Let’s say a disgruntled employee has written a scathing review on Glassdoor criticizing your company culture.
Perhaps a candidate takes to Glassdoor to complain about his treatment by senior executives. Is there anything you can do to improve your Glassdoor reviews? Look to public relations.
When top candidates want to know more about a company or employees want to express their opinion about their employers, they frequently turn to Glassdoor. Given its influence, you can’t afford to ignore the reviews on this site. You should make a strategic effort to boost and manage your reviews.
Here are several key facts about Glassdoor:
- It was founded in 2008 by three Expedia veterans.
- As Yelp does for restaurants, Glassdoor allows employees and prospects to post reviews about a company, letting people know what to expect if they come to work there, including salary information.
- It’s the fastest-growing jobs site, with 11 million reviews of about 500,000 companies, and 30 million unique visitors each month.
- Job seekers increasingly have relied on the site for information before deciding about offers. However, only about 10 percent of the listed companies interact with the site.
Here are six ways to make the most of Glassdoor for your company.
1. Set up your own account. Glassdoor allows companies to do this for free. With an account, you can write your own description of your company, include photos and updates, respond to reviews and receive alerts about your profile. You can also clear up any inaccuracies and set the record straight—in other words, control your listing. You can also pay a subscription fee starting at $6,000 a year for additional features. These include the ability to get detailed demographics about prospects who view your profile and priority listings for your open jobs.
2. Invest in reputation management software. Packages such as ReviewMaxer provide an affordable way to gain popularity online quickly and manage your company’s reputation. You can efficiently monitor, collect and promote your online reviews from a central dashboard. Improve your SEO and gain more positive reviews by reaching out to your employees for their feedback.
3. Personally respond to reviews, especially the negative ones. Address criticism head on instead of putting your head in the sand. Although reviews can be anonymous, request a private meeting with the reviewer to discuss his or her concerns. If there are criticisms about one particular supervisor or between colleagues, explain how you can mediate the situation. This shows you care about your employees’ happiness and your organization’s performance.
4. Use the reviews to improve. Though some reviewers are angry and simply want to damage your reputation with no substantive basis, most offer constructive assessments of your company. Pay attention, especially if you notice a trend in the type of complaints. For example, you might see several reviews saying you don’t offer a career advancement path. That’s something you’d want to fix.
5. Encourage employees to provide reviews. You can’t know how you’re doing unless you ask. It’s a bad idea to ask for only positive reviews, but if you feel you are doing a good job, then you will probably get more glowing reviews than poor ones. Receiving mostly negative reviews means you’ve got some work to do.
6. Hire a PR agency to manage it for you. The impact of online review sites is growing steadily. It matters for SEO, online reputation management and attracting the best and brightest job applicants. Because these sites are so important, you should have experts managing your company’s presence.
A version of this post first appeared on the Axia Public Relations blog.