How to respond to reviews and boost your employer brand.

1. Kate Yesko
Enterprise Account Manager
Glassdoor

2. agenda
why respond
pro tips
conversation spotlight – Home Depot
Conversation spotlight – Uber
Q&A

4. Source: Edelman Global Trust Barometer Survey, 2015
Although friends and family are still the most trusted source (72%),
content provided by employees is the
#2 most trusted source
of information on a company.1
Job Seekers Want to Hear
Everyone’s Perspective

5. 80%
Your Reputation Transcends Employees and
Candidates
Source: Edelman 2015 Trust Barometer, January 2015
63%
&
of consumers refuse to buy products and
services from a company they do not trust
of consumers choose to buy products
from a companies they trust
while 58% will criticize that
organization to a friend or colleague.
and 68% will recommend those
companies to a friend.

6. Share Your Side of the Story
Glassdoor U.S. Site Survey, January 2016
American Lifestyles 2015, Mintel, June 2015
Glassdoor U.S. Site Survey, January 2015

7. Just Getting Started?
• Set up company alerts
• Invite colleagues to respond
• Flag reviews
• Monitor your reputation
• Identify areas for improvement

8. Already Participating?
• Traffic to your page
• Word clouds
• Filter responses by:
- Department
- Location
- Date
- Rating
- Popular

9. agenda
why respond
pro tips
conversation spotlight – Home Depot
Conversation spotlight – Uber
Q&A

11. Pro Tip 1: Set Guidelines
Determine your brand voice
Enlist the help of your marketing team
Address criticism in a non-defensive voice
Acknowledge + and – reviews
As a leadership team, determine:
- Criteria for responding
- How to prioritize responses

12. Pro Tip 2: Assign Responsibility—It Takes a Team!
Who will respond
- Address by function
- Enlist the help of other department leaders to divide and conquer
Cadence for monitoring
Curate template responses you can tweak/add

13. Pro Tip 3: Implement a Feedback Loop
Share interview feedback with hiring teams
Consolidate trends to shed light on areas
for improvement
Use Glassdoor data to measure and inform
engagement programs

14. agenda
why respond
pro tips
conversation spotlight – Home Depot
Conversation spotlight – Uber
Q&A

15. Conversation Spotlight

16. “We aim to respond to
80-90% of all reviews,
regardless of whether they’re positive,
neutral, or constructive.”
Jacquese Brown
Manager of Employment Marketing and Branding
at Home Depot

17. Agency-Monitored, Home Depot-Inspired
Social Media Ambassador Team collaborates
with agency
Hands-on involvement from employment marketing,
branding, HR, talent acquisition and recruiters
Support from PR, legal and associate relations
departments as needed

18. Internal content calendar informs weekly Home Depot Company Updates
Agency maintains centralized hub for reviews and planned responses
Prioritization based on the urgency and gravity of the concern
Social Media Ambassador Team reviews and approves responses
Concerted effort to highlight wins internally
Offer advice or resources to address concerns
Agency-Monitored, Home Depot-Inspired

19. agenda
why respond
pro tips
conversation spotlight – Home Depot
Conversation spotlight – Uber
Q&A

20. Conversation Spotlight

21. “We use our Glassdoor and culture survey data to shape
Employer Value Proposition
and HR programming real time – this stuff really matters.”
Andrew Levy
Head of Global Careers Brand
at Uber

22. Uber’s Response Rubric
Actionable but doesn’t require consulting other stakeholders
Respond in simple, clear English
Actionable but does require feedback from stakeholders
Ask for guidance and respond within 24-48 hours
Actionable but sensitive in nature
Alert appropriate department and offer a way to take the conversation offline
Not actionable that is “venting/trolling”
Leave it alone

23. Levels of Involvement at Uber
• Part of daily routine
• Sort by newest reviews and respond, 15 min total
• Identify champions and key players who want to participate
• Understand org structure and stakeholders for response content
• Rise above “who owns what”

24. Uber’s Best Practices
Be honest and frank about what will (or will not) change at your company
Use real names, emails, contact info in your responses
Respond to the good, the bad, and the ugly
Be timely
Avoid corporate speak
Don’t copy-paste, invest the time to actually answer each person
Take conversation offline to 1x1
Celebrate the wins and share with your org leadership
Show a bit of personality when you respond

25. Incorporating Feedback to Drive Uber Forward
Address low-scoring departments, locations and
recruitment hotspots first
Provide regular visibility into your company’s
"Glassdoor health”
Share planned improvements with candidates during interviews
Solicit reviews from your employee base but don’t influence
review sentiment with fake positives
Adjust EVP (Employee Value Proposition and recruitment
pitches based on employee feedback

26. agenda
why respond
pro tips
conversation spotlight – Home Depot
Conversation spotlight – Uber
Q&A

28. @glassdoor
www.glassdoor.com
kate.yesko@glassdoor.com