How to Enhance Your Employer Brand Using Company Review Sites?

Company review sites can make or break your Employer Brand. More than a half of online job seekers read online reviews before contacting a company and trust them to form an opinion of a company. In this blog post, you will learn how to enhance your Employer Brand using company review sites in 4 easy steps.


Why should you care about online reviews?

Online reviews are a big deal these days.

Before buying a product or using a service, many people check out experiences of previous customers and decide whether to contact the business. 

In fact, the Local Consumer Review Survey found that 85% of consumers trusted online reviews as much as personal recommendations from friends.
Among them, 49% needed at least 4-star rating to make a purchase. 

Importance of online reviews in recruiting

Do online reviews have the same importance in the recruitment field?
How many people read reviews of potential employers on sites like Glassdoor and Great Place To Work?

The “online review” revolution is already underway in this area as well.
Here are some HR stats from Glassdoor surveys


Undoubtedly, online reviews matter and HR is not an exception.

In this blog post, we’re going to reveal how to enhance your Employer Brand using company review sites.

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How to enhance your employer brand with the help of company review sites?

Excellent reviews can serve as great PR tools if you show it to potential employees.

As we already know, more than half of online job seekers read online reviews before contacting a company and trust them to form an opinion of a company.

Let’s use this knowledge to your advantage. 

Assuming you have good feedback on company review sites, you can use it to enhance your Employer Brand and attract more talent. 

Benchmarks: What is a good company review?

Let’s make one thing clear right away: online job seekers want to see the best reviews of companies on your company revirew site and they won’t contact a business that has less than 4-star rating.

So, to find and hire the ideal job candidate for your company, you need to have at least 4-star rating on company review sites. 

The higher, the better, really. 

Your employer brand is more than just a star-rating

In addition to stars, popular company review sites incorporate a lot of other information to help online job seekers gauge the overall company experience. 

For example, here’s Apple’s profile on Glassdoor:

How-to-Enhance-Your-Employer-Brand-Using Company-Review-Sites-Example

As you can see, the platform lets users review companies by writing short reviews and giving stars in the following areas:

General reviews

General reviews are concerned with the overall experience of working at the company.

For example, they often include stories about the willingness of bosses to provide assignment help, a location of an office, and working environment.

Specific reviews

For example, let’s examine the interview reviews. 

We can see on the image that 6.3K people have reviewed interviews at Apple.

If you click on that section, you’ll land on the Interview Reviews page where you can get to know the candidate experience of people who were interviewed at the company.

Below is the image of this page:

How-to-Enhance-Your-Employer-Brand-Using Company-Review-Sites-Example2

The interviews are evaluated in a number of criteria. 

For example, as you can see from the image, there were 3 main review aspects: 

  1. Experience (Positive, Neutral, Negative)
  2. Getting an Interview (Applied Online, Employee Referral, and Recruiter)
  3. Difficulty (Hard, Average, and Easy).

Scrolling down the page reveals textual reviews describing the entire experience.

How to get started with Employer Branding on company review sites?

Here is how to get started with Employer Branding on company review sites in 4 easy steps: 


Step #1: Set a goal

Every company reviews site has an award. 

For example, Glassdoor has the “Best Companies to Work For” award displayed on the pages of companies with a great record.

Make winning this award a goal for your company and create a culture where everyone in the organization is focused on enhancing your Employer Brand.

Step #2: Get reviews

Many company reviews on sites like Glassdoor come from current employees because they allow to specify it using a special feature.
So, anyone looking at the review will know that it was created by a person who’s currently working at the company.

Your current workforce is a good source of reviews, so why don’t you ask them?
Of course, you should not make anyone do it, just say that it would be great if they shared their experiences with your company and helped to attract more talent.

Step #3: Manage negative reviews

The negative reviews on company review sites are a source of new knowledge that will help you to improve employee experience of working at your company and demonstrate potential employees your commitment to excellence.

Besides, it’ll improve your score on the site since Glassdoor keeps a score that it shows to the viewers.

Step #4: Promote your reviews

Highlight your Glassdoor rating or your rating on some other company review site on every job posting

By doing so, you’re increasing the chance that a viewer will click on the link leading them directly to the reviews or the company’s profile.

Final thoughts on Employer Branding on company review sites

Glowing reviews can enhance your Employer Brand and encourage more talent to look a closer at your company.
By following this simple 4-step strategy, you can easily enhance your Employer Branding strategy using company review sites.

If you are looking for more ideas to help you to enhance your Employer Brand, check out:

Other ways to promote your Employer Brand

About the author

Lucy Benton is a marketing specialist, business consultant and helps people to turn their dreams into the profitable business. Now she is writing for marketing and business resources. Also Lucy has her own blog Prowritingpartner.com where you can check her last publications.

If you’re interested in working with Lucy, you can find her on Twitter.

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