How to Respond to Glassdoor Reviews to Build Candidate Trust
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Learn how to best respond to your Glassdoor reviews and build candidate trust in this webinar.
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How to Respond to Glassdoor Reviews to Build Candidate Trust
- 1. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor How to Respond to Glassdoor Reviews to Build Candidate Trust
- 2. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Webinar Tips for Attendees You can connect to audio using your computer’s microphone and speakers. Or, you may select “Use Telephone” after joining the Webinar. All lines will be muted to avoid background noise. You can ask questions at any time by typing them into the Questions Pane.
- 3. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Featured Speaker Lisa Holden Employer Engagement Manager at Glassdoor Lisa.Holden@Glassdoor.com
- 4. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Agenda
- 5. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor A FREE Employer Account Can Help Visit employers.glassdoor.com
- 6. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Reviews On Glassdoor
- 7. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Examples: CEO, HR, PR, or Marketing Professionals Who Should Respond? Anyone at your company who is in a position to speak on your behalf.
- 8. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor How Often Should I Respond?
- 9. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor of Glassdoor members read reviews before speaking with a company or person in charge of hiring. Why Respond to Reviews?
- 10. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Bad Reviews Are Good for Business! of consumers trust reviews more when they see both good and bad reviews. of consumers suspect censorship or faked reviews when they don’t see bad reviews.
- 11. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor
- 12. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Tip #1: Respond Promptly
- 13. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor of consumers who experience a quick and effective brand response on social media are likely to recommend that brand to others. Responding Promptly Shows that You Care
- 14. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Tip #2: Say Thank You
- 15. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor of organizations suffer from a deficit in recognition according to a recent Bersin study. Saying Thank You Shows You Are Listening
- 16. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Tip #3: Address Specific Issues
- 17. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Negative Reviews Provide the Opportunity for Authenticity Nobody Is Perfect
- 18. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Tip #4: Be Authentic
- 19. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor of employees say new job realities differ from expectations set during the interview process. Set Expectations Up Front by Being Authentic
- 20. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Tip #5: Utilize Your Reviews
- 21. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor of buyers say ratings and reviews influence their purchase decisions. Acknowledge the Positive
- 22. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Benefits of Responding to Reviews
- 23. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Lisa Holden lisa.holden@Glassdoor.com @Glassdoor
Editor's Notes
- A few webinar tips – you will be muted throughout the session so make sure to ask questions in the questions pane and Alison would be happy to answer them along the way.
- Set up company alerts Company alerts will be sent to you anytime employees or candidates post content to your profile Flag Reviews if you feel a review does not meet our company guidelines you can flag it to go back into our review process Monitor your reputation reputation word clouds help you uncover key themes from reviews on your profile Identify areas of improvement ensure your message is resonating with the candidates that you are trying to reach Invite Colleagues to respond once you have a Free Employer Account, its easy to invite co-workers to join the conversation
- Intro to reviews on Glassdoor Use reviews to find out more information about your company and its reputation Rated out of 5 stars and the categories you see If you want more info we have a quick video to check out
- Anyone at your company who is in a position to speak on your behalf is an acceptable company representative. This may include your CEO, PR and Marketing professionals, or other employers responsible for managing your brand. Note: anyone within the company who responds to reviews as an employer representative will have their title appear next to that employer response.
- We get that employers are busy and cannot respond to every single review, but responding to reviews as often as possible shows your authenticity and will further build trust with your candidates. This might sound daunting but we have alerts that can help you! 90% of job seekers find the employer perspective useful when learning about jobs and companies
- First impressions are everything. Responses to a review may be the first thing a candidate sees before the recruitment process even starts. Responding to reviews demonstrates – to job seekers current and former employees – that you are interested in feedback, and that you take employee satisfaction seriously. 46% of Glassdoor members are reading reviews when they have just started their job search and have not yet spoken with a company recruiter or person in charge of hiring.
- Job seekers spend more than five time as on a site when they interact with bad reviews. They want complete information. They notice when there are no bad reviews and can become suspicious. They will assume that you are censoring feedback. Think about this – you are not losing job seekers by showing bad reviews – you’re steering them toward jobs and companies that won’t disappoint them. You also only need bad reviews in moderation or risk damaging your brand. Reevoo Insight Research 2013
- Responding promptly shows employees and job seekers that you care Don’t wait to respond A prompt response shows job seekers and employees that you take feedback seriously and quickly adds your perspective on the situation to the original review. Action Plan: Set up Alerts - When new reviews appear on your profile, you’ll know right away. Get alerts on company activity by clicking on the RSS feed link that appears at the bottom of each reviews page OR you can go to your Employer Center Settings Email Preferences to adjust settings
- 71% consumers who experience a quick and effective brand response on social media are likely to recommend that brand to others, compared to just 19% of customers who do not receive a response When new reviews appear on your profile, you’ll know right away. Case study: Salesforce.com Has responded to 43 reviews on their company profile page, typically within a month of the review being posted As a result, 75% of their employees would recommend their company to a friend.
- Saying thank you shows that you are listening Don’t be defensive New research shows that companies with recognition programs are highly effective at improving employee engagement and see 31% lower voluntary turnover than their peers with ineffective recognition programs. Case Study: Red Cross Red Cross is an example of a company that thanks its employees by reviews As a result, employees are more engaged and are likely to stick around
- 83% of organizations suffer from a deficit in recognition according to a recent Bersin study Action Plan: Engage with Employees Show that you’re listening and appreciate the input to make your company an enjoyable place to work The best approach is to thank your reviewers for providing feedback If you really do feel that the review includes inaccurate information or a false view of the company, you can flag the review to be re-reviewed by our content team
- Do address specific issues Don’t ignore the issues Case study: Working Solutions - Working Solutions responds to 41% of the reviews posted on Glassdoor. They actively take feedback and use it to make the company a better place - And their ratings show it! Working Solutions has a 4.2 out of 5 rating Action Plan: Address the Issues All companies face challenges. Let job seekers and employees know what you are doing to address any changes or issues A nice thing to do is give reviewers confidential email alias or phone number to give the company even more information, so that you can be sure to fix any existing issues in a timely manner
- Nobody is perfect. Even negative reviews provide an employer with opportunity to show their authenticity and that they care about their employees. Consider this free advice to make your company better. By being receptive to the concerns, you give the reviewer a sense of ownership that they contributed to making your company better!
- Set Expectations up front by being authentic Don’t use staged responses Rather than perfection, today’s candidates want transparency and authenticity from employers. Employees don’t want to wind up with buyers remorse when the job doesn’t meet their expectations down the road. Case study: Symphony Teleca Symphony Teleca responds to employees in an authentic way This lets employees know that their feedback has been heard
- 61% of employees say new job realities differ from expectations set during the interview process. Be authentic. Sound like a human when you respond. Action Plan: Vary the Responses Honest and considerate responses help build trust The biggest factors that influence a candidates decisions: 75% Salary & Comp 54% Career growth opportunities 49% location/commute If any reviews are tackling these areas its key employers get involved to address what matters most to candidates
- Acknowledge the Positive Recognize the position Don’t only respond to the negative By only replying to negative reviews. You’re missing out on a large way to influence candidates by highlighting the positive Action Plan: Highlight the positive Job seekers use the reviews on Glassdoor to make decisions about where to apply or what job offer to accept, so use a response to emphasize what makes your company an attractive place to work Refer to one of the reviewers positive comments about your company to both personalize your response and to reiterate the compliment to potential job candidates
- 84% of buyers say ratings and reviews influence their purchase decisions