In all likelihood, you know what Glassdoor is, have checked out your company’s reviews on the site, and have probably even used it in your own job search (hello, salary negotiations and tough interview questions).
You know companies use it for recruiting and employer branding, and that job seekers use it to assess companies, but you might be wondering how you can become an active part of this. Where do companies get started? What best practices are they employing to get the most out of Glassdoor? Follow these five simple steps and you will be well on your way to using Glassdoor to your company’s advantage.
5 STEPS TO MANAGING YOUR GLASSDOOR PROFILE
1. Unlock Your Free Employer Account
The first and easiest step to managing your Glassdoor profile is to unlock your company account. You can do this by signing up for a basic Free Employer Account. Make sure you have someone in HR, marketing, operations, or an exec position sign up because they will generally be approved. Once your account is approved, you can start utilizing Glassdoor to update company information, respond to reviews, and access analytics. Keep reading for advice on each of these areas.
2. Update Your Company Profile
Now that you have signed up for your Free Employer Account, you can start updating your company profile so that job seekers are able to easily access the information they are looking for. Keep in mind that the top five pieces of information job seekers want employers to provide as they research where to work are salary/compensation, benefits, basic company information, what makes it an attractive place to work, and company mission, vision, and values. Your Free Employer Account allows you to provide much of this information in a centralized location. Employers with the best accounts make sure prospective candidates have all the information. Do this by:
- Updating your company description and the “Why Work for Us” section: Help job seekers understand what your company does and what it’s all about with clear, concise, and pertinent information (don’t forget to include benefits!).
- Including the details: Don’t leave out details like how many employees you have, your industry, the CEO’s name, your mission, your competitors, and your stock symbol. These details may seem minor, but candidates do care about them.
- Adding photos: Show off elements of your culture that aren’t as easily explained as they are shown.
- Keeping things current: If your logo changes or you have a new CEO, make sure your profile reflects those updates.
3. Read and Respond to Reviews
Once you have updated your profile, it is time to dive a little deeper and start becoming an active part of the conversation on Glassdoor. Reading reviews on Glassdoor is a great way for your company to get free feedback that can be transformed into actionable steps to improve your company, whether it is working on your culture, improving your interview process, or tweaking your benefits program. Not to mention, it makes your employees feel heard and engaged with.
In addition, responding to reviews on Glassdoor matters to job seekers. In fact, 62 percent of Glassdoor users indicated that their perception of a company improves when the employer responds to reviews. Consider these pro tips when responding:
- Timeliness matters, so be prompt. This shows that feedback is a priority for your company.
- Address the specific issues touched upon. What is going to be done to remedy any concerns brought up?
- Be authentic and considerate in your response. Remind the reviewer that your company is constantly evolving.
- The reviewer took their time to give you this valuable insight - thank them for it!
- Use this candid feedback to fuel change within your company.
4. Ask Employees to Leave Reviews
A steady stream of reviews is helpful to both your company and your prospective employees. It allows you to continually improve upon candidate experience, remedy culture pain points, and engage with your current employees, while also providing crucial information that job seekers are looking for. With 61 percent of Glassdoor users reporting that they look at company reviews and ratings before making a decision to apply for a job, it is key that your company has a profile with robust, current reviews. Concerned about receiving poor reviews? Don’t be -- 68 percent of consumers trust reviews more when there are both positive and negative reviews. In addition, sometimes this negative feedback can be the most helpful! Follow these tips for asking your employees to leave reviews:
- Be transparent about why you are asking for reviews.
- Insist that employees be honest and remind them that reviews are anonymous.
- Emphasize to employees that you are welcoming all feedback, both good and bad.
- Don’t offer incentives for reviews or only encourage specific employees to leave reviews.
5. Gain Insights Into Your Recruiting Process
Now that your account is all fleshed out, it is time to take things to the next level. Your Free Employer Account allows you access to some insightful information about recruiting as it relates to your Glassdoor profile. Consider checking out the following from your account:
- Your competition. Who are you competing against for talent and how do you compare?
- Your candidates. Who is visiting your profile and where are they clicking? Are these the people you want to be targeting?
- Your job titles. Which jobs are clicked on most? Which job descriptions do the best?
Use all of this information. These insights are useless without action. Leverage this valuable info to identify potential areas for improvement, develop a strategy to address those issues, and present your ideas to upper management.
While this might seem overwhelming at first, take the process step-by-step and before you know it, you will be a pro at managing your company’s Glassdoor profile, to both your company’s and candidate’s benefit.
About the Author: As a Partnerships Manager at Glassdoor, Sydney works with hundreds of accounts across universities, libraries, and blogs, helping to provide them with content and tools to aid job seekers. Outside of work, Sydney enjoys running, hiking, and searching for the perfect burrito.