Brand Strategy

How Your Employee Reviews Impact Your Bottom Line

by Carmella D'Acquisto
Categories: Brand Strategy
6 min

More manufacturers are investing in employer branding to attract talented prospects that value their company’s culture and mission. We’ve talked at length about how to attract and retain young talent and build a desirable company culture. Reputation management is another facet of employer branding that gives manufacturers an opportunity for a “quick win” in their talent strategy.

When making a decision on where to apply for a job, 84% of job seekers say the reputation of a company as an employer is important. Reputation management is simply the intentional growth and management of your company’s online reviews.

When making a decision on where to apply for a job, 84% of job seekers say the reputation of a company as an employer is important.

Reviews primarily come from two sources: your customers, or your team members. Here, we will be talking about how to gain control of your company’s digital reputation through employer review websites like Glassdoor and Indeed.

Share the Story of Your Culture & Get Better Candidates

When employees leave reviews on Glassdoor or Indeed, they aren’t just sharing feedback with leadership, they’re playing an active role in recruiting candidates that share the same values.

Through their reviews, employees have an opportunity to have a say in what kind of people should apply for a position at their company. Attracting a few of the right people will take you farther than cycling through many of the wrong people.

In fact, 9 out of 10 candidates would apply for a job when it’s from an employer brand that’s actively maintained. In addition to using reviews as a talent attraction strategy, how you manage it will reflect back on your brand.

9 out of 10 candidates would apply for a job when it’s from an employer brand that’s actively maintained.

Quickly address negative reviews with honesty and make an honest effort to remedy the problem. You will not only help rectify an issue with the individual employee or ex-employee, but you will improve the perception of your company when other people see you have taken the feedback seriously.

This is backed up from data from the reputation management site Glassdoor – 62% of Glassdoor users agree their perception of a company improves after seeing an employer respond to a review.

How To Get Started With Team Member Reviews

We recommend rolling out team member review requests in a way that captures a diverse cross-section from around the company. This ensures that Glassdoor or Indeed is not flooded with an obvious excess of reviews in the same 2-4 week period. Many reviews posted around the same time may seem suspicious to job candidates.

The second recommendation is rather than having HR send requests; have them come from immediate supervisors or location managers. Team members will feel less pressured to leave a review and more likely to be authentic with their feedback.

Asking Current Team Members for a Review

If you have several hundred (or more) team members, sending out a mass request for reviews could result in too many reviews being written in the same short period of time. However, we do need to hear from as many existing team members as possible, so we suggest sending out requests by either:

  • Location or warehouse
  • Milestone Service Anniversary recipients
  • Leadership Development participants
  • Leadership Award Winners and Nominees
  • Retirees
  • New hires
  • Key hiring positions

How To Encourage Team Member Reviews

  • Don’t ask too frequently – Glassdoor allows team members to write only one review per company per year. If they write two in one year, the original review will be archived and only the most recent review will show on your profile. Keeping requests limited to when major changes take place will prevent team members from feeling fatigued from the request.
  • Don’t send through HR –  A request through HR may make team members feel as though they are obligated to leave a review, even if the request says it’s not mandatory. Instead, send review requests from their immediate supervisor. If the request comes from someone they trust and have a relationship with, they will be more likely to follow through.
  • Don’t push for positive reviews – Directly asking team members for positive reviews is bound to make them feel pressured, angry, or suspicious of your motives. Plus, some job-review sites have algorithms and filters designed to automatically detect fraudulent reviews. When discovered, these reviews are immediately deleted. Instead, ask them to share their honest experiences.
  • Plainly state that the review is optional – Make sure it’s stated that the review request is completely optional. There are no consequences to not leaving a review. However, the benefits include having a say in the future of the company, as well as encouraging applicants that will work best alongside you and the existing team.
  • Plainly state that the review is anonymous – Perhaps the most important feature of these review sites is that the feedback is completely anonymous. They are free to leave their honest thoughts and opinions and no one will be able to identify their feedback.

When To Ask For Team Member Reviews

Once you’ve implemented the first round of gathering reviews throughout the organization, you should integrate asking for reviews regularly in your hiring practices. Here are some of the triggers that we recommend integrating into your team member review gathering strategy:

  • Before A Big Hiring Push – Recent feedback from a variety of team members can attract more of the right talent during a big hiring push. Alternatively, if there are a lot of open positions in a certain role or department, managers can encourage those team members to leave a review on Glassdoor or Indeed. Applicants will then have up-to-date information about the job requirements, company culture, and expectations.
  • 90 Days After New Hire – A thorough and accommodating onboarding process generally results in highly engaged new team members. 90 days after the hire is enough time for the team member to be acquainted with their coworkers, understand their responsibilities, gain autonomy but still have the enthusiasm of being new to the company.
  • After Promotion – A recently promoted team member is a great example of how an individual can thrive and make a difference in your company. After congratulations and celebrations, ask them to share their honest experiences growing with the team through a review.
  • When You Roll Out New Benefits – Glassdoor has benefit reviews in addition to company reviews. After you roll out new benefits, including anything from extra paid time off to more comprehensive insurance, you can ask team members to update the benefits review section.
  • Retirement – If a team member has built their career with your company, they likely have a pretty comprehensive understanding of what it means to be a part of your team, and could share their valuable insight with future hires. After celebrations, give the new retiree some time to settle into retirement, then follow up with the request to share their thoughts.

Reviews Help Employers Evaluate Brand and Culture

The great part of managing your brand reputation management story is that it serves as a way to test how well your team lives your values and cultural imperatives. Because employees share their honest experiences while on your team, you are going to know whether or not your team has been successful in living your brand values every day.

It’s okay if you learn there are improvements you have to make, the feedback you receive can determine your next moves. If there is great feedback, you know that the culture you have created helps your team feel supported, challenged, and respected.

Need to Talk it Through?

Reputation management is an exciting way to gain more control over your digital brand, but taking the reins may seem daunting or overwhelming to your marketing team. You may find there comes a time where manufacturers need to step back, and partner with a third party to help align strategies and make every effort count.

If you’re wondering how we help manufacturers like you better own and control your digital brand, reach out to us today.

Carmella D'Acquisto
Carmella D'Acquisto is the Content Strategist and Brand Storyteller at Strategy House. Backed by years of copy writing, marketing and creative writing experience, Carmella, alongside the rest of the Strategy House team, helps bring manufacturing brands to life. Outside of Strategy House, Carmella is a freelance writer and contributor at Milwaukee Record. When she's not behind her computer, you can catch her at a local show or thrift store.