“I think it’s very important to have a feedback loop, where you’re constantly thinking about what you’ve done and how you could be doing it better.”
Marketing . . . on Glassdoor? But isn’t Glassdoor for disgruntled employees? You know, the place where they share their grievances and dis on their former (or current) employer? How could I market my staffing company there?
While this is how many folks view Glassdoor, there is so much more to this platform that has actually—no joke—become one of the world’s largest job and recruiting sites.
Look at these impressive stats.
- 50 million unique monthly visitors.
- 3 million employers.
- 73% search and/or apply to jobs.
And as far as the mindset that Glassdoor is primarily a complaint-posting site? Check out these numbers that challenge that claim.
- 5 average company rating.
- 72% average CEO rating.
- 76% of employees are ‘ok’ or ‘satisfied’ at work.
- 65% of Glassdoor users would recommend their employer to a friend.
- 65% of Glassdoor users read at least 5 reviews before forming their opinion of a company.
If you are still asking, “WHY bother with Glassdoor?” consider this: 86% of candidates are likely to research company reviews and ratings before applying for a job. Not surprising, as today’s consumer tends to “vet” everything. So, why wouldn’t people check out a potential employer?
It seems the real question should not be why bother, but rather, how can we afford not to utilize Glassdoor? The truth is that whether you choose to “bother” or not, there will be mentions of your company on the site. So, why not take the reins, so that you can be an active player rather than a passive victim. First things first . . .
- Claim and optimize your free employer account
The place to begin is with a top-notch Glassdoor profile, one that will boost your employer brand and position you front and center, where jobseekers can find you. The goal? The most up-to-date and accurate information possible, as misinformation and the appearance that the profile isn’t being updated can be as damaging as lackluster reviews. Include the company logo, an engaging, dynamic cover photo as well as an arsenal of photos that tell your company’s story and reveal what it’s like to work there. Study Glassdoor’s detailed outline about “ What the Perfect Business Profile Looks Like.”
Be sure to check out the employer center where you can access analytics such as the demographics and such of those viewing your profile. And do not forget to sign up to be alerted when a new post goes live.
- Request that current employees submit a review
“Getting happy employees to review is more an art than a science,” suggests Ryan Erskine. “Start by rounding up management, marketing, and some long-tenured employees to consolidate a list of current people at the company. The benefit of starting here is that you’ll begin to immediately counteract the existing negative reviews [if any] from disgruntled ex-employees with the other side of the spectrum: happy current employees.”
As motivation points to encourage follow through with a review, explain the value the employees’ positive feedback will be to the company and assure them their identity will be protected.
While an onslaught of positive reviews sounds awesome, it may also look suspicious. Your best bet is to have the positive reviews trickle in, a few to a dozen or more a week, depending on the company’s size.
- Monitor reviews of compensation and benefits
Why? Because research indicates this is the category that ranks as the most important to job seekers, with work/life balance ratings coming in a close second. And when it comes to the category where negative reviews seem to matter most? You guessed it: compensation and benefits. By paying close attention to reviews that mention compensation and/or benefits, you can capitalize on both positive and negative with a reply that emphasizes the company’s commitment to offer a competitive package.
- Respond to reviews—the good, the bad, the ugly
Your first instinct to gush over the positive reviews while simultaneously ignoring and shooting mean thoughts toward the negative reviews, while understandable, is not in your best interest. Glassdoor recommends responding to both the positive and negative reviews.
“Positive reviews can act as invitations to reiterate key benefits that you’d like readers to remember. If an employee takes the time to write a positive review, pick out one or two positives from the review to dive into and explain a bit more in your response. Also, be sure to thank the reviewer for taking the time to share their experiences.”
Responding to negative reviews requires some TLC; check out tips below.
When you prioritize being an active participant on Glassdoor, your brand will benefit. Being an engaged player will see to that. Not only will you be growing and protecting your reputation as an employer, but you will also have access to a bird’s-eye-view of how your brand compares to other staffing firms, how your recruiting efforts measure up or fall short. With all this feedback fueling your marketing and recruitment efforts, you are bound to reap rewards that far outweigh the “bother” of getting with the program on Glassdoor.
At ASJ Partners, we eat, sleep, and breathe comprehensive marketing solutions for the staffing industry. Schedule a consultative assessment to see how our expertise can be put to work for you.
