How can you use Glassdoor Reviews to improve your employer brand?

First and foremost take ownership of your company's page. Secondly, make sure you turn on the notifications so you know when a new review comes in. Answer all reviews and use them to audit the perception of your employer brand over time.

Monitoring your Glassdoor reviews is crucial to always get the pulse of what people want to say about your company. At my current one, we monitor: - interviews reviews, and regularly share both positive and negative feedback to Recruiters and Leaders to constantly improve the process - employee reviews, that usually aligns with and complement our own internal employee survey

While some companies might find scary to open up and ask direct feedback to employees, in my experience it is a win-win. In this way, employees will feel enabled and empowered in sharing their voice externally. At the same time, the company will benefit of positive reviews from people that would have probably never left one, as people usually tend to go to review sites when they have a negative experience about something. At my company, we set up a specific outreach strategy to regularly engage with selected groups of employees at a given time and we’ve seen a great benefit in terms of number of reviews and overall scores.

Glassdoor has a wonderful e-book about how to request employee reviews. Look for it. Make it a cultural habit within your company, especially when your employees leave the company.

On top of widgets and badges, there’s other ways for you to leverage on positive reviews - for example: - put a direct link to your review page on your official social profiles - take a part of the review to create an asset with quotes from employees or a candidates to drive attention to something your company is good at It is important to think of Glassdoor not as a stand-alone place but integrating it in your employer brand strategy and communication.

Though reviews shouldn’t tell you anything you don’t know yet, I believe it is really interesting to see which are the most common topics employees highlight in them. Is it management and work style? The benefits you offer? Or your company culture overall? Identifying these recurring topics can help you pivot your employee value proposition by focusing on your real strengths and working on the points that need improvements.

Getting insights from employees and candidates reviews is as important as acknowledging and answering to them. Glassdoor offers training and guides on how to manage and respond to reviews that I found really helpful in managing some tricky situations. Reviews that need a particular attention are not just the negative ones; positive reviews can be addressed too! I personally choose to prioritize extensively written reviews, where a person took the time to give a proper feedback. Answering these, regardless the content, can improve your company reputation and show the readers that the company is willing to engage in a transparent and honest conversation.

I provide a monthly report on the GD reviews to senior leadership. It's part of our retention dashboard so we can keep an eye on what employees are saying. We also use this to identify potential new employee products and experiences to implement.