How Glassdoor can benefit internal communicators

Employee surveys are fine, but not everyone on staff will be completely candid in that format. Checking Glassdoor regularly can afford you insights into what’s really going on in your culture.

When you hear Glassdoor, what comes to mind?

  • Employee reviews
  • Unfiltered opinions about a particular employer
  • Where to research a job before you take it

Right? Not so fast; the 2016 version of Glassdoor is a whole lot more.

It’s where companies craft “employer brands” online. It’s a place to showcase your company culture with genuine language from your current and former employees. It has 30 million users, and it’s still growing.

Until recently, Glassdoor was a channel most likely managed by HR. Essentially, it’s been an employer brand platform.

There are huge benefits for communicators as well. That’s not to say communicators should manage the platform (although, in some cases, that would help), but there are powerful benefits to communicators’ paying close attention to Glassdoor.

Ask yourself:

Do you want a true look at your culture?

On the employee communications front, culture is a big piece of the puzzle. We’re constantly seeking to define it, to capture it and to align and motivate employees. We have ideas about what the corporate culture should be—but is it accurate? Glassdoor gives you an unfiltered look at how your employees talk about working at your organization. Spend half an hour on your “Reviews” tab, and you’ll get an idea of what employees think of your culture.

Free download: 10 ways to enliven senior executives’ communications

Do you have a CEO issue?

For internal communicators, the CEO is often our primary spokesperson. We write executives messages from the CEO. We organize town halls featuring the CEO. We lead smaller discussion groups with employees and the CEO. Yet we’re always wondering whether he/she is doing a good job, effectively communicating to and leading the organization.

We do get some input here—employee surveys, feedback forms, etc.—yet unfiltered employee feedback on Glassdoor should be another source. Your CEO has a “rating” right on your Glassdoor home page. Peek at that every quarter, and see whether it fluctuates based on what’s going on internally. Look at the specific feedback employees offer about your CEO. Is it hitting the mark? More important, can you do something with that feedback to improve your executive communication efforts?

What concerns are employees afraid to share in a survey?

Leery of technology, some employees believe they’ll be found out if they share negative opinions. On Glassdoor, not so much. Glassdoor provides communicators a glimpse into the challenges in your organization.

Many people say Glassdoor is only a place for disgruntled former employees to vent their frustrations. That’s definitely not true across the board. How else do you account for all the positive reviews companies receive on Glassdoor? How do you account for 90 percent-plus CEO ratings on Glassdoor?

Current and former employees are chiming in on Glassdoor every day. You can pay attention to their feedback and act on it, or you can ignore it. The information is there for your taking.

A version of this post first appeared on Communications Conversations .

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