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Did you know that 69% of potential employees would not take a job with a company that had a bad reputation, even if they were unemployed? As business owners look ahead to their 2017 growth strategy, a big part of sustaining success is going to be hiring and retaining a great workforce. So how do companies put their best foot forward and get in front of potential job seekers? Glassdoor.
According to Thomas Handcock, CEB’s HR practice leader, millennials (the largest and fastest growing workforce) wanting the inside scoop are more likely to check out employment review websites—like Glassdoor—as part of their job search. In a study of 500+ small to medium sized businesses and their digital footprint, Blue Corona found that 53% of these companies didn’t have a Glassdoor page. Yet, 61% of Glassdoor users report that they seek company reviews and ratings before making a decision to apply for a job. This is a major gap that companies can fill in order to help them achieve their goals and minimize the pain points of hiring and recruiting.
How Job Seekers Use Glassdoor (And Why You Might Be Missing Out on Great Talent)
Many business owners cite hiring and retaining employees as a major struggle—in fact, 48% of small businesses report there are few or no qualified applications for the positions they are trying to fill (according to NFIB). However, Glassdoor brings the talent pool to you—if you have a company profile, that is.
According to Glassdoor:
- 89% of Glassdoor users are either actively looking for jobs or would consider better opportunities
- 46% of Glassdoor members are reading reviews when they have just started their job search and have not yet spoken with a company recruiting or hiring manager
- The majority of job seekers read at least six reviews before forming an opinion of a company
How Business Owners Should Use Glassdoor
The first step for business owners is to ensure you have a verified Glassdoor profile. When you manage your company’s Glassdoor profile (either you’ll need to create one from scratch or you’ll need to verify your company’s generated profile that has already been reviewed by employees), you’ll be able to brand the page with your logo and include details on your company, such as:
- Type (public or private)
- Headquarters location
- Founding year
- Description (that can include your mission, vision, specialties, etc.)
Job seekers and Glassdoor users alike can see whether you’re an “engaged employer”:
The next step would be to ensure that you’re responding to reviews (see below for more information on why this is important)!
If you’re looking to increase your aggregate rating and number of reviews, you can encourage high-engaged, happy employees to leave a review on Glassdoor. We don’t recommend you go on a spree mass-emailing your entire workforce to review you on the site, but there are natural ways to ask some of your best employees to use their opinions to help grow the company.
One example could be after Employee X does a great job on a project and seems to be proud of their work. While on a break or out to lunch, their manager could bring up “Hey, X, you know we have big growth goals this year, which means we’ll need to be hiring more people. You’re a great fit and did a stellar job last week on Project Y, and, honestly, I’d love to find more people just like you. One way you can help the company grow and add more great members to our team is by leaving a review on Glassdoor.”
Dealing with Positive & Negative Employee Reviews on Glassdoor
One part that makes Glassdoor a reliable resource for job seekers learning more about particular companies is the authenticity of the reviews and ratings. Once a review of a company is posted (whether from a current or former employee), the company cannot delete or edit the review. This can increase trust from review readers that what they are reading is not just the sunshine and rainbows image of the company.
For companies that are worried about being vulnerable to negative reviews, companies are allowed to respond to reviews. And this is a great tactic for businesses managing their Glassdoor profiles because 62% of Glassdoor users agree their perception of a company improves after seeing an employer respond to a review (Glassdoor U.S. Site Survey).
In an analysis of 800+ small to medium sized businesses and their digital footprint that Blue Corona conducted, 61% of the reviews for those companies on Glassdoor were between a 3 to 4 out of 5 (18% of the reviews were above a 4-star rating!). Instead of a paralysis of fear of bad reviews from scorned formed employees, business owners should own the process and work on building the number of reviews—understanding that there’s probably going to be a typical bell curve of ratings (in other words, you can’t win them all, but just because you try to play the game doesn’t mean you’re automatically going to lose).
Featured: Blue Corona CEO Discusses Being Vulnerable with Glassdoor on Forbes.com
Last year, our CEO and president, Ben Landers, was featured on Forbes.com about the importance of Glassdoor for companies as an ongoing tactic to collect candid feedback and make improvements to their businesses (both in terms of recruiting top talent and winning new business). You can read the article, Why You Need to Be on Glassdoor, Even When It Hurts, on Forbes.com here »
Want Help with Glassdoor for Your Company?
About The Author: Hannah is the Organic Team Lead at Blue Corona. If she's not busy daydreaming about the training session for her team, you can find her improving client conversion rates and planning her next trip.
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