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When was the last time you searched for a new job? If it’s been a while, you might be unfamiliar with the modern approach. Almost all applications and recruitment happens online, and major web services handle the bulk of the work.
Many people searching for a job will investigate a company when they apply for a position. They will look at employee reviews of the business to see if it’s somewhere they would like to work, and for that, many turn to Glassdoor.
A comprehensive Reputation Audit provides invaluable insight into your company’s online reputation.
Glassdoor is a review site that allows individuals to find honest assessments of many major companies, and if your reviews are bad, it will cause problems. That’s why many businesses invest in reputation management for Glassdoor.
In short, good reputation management saves money. Depending on the size of the company, bad reviews harm the bottom line in major ways. They can complicate recruitment and add major obstacles to filling positions.
That raises recruitment costs and the pain of turnover. Bad reviews also extend vacancy times for positions. This can lower revenue when critical roles are unfilled.
Glassdoor has over 50 million users each month. That’s a massive labor pool, and maintaining a good reputation expedites your search for good candidates.
Damage to your reputation complicates things and adds difficulty to candidate searches.
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In general, reputation management for Glassdoor aids your brand.
With the right Glassdoor strategy, you can:
Reputation management is a big undertaking, but these three tips can help you along the way.
Reviews drive the entire Glassdoor engine. In order to foster a positive reputation on the site, you need a good plan of action.
First, designate a person or team to the task of responding to reviews. Negative reviews are inevitable, and addressing them helps your brand.
You must empower your review team to address and resolve issues mentioned in reviews. This is the best way to turn a negative review positive. Success in this respect requires a good approach.
You cannot argue your way out of negative reviews. Defensiveness and fighting never help.
Even if a negative review is completely bogus (we’ll discuss this in detail later), an unprofessional response harms your company image. Defensiveness is never useful.
Instead, approach reviews as a way to engage with genuine criticism and better the company and its processes. Own your imperfections and strive to be better.
Glassdoor encourages you to provide regular updates on the site. Each update gives you 1,000 characters and a photo. Use those resources. These updates allow you to present the company in whatever light you choose.
Tell a story. Let people know who you are and what your company is about. Craft a narrative that is relatable and really captures the essence of the company and its culture.
This is arguably the most important component of reputation management for Glassdoor. It allows prospects to determine for themselves if they’re a good fit for your business.
Glassdoor is about storytelling and reviews.
You cannot manage your reputation without content. Encourage employees and candidates to tell their stories on the site.
More importantly, promote organic responses. If you try to dictate what people say, it will be obvious to readers. It’s also a violation of Glassdoor policy and can create major headaches.
You also must exercise caution with incentives. Incentivizing employees to leave good reviews can cross Glassdoor policy. Encouraging employees to leave honest reviews is usually fine.
Go over Glassdoor’s guidelines on all of it, and you can find an appropriate way to help foster review generation.
Considering the investment you are contemplating, it’s important to know if Glassdoor is reliable at all. In general, it’s a great way to see how employees and candidates feel about their experiences with a company. That’s invaluable to people searching for jobs and businesses alike.
You want to know how people feel about your hiring processes and working for you. Those are important metrics.
Reputation management for Glassdoor is valuable because people tend to trust the site. That said, no system is perfect.
With Glassdoor, there is an issue with review reliability, and understanding that will help you strategize your reputation management.
It’s easy to imagine that an employee could be justifiably fired and then write an unfair bad review about it. It’s equally easy to imagine an employer that bribes employees to write unmerited good reviews.
There are plenty of motivations for an unreliable review, and they absolutely show up on Glassdoor. What can you trust, and what can you do about it?
First, reviews become more reliable when there are a lot of them. This tends to favor larger organizations, but it’s just how averages work.
It’s difficult for a handful of dishonest people to overwhelm large numbers of honest reviews. That’s why review generation is so important.
You can also test an individual review for reliability by asking some grounded questions.
Has the person or account posted a lot of reviews? That’s typically a red flag whether the review is positive or negative. Does the review offer fair points? Is the ratio of reviews proportional to the size of the company?
A bakery with five employees probably shouldn’t have hundreds of Glassdoor reviews.
When you understand how these bad reviews can persist, it informs how you use Glassdoor. It also leads to a few more important questions.
You might assume that reputation management for Glassdoor includes removing bad reviews. Unfortunately, that is not a direct or reliable process. Glassdoor does take down reviews, but they have to meet specific criteria. For the most part, a review is removed only when it clearly violates Glassdoor guidelines.
So, the first step to removing a bad review is exploring the guidelines. When you understand the rules, you can identify violations. When you do identify such a problem, you can flag the review (which will be explained in detail in a moment).
This will alert Glassdoor, and they will take another look.
If they agree that the review violates policy, they will remove it. But if they disagree, it will persist.
If Glassdoor sides against you, your only option is to go to court, and in most cases, that won’t be worth the time and money. An exceptionally damaging and unfair review might be worth your time. In that case, consult your attorney.
Most reviews that get removed are fake or similarly unfair. If you think one of your reviews is fraudulent, the best path forward is to flag the content. You will find the option to flag a review below its content (the button looks like a flag).
Once you do, you will be presented with options. These options identify why you are flagging the review.
Those reasons include things like false information, violating guidelines, the review is for the wrong company and a handful of other choices. Once you select the reason, you get your chance to explain your side of the story (some choices do not trigger a text box).
Be thorough and site policy violations when possible. Click “submit” and the flag will go to the Glassdoor review team. From there, it is in their hands.
All of this sounds great, but there is a necessary step that precludes everything. Before you can use the services — much less invest in reputation management for Glassdoor — you have to be an active member.
Glassdoor has an interesting policy regarding its systems. In order to access their content, you have to contribute to it.
Unlocking reviews is easy, but you have to follow these steps. First, create your account. It’s free, but they will require contact information (like any other internet service). Once you are logged in to your account, you will be prompted to rate a company and describe your experience.
Glassdoor calls this their “give to get" policy. When you write a review, you get unlimited access to Glassdoor content for one year. After the year is up, you have to write another review to stay in the fold.
It’s easy to understand why this is important at the user end. From the perspective of a company being reviewed, knowing the process informs your management strategy. You can better cultivate good reviews when you know how it all works.
Reputation management for Glassdoor is a major project. If you want to get serious about it, you need good help.
You can find that help with Reputation Sciences. Contact us today at 844-810-6755. We will discuss your options and get you on the road to a good reputation management strategy. You can enlist our services, and you will find recruitment to be a more effective and efficient process.
You’ll benefit from the positive aspects of reputation management and reap the rewards.
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