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For today’s consumers, it has become a major part of the decision-making process: to read online reviews of products, services, and local businesses, and see what other people have to say.

For restaurants, you go to Yelp or Facebook. For hotel bookings, you check out reviews on TripAdvisor, Google, or Oyster. For patient reviews of doctors, you visit RateMDs, Healthgrades, or Vitals. And for auto repair shops and dealerships, you go to Cars.com or Edmunds.

This review-reading behavior is increasingly being shown in other areas, too, such as when you’re looking for a job or deciding what your next career move will be.

For employer brands and HR executives, the rise of employee review sites like Glassdoor and Indeed may initially be seen as one more thing to worry about. But if you come to think about it, employee reviews can be good for your business and employer brand.

Below we listed down some of the reasons why you should be tuning into what your employees are saying on employee review sites.

Employee Review Sites Help You Measure and Improve Employee Experience

If online customer reviews serve as an indicator of what people think of your company’s products and services, then employee reviews containing authentic, candid feedback are designed to help you achieve a better understanding of what your employees think of your organization.

Are people happy with your benefits package? Do they feel like they’re being paid fairly? Should you make changes to your PTO policy? What are the pros and cons of the job that your employees most commonly share and agree with?

You can answer questions like these by monitoring employee review sites and listening to what people in your company have to say, in their own words.

Employee Review Sites Can Help You Build a Compelling Employer Brand

Crucial to the success and growth of any organization is its ability to attract and retain the best talent. That’s why it’s so important for your leadership and HR teams to embrace — instead of fear — public feedback posted online by your employees.

By monitoring employee review sites, you can determine whether or not your organization is being presented as a great place to work. And you can more accurately identify and understand the perceptions that current and potential employees have of your company.

Your activity on employee review sites can also supercharge your recruitment strategy, strengthen your employer brand, and improve market perception of your company. Here are some tips to help you do just that:

  • Claim your company profile.
  • Provide information about your organization, leadership, and employee benefits.
  • Encourage your employees to write reviews.
  • Respond to both positive and negative reviews.
  • Monitor your competition.
  • Look for patterns and trends in employee feedback.

Employee Review Sites Hold the Key to Perfecting Your Interview Process

Majority of employee review sites — Glassdoor and Indeed, for example — have sections that provide information on candidates’ interview experiences.

Use this as an opportunity to refine and perfect your interview process. Is your recruiter taking too long to return phone calls? Are your interviewers asking the right questions, or are they making a negative impact on your attractiveness as an employer? What factored into a candidate deciding not to accept the offer, when you thought for sure that she would?

Those “interview reviews” on employee review sites could hold the key to the answers you’re looking for. By leveraging candidates’ feedback, you can make the correct changes to your hiring process and deliver interview experiences that match potential employees’ expectations (as well as your own brand values).

Employee Review Sites Support Efforts to Improve Customer Experience

Happy employees equals happy customers. A number of research studies lend support to this notion.

If your employees are reporting positive workplace experiences, your customers are likely to be swayed by their attitude, productivity, enthusiasm, and commitment to the job.

But if your company profile on employee review sites is populated with negative workplace experiences, perception of your business is likely to be adversely affected, and information about how your employees are being treated may be a cause for concern that eventually drives away your customers.

You’ll also like: Top 5 Reasons Why You Should Share Positive Reviews with Employees

Final Thoughts

A major part of building a great workplace and successful customer-centric organization involves listening to feedback posted on employee review sites. Trust us: this serves as an amazing asset for your leadership and HR teams. Not only do employee reviews impact your employer brand reputation; they also contain valuable information that will help you hire good people, increase workplace productivity, and create value for your stakeholders and customers.

Migs Bassig

Migs is the Content Manager for ReviewTrackers. He's a creative writer who has helped numerous companies communicate more effectively online, and he loves sharing his local marketing knowledge to help brands and business succeed.

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