Did you know that 88% of the companies listed on Glassdoor.com do not actively interact with the site?(Forbes)
After all, verifying and maintaining a company account on Glassdoor is free and it allows companies to create a profile which will likely rank highly in search results. It also enables companies to manage and respond to any reviews. I can’t think of any reason why a company would ignore this website, yet only 12% of companies listed on the site will manage their profile. Here are three major reasons that you should not ignore your company’s reputation on Glassdoor.
Glassdoor Can Help Attract Talent
The Internet has made everyone much better at synthesizing large bodies of information and deciphering useful and unbiased data. Just as everyone trusts consumer reviews more than infomercials, employees trust employee reviews more than recruitment advertising. The Harvard Business Review asserts, “With employee advocacy growing more important, employer reputations will ultimately depend on the consistent values and vitality of their organizational cultures.” So a high quality organizational culture will precede employee advocacy. This precedence reveals a risk. If employees disagree that the culture is of high quality, they may use Glassdoor to air their grievances or publish false information. If this is the case, companies do have options to incorporate legal structure in their onboarding process or, in some cases, completely remove reviews from Glassdoor.com. Nonetheless, in today’s connected world, we can assume that employees will speak publicly about their experiences working at a company with or without an employer’s consent. Satisfied employees publishing information about their engagement at work can be a great way to attract top talent.
Glassdoor Can Showcase Employee Engagement
Gallup has mountains of data about how employee engagement is great for basically all facets of an organization. Paradoxically, Gallup also finds that a rather large majority of employees in the US are disengaged at work and the largest companies need the most improvement. While Gallup has conducted polls and created surveys for a multitude of companies, Forbes points out, “[Glassdoor] reviews give employers a new window onto how current employees are doing and why ex-employees might have quit.” Better yet, this information is not solicited, it’s completely voluntary and, due to Glassdoor’s authority in search engines, widely available. This allows anyone to get a feel for employee engagement and satisfaction; potential recruits are not the only people interested in this information. Articles providing an unbiased, inside look at an organization are of interest to employees, managers, consumers, and even investors.
Glassdoor Can Affect Valuation
Great companies are comprised of great people who are doing great work. The Motley Fool recently published a piece about evaluating investments based on Glassdoor research. “Checking out cultural attributes through sources like Glassdoor can most certainly help investors get a feel for how companies care about one of their most important assets: workers.” That makes objective sense. All things relative, companies with great culture will be choice places to work and attract more top performers than their less employee focused competitors. For example, Yahoo may pay more than Google, but talented professionals continue to gravitate towards Google.
Don’t Ignore Glassdoor
The reasons to manage your companies Glassdoor profile are numerous beyond the scope of this article. The point is that upper management is losing control of its employer brand, and if strategies are not devised and implemented to manage sites like glassdoor, it could negatively impact much more than just recruiting efforts. Using social media and leveraging people’s willingness to share their experiences online seems like a tactic that would attract talent to online applications and tables at job fairs. How easy is it to stand out using a strategy that only 12% of companies are utilizing? What’s more? This information is no longer presented by a biased party, making it more trustworthy and valuable to recruits and investors alike.