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Introduce yourself Here today to talk about something passionate about Love talking about employer branding I spend most of my days at Glassdoor marketing the importance of your employer brand and here today to tell you how reviews factor in to your employer brand and how you can effectively manage them. Also love to tell stories – want to give stories of companies that are really telling their company’s story well and managing their reputation Give you one or two key takeaways to go back to your company and start doing right away
So, here’s what we’re going to go through. I’ll give you a quick overview of Glassdoor for those who may not be familiar with the review process A lot of people ask us who should respond to Glassdoor reviews, so I’ll give you some advice there And then, of course, some tips on responding to negative reviews specifically so you feel confident tackling these
A Free Employer Account is the most basic first step that any company should take. This is how you can claim your territory on Glassdoor and start to engage with the community.
Set up company alerts Company alerts will be sent to you anytime employees or candidates post content to your profile
Flag Reviews if you feel a review does not meet our company guidelines you can flag it to go back into our review process
Monitor your reputation Free employer account helps you uncover key themes from reviews on your profile
Identify areas of improvement ensure your message is resonating with the candidates that you are trying to reach
Invite Colleagues to respond once you have a Free Employer Account, its easy to invite co-workers to join the conversation
Intro to reviews on Glassdoor Use reviews to find out more information about your company and its reputation Rated out of 5 stars and the categories you see If you want more info we have a quick video to check out Consider this your first impression for many of your potential candidates
Are bad reviews bad? This is a question we should all think about. Sometimes getting constructive criticism can sting. Your immediate reaction may be to get defensive and even offended, but we have found that bad reviews can be good for business.
95% of consumers trust reviews more when they see both good and bad reviews. Job seekers spend more than five time as long on a site when they interact with bad reviews. They want complete information. They notice when there are no bad reviews and can become suspicious. They will assume that you are censoring feedback. Think about this – you are not losing job seekers by showing bad reviews – you’re steering them toward jobs and companies that won’t disappoint them.
Utilize reviews to make your company a better place and use your response as a powerful recruiting advantage.
Reevoo Insight Research 2013
46% of Glassdoor members are reading reviews when they have just started their job search and have not yet spoken with a company recruiter or person in charge of hiring.
Think about this one. Almost half of Glassdoor members will resort to reading reviews before they ever speak with somone at your company.
First impressions are everything. Responses to a review may be the first thing a candidate sees before the recruitment process even starts.
Responding to reviews demonstrates – to job seekers current and former employees – that you are interested in feedback, and that you take employee satisfaction seriously.
This is even more important when it comes to negative reviews. If a candidate can see that you took the time to respond to someone who may not have had the best experience, it shows them you are engaged and care about bettering your company.
Alright so let’s get in to some of the details. We are often asked who from your company should respond?
I would say anyone at your company who is in a position to speak on your behalf is an acceptable company representative.
This may include your CEO, PR and Marketing professionals, or other employers responsible for managing your brand.
Note: anyone within the company who responds to reviews as an employer representative will have their title appear next to that employer response.
Kind of common sense but we want to remind you to check for typos. Remember that once it’s live it’s live. I recommend you write your responses in a word doc before publishing to Glassdoor to make sure you catch quick typos
Check your free employer account to make sure your title is correct It will appear alongside your response The Employer Center is where employers can go to control the content on their enhanced profile.
90% of job seekers find the employer perspective useful when learning about jobs and companies Set up alerts using your Free employer account so you’ll know when fresh reviews are posted Pick a schedule that works for you. Whether it be weekly or monthly, set apart some time to comb through reviews and respond. This will build trust with your candidates. When they see you constantly setting aside time to respond, it shows you care.
Alright! So let’s get in to tips to follow when responding to negative reviews.
other candidates will be reading your response, and you are responding on behalf of your company. If you believe the person who posted was out of line -- others will often come to the same conclusion so use the opportunity to show what a gracious and understanding employer you are.
