Do your recruiters care about anonymous reviewers online?

Whether you like it or not, an increasing number of job-seekers are using company review websites when making career decisions.
30 August 2018

More job-seekers are using company review sites when making decisions. Source: Shutterstock

Company review sites. Love them or hate them, they have become an integral part of many job-seekers’ journeys.

According to research into consumers’ use of online reviews, 88 percent of people have been influenced by an online customer service review.

We’re in an age where we are empowered with information at our fingertips. Just simply Google a company’s name, and you are likely to access a multitude of reviews from websites such as Glassdoor, Vault, and CareerLeak.

Such sites give previous employees the unprecedented opportunity to share the inside scoop on what it’s like to interview or work at a certain workplace. And many job seekers are relying on these sites when evaluating a potential workplace.

In one study, out of 4,633 job seekers surveyed, 48 percent had used Glassdoor at some point in their job search.

The study also found that 60 percent of job seekers would not apply to a company with a one-star rating, suggesting negative reviews can drastically dissuade people from applying to a certain company.

Companies must embrace transparency

While many companies do not feel comfortable with the rising popularity of review sites, they represent a fantastic opportunity for prospective employees to get a feel for the workplace.

TechHQ spoke with Scott Dobroski, senior director of corporate communications at company review site Glassdoor.

“When Glassdoor launched online in the summer of 2008, many employers welcomed what we were doing to promote workplace transparency and share information about what it’s really like to work in a specific job for a particular company.”

“But some employers did not embrace us because they were scared of this level of transparency, which was not a surprise since it was something new to them,” explained Dobroski.

Are you taking company review sites seriously? Source: Shutterstock

For businesses, positive reviews can put your business on a pedestal, attracting new talent and providing an authentic image of your business.

Reviews also give employers a new window into what their company culture is like, and reasons as to why ex-employees might have quit.

From this, employers can seek to address the common issues that may be popping up in reviews left by employees. By viewing reviews as a bit of constructive criticism, employees can expect to reduce staff turnover, have higher workplace satisfaction, and lower workplace stress.

“Ten years later, most employers see Glassdoor as added value in their recruiting efforts because it allows quality candidates to get a sense of what it’s really like to work at their company,” said Dobroski.

Attract higher-quality candidates who are more informed

By using job websites like Glassdoor to find candidates, employers are more likely to find a large pool of high-quality talent who are more suited to the job role advertised.

With information about company, job-seekers can find a company their values align with. Source: Shutterstock

Job-seekers who are using these websites to apply for positions are actively wanting to discover information about the company’s culture, which shows they truly care and are likely to stay longer.

“So, it’s as simple as the power of information in the jobs and recruiting space. The more information that is out there, the more informed people now are to find a job and company that really fits their life,” Dobroski told Tech HQ.

Employer reputation management

With the rise of the internet and the impact of company review sites, this means that it is more important than ever for companies to make efforts to effectively manage their reputation.

It’s no use viewing these websites as a problem that will eventually go away. The truth is, these platforms are playing a large role in your recruiting efforts.

Yet, only 20 percent of the companies listed on Glassdoor interact with the site, despite being able to set up an account for free which allows them to write descriptions of their company, add photos, respond to reviews, and more.

Tips for managing review sites

Company review websites have become an integral part of reputation management you can’t ignore. Source: Shutterstock

1. Actively encourage current employees to leave reviews

A disgruntled employee is much more likely to go out of their way to leave a review about your company than a happy employee. This can lead to a ratio of negative reviews dramatically outweighing positive ones, creating an inaccurate picture of your company culture you have worked so hard to build.

As a result, you should actively encourage all current employees to leave a review in order to garner a more accurate picture.

It goes without saying that you should also remind employees of their opportunity to give feedback to management at any time in order to avoid any issues resulting in a bad review in the first place.

2.Respond to all reviews

It’s critical that employers take all reviews seriously, responding to them in a way that showcases their commitment to employee satisfaction and a positive work environment.

Job seekers will not only be reading reviews on the site, but they will also be curious to see how businesses respond to them. By responding promptly and professionally, this will show that you truly care about the opinions of your employees.

3. Try to take the issue offline

While you should aim to promptly respond to negative reviews, try not to engage in the discussion of details. The last thing you want to do is air your dirty laundry online…

Try to take the conversation offline as soon as possible, offering the reviewer the chance to discuss their issue in detail.

4. Request that defamatory reviews are removed

If you suspect that a review is defamatory or left by a troll, you should try to request that the post is reviewed by the publisher’s team.