Issue 10. Walking through the Glassdoor. How your Employer Brand is rated.

In today's world of remote work and talent shortages, the employer brand is a big deal in HR and communications. It plays a major role in determining how loyal employees are and how appealing a company is to potential candidates. For years, employer review platforms have shed light on what current or former employees think. The heavyweight in this arena is Glassdoor.

These review platforms give a solid overview on their own. But if you want to draw comparisons, check out different segments, or see how you stack up against the competition, an all-encompassing dashboard is the way to go. You can spice it up even more with corporate influencer data or internal employee surveys, giving you the full picture.

At MUNICH DIGITAL, we’ve whipped up a demo dashboard using a dummy dataset inspired by Glassdoor.

1. Overall Employer Rating

The primary focus for all employers is the general rating. Like many other review platforms, Glassdoor uses a star rating system ranging from 1 to 5. This gives an initial broad assessment.

2. Star Ratings by Category

A general rating doesn’t reveal much about what employees find particularly good or bad. That's why Glassdoor and other platforms offer various categories. These include Career, Compensation, Culture, Diversity, Management/Leadership, and Work-Life Balance. Not everyone who leaves a star rating provides feedback in these categories since Glassdoor doesn’t make it mandatory. However, there are enough ratings to create a representative picture.

3. Reviews by Free Text (with NLP)

While predefined categories provide guidance, the real depth comes from analyzing free text reviews. For this, we at MDI use large language models (LLMs) like ChatGPT. These models help us identify patterns in texts, assign them to contexts, and thus cluster them. In this case, we’ve highlighted the top 5 themes for pro and con text reviews. This is a clear added value compared to Glassdoor itself, which doesn’t offer text analysis.

4. Loyalty & CEO Support

How loyal are the employees? How much do they support the CEO or feel well-represented by them? These are additional crucial questions that help better understand the reviews. This is especially interesting over time with changing company leadership. It's also important to distinguish between current and former employees in this context.

5. Employees' Future Prospects

Larger companies are often complex, and employer ratings can significantly depend on the specific structures in which employees work. Therefore, breaking down ratings by general positions makes sense. Here, the perspective question is probably the most critical. How positively or negatively do employees view the future? The same breakdown is also available for the overall employer rating. In our demo dataset, it’s clear that Business Analysts and Consultants rate the company the highest and have the most positive outlook, while the Sales department has a much more negative view.

6. Competitive Comparison

A true assessment only comes through comparison with competitors. Glassdoor provides ample data for this and displays it on their platform. However, having your own dashboard allows for the targeted selection of specific companies and creating a benchmark. Our demo dashboard showcases just a part of what’s possible, with much more beyond that.

Filters / Segments

The main reason for having your own dashboard lies in the interactive filtering options. As demonstrated in our example, you can filter all or at least a portion of the data using the following criteria:

• Location / Region: This allows for direct comparisons between selected locations if desired.
• Current Employees / Former Employees: Distinguish between feedback from current and past staff.
• Position: See how different departments rate the company.
• Time Period: Track how ratings evolve over time.

Why a Dashboard?

An employer branding dashboard offers the same benefits as other business intelligence dashboards: an overarching view with comparisons, trends, benchmarks, and filters. From our perspective, this wouldn't be built as a standalone tool but enriched with additional relevant data. This could include internal employee surveys, employee advocacy initiatives and other sources of employee feedback.

Here's our MUNICH DIGITAL Demo Dashboard

...and here are more Demo Dashboards by MDI

Inspired by data! will be published every second Tuesday at 12pm CET (next one on Jun 11th)

We turn data into intelligence! Since 2014, MUNICH DIGITAL is helping big and middle-sized corporations with their data-driven business models, especially in context of marketing, communications, sales and service. www.munich-digital.com