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Managing your employer reputation online

We talk to lots of recruiters and although they all have their own unique challenges, one thing they all seem to share is a hatred for review sites like Glassdoor. As we all know, people are more likely to take to online channels to complain about their experiences than champion companies who do things well. The same can be said for the employment experience and rating and reviewing what it’s like to work for a company.

 

So whilst Glassdoor is potentially really useful for job seekers wanting to find out about what an employer is like, it’s a frustration for recruiters who know that there are generally more positive employment experiences at their company than bad but they can’t re-focus the conversation.

So what can you do?

  • Create an ambassadors programme and ask employees with great experiences to post reviews on sites like Glassdoor and Indeed
  • Take control of your own company careers social media channels (think Facebook, Twitter, Linkedin and Instagram) and ask employees to post content that’s reflective of the kinds of opportunities your company has offered them
  • Include employee profiles, videos and stories on your own careers site that bring these messages to life in an interesting and engaging way
  • Better yet, use tools where candidates can actively engage with your employer brand ambassadors online, ask them questions and see the answers. This includes live chat, webinars and forums. The right tools will integrate directly with your careers site and ensure all conversation content is indexed by Google and therefore ‘findable’. This is especially helpful for being found in long tail search queries – which basically means the kind of specific questions a candidate may ask a search engine about working for your company when researching what it’s like to work for you.
  • Make it authentic – try and consider, across all of these channels, how you can offer real insight from individuals who know first-hand what it’s like to work for your company.

So, whilst you can never stop the negative reviews that inevitably come from employing people, you can take more control of the conversation and ensure that both sides of the story are heard. And, hopefully, ensure that they can hear more of the good than the bad. This will help improve your employer reputation online.

Ask us for a free employer reputation audit and for help with a plan to present the best side of your employment experience online through a social media and content strategy. Your employees truly can be your greatest advocates in conveying the great opportunities and career-enhancing experiences you provide. And let’s face it, candidates are far more likely to trust what your employees say than what you (a corporate entity) tell them. That’s human nature, but you can turn this to your advantage.

In categories: Digital advertising , Employee engagement , Recruitment advertising news , Social media , Recruitment , Employer Branding
Author: Fiona Stewart
Date published: 29.03.2018


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