Every day people make decisions about what to eat, where to shop, what to see, and more. If the answers are not immediately obvious, we often turn to others for advice. Fortunately, in the digital world, a simple internet search will reveal customer ratings for almost anything that influences our decisions and impressions of companies and brands.
With over 70 million reviews and insights into over a million companies, Glassdoor helps people make one of the most important decisions we can make for ourselves: where to work.
Given that 86% of job seekers are likely to research the ratings and reviews of Glassdoor companies before applying, it’s critical for companies to engage with this community and actively showcase their best employer brand. Sprout Social supports these efforts with our Glassdoor integration. It’s built into our reviews tool so social media managers, HR and corporate leaders can easily unify their employer branding efforts.
Check out these 10 smart ways to take advantage of integration, improve your Glassdoor presence, and create a better workplace.
1. Monitor Glassdoor’s business reviews regularly
You wouldn’t let your other social media platforms go unchecked and disabled, and Glassdoor should be no different.
Reading Glassdoor reviews is mutually beneficial for job seekers and businesses. The former group gets a first-hand look at the employees’ experiences. The latter receive honest, constructive insights with which they can further shape their employer branding strategy. Once brands have linked their Glassdoor profiles in Sprout, they can easily rate their ratings and reviews and collect feedback along with other business reviews from Google My Business, TripAdvisor and Facebook Reviews.
2. Respond quickly to employee reviews
It’s not enough just to read your brand’s reviews. You have to answer that too. When Glassdoor users find that an employer is responding to reviews, 80% of respondents agree that it improves their perception of the company. In addition, they are more likely to apply for an open position if the employer is active on Glassdoor.
Sophia Fox, Lead Product Marketing Manager at Glassdoor, says: “The conversation that shapes the perception of your employer brand is with or without you on Glassdoor. So you might as well be part of it. ”If your brand responds to negative and positive reviews, be actively showing that you are engaged, listening, and investing in the transparency of what it is like to work in your company. When reviews are critical, the answer gives your business a chance to clarify how to fix problems, clear up misunderstandings, and amplify the positives.
Similar to Sprout’s Smart Inbox features, our Glassdoor integration optimizes engagement and enables faster response times than people expected.
3. Include constructive feedback
Glassdoor reviews are combined with star ratings, which act as a kind of rating system. The average of these ratings is clearly displayed on the Ratings tab, so users can get an instant impression before they even read any further.
To improve this rating, one needs to understand and respond to the good, the bad, and the ugly. Within Sprout, users can filter reviews by star rating to see trends in both negative and positive reviews.
While it may be tempting to just enjoy the five-star reviews, it’s just as important to look into opportunities for improvement. Yes, people often share their experiences on Glassdoor to educate and assist job seekers or to support their business. However, they also believe that sometimes the platform is a place where employees are more comfortable expressing frustrations because they can remain anonymous. Increase your rating by a star or two, take feedback, and use that insight to find a way for change.
4. Highlight reviews to keep track of important topics and topics
When reviews go down on Sprout, users can apply tags related to specific topics to each message. Let’s say you recently changed your work from home. Add a tag for Glassdoor users to post related reviews. Then use the Sprout Tag Report to evaluate these review trends and measure the overall sentiment regarding your offers. Users can also export the tag report to share the results with executives and other team members involved in employer branding.
If you want to avoid the noise and get straight to the topics that interest you most, you can also use the inbox search feature in Sprout to find specific messages. When searching, keep in mind that people may use different spellings or variations to describe something like “work from home”; B. “Fernarbeit”, “WFH” and more. Applying tags to messages that use these types of variations will help keep these reviews organized.
5. Save the data
Events like COVID-19, layoffs, or newly announced benefits can trigger a number of in-depth reviews. In these circumstances, Sprout users can filter reviews by date and do some sort of A / B testing.
For example, let’s say your company has changed insurer. You can compare pre- and post-change ratings, monitor sentiment changes, and further refine your plans based on feedback received.
6. Share feedback across departments
Glassdoor gives reviewers a degree of anonymity so they feel more free to be open. However, many users choose to view their role. In this case, you may want to use a tag that indicates the employee’s department so that you can later provide feedback to managers, especially if the review includes complaints or compliments about departmental processes, leadership, and internal changes.
Many Glassdoor users want or might expect HR representatives to give their reviews, but in some cases company directors and managers are a better choice. When you reply to Glassdoor reviews in Sprout, you can choose who to authorize. This gives the reviewer more confidence that they will be heard by people they work with directly and will make decisions on behalf of their team.
7. Act urgently
Our jobs are our livelihood, so it is understandable that when things go wrong an employee can use Glassdoor to express those feelings and frustrations. These reviews may not look good for a business, but brands can only delete reviews on Glassdoor if they violate community guidelines. This protects the transparency and integrity of the platform.
The sensitive and potentially harmful nature of these types of reviews may require additional input and control from management, HR, and / or your legal department. Fortunately, Sprout users can email these types of reviews directly to the required people in the app. Each email message also includes additional metadata for review so that you get the full story.
8. Save the responses to the asset library
As you uncover recurring topics, experiences, or views on Glassdoor, it helps to build a library of answers, similar to frequently asked questions. Social media marketers have a ton of experience responding to and engaging with online communities, corporate managers know their teams inside out, and HR professionals have a wealth of knowledge about attitudes, performance, policies, and more. Together they can develop a powerful response strategy.
Sprout users can then save these approved responses in the asset library so that anyone who replies can easily use them as a template. This strategy will help keep the brand voice intact. Note that the best practice is to use these answers as a starting point and customize from there, especially if a Glassdoor user is doing an in-depth review.
9. Promote transparency and equity in the workplace for underrepresented groups
One thing we all long for is a sense of belonging and acceptance. When we feel that at work, we produce better work. More than 76% of employees and job seekers agree that having a diverse workforce is an important factor in evaluating companies and job vacancies. Unfortunately, underrepresented groups in the workplace are still unequal and biased.
To help people better understand the current state of diversity equity and inclusion in a company, Glassdoor has introduced three new product features including a diversity and inclusion rating, diversity FAQs, and the option for auditors to provide demographic information.
“As a platform and employer, we have a responsibility to fill the information gap that blocks the path to justice in and outside the workplace. By increasing the transparency of corporate diversity and inclusion, we can help create fairer businesses and societies, ”said Christian Sutherland-Wong, Glassdoor’s chief executive officer.
Pay particular attention to the reviews that highlight the diversity or inclusion efforts or deficiencies of your company and use responses as an opportunity to articulate your commitment or plans for the future.
10. Use key insights from reviews to develop content that focuses on the employer brand
The insights your company gains from monitoring, organizing, and reporting Glassdoor reviews should be actively applied to your employer branding strategy. Use the “pros” in reviews to strengthen your strategy and inspire new content for employer brands.
If your rating tends towards the lower end of the scale, it’s time to look at the “cons” in the ratings to see where you need to improve. Then, consider using the common themes to develop an internal survey to conduct further research and get a more holistic understanding of how your employees perceive the company culture.
Get your foot in the (glass) door
Glassdoor is more than a review site. It’s also a branding platform, resource for job seekers, and an opportunity for companies to create a better, more transparent corporate culture. Help your company become one of the best places to work. Get Started with a Sprout Demo Today!