7 tips to maximize your Glassdoor employer profile

Prospective candidates are learning about your company online—for better or worse. Here’s how to make the most of this crucial online platform that features raw reviews of your culture.

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Is hiring qualified candidates a priority for your company?

Are your hiring efforts producing lackluster results? Cultivating a top-notch Glassdoor profile can boost your employer brand.

In an age when consumers vet everything from new car purchases to toothbrushes, Glassdoor is like Amazon for job seekers. The site features raw reviews that can either add confidence—or concern—to a job seeker’s evaluations of the companies they are considering. Forty-eight percent of job seekers are consulting Glassdoor, so you can assume that your best candidates are using the site to suss out the true substance of your culture.

Here are seven steps to create an alluring Glassdoor profile that will attract prospective candidates:

1. Demonstrate what it’s actually like to work for your company.

Appeal to candidates by using employee-friendly, personable, engaging language when completing your profile and when responding to posts. Avoid jargon, company-specific buzzwords and unclear language.

In the same vein, open positions on Glassdoor should be as descriptive as possible. Prospects and new hires should know precisely what a position entails. Try to present a realistic depiction of what it’s like to work at your company. Blowing smoke or omitting key tasks won’t do anyone any good.

Also, post company awards and updates to give candidates a feel for your company’s culture. Emphasizing your principles and core values helps applicants to identify themselves as a good fit for your firm. That’s an easy way to weed out folks who might not fully appreciate the things you hold dear.

2. Use willing and eager employees as brand ambassadors.

Employee-generated content receives up to 10 times the amplification as brand-shared offerings, so encourage current and (friendly) former workers to write reviews of your company.

Favorable reviews are pure recruiting gold. Plus, adding new ratings is a great way to push negative comments further down your profile page.

Just as you’d be more comfortable purchasing a product that has many positive reviews than a “wild card” with no reviews, candidates vetting your business will be more comfortable after getting the scoop from happy employees.

Glassdoor forbids incentivizing employees to write reviews, but it provides a template for soliciting reviews from current employees.

3. Pay close attention to reviews of compensation and benefits.

Compensation and benefits are of the utmost importance to job seekers, so it’s vital to make sure your compensation packages are on par with what competitors offer.

When positive reviews mention salaries or benefits, reply and emphasize how your company prioritizes these essentials.

4. Respond to the good, the bad and the ugly.

Positive reviews can act as invitations to reiterate key benefits you’d like readers to remember. If an employee takes the time to write a positive review, pick out one or two points from the review to expound upon. Also, thank the reviewer for taking time to share their experiences. Highlighting positive points will balance out the dreaded—yet inevitable—negative reviews.

It’s highly likely that you’ll receive a negative review at some point. How you handle scathing reviews is extremely important. There’s no magic formula to follow, but you can gather smart approaches here, here and here. The key aspects of handling bad reviews are:

  • Fix what’s broken. Are multiple negative reviews complaining about one specific thing, such as benefits? It might be time to look in the mirror. Look at your competitors’ offerings to see how you compare. Was there a recent company merger that compromised morale? Perhaps the issue has been resolved, and perhaps a candid response explaining the situation will put out the fire. Directly addressing the root of the problem dissuades more negative reviews, and it can also reassure current and future employees. Several bad reviews in one area might stem from an internal miscommunication. Isolate areas that generate the most negative noise, and work to improve communication and expectations regarding those issues.
  • Be transparent and authentic. Job seekers value honesty, and reading a candid, heartfelt reply to a negative review can allay concerns. Take responsibility and ownership, apologize for the negative experience, and reaffirm that concerns are being addressed. Reaffirming to your leaders the importance of company culture and morale might be all that’s needed to put applicants at ease.
  • Don’t let the fire spread. If a negative review is spotted and dealt with early on, others will feel less inclined to post similar negative comments. Plus, applicants will probably appreciate your company’s responsive consideration of employee feedback.

5. Have executives respond to reviews.

It’s essential that reviews warranting a response be attended to by someone from upper management—ideally the president. This shows that your senior management is genuinely concerned with employee needs and company culture.

Don’t delegate them to an intern.

6. Integrate and cross-promote your Glassdoor profile with other social media platforms.

Once you have a profile to be proud of, link your Glassdoor profile with other social media channels. Post your Glassdoor link next to other social media links throughout your communications. Glassdoor should become an integral part of your employer marketing.

Be sure that your Glassdoor profile is branded and managed. Your voice and tone should be consistent across all communication channels.

7. Monitor your profile closely.

Treat your reputation on Glassdoor like you would any other social media outlet. Set up alerts that notify you when someone posts something new, and ask employees to watch for comments that merit a response.

The stakes are high. Eighty-four percent of job seekers would change jobs for a company with a better reputation, and 69 percent would not take a job at a company with a bad reputation—even if they were unemployed.

Establishing your company as an excellent, empathetic employer is essential for attracting top talent. Managing your presence on Glassdoor is one of the best ways to do just that.

Tami Berry is director of strategy for circle S studio. A version of this post first appeared on the circle S studio blog.

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