Examples of how to build your Employer Brand on Social Media

With candidates increasingly using social media to research what life could be like if they worked for your organisation, what can you do to make sure you stand out from the crowd?

You’ve probably seen plenty of multi-nationals lead the way with building their employer brand on social media; with the likes of Google posting images of their ‘campus gardens’ where employees grow their own veg and AutoTrader showing off life-sized car models scattered around their Head Office.

It’s all very impressive. But for those of us who are less than 1,000 staff strong and simply don’t have the means to create this kind of brand, it can be pretty disheartening. We’re left with questions like: Do I have a story to tell? Is it worth telling? Will it significantly enhance my ability to recruit talented people?

The short answer is YES!

For the long answer, why not request a free copy of our ‘Building your Employer Brand by Telling your Organisation’s Story’ e-book: http://signup.easywebtraining.com/building-your-employer-brand

In the meantime, see below for some examples of everyday UK organisations who are already telling their story:

aqua
Food & Beverages
Company Size: 501-1000
Redgate
Computer Software
Company Size: 201-500
Firefish
Software
Company Size: 11-50
TPP (The Phoenix Partnership)
Information Technology
Company Size: 51-200
LendInvest
Financial Services
Company Size: 51-200
Insight Investment
Investment management
Company Size: 501-1000
Amoria Bond
Staffing and Recruiting
Company Size: 51-200
IES Ltd.
Architecture & Planning
Company Size: 51-200
Prysm Group
Marketing & Advertising
Company Size: 51-200
The Mill
Motion pictures and film
Company Size: 501–1000
AutoRek
Financial Services
Company Size: 51-200
MHR
Outsourcing
Company Size: 501-1000
21 Hospitality Group
Hospitality
Company Size: 51-200
Career Connect
Charity – careers advice
Company Size: 50-200
Nueda
Information Technology and Services
Company Size: 201-500
Redgate Software
Computer Software
Company Size: 201-500
Bidwells
Real Estate
Company Size: 201-500
RBS Jobs
Banking
Company Size: 10,000+
SaleCycle
Marketing & Advertising
Company Size: 51-200
Missguided
Retail
Company Size: 501-1000
Menzies
Business Services
Company Size: 201-500

List of UK Employer Awards

With tools like Glassdoor and Indeed Company pages encouraging jobseekers to research potential new employers, it is important that you make a great first impression. There are lots of great companies out there that have a great service/product, but don’t have the time to research and enter competitions. This is more true for HR departments that might have very high levels of employee engagement and offer a great work environment, but they just don’t have the time to research the Employer Awards that they could run for. Continue reading List of UK Employer Awards

Why you need to reply to ALL reviews on Glassdoor & Indeed

Most recruiters and HR professionals I meet wish Glassdoor (and Indeed Company Pages) would just disappear from the internet. Perhaps we will wake up tomorrow to learn that all the reviews are “fake news” generated by 1,000 Russian bots in an effort to destabilise western economies?

Whilst day to day reality in 2017 makes me think nothing is impossible, I am pretty sure that the Russians are not behind the two bad reviews we have generated on the EasyWeb Glassdoor page (we also have 16 positive reviews). At least I can be comforted that our bad reviews have a certain style with such immortal lines as:

Working generally through a new recruitment methodology called “by the seat of your pants” not to be confused with “making it up as you go along”.

This is far better than this review, which complains about not having the correct “amount of product” and how this is a “constant problem” for the steakhouse where he works, but then also lists “you can take (steal) as many steaks as you want” in the Pros section.

You can see why most HR departments have a loathe/hate relationship with Glassdoor.

I get it. In-house recruiters are busy. Marketing departments are busy. HR professionals are busy. Everyone is juggling far more balls than they were 10 years ago. No one was going to be over the moon with the idea of not just one but two (when we speak about Glassdoor we also need to consider Indeed who have a similar product) websites where your past and present employees can go to post anonymous reviews of your organisation. No one, that is, apart from jobseekers who find these sites extremely useful, a fact confirmed by their rapid growth in audience size.

In a series of blog posts in this area, I have already talked about why you need to claim your page. This post will cover the key reasons why everyone needs to go a step further and reply to all your reviews. Here are the 9 reasons why this is a vitally important task:

1. Your Glassdoor rating/reputation will affect more than just your employer brand

Everyone wants inside information before buying a new product/service. A common search on Google is to write the name of the product or service followed by the term ‘review’. Whilst this will generally throw up pages such as Trustpilot, you will also see Glassdoor & Indeed listing very high. Ask yourself, would you be less inclined to buy a service if you could see their staff were not highly engaged?

In a future post I will be detailing some tactics to generate more positive reviews. However, regardless of the overall score you have you need to be replying to the reviews to help provide some balance.

2. It’s polite

If someone wrote an email or god forbid a letter to your organisation praising/criticising it, you would likely respond. So why would you not want to respond to that same person who posted an online critique of the pros/cons of your organisation? For most people it is the fact that the forum has changed from 1-2-1 communication to the internet, so they choose not to respond. The fact that this critique has been posted online for everyone to see forever, IS the reason you MUST respond. That, and it is also polite.

