How to Respond to Reviews & Boost Your Brand Glassdoor for Employers
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How to Respond to Reviews & Boost Your Brand

Say there’s a new Indian take-away in your neighbourhood. Chances are, you’re likely to jump online to read the latest reviews before picking up the phone. After all, the competition for the best chicken tikka is fierce.

So it’s no wonder that when researching a potential new employer – let’s face it, a decision much more important than Friday night’s nosh – 80% of job seekers worldwide (1) read at least four online reviews before forming an opinion about a company. (2)

It’s high time we started thinking of job seekers as consumers and customers, alike. Just as a restaurant would never dare ignore their customers’ feedback, it’s imperative to your company’s success that you pay close attention to employees’ reviews. Otherwise, how will you know what’s working, and what you need to change to be the best?

We know a few things for sure about the impact of companies reading and responding to employee feedback. Not only does this good habit attract the best talent out there (otherwise known as the informed candidate), it’s also guaranteed to improve your brand and reputation, and ultimately your bottom line.

In fact, 62% of job seekers say their perception of a company improves after seeing an employer respond to both positive and negative reviews. (3) And on average, UK companies spend more than £3K when making a new hire. But companies with bad reputations spend at least 10% more. (4)

But what if your company’s reviews are less than glowing? The antidote is simple: Respond anyway. Not only does it prove that you’re committed to transparency –  a prerequisite for quality candidates, potential business partners and even investors – it shows that you value your employees’ feedback. And most importantly, it gives you the chance to weigh in and offer your perspective. Bad reviews can be good for business!

We’re listening too. We acknowledge some claims that Glassdoor is just a place for disgruntled employees to vent or rant. Yet our surveys show that 70% of employees on Glassdoor say they are “OK” or “Satisfied” with their company. Meanwhile, the average company rating is 3.4 (on a scale of 1-5). Rather than simply find fault, we encourage members to contribute balanced reviews that include the best reasons to work for their employer, as well as insight on areas that could be improved.

We also take data integrity very seriously. Each review and response undergoes a moderation process and must abide by strict community guidelines in order to appear on our site.

Tell Your Story to 45 Million Job Seekers

Think of each review on Glassdoor as a golden opportunity to showcase your company to 45 million potential employees around the globe.  Talk about turbo brand boosting! So, how do you get started?

First, before you begin firing away responses, sync up with employer brand decision makers to decide on a formal reply strategy. Key questions to keep in mind when developing your strategy:

1. Who in your organisation will respond?

2. What is your tone for responding?

3. How often will you respond?

This will help frame your responses and develop a consistent reply cadence. That said, each review should be handled on a case-by-case basis. Above all else, be authentic! If your responses seem canned or generic, all your work will be for naught. Inauthentic responses can negate your commitment to transparency and won’t change candidates’ perceptions about your company.

Best Practices for Responding to Reviews

Remember, treat your candidates like your most valued customers when responding to their feedback. Making a good impression and showing that you’ve really taken their thoughts on board is essential.

When crafting your responses, it’s best to:

• Ensure title and name of responder is correct

• Draft responses in Word or Google Docs to allow for proper editing of spelling, grammar and tone

• Say “Thank You”

• Acknowledge positive feedback

• Address specific concerns honestly

• Take the high road

• Avoid corporate or internal company jargon

• Offer to take the conversation offline

The “Three As”

When formulating your response, in addition to following the best practices, we recommend keeping the three As in mind:

1. Acknowledge. Oftentimes people are looking for you to acknowledge a problem rather than offer an empty apology. Be transparent about explaining the current situation, and/or offer insight into what’s being done to make changes.

2. Articulate your position, stick to the facts. Offer data and research to support your position and keep your emotions out of your response.

3. Advise. Your response is not just for the current or former employee who reviewed your company, it is also for prospective candidates. Advise future candidates on what they can do to have the best possible experience.

Step-by-step guide

For more guidance on how to most effectively respond to reviews, check out our essential eBook, How to Respond to Reviews. It’s chock-a-block with detailed advice and includes templates for communicating with current and former employees leaving reviews, and importantly, anyone reading them as well. You’ll quickly learn how to turn the feedback loop into a critical recruiting mechanism that will attract top talent.

Get started now!

Signing up for a Glassdoor Free Employer Account is the easiest way to start responding to reviews. With a Free Employer Account, you can see who’s viewing your profile, update your company info and start responding to reviews. You can also boost your brand by highlighting your awards, photos, benefits & perks, as well as leverage job seeker analytics to sharpen your recruiting strategy.


(1) BPS World Survey, May 2017
(2) UK Site Survey, September 2016
(3) Glassdoor US Site Survey, 2016
(4) Harvard Business Review, March 2016

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How to Respond to Reviews Templates

Top strategies for responding to reviews.