Before a candidate meets your team, visits your location, or even looks at your website, they have often already formed an opinion through your online presence. Platforms like Glassdoor, Google Reviews, Reddit, and other public forums have become key tools for job seekers who want to better understand a workplace before applying.
In an information-saturated environment where it can be difficult to know what to trust, review-based platforms offer candidates a more candid look into company culture, leadership, salaries, and workplace expectations.
For candidates, these platforms can help identify potential concerns and provide a clearer understanding of what a role may actually look like day to day. They can also benefit businesses by acting as a form of modern word-of-mouth marketing that helps attract and retain talent. When left unmanaged, however, they can quickly work against you.
As one of the first points of reference, an incomplete or mostly negative online presence can undermine your hiring efforts and turn great candidates away before they have had a chance to really get to know you.
While employers cannot control what people post, there are several ways companies can better manage their profiles and, in turn, their reputation.
Encourage existing staff to share their experience
If you know employees are happy in their roles, encourage them to share their experience online. Genuine testimonials that feel authentic rather than scripted remain one of the most effective forms of employer branding.
Keep your profile updated
While businesses cannot edit employee reviews, they can manage other parts of their profile, including company descriptions, logos, and website links. Regularly reviewing this information helps ensure everything is current, accurate, and functioning properly.
Communicate your company’s “why”
Glassdoor is not just a review platform. It is also an opportunity to showcase workplace culture and employee benefits. Use your profile to highlight initiatives that may appeal to prospective staff, whether that is flexible work arrangements, well-being policies, professional development opportunities, or additional leave benefits.
Respond thoughtfully to negative reviews
If criticism does arise, responding quickly and professionally is important. Rather than reacting defensively, try to understand where the feedback is coming from and frame your response around how concerns are being addressed. Accountability and transparency are almost always better received than silence.
It is equally important to acknowledge positive reviews. Responding consistently across both positive and negative feedback demonstrates attentiveness and a genuine investment in employee experience.
In hiring, online presence is not everything; it is critical that in-person values live up to the expectations being set online. However, it is a more valuable part of the hiring puzzle than many people realize. Giving it the same level of care and attention as any other part of the hiring process can make a meaningful difference in attracting and retaining the right people.