The people who sign up for our free Glassdoor webinars or workshops (yes, they’re free, see here for more info) have generally accepted that they need to be proactive and engage with their Glassdoor page. So this blog post is not really for them. It’s for all the Recruiters and HR professionals who have not yet added Glassdoor to their weekly to do list.
Before I start though it is important to mention Indeed Company pages…..
Important notice about Indeed Company Pages
I could have written an identical post about Indeed Company pages. If you are not aware, most organisations have a company page on Indeed where reviews can be made in a very similar method to Glassdoor.
The rating from your indeed company page will sit next to your job listings. It is therefore almost as important to have a strategy with Indeed’s company pages as Glassdoor. The good news is, the strategy should be pretty much identical. The first place to start is to do a search on Indeed for your company page (click here to search). If you read on below, and every time you see Glassdoor also assume this applies to your Indeed Company page.
So without further delay, here are the 6 most important reasons why you need to claim your employer page on Glassdoor (and Indeed).
1.Your Glassdoor page and all your reviews will rank high on Google (and other search engines)
Your Glassdoor page will rank high on Google. If you want to check this out try this process.
- Open a new browser page in private/incognito mode (this ensures a clean/fair test that is not influenced by your past browsing history. Click here for help on how to do this if you are not sure)
- Search for your organisation by name, does a Glassdoor page appear on page 1?
- Search for your organisation and careers, does a Glassdoor page appear on page 1?
- Search for your organisation and review, does a Glassdoor page appear on page 1?
If you have completed this search and answered ‘yes’ to the above, now you know how important it is to ensure that it is kept up-to-date and you’re completely engaged with the site. Just remember, if it is so easy for you to find your Glassdoor page on a Google search, then it is also that easy for your potential candidates to find you too.
2.Access your Stats
Only by claiming your page can you access your stats and see how many people are viewing your page.
We’ve decided to share with you some of the analytics from our own employer page. As you can see, we do not have a huge audience looking to reference us (we are only a 40 staff company). However, we still view Glassdoor as extremely important and even if candidates have not found it independently, we look to make sure that candidates engaged in our recruitment process check out our Glassdoor page (more on this in a later blog post).
You may be wondering why accessing your stats is so important, so here are a few reasons why:
- You can see who is viewing your profile so you can find out what demographic are looking to work for you.
- You will be able to find out more about the target market for your roles.
- You may find that you have a significant volume of jobseekers looking at your page and you may decide to update your page to an enhanced profile.
Whatever you find from your stats, they can help you decide the relevant changes you need to make to your page in order to build your employer brand and even increase the amount of applications you receive.
3.Get alerted with updates
If there is a page on the internet where people are posting opinions about your organisation as to how good/bad you are as an employer, you would want to know, right?
When you claim your page, Glassdoor will alert you via email to each new review. This helps you stay abreast of what is happening. It also presents you with an opportunity to be a second set of eyes to ensure that what is being posted is not in breach of Glassdoor’s community guidelines.
If you do believe a review breaches the community guidelines, you can flag it with Glassdoor immediately, and they can review and delete if this is the case. I have personally heard from several HR professionals that they have had reviews removed after they flagged them to Glassdoor, so don’t just assume it’s a lost cause.
4.Bad reviews with an unclaimed page looks really lazy
Among those surveyed in Glassdoor’s site survey in 2016, 65% of Glassdoor users agree that their perception of a company improves after seeing an employer respond to a review.
If you haven’t claimed your page and receive dozens of bad reviews, it makes you look as though you don’t care about your current or previous employee’s opinions. This can have a negative effect on your potential candidate’s perception of you as a potential employer and could stop them applying for your roles.
It’s easy for a candidate to know whether your page has been claimed or not.
From the example above, you can see that this company has not claimed their page, and therefore all of their reviews have gone un-replied. As you could imagine, this company must have heard about their Glassdoor company page and have chosen to adopt the “Ostrich/Head/Sand” approach to Glassdoor which is unfortunately not uncommon.
