Why Employers Need to Manage Their Reputation
Think about the last time you bought a product online. Be honest—did you check the reviews first? Whether you’re buying a new gadget, booking a hotel, or even just downloading an app, reading honest experiences from other users significantly impacts your purchase decision. Now, imagine you’re job hunting. Wouldn’t you check out what insiders have to say about the company before signing a contract? That’s exactly what today’s job seekers do.
In our hyper-connected world where information is just a Google search away, company reputation in recruiting has become a non-negotiable factor. If you’re not actively managing your online reputation, you could unknowingly scare off talented candidates. Job seekers have access to endless online resources to evaluate potential employers—and they’re not hesitant to use them. They’re reading reviews, assessing workplace cultures, and even poring over CEO approval ratings before they hit the “Apply” button.
Want the best candidates for your company? Then it’s time to buckle up and start paying attention to something you might’ve overlooked before: your company’s online reputation, especially on platforms like Glassdoor.
In this blog post, we’ll dive into why employers need to stay on top of their company reputation, how platforms like Glassdoor shape candidate perceptions, and step-by-step tips for improving and maintaining a stellar online reputation. We’ll back it all up with stats and numbers, so get ready to up your recruiting game!
The Power of Glassdoor: Why Managing Your Online Reputation is Critical
1. Candidates Research Employers—and They Do Their Homework
Here’s a cold, hard truth: Job seekers are becoming more like consumers, and they’re doing serious research before deciding whether they want to work for you. Gone are the days when candidates would blindly trust the job title and description on your careers page. Today’s talent pool digs deeper, looking for a behind-the-scenes peek at your company’s environment and culture. If they find negative info, they’re likely to hit the “back” button.
How common is this? According to Glassdoor, 86% of job seekers check out company reviews and ratings before deciding where to apply [1]. If that’s not enough to make you pause, Glassdoor also reports that 75% of active job seekers are more likely to apply for a role at a company if the employer manages and improves its employer brand [2].
So, if you haven’t been keeping an eye on your company’s online reputation, now is the time to start. Job seekers are doing your homework for you by evaluating your company based on publicly available information, and guess what? First impressions matter.
Think about it: Would you want to work for a company with a slew of negative reviews and a low employer rating? Neither do top candidates.
2. Glassdoor is the Go-To Hub for Employer Reputation
Let’s take a moment to focus on Glassdoor, the holy grail of employer review platforms. It’s like Yelp for your company—but more impactful because careers are on the line. With its user-generated company reviews, ratings, salary insights, and even CEO approval ratings, Glassdoor has become one of the most trusted platforms for job seekers seeking to determine whether a company is worth their time.
If your company isn’t actively maintaining a positive reputation on Glassdoor, you’re at risk of losing the attention of talented job seekers before they even engage with your recruitment team.
Statistics show just how influential Glassdoor is for potential candidates:
- 83% of job seekers cite that company reviews influence their decision to apply for a job (Glassdoor) [2].
- 69% of candidates are likely to apply to a company that actively responds to reviews (Glassdoor) [3].
- Companies that have high ratings on Glassdoor experience a reduction of applicant dropout rates by 22% (Glassdoor) [4].
Glassdoor is often the final checkpoint before candidates hit “submit” on their application. As a result, managing company reputation in recruiting on this platform has become critical for attracting high-quality talent who trusts that they’re joining a credible and positive workplace.
3. It’s All About Trust: Why Reputation Matters to Top Talent
Candidates aren’t just looking for a paycheck—they’re seeking trust and transparency from potential employers. A poor or neglected online reputation can seriously undermine that trust, and trust is hard to rebuild once broken.
Think of your company’s Glassdoor profile as your digital handshake with candidates. It’s their first impression of your culture, leadership, growth opportunities, work-life balance, and overall company values.
Plus, research shows that companies with a positive reputation not only attract more candidates but also draw more qualified talent. According to the 2019 Edelman Trust Barometer, 67% of candidates say that they won’t accept a job from a company if it has a bad reputation, even if they’re unemployed [5].
Let’s emphasize this: Even qualified, unemployed candidates are willing to pass up your job offer if they get bad vibes from your online reputation. That’s the power of trust in today’s digital age.
How a Negative Company Reputation Hurts Your Recruiting Process
1. Fewer Applications—and a Smaller Candidate Pool
If your company’s Glassdoor page is full of lackluster reviews, disgruntled employee feedback, or you haven’t claimed your profile (yikes!), you’ll instantly turn off potential applicants. Worse yet, they’ll turn to your competitors who appear to have a more positive and transparent brand presence.
Employers with consistently poor reviews face 35% fewer job applications than those with favorable digital reputations, according to a Glassdoor economic research study [6]. If top talent is actively avoiding your company, that means you’re stuck sifting through a less competitive talent pool, which could result in delays in hiring and overall lower employee quality.
2. Higher Recruitment Costs
Losing top-tier candidates due to a poor online reputation inevitably drives up recruitment costs. Just think about all the time and resources being spent on posting new job openings, conducting interviews, and re-advertising positions that you simply can’t fill. And when fewer candidates are applying, you’ll need to swallow higher hiring costs in order to attract the right individuals. This includes posting jobs in more places, paying for premium recruitment services, or hiring third-party recruiters to boost responses.
