Want Great Employees? Check Your Company Reviews

These days, most job seekers read employer reviews while they search job listings. Those reviews can be from current employees, former employees, people who interviewed with the company, and clients. Why this trend? Part of it is that internet users expect to review — and read other people’s reviews of — everything from toasters to wedding venues. It’s also happening because job-seekers want to find the best possible fit, including good pay, a positive workplace, and most importantly, managers who listen and respond to their concerns.

Old-school brand management said that a company should control its image from the corporate office. That’s no longer effective in an age when people routinely broadcast their experiences online. The good news is that the new way of doing business can lead to better hiring and retention — if you know how to make the most of reviews. In fact, according to Forbes human-resources writer Josh Bersin, “If you’re a CEO or business leader, the only thing you really have is your employees’ commitment and engagement. This is not ‘one of the things’ to worry about, this is ‘the thing’ to worry about.”

What are the major job review sites?

Glassdoor and Indeed are the main US-based job review sites. Their employee reviews can be a great source of feedback, because they’re anonymous and allow workers to share ideas they might not feel comfortable sharing in person. Recruiting experts recommend that you read your company’s reviews often to see what’s working and what may need to change.

What information can job seekers find?

Indeed and Glassdoor both provide space for basic company information, employee reviews, salary and hourly wage data, photos of the company’s offices, and job listings. Both offer free employer accounts to let you reply to reviews (but not to change or remove them). Glassdoor allows interviewees to share information about the hiring process, and employees or employers can share benefits information.

How should you handle employee reviews?

Responding to reviews shows job seekers you will listen to their input. Senior care managers, including the CEO of Aegis Living, say it’s an especially important practice in this industry, where relatively low pay and hard work can lead to high turnover. Recruiting experts recommend responding often, to keep dialogue open and to address issues while they’re still fresh in the minds of employees.

One caution: If you built your business from scratch, you may find that any critique, no matter how constructive, feels personal. Before you respond, refocus on the issue at hand and how to solve it in a way that respects everyone’s input. You can also ask satisfied employees to leave reviews. That can help your company attract better talent by showing its positive culture.

Customer reviews matter, too

Because senior care employees spend so much face time with clients and their families, satisfied employees are more likely to have satisfied clients, and vice versa. Your employee engagement can be undercut by poor reviews from customers — and yes, job seekers check those, too. Sites such as this one show you what’s keeping clients happy and what needs to be improved. As an employer, you can respond to reviews here with a thank-you or a plan to address a complaint. That shows job hunters you listen to the people you serve.

Review management requires time, and you should plan to work on it regularly to get good results. The upside is that time is the only cost associated with responding to reviews, posting photos, and sharing information about your company. The payoff can be better employees who stay with your company longer, and that can save your company considerable time and money over the long run.

Casey Kelly-Barton

Casey Kelly-Barton is an Austin-based freelance writer whose childhood was made awesome by her grandmothers, great-grandmother, great-aunts and -uncles, and their friends.