Your Guide to Glassdoor Reputation Management for Employers

This article about Glassdoor reputation management discusses the importance of maintaining a positive presence on the employer brand review platform.

With more than 55 million unique users visiting the Glassdoor website each month, it’s become one of the most-used employer review platforms around.

And since job candidates often rely on Glassdoor when deciding where to apply and work, a poor company rating on the platform can limit how many high-quality applicants you get.

Additionally, your brand’s Glassdoor reputation impacts customer perception and investor confidence. This is why managing your presence and company reviews on Glassdoor is so important.

In this article, we’ll explain how to use Glassdoor company reviews to your advantage. The goals are to build a strong brand along with transparency and trust.

We can help you create a positive brand reputation. Call us at 941-259-4554 for more information about how to remove Glassdoor reviews that are damaging your reputation.

Why Employers Shouldn’t Ignore Their Company’s Reputation on Glassdoor

Are positive reviews on Glassdoor really necessary for your employer reputation? Yes — potential employees care a lot about what other employees have to say. Let’s look at the numbers:

• A whopping 83% of job seekers are likely to research a company’s ratings and reviews. 
• 53% of job candidates look for additional company information after reading a job post. 
• Job-seekers read 6 reviews on average before forming their opinion of a company.
• How you handle positive reviews and negative reviews matters, too. Glassdoor found that 71% of users view an employer more favorably if they respond to reviews.

Focusing your Glassdoor presence can make a big difference. Employers who improved their Glassdoor rating by a minimum of 0.5 points saw 20% more job clicks and 16% more application starts. And when job-seekers view a company’s “Why Work With Us” section, the likelihood of applying increases by 49%. 

Also, consider this: Your Glassdoor profile may rank on page one of Google, which means it’s likely to be found by potential employees who are looking to learn more.

What Is Glassdoor Reputation Management?

When discussing Glassdoor specifically, reputation management includes influencing, improving and monitoring your company’s perception on the website. This includes:

• Tracking ratings and reviews
• Professionally responding to employee feedback
• Encouraging workers to write reviews that are authentic
• Addressing company issues that lead to bad Glassdoor reviews

Managing your Glassdoor reputation isn’t about silencing critics or making sure to remove Glassdoor reviews that don’t help your company. Instead, it’s about managing the perception of your brand by being involved in the conversation and making changes where necessary. Employee engagement will go much further than deciding to remove negative Glassdoor reviews.

Having a healthy brand reputation reflects honesty and genuine improvements. Faking a positive experience with your company or having Glassdoor reviews removed won’t cut it — and it won’t fool anyone.

Auditing Your Glassdoor Company Profile and Reputation

You can’t improve your reputation without knowing where it stands at the moment. Follow these steps to audit your employer brand reputation on Glassdoor:

• Search for your company on Glassdoor or on Google by querying “[Company Name] + Glassdoor.”
• Review your profile, paying particular attention to the CEO approval score, review patterns, and star rating.
• Look for trends, such as recurring complaints or praise, time periods that saw an increase in bad Glassdoor reviews, and departments or individuals mentioned repeatedly.
• Take note of how your company responds — or doesn’t respond — to reviews.
• Compare your profile to your competitors’ profiles.
• Use the information you find to set measurable goals, such as raising your star rating by 1 point within a year.

Our clients come to us when they need to build or repair their online reputation and take control of their digital presence. Call us at 941-259-4554 to learn more about how to deal with a negaive Glassdoor review.

Best Practices for Glassdoor Review Management

Since reviews are such a huge part of Glassdoor, you’ll want to come up with a Glassdoor review management strategy. Consider adding these to-dos to your list.

Encourage Honest Glassdoor Reviews

It’s important that employees know it’s safe to leave Glassdoor reviews for your company and that you don’t expect every review to be 100% positive. To encourage balanced, truthful reviews, do the following:

• Let employees know where to leave reviews should they want to. Reviewing your company should be voluntary, not mandatory.
• Add reminders to internal newsletters so employees can have an outlet if they feel they have something to say.
• Don’t incentivize reviews — participation should be authentic, not manipulated.

InternetReputation.com provides the information and services you need to improve your digital presence. Get started with a free online reputation analysis by calling 941-259-4554 today.

Regularly Monitor Glassdoor Reviews

Assign a team member to track Glassdoor reviews every week. You can also set up alerts for new ratings and reviews, which will make it easier to determine which ones have just come in.

If this task is too difficult to manage, consider hiring an online reputation management agency that can take over for you.

Respond Professionally to All Glassdoor Reviews

You should respond to both positive and negative reviews on Glassdoor. Keep these tips in mind:

• Thank reviewers for leaving feedback.
• Address legitimate concerns in a constructive way.
• Don’t be emotional or defensive — keep your language professional.
• Avoid revealing confidential company or employee information.
• Maintain a consistent brand voice every time you reply.

