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How do you handle online feedback from employees?

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Online feedback from current and former employees can have a significant impact on your employer brand, recruitment efforts, and retention rate. Many job seekers read company reviews before applying, and some won't accept a job offer from a company with a bad reputation. How do you handle online reviews from employees? Here are some tips to help you manage your online reputation and attract top talent.

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1 Monitor your online presence

The first step to handling online reviews is to know what people are saying about you online. Tools like Google Alerts, Social Mention, or ReviewTrackers monitor mentions of your company keywords on platforms like Glassdoor, Indeed, LinkedIn, Facebook, or Twitter. You can also set up a feedback system on your own website or career page to collect direct input from employees and candidates.

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Dawn Sipley

We create workplaces that makes waves of happiness in our society by guiding executives on how to reduce friction by hiring and firing strategically.
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It's amazing to me how many business owners never Google themselves. They honestly have no clue what folks are saying about them, much less including themselves in the conversation. It's hard to talk openly about the bad days in business but honestly, most people are understanding. It should never be the goal to change the mind of the poster, but instead to invite an invitation for a new conversation, offline. All business owners should be checking their personal online reputation, along with the company they are leading, at least monthly, that includes hashtags!

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Shanelle Reese
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We have alerts on all of our socials, and we actively monitor related posts. We respond to every review posted on Glassdoor and also take the opportunity to learn from the feedback we receive.

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2 Respond to reviews and feedback

Respond to reviews in a timely, professional, and respectful manner. Ignoring or deleting negative reviews can damage your credibility and trustworthiness. Responding to them shows you care about your employees and customers, and that you are willing to address issues and improve. You can also respond to positive reviews to thank your supporters and reinforce your strengths. When responding, it is important to be authentic and transparent. Avoid generic or scripted responses that sound insincere or defensive. Use a friendly, conversational tone that reflects your brand voice and values. Acknowledge the reviewer's experience with empathy and appreciation for their feedback. Invite further dialogue by providing a contact person, email, or phone number where they can reach you. If appropriate, ask them to update their review after you have resolved their issue.

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Shanelle Reese
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We do this as well. We work with our Marketing team and are appreciative of the positive feedback but also the constructive. Our approach is never to take a defensive stance in our response but to use data to dispute any misinformation, offer an opportunity for follow-up, and thank contributors for their feedback.

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3 Learn from reviews and feedback

Use feedback as an opportunity to improve your employer brand and employee experience. Analyze the trends and patterns of the reviews you receive, and identify the strengths and weaknesses of your company. Also solicit feedback from your current employees through surveys, focus groups, or exit interviews, and compare them with external feedback. Based on your analysis, set goals and action plans to address the gaps and areas of improvement in your company culture, policies, practices, or communication.

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4 Showcase your employer brand

Showcase your employer brand and highlight your unique value proposition as an employer. Create engaging content that showcases your mission, values, culture, and achievements. This can include videos, podcasts, blogs, infographics, or testimonials. Additionally, build and nurture relationships with your current and former employees, customers, partners, and influencers via social media, email, or events. And leverage awards, certifications, or memberships that demonstrate your credibility and quality and display them on your website or career page.

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5 Adapt to changing expectations

Adapt to the changing expectations and preferences of your target talent pool. The COVID-19 pandemic has accelerated the shift to remote work, flexible schedules, digital tools, and health and safety measures. These factors can influence how job seekers evaluate potential employers and how employees rate their current employers. Stay updated on the latest trends and best practices in the labor market, and adjust your employer brand and employee experience accordingly. Also use online reviews as a source of insight into what your current and prospective employees value and need from you as an employer.

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6 Seek professional help

Managing your online reputation can be difficult and time-consuming, particularly if you have a large volume of reviews or face a crisis. An expert or consultant can help you develop and implement a strategy that aligns with your business goals, monitor and respond to reviews, analyze and report on the performance of your reputation, create content that showcases your employer brand, and train employees on how to handle feedback effectively.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you handle online feedback from employees?

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1 Monitor your online presence

2 Respond to reviews and feedback

3 Learn from reviews and feedback

4 Showcase your employer brand

5 Adapt to changing expectations

6 Seek professional help

7 Here’s what else to consider

Internet Recruiting

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