Give Job Seekers a Look at Your Employer Brand with Glassdoor

By Richard Mosley

Glassdoor is a popular social media jobs site that helps employers across all industries and sizes build their brands, monitor their reputations, advertise their jobs, and promote their companies to a highly researched, highly selective candidate pool. Its social media component provides job seekers with a backstage pass to find out more about companies from the people who work there.

By advertising job openings and engaging with prospects on Glassdoor, you have a unique opportunity to influence candidates at the moment they’re making career decisions, resulting in higher-quality applicants at a significantly lower cost-per-hire compared to traditional job boards.

To get started with Glassdoor, sign up at Glassdoor’s Employer page and follow the prompts to create your company profile. You can then start promoting your employer brand, by doing the following:

  • Monitor your reputation and employer brand. A convenient dashboard delivers a real-time snapshot of how the organization is perceived by employees, former employees, and job seekers. You can quickly see profile visits over time (awareness), company rating (brand reputation), CEO approval rating, company followers, sponsored job performance, top job clicks, and more. Dig deeper for detailed demographics of candidates visiting your profile, ratings trends (including the percentage who would recommend your company), interview trends, and competitor comparisons.
  • Encourage your employees to write honest, candid, and detailed reviews about working at the company. Job seekers value transparency, and nobody knows better than your employees what working there is really like. One of the byproducts of such encouragement is the organic cultivation of internal brand ambassadors — employees who can help amplify a company’s recruitment message to job seekers in the form of endorsements and referrals.
  • Advertise job openings. By promoting open jobs on a channel where job seekers are already researching and choosing employers, you can make a welcome first impression and start influencing, attracting, and nurturing top candidates. As a bonus, well-informed job seekers who aren’t a good fit self-select, so you’re likely to see a smaller, stronger pool of applicants and need only half the résumés to make a hire.
  • Read and reply to comments and reviews. By staying abreast of comments and reviews — both positive and negative — you can spot trends that validate current policies or call for positive organizational change. By having people inside your company post replies, you demonstrate that your organization cares about its people, and you provide prospects with the information and insight they need to make a well-informed decision about working for your company or applying for a certain position.

Always reply in a nondefensive voice that acknowledges both the reviewer and the issue or challenge being raised.

  • Monitor interview feedback. Use the Glassdoor Employer Center to monitor your company’s interview trends, noting the percentage of candidates who report a positive or negative experience. Provide this feedback to the people in your organization who conduct interviews, so they can make any necessary adjustments. Educating interviewers on the company mission, values, and employer brand is essential.
  • Use analytics to optimize your brand and recruiting. Brand and talent analytics — gleaned from intelligence found on Glassdoor — enables you to improve your recruiting strategies and candidate appeal. Analytics insight can lead to more accurate hiring projections, investment in more profitable recruitment channels, and improved candidate selection. Proactively targeting the candidates mostly likely to do well in your company reduces the incidence of bad-fit hires and costly attrition.