It’s never been easier for candidates to assess an employer’s reputation (without ever making a personal connection with someone who works at the company). Glassdoor, Comparably, and a host of other employer-review websites allow a company’s current and former employees to publicize their employer’s strengths and weaknesses. Crowdsourced insights can provide unvarnished insights into company culture, highlighting subjects like leadership values or employee benefits that might not be readily apparent throughout the interview process. 

Considering more than 80% of Generation Z candidates rely on the internet to find jobs, taking control of your online presence is essential to establishing a positive employer brand. Handling employee feedback on employer review sites with care can boost your employer brand story, dilute negative feedback, and demonstrate engagement with the community at large. 

Follow these tips for handling third-party employer reviews: 

Be proactive

Keep a close eye on your brand’s presence on third-party review sites. Staying informed about new reviews can ensure you’re not caught off guard when an eyebrow-raising post is published. Set automatic alerts and assign a dedicated owner to monitor reviews weekly. Keeping up to date on what employees are saying about you helps you stay ahead of the public narrative, and helps you better understand and improve current employee sentiment. 

Respond to positive and negative reviews

Establish your brand’s presence on a third-party review site by commenting on any employee feedback, good or bad. Adding your voice to the mix demonstrates that your company takes employee feedback seriously, and is working to improve. If the comment is positive, it’s okay to take a small victory lap while remaining humble, acknowledging the areas in which your company’s hard work has paid off. No matter the substance of the comment, don’t forget to thank the reviewer for sharing their thoughts, and address concerns with actionable next steps. 

Replying to customer reviews results in better ratings.

Harvard Business Review

Avoid canned responses

Posting a stock reply to comments can make your company seem like it doesn’t take feedback seriously. Craft a thoughtful, honest reply to each review, showing that your brand listens to individual concerns. If an employee has gone out of their way to bring up a particular issue with your company, the same amount of care should be used when crafting a response. 

Control the narrative

Responding to reviews affords the opportunity to add important context, detail, or other necessary information about your employer brand. Do your best to address the reviewer’s concerns while maintaining a positive tone. Should a comment call out a specific workplace issue, highlight active steps your company is taking to ensure the problem is being addressed. 

It’s always a good idea to take things offline too. Encourage employees to reach out to HR if they’re willing to discuss major issues in person.

84% of people trust online reviews as much as friends.

Inc.

Encourage employees to share positive experiences

There’s no need to wait for an employee to become frustrated with their work or leave the company altogether to begin sharing their feedback online. Gently encourage employees to share their fair and honest experiences online to help paint a fuller, more accurate picture of your office environment. If your third-party employer review presence is less than stellar, adding more reviews can help make a shift towards a positive balance.

Asking for reviews is a delicate balance. Mention it in company-wide meetings or in all-team emails, when the request isn’t directed at one person. It’s important not to make any individual employee feel pressured to share a positive experience if they’re not inclined.