How to create a great Glassdoor profile
When was the last time you updated your Glassdoor profile?
Though it might not be as ubiquitous as Twitter or LinkedIn, Glassdoor is a valuable source of information about employers- and a good way for you to show off about and develop your employer brand. For companies who want to take control of their online image and present a more attractive face to potential job applicants, Glassdoor is the first place to turn, especially as it contains over 42 million reviews, and is visited by 55 million visitors every month.
If you’re looking to spruce up your profile, then here are some tips you should be following:
It should go without saying, but don’t let your profile get out of date. If your company logo has changed, then make sure it’s changed on your profile, as well as your company size, job opportunities, and your basic information. If the information on your profile is fresh, candidates can be relatively certain that you’re engaged, and that any questions they may have will be answered relatively quickly.
Quite apart from that, your cover photo and video give jobseekers their first impression of your company, so make sure that they look good: they shouldn’t be pixelated, and should look professional. You can even update your cover picture to reflect new hiring opportunities, any re-branding, opening new offices or staff socials. Use it as a chance to make a great first impression on your candidates.
Give an inside view
There’s no point in telling people what life is like at your company: show them. Appeal to candidates by using direct, friendly language to engage them and to sell your company culture to them. Don’t use jargon; instead, post company awards, pictures of company social events and regular updates to give candidates an idea of your core visions and values- and, in turn, inform them about whether or not they think they’d be a good fit for the role.
You should also encourage your employees to be advocates for your brand- especially as jobseekers trust employees three times more than the employer to provide information about the company. Get them to post positive reviews on your profile, which will give you a slew of positive, recent feedback that will definitely attract new jobseekers in the market.
Reply to all
There’s no getting away from it: it’s likely that at some point you might receive some negative feedback alongside the positive reviews you get on your profile. However, this is a great opportunity to reinforce a positive image of your brand, and to improve your company culture. If you get multiple negative reviews, then it could be a sign that something needs to change; however, whether it’s one or one hundred reviews, take the time to write them a response. If it’s positive, then thank them for the time and highlight some of the more positive pieces of their review. If it’s negative, then it’s vital you address their concerns, and take responsibility for the problem; you’ll show leadership, reinforce your company culture and improve morale.
Integrate your channels
Though a Glassdoor profile is extremely useful when it comes to reaching out to candidates, it’s ten times more effective if you integrate it with other social media platforms that you might be using. After all, LinkedIn is used by over 500 million members, and 58% of candidates use social media to research companies that they’re interested in. Paste the link to your Glassdoor profile on your careers website, and next to other social media links- for instance, in footers to your email. Don’t be afraid to shout about it- and even to post reviews from Glassdoor on your other sites. After all, you’ve done the hard work now: it’s time to shout about it.
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Case study - npower
As one of Britain's largest energy suppliers, npower needed a careers website that reflected their heritage and leveraged their employer brand to attract candidates.