What adds to this “Lazy” approach is that the two (of the 17 negative) reviews we have found show that 6 and 8 people respectively have deemed these reviews helpful. This shows us that those job seekers have taken on board those comments and have probably not applied for a job at Nuix.
5.Improve the look of the page
Improving the look of your page can be done easily. It only takes 5 minutes to register, 2-3 days to get approved and around 20-30 minutes to update your information and improve the look of your page.
Glassdoor’s site survey found that 74% of Glassdoor users are more likely to apply to a job if the employer actively manages its employer brand (e.g. responding to reviews, updating their profile, sharing updates on the culture and work environment etc.). All of this is really easy to do.
The great thing about a free profile on Glassdoor is that you can update your information, respond to reviews and access your stats.
The only downside is that you miss out on a lot of other opportunities including promoting your employer brand, attracting candidates with branded content and personalising your profile for target audiences, along with so much more.
These important things can be done, but only with an enhanced profile.
Below is a screenshot of BrewDog, a great company who have recently featured in some of our employer brand blog posts. When it comes to their Glassdoor page, we can clearly see it’s a claimed page, but not enhanced.
How do we know it’s not enhanced? Well, even though they have pictures uploaded to their page, they don’t have a header image or any links to their social media pages. They have updated their company information which is a good thing, but they haven’t gone any further to expand on their employer brand or utilise Glassdoor as it should be.
You can make your profile look even more impressive by upgrading to an enhanced profile at a cost. Doing this allows you to add a header image/video, additional job listings, videos, social media and other additional content to your page. This is a very similar offering to LinkedIn’s approach, where they provide each organisation with a free company profile with the option of upgrading to add a careers page.
If you want to know what an enhanced profile does look like, just for comparison, take a look at AlphaSights below…
AlphaSights’ enhanced profile shows how well your company page can look. We’ve highlighted some of the most important aspects of their page. For example, they have included a video in their header showcasing life at AlphaSights, they have also included links for candidates to connect with them on social media sites, and they have uploaded a whole section on ‘Why Work for Us?’.
These pieces of information can have a huge effect on your employer brand, and by enhancing your profile, it provides you with the tools you need to ensure your page attracts the right candidates. As you can see, there is a big difference between how good AlphaSights’ page looks compared to BrewDog (not that it looks bad, AlphaSights just looks better).
Ultimately, the decision on whether to go with an enhanced profile or not will be largely based on the ROI which in simple terms can be framed as:
“If we pay to upgrade this page, how many people per month will it influence?”
For larger organisations, upgrading this page is a bit of a no-brainer. For smaller organisations, like ours, the decision is perhaps equally obvious.
6.Glassdoor is Growing
Finally, we’re here at point 6, and possibly one of the most important points of our post so far. Glassdoor is growing in the UK, and depending on the sector you work in, it may only come up occasionally. However, this is on the rise and for some companies is already either a major positive or negative factor in attracting staff.
Job seekers were surveyed by Glassdoor in January 2016 and found that when it comes to researching reviews and ratings of a company:
- 61% of Glassdoor users report that they seek company reviews and ratings before making a decision to apply for a job.
If you’re a little sceptical of Glassdoor’s own global research, then you might want to read this article which highlights an independent UK study that shows how trusted Glassdoor have become to the UK job seeker.
Having a solid Glassdoor strategy allows you to somewhat “future-proof” your employer brand, and be well placed to take advantage of this growing trend for employer review sites.
Whether you love or hate Glassdoor, you need to have a strategy in place. As a bare minimum, you need to have claimed your page. I also think you need to respond to all your reviews, which I will be making that case in my next blog post, available here!
In the meantime please feel free to check out our free online recruitment training. For a full list of the training we provide, and for more details on how to register, see: www.easywebtraining.com.
Written by Adrian McDonagh, Chief Ideas Officer / Founder at EasyWeb Group with the help of Becky Cellupica, Marketing & Events Executive at EasyWeb Group.