2. Glassdoor, Inc. 2008-2016#GDCHAT
Webinar Tips for Attendees
• You can connect to audio using your
computer’s microphone and speakers.
• Or, you may select “Use Telephone” after
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• All lines will be muted to avoid background
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• You can ask questions at any time by
typing them into the Questions Pane.
4. Glassdoor, Inc. 2008-2016#GDCHAT
Featured Speakers
Andrew Levy
Head of Global Careers Brand
at Uber
@alevs34
linkedin.com/in/alevs34
Jacquese Brown
Manager of Employment
Marketing and Branding
at Home Depot
@THDJacquese
linkedin.com/in/jacquese-brown-8ab27324
Kelly Payne
Director of Client Success
at Glassdoor
@kelly_payne22
linkedin.com/in/kellypayne22
7. Glassdoor, Inc. 2008-2016#GDCHAT
Our Decision-Making Process Has Changed
Job seekers use on average
before applying for a job
(Inavero, 2015)
Consumers visit at least
before making a purchase
(Retailing Today, 2013)
and look at
(Inavero, 2015)
9. Glassdoor, Inc. 2008-2016#GDCHAT
Source: Edelman Global Trust Barometer Survey, 2015
Although friends and family are still the most trusted source (72%), "
content provided by employees is the"
#2 most trusted source
of information on a company.1
Job Seekers Want to Hear Everyone’s Perspective
10. Glassdoor, Inc. 2008-2016#GDCHAT
80%
Your Reputation Transcends Employees and Candidates
Source: Edelman 2015 Trust Barometer, January 2015
63%
&
of consumers refuse to buy products and
services from a company they do not trust
of consumers choose to buy products
from a companies they trust
while 58% will criticize that
organization to a friend or colleague.
and 68% will recommend those
companies to a friend.
11. Glassdoor, Inc. 2008-2016#GDCHAT
Share Your Side of the Story
Source: 1Mintel, Glassdoor US Site Survey, Jan 2016
of people now look
to reviews before
making decisions, "
70%
but 9 out 10 job seekers still find
the employer perspective useful1
12. Glassdoor, Inc. 2008-2016#GDCHAT
Source: 1 Glassdoor US Site Survey, Jan 2016
say their perception of "
a company improves
after seeing an employer
respond to a review1
62%
13. Glassdoor, Inc. 2008-2016#GDCHAT
Just Getting Started?
Sign up for a Free Employer Account:
• Set up company alerts
• Invite colleagues to respond
• Flag reviews
• Monitor your reputation
• Identify areas for improvement
14. Glassdoor, Inc. 2008-2016#GDCHAT
Already Participating? Spot Trends With Built-In Tools
• Traffic to your page
• Word clouds
• Filter responses by:
• department
• Location
• Date
• Rating
• popular
16. Glassdoor, Inc. 2008-2016#GDCHAT
Pro Tip 1: Set Guidelines
Determine your brand voice
Enlist the help of your marketing team
Address criticism in a non-defensive voice
Acknowledge + and – reviews
As a leadership team, determine:
• Criteria for responding
• How to prioritize responses
17. Glassdoor, Inc. 2008-2016#GDCHAT
Pro Tip 2: Assign Responsibility—It Takes a Team!
Determine:
Who will respond
• Address by function
• Enlist the help of other department leaders to divide and conquer
Cadence for monitoring
Curate template responses you can tweak/add
18. Glassdoor, Inc. 2008-2016#GDCHAT
Pro Tip 3: Implement a Feedback Loop
Share interview feedback with hiring teams
Consolidate trends to shed light on areas
for improvement
Use Glassdoor data to measure and
inform engagement programs
20. Glassdoor, Inc. 2008-2016#GDCHAT
“We aim to respond to"
80-90% of all reviews,"
regardless of whether they’re positive, "
neutral, or constructive.”
Jacquese Brown
Manager of Employment Marketing and Branding
at Home Depot
21. Glassdoor, Inc. 2008-2016#GDCHAT
Agency-Monitored, Home Depot-Inspired
Social Media Ambassador Team collaborates "
with agency
Hands-on involvement from employment marketing,
branding, HR, talent acquisition and recruiters
Support from PR, legal and associate relations
departments as needed
22. Glassdoor, Inc. 2008-2016#GDCHAT
Internal content calendar informs weekly Home Depot Company Updates
Agency maintains centralized hub for reviews and planned responses
Prioritization based on the urgency and gravity of the concern
Social Media Ambassador Team reviews and approves responses
Concerted effort to highlight wins internally
Offer advice or resources to address concerns
Agency-Monitored, Home Depot-Inspired
24. Glassdoor, Inc. 2008-2016#GDCHAT
“We use our Glassdoor and culture"
survey data to shape Employer
Value Proposition
and HR programming real time – "
this stuff really matters.”
Andrew Levy
Head of Global Careers Brand
at Uber
25. Glassdoor, Inc. 2008-2016#GDCHAT
Uber’s Response Rubric
Prioritize responses based on:
Actionable but doesn’t require consulting other stakeholders"
Respond in simple, clear English
Actionable but does require feedback from stakeholders"
Ask for guidance and respond within 24-48 hours
Actionable but sensitive in nature "
Alert appropriate department and offer a way to take the conversation offline
Not actionable that is “venting/trolling” "
Leave it alone
26. Glassdoor, Inc. 2008-2016#GDCHAT
Levels of Involvement at Uber
Andrew’s Involvement
• Part of daily routine
• Sort by newest reviews and respond, 15 min total
External Team’s Participation
• Identify champions and key players who want to participate
• Understand org structure and stakeholders for response content
• Rise above “who owns what”
27. Glassdoor, Inc. 2008-2016#GDCHAT
Uber’s Best Practices
Be honest and frank about what’s will (or will not) change at your company
Use real names, emails, contact info in your responses
Respond to the good, the bad, and the ugly
Be timely
Avoid corporate speak and BS
Don’t copy-paste, invest the time to actually answer each person
Take conversation offline to 1x1
Celebrate the wins and share with your org leadership
Show a bit of personality when you respond
28. Glassdoor, Inc. 2008-2016#GDCHAT
Incorporating Feedback to Drive Uber Forward
Address low-scoring departments, locations and "
recruitment hotspots first
Provide regular visibility into your company’s "
"Glassdoor health”
Share planned improvements with candidates during interviews
Solicit reviews from your employee base but don’t influence
review sentiment with fake positives
Adjust EVP and recruitment pitches based on employee
feedback
29. Glassdoor, Inc. 2008-2016#GDCHAT
Questions for Our Panelists?
Andrew Levy
Head of Global Careers Brand
at Uber
@alevs34
linkedin.com/in/alevs34
Jacquese Brown
Manager of Employment
Marketing and Branding
at Home Depot
@THDJacquese
linkedin.com/in/jacquese-brown-8ab27324
Kelly Payne
Director of Client Success
at Glassdoor
@kelly_payne22
linkedin.com/in/kellypayne22