The Wall Street Journal reports that the cost to recruit candidates can rise by up to 10% for companies with poor reputations, especially when competing against top-rated employers [7].
3. Poor Retention and Employee Morale
Beyond recruitment, a poor employer reputation has an impact on retention. If your company is known for offering a toxic workplace or having inconsistent management, then you might find yourself in a constant flux of hiring to replace employees who leave in short stints. Your existing employees are also watching—and if they see their community complaining online about unaddressed issues, they might jump ship as well.
High employee turnover only adds fuel to the fire, further damaging morale and hindering recruitment. Glassdoor findings reveal that a 10% improvement in employer ratings leads to a 4% reduction in voluntary turnover [4].
If your reputation is hurting, it’s time to take action before the problem escalates. Properly managing your company’s reviews and online reputation can nip these issues in the bud, fostering loyalty and respect from both current and prospective employees.
How to Improve and Manage Your Company Reputation on Glassdoor
It’s clear that company reputation in recruiting plays a critical role in attracting, hiring, and keeping talented candidates. So, how can you ensure your brand shines brightly when job seekers research you online? Here are practical tips to help you boost your presence on Glassdoor and other review platforms:
1. Claim Your Glassdoor Profile
A basic but critical first step is claiming your company profile on Glassdoor. Ensure that basic employer information, such as your company’s mission, values, perks, and industry, is up-to-date and reflective of your core brand identity. This helps establish your presence and shows that you care about your digital footprint.
Not claiming your profile sends a signal to potential job seekers that you’re disconnected from your brand—or worse, that you’re trying to hide it.
2. Encourage Honest Employee Feedback, But Keep it Genuine
One key to building a great reputation is getting a balance of real, authentic employee feedback. Encourage employees to leave honest, thoughtful reviews on Glassdoor (but avoid incentivizing them—employees aren’t stupid, and they can smell inauthenticity from miles away). Instead, introduce regular discussions during team meetings to remind employees they’re welcome to provide feedback.
According to a Glassdoor survey, companies with active & constant feedback campaigns saw high volume reviews increase positive sentiment by 13% [8]. When current employees share firsthand experiences, it builds trust and provides candidates with valuable insights into what it’s really like to work for your company.
3. Respond to Reviews—Both Positive and Negative
Don’t ghost your reviews! If an employee or candidate leaves a review, especially if it’s negative, respond in a thoughtful and professional manner. Acknowledge any legitimate concerns and share any steps you’re taking to address them (this is impactful for conversion rates on applicants).
Glassdoor reports that 62% of job seekers have a more positive perception of a company when employers respond to reviews, while 69% would be more likely to apply if they see the company engages with its reviews [3]. When you respond to feedback, it shows you care about transparency, improvement, and employee well-being.
However, keep this in mind: If a review includes harsh criticism without merit, don’t be defensive or reactive. Instead, stay composed, acknowledge the feedback, and express your openness to improvement. This earns respect from both the review poster and future candidates.
4. Turn Negative Reviews into Positive Change
Here’s the truth—negative reviews will happen, and that’s okay. What separates companies with excellent reputations from others is how they respond and sow improvement from constructive criticism.
Use the feedback provided on platforms like Glassdoor as a goldmine for insights on how to improve internally. If you notice several reviews pointing out similar issues (whether it’s a manager with poor communication skills or a lack of professional development opportunities), take it as a cue to initiate change.
Once you’ve made improvements, don’t be afraid to highlight these positive efforts on your Glassdoor profile. This demonstrates that you listen and constantly aim to improve.
5. Promote Your Employer Brand
Glassdoor isn’t just a platform for reviews; it’s a way to build your employer brand! Showcase what makes your company special by sharing regular updates, featured employee stories, and awards or news that celebrate company culture.
Here are a few ideas:
- Share photos and videos that highlight team-building events, innovation initiatives, and other positive work environment features.
- Showcase your diversity, equity, and inclusion (DEI) efforts. According to Glassdoor’s 2020 Diversity Hiring Report, 76% of job seekers say a diverse and inclusive workplace is important when evaluating job offers [9].By consistently projecting a positive brand presence online, you attract more candidates and foster a positive perception, ensuring job seekers understand why your company is a great place to work.
Conclusion: Why Managing Your Company’s Reputation in Recruiting is a Must
If you haven’t realized it yet, we’ll say it again: Your company reputation in recruiting directly impacts your ability to attract and retain top talent. In today’s competitive talent market, a strong online reputation isn’t just a “nice-to-have”—it’s an essential part of your recruitment strategy. Platforms like Glassdoor function as a real-time “scorecard” for your company’s workplace culture, management, growth opportunities, and benefits.
By proactively managing employee feedback, responding to reviews, and nurturing a strong employer brand on platforms like Glassdoor, you not only attract more qualified candidates but also reduce costs in recruitment and improve overall employee retention rates.
Job seekers are already talking about you online—so the key question is: Are you part of the conversation?
References:
- Glassdoor – Job Seeker Research
- Glassdoor – Importance of Company Reputation
- Glassdoor – Impact of Employer Responses
- Glassdoor – Employer Response Reduces Applicant Dropout
- Edelman Trust Barometer 2019
- Glassdoor Economic Research
- Wall Street Journal – Employer Reputation Costs
- Glassdoor – High Volume Review Strategies
- Glassdoor 2020 Diversity Report