What Glassdoor data can say about your employer branding


With heightened anxieties surrounding COVID-19, employees will be more vocal about how bosses are handling the crisis...

The coronavirus outbreak has created a lot of new challenges for employers. Many are still coming to terms with what the outbreak means for the future of their business, how to continue ‘business as usual’ and which people policies they should implement to reflect new guidelines. In an interview with the New York Times, Dan Levin, a company boss from Chicago, said that “no one has a playbook” for navigating this turbulent time. While this is true, employers are still being judged on their abilities to provide continued support, financial stability, and act in the interests of employees at such an anxiety-inducing time. If employers demonstrate a true duty of care to their employees, then this will be positively reflected on the likes of social media.

 

But if employers make an ill-considered or rash decision that compromises staff safety, then employees will vocalise their frustrations on company reviewal sites such as Glassdoor. As most, if not all will know, this is the site where past and present employees share information regarding a company’s internal culture and values, senior management, career opportunities, compensation and benefits and other aspects of working for the business.

 
 
 

In the coronavirus pandemic, many will be looking at the site to see if companies are treating staff well or badly during this difficult time. According to Jo Cresswell, Community Expert at Glassdoor, throughout this period employees will not be afraid to vocalise how bosses are handling the crisis. She says that this includes “highlighting where their employer has shone and occasions where they don’t believe their employer has responded adequately”.

How to achieve a good Glassdoor score

“The simple answer is: be a great company and employer. A company’s Glassdoor rating is a mirror into what’s really happening within a business. If employee sentiment is high, this will be reflected in the Glassdoor rating. If morale is low and there’s unrest within a business, then this too will be reflected in a company’s Glassdoor rating and reviews. In order to earn a good Glassdoor rating, companies must therefore invest in culture and the employee experience and be seen to be responding to any issues flagged up by staff,” Cresswell explains.

With coronavirus likely impacting business as usual for the foreseeable future, Cresswell says that companies can expect to see reviews mentioning coronavirus very soon. “As well as the overall Glassdoor rating, sentiment from coronavirus will also be evident in ratings such as business outlook (whether employees feel that their business will fare better/worse because of coronavirus), senior management (how employees feel managers are responding to coronavirus) and career opportunities (whether employees feel coronavirus will help or hinder their future career at the business),” she adds. Whether positive or negative, this will likely sway decisions for jobseekers when deciding whether to twist or stick. This is backed by stats.

 
 
 

According to research from Talent Now, 84% of jobseekers say that the reputation of a company as an employer is important when making job-switching decisions. Elsewhere, 50% of job candidates say that they wouldn’t work for a company with a poor reputation – even if there was the prospect of a pay rise. So, it is clear that employer branding is important.

“Jobseekers and employees want to hear a business’ voice, especially during turbulent times. The importance of an employer brand remains paramount during these times and the actions that employers take now will also impact their future employer brand. These are unprecedented times and companies’ actions are being noted,” Creswell concludes.

 

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