This originally appeared on GoBarometer.com, you can read the original article here.
Your company’s branding matters. Branding goes beyond your logo and values – it’s how the public thinks about you, and all aspects of your company. One important aspect of that brand is how you look to your current and potential employees – your employer brand.
A lot of your company’s success is reliant upon a strong employer brand, but little is more affected than talent acquisition. As much as 86% of employees would not work for a company with a bad reputation or would consider leaving their company if it had a bad reputation. Clearly, monitoring your outward employer branding is necessary, but how can you monitor something so nebulous? One effective way is to monitor and analyze the reviews your company gets on sites like Glassdoor and Indeed.
Reviews are Word-Of-Mouth
Reputation is created by word of mouth in the real world, and it is no different in this case. Employees are constantly sharing their experiences in public, and not just the negative ones. These reviews are of course read by potential employees, and sometimes read by current employees. You should be reading them too.
This word-of-mouth feedback has a ton of information packed in that isn’t easily quantifiable. Work-life integration, collaborative culture, paths to promotion, and many other topics are discussed in long-form, plain-text answers.
Having an in-depth understanding of these aspects of your workplace is a major differentiator for your company in the talent driven labor market. According to some metrics, we’ve been in this situation for at least 5 years – unemployment is down, so people are looking for the best job they can find, not just the first job they find. If something seems off in your reputation, they won’t stick around.
You VS Competitors
All the reviews are public, so why limit yourself to just looking at your own? Just as you can learn from your own reviews, you can learn from how your competitors’ employees talk about them. Do they have a higher star rating than you? Dig a little deeper, do their employees seem happier, or more able to advance their careers while there? There’s an untapped goldmine of data for you to uncover if you have the time to uncover it.
Reviews and Surveys
Obviously, reviews don’t cover everything. No matter the size of the company nor how active your employees are on these sites, you’ll never have anything near 100% participation in review sites. Internal surveys, however, are likely to have higher participation. If you use them correctly, and combine them with public reviews, you can get a 360-degree view of your employee brand.