Readtime: 5 min approx
Auth: Jonny Pitman

When you go on holiday, do you look at TripAdvisor before booking? Chances are the answer is yes – you want to know what people thought about the location, how they found the facilities etc.. And more importantly, you trust them to give their honest opinion.

Well, Glassdoor is much the same, just for careers rather than holidays. Every day, your employees, your alumni, and your interviewees are uploading their anonymous feedback to Glassdoor. Why does this matter? Because it greatly impacts how potential talent views your company.

51% of job seekers use Glassdoor to find new career opportunities. That means a significant proportion of those considering a career at your company are going to Glassdoor to see what it’s really like to work there. Sure, they may look at your employer branding materials too. But what are you more likely to be swayed by – crafted employer branding messages and videos, or the opinions and experiences of those who are working / have worked there?

In today’s climate of low trust in governments and organisations, being present on Glassdoor is more important than ever. Using the Glassdoor Employer Centre (available once you’ve claimed your company page), you can start to understand what the sentiment is amongst those reviewing, respond to reviews, and tell your story using company updates. But in being active on Glassdoor, what are the top things to avoid? Here are some of the biggest mistakes made.


1. Leaving your page to stagnate

In checking out other companies on Glassdoor, you’ll likely have come across pages where the bio seems copied from Wikipedia, there aren’t any photos uploaded, and the overall impression is of a wasteland where reviews are posted with no response.

For us, the first step in any Glassdoor strategy has to be taking ownership of the company page. That means registering as an administrator of the page. Once that’s done, you can start to create a window into your world with:

  • A compelling bio that tells people what your company does, where it’s going, and why people should join
  • Photos that display the diversity and breadth of your company – photos from team building events and of your working environment are a great start
  • The correct company logo – it sounds basic, but you’d be surprised


2. Ignoring reviews

On Glassdoor, it’s paramount that you respond to the reviews being published. Think back to Trip Advisor – doesn’t it make you feel more positive about a hotel when they respond to reviews and show they care? It’s the same with your Glassdoor page. You need to be seen to take an active interest in what people say about your company.

Remember, responding to a review doesn’t open up a conversation with a potentially disgruntled employee. Once your response is posted, it cannot be replied to. So when responding, thank them for taking the time to provide feedback, address their positives and concerns equally, and refer back to any explicit stats or programmes that you have to back up your point.


3. Being confrontational

Of course, whilst I encourage you to respond to reviews, the worst way to do this is to be argumentative or dismissive in your response. There are many cringeworthy examples of companies responding to negative reviews and rejecting them as ‘fake’, or stating that they’ve been posted by a ‘disgruntled ex-employee’.

Not every review will be positive. And not every review will be written in an objective, balanced way. Always consider that it’s not just the person who wrote the review who may see your response; a whole pool of potential talent may also see it. Think about the impact it will have on them.


4. Operating without a strategy

Tackling your Glassdoor presence can be a daunting task. Many leaders are reticent to, in their opinion, “open the floodgates” – creating a space for current / former employees to air their grievances rather than through the appropriate HR channels.

This is where a robust strategy really comes into its own. It acts as a means of persuading stakeholders that there is a clear process in place for managing the page, and that risks associated with being active on Glassdoor have been identified and mitigated against as much as possible.

When creating your strategy, think about the following:

  • What’s the overall purpose of being active on Glassdoor? Think about it in terms of your stakeholders – can you build your purpose around one of their strategic objectives? This will really help you secure buy in.
  • Who will be involved? Any Glassdoor presence will involve multiple people from different areas of your business. It’s important that you identify them, bring them on board, and make them understand what their remit would be, and why.
  • How will we respond to reviews? This is a crucial part of your strategy, and one that, in our experience, stakeholders are very keen to understand. Think about the process of monitoring the page for new reviews, your escalation plan in case of issues raised in reviews, and how personalised you will make your responses (avoid copy and pasting templated answers as much as possible!).
  • What content will be posted to the page? Think about what content you think people visiting your page would be interested in seeing, and what paints your company in the best light. The next step is to identify where you might acquire this content.

From building strategies to managing pages, Carve has helped clients across industries unlock the power of Glassdoor. If you’d like to find out more, please use the Get In Touch form at the bottom of this page.