Here is an example of a great reply that is authentic and also polite.

3. If you don’t it looks lazy

In the same way that a lack of a response can imply rudeness, it can also imply laziness. Glassdoor pages with dozens of reviews and no replies, always suggests this as a possibility. However, a standard ‘cut and paste, say nothing’ response looks even worse.

In fairness, this response above (see here for the full review) might not reflect laziness, it could simply be a reviewer keen to respond but unwilling to leave the safe ground of actually stating anything that could resemble an opinion. However, sometimes when you stick to the safe ground, you are in fact taking a risk in that the reader, and the original reviewer, might think that you cannot be bothered.

4. You have the final say

Glassdoor is not an even playing ground. Organisations get to have the final word. Reviewer posts review. Organisation responds to review. That is that, end of conversation. Adding to that, some 1 star reviews are written whilst the reviewer is in an emotional state, possibly at 3am when they have come back from the pub, where they post what is essentially the equivalent of the early morning text message to your ex after getting dumped, you know the sort of thing….

There is no clear formula for telling if an ex-employee was intoxicated when they posted a review. However, the shorter the review and the less punctuation applied, increases the likelihood…..

The vast majority of reviews, whether they are good or bad, are balanced (Pros and Cons) and offer some insights that management can choose to take on board or not. Even bad reviews can give you the chance to make some reasoned and fair points, that as the reply below highlights “We certainly aren’t for everyone, but many people have built successful careers”.

5. You can show your company to be engaging with Glassdoor and having a transparent approach to feedback

Some organisations use their chance to reply to a review, as the perfect opportunity to moan about how the anonymous review system is unfair. Whether you are a prospective customer, shareholder or employee, you expect a certain degree of transparency these days. So it seems crazy to take your opportunity to post a reasoned response and just moan about Glassdoor.

Organisations who understand that their current and prospective employees expect a degree of transparency openly embrace Glassdoor, as you can see from this example below, which states “we value this forum as a source of anonymous feedback”.

6. Your chance to engage with the reviewer

Whilst posting your reply, you are probably conscious that your colleagues, bosses and future hires might analyse each word/sentence. However, you need to remember you are not writing for them. You are writing a reply to the original reviewer. If you take the time to write a personalised approach to this reviewer’s comments, your reply will likely stand out as “authentic”, which is probably the most important way to judge what you write.

Some of the larger multi-nationals understand that being authentic is important. However, the examples below from Unilever, whilst polite, show a rigid structure that feels a little impersonal. Remember, readers will likely read multiple reviews/replies and will quickly see that you are not really responding.

7. Chance to right wrongs

Sometimes you just need to admit you got it wrong in the past and show what you are doing to improve.

8. Chance to highlight the absurdity of the review

There is perhaps 10% of reviews on Glassdoor from former staff who, based on their review, did not have a very positive experience with your organisation. So you are unlikely to win these former employees round and you perhaps would not want to, as clearly for whatever reason, it was not a good fit for both parties.

However, a terrible 1 star “car crash” of a review can provide you an opportunity to present yourself as an opportunity, to actually come out “smelling of roses”. If you are able to respond to an angry and vengeful review with a calm and reasoned explanation, then readers will likely view your organisation in a positive light.   

9.  Your competition is not responding to reviews

To the best of my knowledge Glassdoor has not released any data to show the % of reviews on the site that go unresponded to. However, in the UK where Glassdoor is not a household name for all jobseekers and HR/Recruitment professionals, we still see the vast majority of reviews not responded to.

We did a quick piece of market research and looked at the 18 companies listed in Aylesbury (we only included organisations whose main office was Aylesbury, use this link but you will need to choose to filter by Aylesbury once you click).

Here are some stats that we think are fairly typical for the UK:

  • 18 organisations listed with head office in Aylesbury
  • 16 of these had reviews on their page
  • 14 of the 16 organisations with reviews had not responded to any reviews
  • None of the 16 organisations with reviews had responded to all of them

Aylesbury was the first and only town/city we researched. These results might be a little extreme and it is a very, very small research group. However, the point remains your competition is not on top of their Glassdoor page so there is an opportunity here to get ahead of the competition before Glassdoor becomes the go-to website used by most of your prospective applicants.

Feel free to check out our free Glassdoor webinar here: http://www.easywebtraining.com/webinars/managing-your-employer-reputation-on-glassdoor-and-indeed/

Written by Adrian McDonagh, Chief Ideas Officer / Founder at EasyWeb Group with additional research from Becky Cellupica, Marketing & Events Executive at EasyWeb Group

6 Reasons you should claim your Glassdoor (and Indeed) company page

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.

  1. 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)
  2. Search for your organisation by name, does a Glassdoor page appear on page 1?
  3. Search for your organisation and careers, does a Glassdoor page appear on page 1?
  4. 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:

  1. You can see who is viewing your profile so you can find out what demographic are looking to work for you.
  2. You will be able to find out more about the target market for your roles.
  3. 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.

Summary

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.