Businesses don't have the luxury of saying, "I don't care what people think about me," because like it or not, what people think about a business is critical to its employer brand.
That's why it's important to be aware of what people are saying about you on prominent job review sites like Glassdoor and Indeed. These sites contain reviews from current and former employees that can provide valuable information about the employee experience at your company.
Failure to pay attention to these websites could result in a hit to the company's reputation. Here are things to keep in mind when managing these pages.
Take Pride In The Company Page
While your company page on these review sites doesn't have to be as robust as your website, you should strive to make it as informative as possible.
Make sure the company profile, benefits, and salary information has the most updated information. You don't want a prospective employee to get excited over a benefit or perk that no longer exists. It's also important to make sure that the job openings are constantly updated.
Beyond the basic profile information, try to offer more value to job seekers, or anyone else researching the company. This could include snapshots about a company initiative, the company culture, or a brief employee or manager profile, to name a few ideas. It's also a nice touch to incorporate some photos and a video.
All of these efforts show that employers are engaged with these pages, which reflects well on the company.
Respond To Employee Reviews
There is no greater form of engagement on job review sites than actually responding to the reviews, both positive and negative. This can be a tricky concept.
First, it's very time consuming. Some companies have staff dedicated to just responding to these reviews, but not everyone can pull it off.
Second, it's not always easy responding to negative reviews, but it's important.
When responding to a negative review, it's crucial to remember that you're not trying to win an argument or prove someone wrong. You're simply trying to address concerns raised in that review in a professional manner.
You should thank the person for leaving the review and empathize with them. Whether you agree with them or not, they felt passionate enough to leave it.
If the person points out a legitimate concern and weakness, acknowledge it and discuss the company's plan to address it. If the person makes a complaint that you don't agree with, don't go out of the way to prove that person wrong. Simply reiterate the company's values and provide the person with potential resources to further address the concern.
Responding to reviews isn't easy, but it's a major part of the engagement process and shows that the company cares about its employees and employer brand.
Learn From The Reviews
In order to build a strong workforce and company culture, you need to know what the workforce thinks about the company—it's strengths and weaknesses. Many companies will conduct internal employee surveys and hold focus groups to help get some of that feedback.
The reviews on job review sites are also a great source of feedback. Consider it free information.
As you read and respond to the reviews, you will begin to see themes that will help you get your head around what's working well at the company, and what's in need of improvement.
Overall, job review sites are a great resource for employers, employees and job seekers. Invest some time in these pages, learn from them, and always keep a positive attitude.
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