Glassdoor, founded in 2007, is a job search website by concept, but a feared rating system by employers. Glassdoor has 32 million unique monthly users and 89% of them are actively looking for a new job. Current employees use this tool to rate their current or past employer . Why do job seekers use this website so much? Because they value the opinions of their peers. On average, professionals will read six reviews on Glassdoor before forming their own opinion about an employer.

Okay, let’s talk about bad reviews… yes, they happen more often than the good ones. Why? Human nature. Are you more likely to speak up when something is going right or when it’s going wrong? You get it now. Also, happy employees are typically engaged employees, and engaged employees don’t have time to tell you how wonderful you are online. They are too busy helping one another be wonderful!

So, unfortunately your Glassdoor page may not always reflect your work environment, but there still is a way to maintain your employer brand. How? Be sincere. Really read and digest the negative reviews from the perspective of that person and reply in an honest, objective way. Acknowledge their opinion and let them know you will take their comments into consideration as you move the organization forward. Addressing these comments and interacting on your Glassdoor page increases approval greatly. 62% of users say their perception of a company improves after seeing an employer respond to a review.

Candidates and Glassdoor users appreciate an employer more after they comment on reviews and use that response to better formulate their opinion of the company. Glassdoor has reported that organizations that invest in employer branding are three times more likely to make a quality hire. How you present your company means so much, especially with the many platforms that can be reached by anyone. In fact, 74% of Glassdoor users are more likely to apply to a job if the employer actively manages its employer brand.

In addition to commenting on reviews – good or bad – you should complete your employer profile by adding pictures of the office, benefits, summary of solutions/services, jobs, etc. You can go as far as asking your current employees to write honest and positive reviews of your company, but make you take great care in your approach. To learn more about Glassdoor campaigns, download our overview here.

Glassdoor is a go-to for candidates and those just browsing for new jobs. Take control of your Glassdoor page to let people know you care about your employer brand and are willing to be sincere and transparent about your company.