Location •  Date •  Rating •  popular
  • 24. Confidential and Proprietary © Glassdoor, Inc. 2016 glassdoor.com/employers/events
  • 25. Confidential and Proprietary © Glassdoor, Inc. 2016 Questions? Mallory Brown Associate Marketing Manager, Programs at Glassdoor Linkedin.com/in/mallory-porter-brown @MalloryPorterB
  • 26. Confidential and Proprietary © Glassdoor, Inc. 2016