45 percent of customers say they’re more likely to visit businesses that respond to their reviewsOnline Reviews Survey
The Rise of Company Reviews
Company reviews posted online by employees can make or break your employer brand reputation.
Sure, these reviews may seem like one more thing to deal with. But: according to Glassdoor, 83 percent of candidates are likely to check a company’s employee reviews and ratings when deciding on where to apply for a job. Furthermore, 84 percent of job seekers say that the reputation of a company as an employer is very important when making a decision on where to apply for a job.
It makes business sense to manage your company reviews instead of ignore them.
By monitoring and responding to company reviews on sites like Glassdoor and Indeed, you can gain extremely valuable insights about your organization through candid and actionable employee feedback.
More importantly, you’ll be able to demonstrate to your workforce as well as your candidates that you are listening carefully, that you care about what they think, and that you value their feedback on the employee experience.
This, in turn, will benefit your employer brand reputation.
Company Reviews: What to Look For
Have your employees been leaving company reviews online? As you listen in and read their feedback, here are some of the things you should look out for.
Check Your Rating
While it probably won’t say as much as the actual review text, your overall rating could determine whether or not a candidate will accept a job offer at your company.
It might even help you retain current employees. In fact, according to research, a 1-star improvement in a company’s Glassdoor rating raises the likelihood that a typical employee will stay for their next role by 4 percent.
Think of it your rating as a numerical indicator of the health of your employer brand, as seen or perceived by your employees and candidates.
It also goes without saying that your overall rating in company reviews can shape your customers’ behavior. If your employees are reporting 5-star experiences in the workplace, customers are likely to be swayed by their attitude, productivity, enthusiasm, and commitment to the job.
Use Company Reviews to Understand the Employee Experience
Company reviews are a great source of authentic, candid feedback, which should help you achieve a better understanding of what your employees think of your organization.
What do your people really think of the benefits package? Is your PTO policy a fair one, or should you make some much-needed revisions to it? What are the things that employees like best about working at your company, and what are the cons of the job that people most commonly share and agree with?
Company reviews are the key to finding answers to these questions. By listening to what people in your company have to say, in their own words, you can more accurately identify and understand the perceptions that current and potential employees have of your company.
Look for Insights on the Interview Experience
Glassdoor, Indeed, and a few other company review sites have sections in which users (both candidates and employees) can share information on their interview experiences.
When you read your company reviews, make sure you’re not skipping this “interview reviews” section. Use their feedback and to perfect your interview process.
How long does it take your head recruiter to return candidates’ phone calls? Is your team asking the right questions during interviews, or are they hurting your attractiveness as an employer?
How you manage the interview experience, as detailed in company reviews, could help you refine your hiring and recruitment process, as well as give interviews that match candidates’ expectations.
Get Inspiration for Marketing What You Have to Offer
Company reviews can help your recruitment initiatives by letting you in on ways to more effectively sell candidates on your offer.
Look for trends and patterns in your company reviews and you’ll probably discover positive features that you can highlight with candidates and potential employees. Then update the copy on your benefits booklet, recruitment materials, job descriptions. Add the highlights on your Glassdoor and Indeed profiles. What your current employees love about the company is also likely to be what candidates and future employees will look forward to if and when they accept your offers.