Because the financial downturn mounts, organizations are making headlines daily for saying massive reductions in drive (RIFs), and plenty of firms might be cautious with raises and promotions in 2023.
Cue the destructive Glassdoor evaluations.
Glassdoor administration and technique might be a high focus for communications professionals in 2023. Eighty-six p.c of job candidates have a look at an organization’s evaluations and score earlier than making use of. Earlier than deciding on an organization, 60% of Glassdoor customers learn no less than 5 evaluations.
No matter financial stability, a sensible Glassdoor administration technique is crucial for recruiting and retaining staff. It’s time to take motion to arrange your group for fulfillment.
What to do proper now
- Preserve your organization’s profile updated. A Glassdoor web page is a chance to showcase why it’s an excellent place to work – you possibly can add photographs, award wins and even put up latest job openings.
- Brazenly let your staff know you welcome Glassdoor evaluations. If a destructive evaluation turns into a sizzling matter of dialogue, don’t seem defeated by it; as an alternative, share that evaluations are useful as a result of they supply perception into how staff are feeling. Create a tradition the place suggestions is genuinely welcomed.
- Present a non-public channel for staff suggestions. Give present staff members an nameless outlet the place they’re free to share suggestions that can go on to HR/management, like Suggestion Ox. This helps reduce the will to share frustrations publicly on Glassdoor.
- Monitor Glassdoor repeatedly and reply in a well timed trend. It’s not useful to answer evaluations months after they’re written.
To reply or to not reply
Normally, my recommendation is to answer all evaluations. Some firms make the error of solely responding to destructive evaluations, however the optimistic ones deserve acknowledgement and appreciation, too.
Nevertheless, there are some firms which might be hesitant to answer all evaluations. If that’s you, right here’s what you’ll want to think about:
- Accuracy: Is the evaluation spreading misinformation that must be refuted?
- Alternative: Does responding give you a chance to publicly share your stance on an necessary matter? Will a response present transparency on your viewers? Is that this an alternative to construct a relationship along with your viewers? Does it offer you an opportunity to talk a plan of motion for decision?
- Danger: Will responding add pointless gas to the hearth? Will a response seem defensive? Or does the commenter simply need to be heard and due to this fact a response will deescalate the scenario?
- Consistency: Are you solely responding to optimistic evaluations? Are you responding at random?
- Analysis: Fastidiously examine the evaluation. Don’t assume it’s true or false with out digging in first.
- Language: Does the message or evaluation use racist, derogatory or inappropriate language? If sure, don’t reply.
How to answer destructive evaluations
If you happen to’ve made the choice to answer the evaluations, right here comes the laborious half – dealing with the negativity. Think about the next greatest practices:
- Wait till tomorrow. Damaging or false evaluations will make you need to refute claims instantly, which may seem defensive. Take a deep breath. Sleep on it. Simply because a evaluation is destructive doesn’t imply it’s true. Most individuals perceive suggestions is notion, not essentially reality.
- Don’t be defensive. Regardless of how unfair a evaluation is likely to be, readers might be turned off (and aspect with the disgruntled worker) when you act defensive.
- Say thanks. Regardless of the suggestions, thank them for their feedback. Even when you don’t agree with what was posted, suggestions is efficacious.
- Humanize your response. Don’t use a templated/inventory response. Customers studying your group’s evaluations will discover the sample, and it’s necessary to reply genuinely and authentically.
- Signal it with a reputation. One other nice solution to humanize your response is by signing it from the CEO or a member of management/HR. Ensure the messaging matches their tone of voice and also you’re responding with language they’d use in actual life. This must be from an individual, not an organization robotic.
- Present empathy. I get it – typically staff are simply not a match; typically their suggestions is manner off base. Nonetheless, it’s necessary to point out you actually care and are listening to the suggestions. It’s okay to point out empathy even when you don’t agree.
- Apologize if you’ll want to. Whether or not it’s an error or miscommunication, settle for blame if you’re at fault. Preserve the apology brief and honest.
- Tackle each a part of the evaluation. Don’t concentrate on one level (often the destructive one). Ensure each piece of suggestions – optimistic and destructive – will get addressed.
- Present a real need to enhance. No one expects an organization to be good. What individuals care about is your dedication to studying and doing higher.
The ultimate phrase
Don’t overlook the ultimate, and most necessary a part of the method – listening to the evaluations. Glassdoor pages can function a chance on your firm to obtain suggestions and develop. Dig into them, make modifications and take motion. Not all evaluations have to be acted on – some are disgruntled staff airing their grievances. However the firms that take the related Glassdoor evaluations to coronary heart will come out on high.
Shannon Tucker is VP of Subsequent PR.