I’d also like to add… when you believe the person writing the review is false advertising, telling lies, or accusing an employer of things that you did not do …. Its prudent to take a deep breath and even sleep on it for a night or two nights if needed!
At Glassdoor, we take a neutral stance in all reviews (we do not act as the finder of fact), there could be false information posted by an angry employee. In these cases, it is best again to respond as professionally as possible while also refuting the post (with fact, not defensiveness.)
These are the hardest ones for folks to reply to, so let’s talk about some other tips that might help.
So we already harped on the face that responding to negative reviews shows that you care.
71% of consumers are likely to recommend your brand to others if they experience a quick and effective brand response.
This is important because it means that just by responding, regardless of what you say, you’re changing the perception of over 2/3 of your audience.
Case Study: Chipotle received a negative review and let’s break down how the company dealt with it.
They start by thanking the reviewer which we will chat aobut next. Then, Chipotle also recognized that Glassdoor reviews are anonymous, and offered an outlet for the employee to go to so Chipotle could address that particular issue the employee was having.
They show they care and take it seriously and offer to continue the conversation offline.
They show they want to improve the situation.
This is all around a great example of a professional response. They are not defensive and take the feedback.
This is Chipotle’s opportunity to show prospective talent how the organization handles problems. Here, the recruitment communications specialist, Jen, is showing how much she cares.
Tip #2 -- Saying thank you shows that you are listening and sets you up in a position to be gracious and professional
A case study example is to follow where CEO Spencer Rascoff of Zillow responds first by saying thank you. You will have noticed this in the Chipotle example above.
83% of organizations suffer from a deficit in recognition according to a recent Bersin study
Saying Thank You shows you are recognizing and are listening
Action Plan: Engage with Employees Show that you’re listening and appreciate the input to make your company an enjoyable place to work The best approach is to thank your reviewers for providing feedback If you really do feel that the review includes inaccurate information or a false view of the company, you can flag the review to be re-reviewed by our content team
Also – in case any one had any questions, our community guidelines are posted on employers.glassdoor.com under the clients tab
Case Study: Zillow’s CEO Spencer Rascoff makes time every week to respond to reviews
Responding to reviews can help you recruit We have all heard there is a war for talent. Responding to reviews can help you stand out from the pack. Spencer Rascoff, CEO at Zillow responds to reviews every Friday. As a result, four candidates in a recent 30-day period said that reading the employer response solidified their decision to accept the job offer.
Whether or not you respond to reviews can literally be the deciding factor in whether or not a candidate comes to work at your company.
This is a powerful thought. Take a minute to think about how this could benefit your company. This is a FREE way to actively show you care, leading to more candidates.
It’s important to address issues and also show what your plan is to fix those cons mentioned.
In the Employer Center, we offer a Word Cloud to our clients that crawl all the feedback left on your site.
It inflates the size of the word based on how many times it is mentioned.
This give anyone in HR, Recruiting, Talent Acquisition, the opportunity to quickly scan employee sentiment.
Use this feedback to adress both pros and cons!
Nobody is perfect. We all know that. Glassdoor is not even perfect, despite what you might be thinking. JK!
We have our fair share of things that can be improved and our CEO really values this feedback to make our company the best place we can.
Even negative reviews provide an employer with opportunity to show their authenticity and that they care about their employees.
Consider this free advice to make your company better. By being receptive to the concerns, you give the reviewer a sense of ownership that they contributed to making your company better! The trick is to shift your thinking to realize what bad reviews are really providing you: a transparent look at what it’s really like to work at your company. Embrace the bad as you would the good.
Don’t be discouraged by a really bad review. Recognize that bad reviews offer the opportunity to bond with employees and candidates.
Take constructive feedback to heart.
Do not go on the defense; recognize that even the best companies have room for growth.
In the 1-800 CONTACTS example, an employee left the company with a truly negative outlook. The Director of Software Engineering responded back, which allowed for an open and transparent conversation. And, it allowed the employee and the employer to be heard.
