It happens. You perform a Google search for your organization and come across a poor online review by a former employee. Regardless of whether such public feedback is accurate, the issue of employer reviews has been growing more prominent for a number of years. Employer review sites like Glassdoor and Vault that allow current and former employees to criticize or praise a company through anonymous postings have become increasingly popular, with as many as 33 million Glassdoor users and more than 600,000 companies reviewed.
A recently published study by the University of Las Palmas de Gran Canaria found that companies with positive online employee reviews hold a significant recruiting advantage with jobseekers compared to companies with neutral or negative reviews. The study confirmed that workers view online reviews by employees on Glassdoor as a reliable source of information. The study also found that employees assigned greater importance to online reviews than recognition awards for best HR management practices.
Strategies to consider
So what can HR professionals do to minimize the effects of negative reviews and help nurture a positive employer brand? While there’s no single best practice, here are some techniques to consider:
Nurture your brand
It’s important to remember that you don’t create your employer brand—you nurture it. HR professionals play a vital role as employee ambassadors on the front lines of the recruiting and onboarding processes. Addressing online reviews in the recruiting process can help your organization maintain a positive external presence and will help you attract the best candidates for your open positions.