Not long ago, most of my clients only had a vague idea what Glassdoor was all about. Now, in my first meetings with hiring executives, it’s rare for them not to bring up their employee reviews on career sites like Indeed and Glassdoor. In a small firm, particularly one where the CEO reports to a board of directors, online reviews get real personal, real fast. And the sudden onset of public accountability can give executives a severe case of Glassdoor Angst.If your employees are safe to share their unvarnished opinions about you anonymously and publicly, then the most credible aspect of your employment brand is being formed outside of your control. An astonishing 98% of online shoppers read product reviews before deciding what to buy. This year’s Edelman Trust Barometer shows that people are far more likely to trust anonymous reviewers than company CEOs.
Most employers are decidedly unhappy about the arrival of the Glassdoor tipping point. Some whine about how unfair it is. Some ask HR to "fix it." A few try to explain it away. But finding someone with a workable action plan to use their bad Glassdoor reviews? Exceedingly rare.
This post is not about how to respond to your critics online. Bad online reviews are not an online problem. They are a real life problem. If you own a restaurant, the solution to your bad restaurant reviews is not found online – you solve it in the kitchen. And the solution to bad employer reviews is to use the information to redesign your hiring process.