The Director did not come across defensive or short, but rather took the time to carefully craft a kind note back. The note demonstrated that the Director understood the employee’s frustrations, recognized growing pains and also took the opportunity to explain the positive steps the company is taking.
It is crucial that you turn negative feedback into a positive learning experience. 1-800 Contacts great example of companies that responds to reviews – both good and bad, and importantly, the company states openly that it welcomes both the positive and the negative, setting employees up to feel empowered and comfortable sharing honest feedback.
Set Expectations up front by being authentic Don’t use staged responses Rather than perfection, today’s candidates want transparency and authenticity from employers. Employees don’t want to wind up with buyers remorse when the job doesn’t meet their expectations down the road.
This is even more important as 61% of employees say new job realities differ from expectations set during the interview process.
They crave this authenticy and job seekers want to know exactly what they are getting themselves in to when they read reviews and decide to apply online.
Sound like a human when you respond.
Case study: loanDepot takes time to respond to all reviews and tailors the response to each post in an authentic way. The company also address specifics of the review and state the solution in place to work on their strategy.
Responses typically close with a genuine expression of how much the employer appreciates the feedback and how that helps them grow as an org and tailor their strategy for success!
Keep in mind, it’s not a terrible thing for people to know your pros and cons. Job seekers with enough knowledge to self-select out of applying for your company before you hire them actually saves you money in the long run.
We have really harped on this one but don’t respond to just negative reviews, respond to positive as well!
Make sure you are also really using these reviews to fix problems.
Case study: Lithium Lithium does a great job in thanking the employee that wrote the review, acknowledging that they aren’t perfect (which no employer is) and addressing items addressed or brought up in the review. The CEO then states they are working to fix the problem and how they want employees to feel when working there. This reiterates the company’s values and gives a very authentic and genuine response for any person reading the reviews to see both sides and that Lithium is in fact a proactive employer that takes employee feedback seriously.
Action Plan: Highlight the positive Job seekers use the reviews on Glassdoor to make decisions about where to apply or what job offer to accept, so use a response to emphasize what makes your company an attractive place to work Refer to one of the reviewers positive comments about your company to both personalize your response and to reiterate the compliment to potential job candidates
Utilize reviews to identify problems Perhaps there are areas in your company that could use some work. identify trouble spots in your company. Read read and respond to both positive and negative reviews. They look for trends to identify areas of their company that need improvement.
If you are seeing multiple reviews discussing poor culture, maybe you should consider creating an action plan to address those issues. If you see negative reviews about benefits, maybe it is time to reconsider adjusting the benefits your company offers. Reviews provide a deeper look at employee sentiment, and you can use this to your advantage.
There are certain benefits to responding to reviews
OpenCompany is a relatively new program that Glassdoor offers to show that you are embracing this feedback and are truly giving candidates an inside look at your company.
You only need to take 5 steps to become a Glassdoor open company.
Update your company info, get reviews, add photos, responding to reviews and promote your profile on your career site, on your signature, etc.
If you are interested in this, you can check this out on employers.glassdoor.com as well. Once you receive the open company status you will see a little green check mark and badge on your profile.
Alright so with this, I am going to take some questions! As always, if we do not get to your question, please email me at firstname.lastname@example.org and I can answer your questions or get you in touch with someone today.
Thanks all so much!
How to Respond to Negative Glassdoor Reviews
Telling Your Side of the Story:
How to Respond to Negative
Reviews on Glassdoor
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Senior Marketing Manager
of organizations suffer from a deficit
in recognition according to a recent
Saying Thank You Shows You Are Listening
Case Study: Zillow
Zillow CEO Spencer Rascoff responds
to reviews on behalf of the company.
As a result, four candidates in a recent
30-day period said that reading the employer
response solidified their decision to accept
the job offer.
Tip No. 3: Address Specific Issues
LOOK AT THE PROS AND CONS IN THE EMPLOYER CENTER
Nobody Is Perfect
BAD REVIEWS PROVIDE THE OPPORTUNITY FOR AUTHENTICITY