Employer reviews impact where candidates apply for roles and accept job offers. As a result, employer reputation matters in recruitment.
Most candidates read employer reviews when deciding where to apply. Therefore, companies with negative reviews typically receive fewer job applications than companies with positive reviews.
What current and former employees share about a company affects attraction and retention rates. Therefore, encouraging positive employer reviews and responding to negative ones enhances a company’s reputation.
Employer reviews affect recruitment in these ways:
- Candidate quality: Learning about an organization lets candidates determine whether they would be happy working there. Accurately describing the culture and work environment encourages candidates with the most potential for success to apply.
- Number of job applications: Most job seekers conduct online searches to learn about a company and its culture to decide whether to apply. Negative employer reviews encourage looking elsewhere for a job.
- Offer acceptance rate: Employer reviews impact whether candidates accept job offers. What is promised during the hiring process should align with the reality of working for the company. Otherwise, candidates typically accept job offers elsewhere.
These tips can help manage employer reviews.
Encourage Employer Reviews
Ask employees at all organizational levels to leave employer reviews. Explain how reviews help recruit quality employees and improve the work environment. Showing employees are heard, valued, and respected strengthens morale, attraction, and retention.
Monitor Employer Reviews
Set up Google Alerts to receive notifications when the company’s name appears online. Also, consider using a social listening tool such as Sprout Social to monitor mentions on social media. These activities help monitor and respond to employer reviews and strengthen the organization’s reputation.
Respond to Employer Reviews
Professionally respond to negative employer reviews to resolve the issues. For instance, thank the reviewer for their feedback, provide an email address, and request additional input to act on.
Acknowledging a negative employer review shows the company values constructive feedback and continuous improvement. Tactful responses encourage job seekers to apply.
Take Action on Employee Concerns
Quickly and thoughtfully act to resolve the issues mentioned in employer reviews. Demonstrating the action taken to improve drives positive organizational change.
For instance, if an employee shares a bad experience with a manager, offer to let the employee talk with a human resources team member. Or, if negative reviews cite inadequate pay or poor employee morale, consider changing the company’s compensation package, employee development program, leadership, or culture.
Track Progress on Improvement
Set benchmarks for improving employer reviews and track progress. For instance, consider improving the company’s Glassdoor rating from 3.7 to 4.0 in the next 6 months. Regularly providing employee feedback surveys and engaging in one-on-one conversations helps identify and resolve potential issues to encourage more positive reviews.
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