6 ways to make the most of the top job-listing site
A disgruntled employee has written a scathing review on Glassdoor criticizing your company culture. Perhaps a candidate takes to Glassdoor to complain about his treatment by senior executives. Is there anything you can do to improve your Glassdoor reviews? Look to public relations.
When top candidates want to know more about a company or employees want to express their opinion about their employers, they frequently turn to Glassdoor. With so much influence, you can’t afford to ignore the reviews on this site. In fact, you should make a strategic effort to boost and manage your reviews with help from PR.
- It was founded in 2008 by three Expedia veterans.
- Like Yelp does for restaurants, Glassdoor allows employees and prospects to post reviews about a company, letting people know what to expect if they come to work there, including salary information.
- It’s the fastest-growing jobs site, with 11 million reviews of approximately 500,000 companies, and 30 million unique visitors each month.
- Job seekers have been increasingly relying on the site for information before making a decision about offers. However, only about 10 percent of the companies listed interact with the site.
6 ways to make the most of Glassdoor for your company
1. Set up your own account.
Glassdoor allows companies to do this for free. With an account, you can write your own description of your company, include photos and updates, respond to reviews and receive alerts about your profile. Additionally, you can clear up any inaccuracies and set the record straight. In other words, control your listing.
You can also pay a subscription fee starting at $6,000 a year for additional features. These include the ability to get detailed demographics about prospects who view your profile and priority listings for your open jobs.
2. Invest in reputation management software.
Online reputation management software, like ReviewMaxer, is an affordable way to quickly gain popularity online and manage your company’s reputation – and it is extremely easy to use. ReviewMaxer efficiently monitors, collects and promotes your online reviews – effectively and easily from a central dashboard. Improve your SEO and gain more positive reviews by proactively reaching out to your employees for their feedback.
3. Personally respond to reviews, especially the negative ones.
Address negative critiques head on instead of putting your head in the sand. Although reviews can be anonymous, request a private meeting with the reviewer to deal with his or her concerns. If there are criticisms about one particular supervisor or between colleagues, explain how you can mediate the situation. This demonstrates that you actually care about the happiness of your employees and the performance of your organization.
4. Use the reviews to improve.
While you may encounter reviewers who are angry and simply want to damage your reputation with no basis in fact, most are constructive assessments of your company. Pay attention, especially if you notice a trend in the type of complaints. For example, you may see several reviews saying you don’t offer a path to career advancement. This would be something you might want to fix.
5. Encourage employees to provide reviews.
You can’t know how you’re doing unless you ask. It’s a bad idea to ask for only positive reviews, but if you feel you are doing a good job, then you will most likely get more glowing reviews than poor ones. Receiving a majority of negative reviews means you’ve got some work to do.
6. Hire a PR agency to manage it for you.
The impact of online review sites is growing steadily every day. It matters for SEO, online reputation management and attracting the best and brightest job applicants. Because these sites are so important, you should have experts managing your company’s presence on them.
Axia Public Relations will give you the tools you need to manage any online review. We will help you tell your company’s story, defend your reputation, monitor your reviews and optimize your profile. To learn more, contact us or download our free e-book Online Reputation Management.
Lisa Goldsberry is a blogger for Axia Public Relations with more than 15 years of public relations experience. She specializes in business and technology PR. Lisa has worked for Axia since December 2013. Learn more about Lisa Goldsberry. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.
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