Pandas don’t usually like to brag, but we were pretty pumped to win a local award (#1 Utah Company from Deseret News) last week based on our Glassdoor reviews. It’s cool to work for an organization with such a rich company culture, and we’re glad so many Bambooligans appreciate our culture enough to write about it on Glassdoor. The award has also reminded us just how important Glassdoor profiles are for HR and recruiting efforts. With that in mind, here are some tips for managing a Glassdoor profile:
Encourage employees and candidates to write reviews.
Wait! Don’t send a mass email telling all employees they need to write a review by the end of the week (and that they better be positive, or else). That’s the wrong way. People looking at your profile will notice a complete absence of “cons.” They’ll also notice if half of your reviews were posted on one day. And then they won’t trust you. (Which is the complete opposite of what you want your profile to do.) Reviews should be organic, but you can still encourage employees to post them. Here’s how:
· Invite reviews at milestones: Invite employees to leave reviews when they reach a certain milestone. After their first week of employment, you can ask them to leave feedback about their interview process so the recruiting team can improve. Or maybe send an employee an invitation to give feedback after one year of employment. Either way, this will help you stagger the invitations and get real feedback.
· Invite reviews when people compliment the company: If a candidate compliments the recruiting process they’ve experienced, thank them and ask if they’d take the time to give more feedback on your Glassdoor profile. When employees tell you your company is the best they’ve ever worked for, tell them their review would help the recruiting team spread the word about the excellent culture.
The more reviews, the better a candidate will be able to see what it’s like to work at your organization. Plus, you’ll get more feedback so you can improve the employee and candidate experience at your company. Just remember to encourage reviews organically (otherwise, your credibility will fall flat) and remind employees that all reviews are completely anonymous.
What to include in your profile.
You can (and should) customize your organization’s Glassdoor profile. The basic profile information is free (that’s what we currently use), and, luckily, Glassdoor’s Employer Center is pretty easy to navigate. Here’s what you should be sure to include:
· Accurate information: In your overview, you can add things like a website URL, headquarter location, and number of employees. Make sure you update this information often, and as it changes, so potential candidates get an accurate snapshot.
· Description: This is where you start to communicate your company culture. Include your organization’s mission and values. Talk about what your organization does and what you care about.
· Culture photos: You can talk about your culture all day, but a picture will show it. Snap some shots that show what your office space is like and what it’s really like to work at your company.
· Jobs: Hopefully, after checking out your reviews and profile, candidates will be interested in applying to be part of your team. It makes it much easier to do that if they can find openings right on your profile. (Our applicant tracking system will actually post straight to Glassdoor to make it even easier for you.)
It’s important to portray your organization in the best light possible for candidates trying to find out what it’s really like to work there. By paying close attention to the content on your profile, you’ll be able to manage that first impression.
Negative reviews are uncomfortable. And sometimes they’re unfair or flat-out untrue. But, more often, they provide valuable feedback that you can use to improve your company. For instance, here’s some constructive feedback we’ve gotten on our Glassdoor profile:
· “Bigger workplace as the company is growing so fast, workplace is feeling a little crowded.”
· “Could use better work amenities like newer microwaves, breakroom equipment for preparing food, etc.”
We’re moving buildings in the coming months and both of these reviews contain feedback that is valuable for that move. Because of the review, we know employees are feeling crowded, so we’re moving to a larger space. We also now know employees need better breakroom amenities, so we’re improving the equipment and building two breakrooms instead of one.
When you get constructive feedback in reviews, analyze it to see if it’s something you can improve. It might not feel comfortable, but it’ll help your organization improve.
Respond to reviews (both negative and positive).
Admittedly, we should do this more often. We have received a couple unflattering reviews from candidates and, like we said above, often take time to sort out and analyze the constructive feedback. However, taking it a step farther and actually replying would provide even more value. Responding is your chance to:
· Address criticisms: Tell the other side of the story. You don’t need to debate (actually, you can’t because the reviewee can’t post a rebuttal and you only get one reply), but you can dispute (and actually report) false claims. Glassdoor provides some other great advice here.
· Thank reviewees: Say thanks for both the compliments and the constructive feedback. It shows your organization is humble enough to take feedback and gracious enough to say, “thanks!”
· Show you’re proactive: Potential candidates want to see your organization actually cares about feedback. If you don’t reply, you’re missing an opportunity to prove that. Prove it a step further by addressing critical feedback with your team’s plan to improve based on that specific concern.
Replying to reviews is a great opportunity to squash negative perceptions and enhance positive ones about your company. Don’t feel pressured to reply to every single one. But taking a little time to reply to those who took time to give you feedback will show potential candidates that your organization cares.
We’re so honored to have won this recent culture award and are excited to continue improving our great place to work. We hope our Glassdoor profile will continue to reflect our culture and help build our employer brand. By encouraging employees to write anonymous reviews, updating your Glassdoor profile information, incorporating the feedback you receive, and responding to reviews, you can manage your employer brand, too!
Have more tips for improving Glassdoor profiles? Let us know below!