Learn about our review management services here.

Avoid Common Pitfalls When Managing Your Company’s Online Reputation

Here’s what not to do when enhancing your Glassdoor profile:

• Never post fake reviews or ask for employees (or people posing as employees) to leave misleading reviews.
• Employees should never feel pressure to remove negative feedback on Glassdoor, even if the problem’s been resolved.
• Critical reviews should be dealt with professionally instead of ignored. Staying silent can come off as defensive or like you don’t care.
• Avoid engaging in an argumentative way.

Remember, rebuilding your reputation, both on Glassdoor and elsewhere, can take time. Don’t rely on cheap tactics to force a better reputation. Consistency is what will build trust and have better results in the long run.

4 Example Responses to Glassdoor Reviews

Wondering how to respond professionally when a current or former employee doesn’t have anything nice to say? Here are a few examples that will help guide your responses.

Negative Past Employee Experience

Thank you for sharing your experience with our company. We’re sorry to hear that our communication standards weren’t upheld, and we’ve recently launched initiatives to improve transparency and the feedback system. We appreciate your feedback and wish you luck in the future.

This type of response will work in your favor because it’s calm and professional without being defensive. Plus, it acknowledges the problem and demonstrates how it’s been fixed, which is important for anyone who may read the review in the future.

Negative Review From a Current Employee

Thank you for your feedback, and we always appreciate hearing from a member of our team. We understand your concerns, and we encourage you to reach out to your manager or the HR department. We want to make sure you feel heard and supported.

This response is both empathetic and proactive. It shows employees and Glassdoor visitors that the company listens to employees. It also provides next steps so the issue can be fully addressed.

Complaint About Pay or Workload

We appreciate your honesty, and we take feedback regarding compensation seriously. Our leadership regularly reviews salaries and workload requirements to ensure every role is treated fairly. We’re committed to giving employees a healthy work-life balance, and we’ll continue to refine these processes.

This type of response is effective because it shows care for the reviewer without making promises that the company may not be ready to keep.

Positive Reviews on Glassdoor

Thank you so much for taking the time to share your experience. We’re so thrilled to hear that you enjoyed working with our team! Feedback like yours helps us continually build a brand we’re all proud of.

Responding to positive reviews reinforces brand strengths and encourages other happy employees to leave feedback.

Do you need to speak with an expert about reputation monitoring, management or repair? Get in touch with us by calling 941-259-4554 today.

Using Your Glassdoor Company Profile To Grow Your Business

Once you’ve got review monitoring and management down, there are other ways to help your business grow by taking advantage of Glassdoor.

Optimize Your Employer Profile on Glassdoor

Make sure your Glassdoor profile is filled out with clear, accurate information, including:

• Company description
• Brand mission and values
• Employee benefits
• Information about company culture
• Up-to-do photos and videos

Make sure the information on Glassdoor is consistent with what you’ve posted on your website, LinkedIn and other professional platforms.

Address Employee Sentiment Issues

Think of reviews as free employee feedback, and be sure to take advantage of what you find out.

Chances are that certain issues will be mentioned over and over on Glassdoor, such as problems with communication, leadership or pay. Work with HR and other involved teams to come up with a solution and take action.

When improvements have been made, communicate them with the team and the public. For example, you can say that based on employee feedback, more flexible scheduling is being rolled out to the team.

Track and Improve Metrics

Keep an eye on certain metrics that can signal if your Glassdoor reputation is improving. For example, if your rating increases and you start getting more positive reviews than negative reviews (or more positive reviews than before), this is a good sign.

Also, monitor for how often certain keywords are used. For example, if there were issues with pay in the past, keeping an eye on reviews that include the word “pay” can show you if the problem still exists. On a positive note, if employees often praise company culture, watching for mentions of “culture” can tell you if you’re still on the right track.

You may also want to work with a professional ORM company to track sentiment analysis using your Glassdoor profile and other search results.

Working With a Glassdoor Reputation Management Agency

If you run a small business and don’t have an employee or team available to handle Glassdoor ORM, consider outsourcing to a dedicated agency.

ORM experts can help with the following:

• Analyzing brand sentiment
• Monitoring reviews
• Moderating feedback
• Writing responses
• Crisis management

Working with a company that specializes in digital reputation means you can save time while depending on expertise. Plus, letting a third-party handle certain aspects of review management can reduce emotional bias in responses and keep it professional.

Remember, Glassdoor reputation management isn’t a one-time task — it’s an ongoing commitment to putting your best foot forward to attract the highest quality applicants possible. To own your Glassdoor presence, contact us today.