Employer review sites, such as Glassdoor, have given employers an unprecedented look into how their employees view almost every aspect of the organization. "Your employer brand is more publicly accessible than ever before," says Chris Wilcock, Senior Marketing Coordinator for Beacon Hill Staffing Group. "And whether that is a weapon or a weakness is up to you – remember, while the information is accessible, it is also comparable. This means it is easier than ever for you to stand out from your competition."
By looking for patterns among employer reviews, HR managers can optimize their talent management strategies.
1. Negative opinions
Employer review sites offer a level of anonymity that simply isn't possible in any human resources setting. Though some employees may feel comfortable voicing negative opinions at work, many will keep those feelings under wraps, worrying that such views may get them in trouble. The anonymity of the internet makes it possible for employees to air their feelings without fear of immediate repercussions.
HR managers should understand that negative reviews may have been written in a moment of heated anger over a particular situation. That's why it's better to look for patterns in reviews rather than focusing on a single agitated reviewer. By looking at the broader picture, HR professionals can determine if there are real systemic issues with employee relations. This information is vital to a responsive talent management strategy.
2. Perception of corporate culture
Employers who put a lot of effort into developing an attractive corporate culture should seek out methods of auditing how employees perceive that culture. Employer review sites offer a unique look into how current and former employees respond to management's efforts to create a welcoming, productive work environment.
Author John Coleman, writing in the Harvard Business Review, reported that corporate values are meaningless if they aren't followed by action. Reading reviews can help you understand if your company's values have translated into real practices. For example, if your organization claims to respect employee time, you can scan reviews for references to time management. If you see many instances of former employees complaining of feeling overworked, it indicates that the company's values aren't in sync with its practices.
3. Employee values
What do your employees value about your company? Reviews help you understand why employees enjoy working for your organization beyond salary requirements. This concept is highly important for organizations hiring millennials in greater numbers. According to financial writer Kaytie Zimmerman, many millennials want to work for an employer that shares the same values as they hold.
Reviews can help you identify common threads that you can leverage later as part of an integrated talent strategy. For example, if current employees appreciate the company's dedication to sustainability, managers can allocate more resources to promoting sustainable practices.
4. Recognition of employer brand
According to the Society for Human Resource Management, an employer brand is a useful component of the employee value proposition, which communicates a cohesive corporate identity. When prospective employees view your corporate brand positively, it will create more competition among talented professionals for the open positions at your organization. Reviews can show you how to further develop your employer brand.
For more information on how to optimize your talent attraction strategy, connect with the expert recruiters at Beacon Hill Staffing Group today.
This content is brought to you by the Marketing Team at Beacon Hill Staffing Group.