In part 1 of this blog, I wrote about the increasing impact that employer review sites are having on the recruiting process. People have always wanted to work for good companies, and now they have the ability to easily research prospective employers. But say you’ve looked up your company’s ratings and the consensus from reviewers is that you’re a bad employer, this may led you to the question…
What Can I Do About Poor Employer Reviews?
Claim Company Review Pages
The first step to take if you haven’t is to claim your company page. This will give you the ability to add a company logo and brief paragraph about what you do.
To put it in Indeed’s words, claiming your company page allows you to “raise the profile of your employment brand by sharing information on your mission, values and workplace”. By modifying your company page, you are given the opportunity to change what the first thing candidates see when they investigate your business.
For both Indeed and Glassdoor, the process of claiming a company page is free of cost and fairly straight-forward. On Indeed, you need to search for your company page here and on Glassdoor they ask for this short form to be filled out to claim a page.
Know Where Most Reviews Come From and Ask Current Employees
The nature of online reviews tends to gravitate more towards the extremes of the spectrum- very negative one star or very positive five star reviews. While not universally true, the reality is that a large portion of the people who are motivated enough to get online and review an employer are going be negative and venting some anger.
People who are happy in their position and with the company for the most part don’t feel the need to get online and rave about their job (for the most part).
As an employer, one thing you can do to combat this is to encourage current employees to write honest reviews about their experience working for your company. Make sure to emphasize to employees that reviews are anonymous and explain why you’re asking. Be explicitly clear that there will be no repercussions if someone writes a review that suggests you’re a bad employer. You want these reviews to be as honest and authentic as possible.
One thing I don’t suggest is writing a fake review; fake reviews often are easy to recognize and don’t have the same power that honest, authenticate employee reviews have.
Should I Respond to Poor Reviews?
Both Indeed and Glassdoor offer the opportunity for employers to respond to negative or one-star reviews on their company page. The positive is clear; you get to express your point of view and defend against allegations that you do not see as fair. But in reality, you should think twice about engaging with poor reviews. It can seem defensive and like most arguments on the Internet, devolve into something ugly.
It’s better to leave negative reviews alone and not air out dirty laundry. Just like the movie WarGames taught us with nuclear war, when it comes to fighting on the Internet, sometimes the only winning move is not to play.
If you do feel that a review contains false information or breaks either Indeed or Glassdoor’s policies, the best course of action would be to contact the sites directly. For more advice about how to manage your company’s online reviews, Glassdoor has some useful information here.
Be a Better Employer
The best but maybe hardest way to deal with negative reviews is to understand: take criticism to heart and think of ways that your business could be a better employer.
While a few reviews painting you as a bad employer may be unavoidable, an overwhelming majority of one star reviews is a sign that things may need to change. It is sometimes not easy to make large alterations to poor management or fix a toxic workplace environment, but doing so will not only boost your recruiting efforts, but also go a long way to retaining current employees.
Consider some ways that you can redefine your company culture to make it more welcoming to employees.
Employer reviews is a small detail that can make a big difference in your recruiting efforts. If you ever have questions or need assistance in managing reviews or your company page, please do reach out to NewHire and we’d be happy to discuss with you.