Glassdoor. The talent acquisition site all HR professionals and leaders love to hate. It’s been talked about over and over again in the industry, but I’m a big believer in looking at all sides of recruiting and HR tech, and Glassdoor is one site we need to turn our attention to (especially since they just underwent a rebrand.) Not only is Glassdoor a great resource for candidates looking for reviews on companies, it’s also increasingly becoming a player in the job board space. So what does this all mean for you as talent acquisition or HR pro? Let’s dive in and find out!
Be An Engaged Employer
Even if you’re not looking to do a big spend with Glassdoor and buy their top of the line career page package, it’s good practice to at least claim your employer profile and do a little housekeeping. Make sure your profile features the most up-to-date information including general contact info, your current website, logos, etc. You want to control the message you’re presenting to candidates when they check out your company. Make sure they’re not confusing you with the fitness center 30 miles away with the same name.
Respond To All Reviews – Including The Negative Ones
Once you claim your profile and spruce it up to show off your corporate culture, start the process of responding to all reviews on your page – including the negative ones. Candidates who see you’re addressing all comments, not just the glowing, positive ones, will view your attention to being an engaged employer in a positive light. Being transparent and upfront in public is one of the most important things you can do to strengthen your employer brand. Also, if your company is small enough and your leadership team has time, let them take the lead in responding. It will mean more coming from the CHRO or CEO than your unpaid summer intern who’s posting the same canned response to every review.
Wait On The Job Postings
Over the past couple of years, Glassdoor has made a big push into the job board/posting space. They’re combining the LinkedIn and Indeed models and selling both job slots and cost-per-click campaign packages to employers. They’ve also taken a big step in collecting resumes from candidates by blasting them in the face with pop-up boxes asking them to upload their resume as soon as they hit the site. While these options may be attractive and slick, our recommendation is to wait until they figure out a way to monetize their database and allow employers access to the resumes they’ve been collecting. Indeed is still king of the job posting space and until Glassdoor takes a bigger market share, your budget is likely better spent elsewhere.
Hopefully, the tips outlined above will help you engage on Glassdoor and take control of your online employer brand. Candidates are using Glassdoor at an ever-increasing rate in this era of on-demand rating and review. Don’t get caught flat-footed and let your employer brand suffer.
Patrick is the Marketing Communications Lead at Kinetix, specializing in marketing campaign delivery and analysis. As a data junkie, he can be found in the lab looking at charts, spreadsheets, and campaign results while blasting Radiohead on his headphones. Want to chat? You can find Patrick on Twitter or LinkedIn or via email at firstname.lastname@example.org