In our digital age, ratings and reviews have become the badges of consumer experiences. Whether it’s a restaurant, a medical clinic, or an auto repair shop, people love sharing their opinions online. And when it comes to professional organisations and employers, the trend is no different. Job seekers actively use platforms like Glassdoor to research companies, learn about salaries, and gain insights into what it’s like to work there. Unfortunately, bad reviews can significantly impact your recruitment process. Let’s explore why.
The Power of Online Reviews
- Trust Factor: A recent study found that 97 percent of consumers read online reviews, and 85 percent trust these reviews more than recommendations from friends. Positive reviews build trust in a company, and a whopping 49 percent of customers look for a minimum of 4-star review averages before making a purchase.
- Glassdoor Dominance: Approximately 180 million company reviews have been submitted on Glassdoor as of 2023. Job seekers actively rely on these reviews to gain insights into company culture, work-life balance, and other aspects of the workplace before deciding whether to apply for a job.
- Three-Star Threshold: Somewhere between one-third and one-half of all candidates using Glassdoor won’t even consider an employer if they have less than a three-star rating. So, those negative reviews can significantly impact your chances of attracting quality talent.
The Ripple Effect
- Viral Bad Reviews: Occasionally, a particularly dreadful review will go viral, bringing a barrage of negativity. This can affect a company’s profitability and reputation. Once the word is out, the domino effect of bad press could make an already challenging recruiting landscape even more difficult.
- Multiple Platforms: Glassdoor isn’t the only platform to worry about. LinkedIn, Twitter, Facebook, Medium, Indeed, and other online spaces can become forums for poor experiences. Each negative review has the potential to tarnish your good name.
Protecting Your Brand
- Prioritise Your Reputation: If attracting top talent is a priority (and in the highly competitive landscape talent is everything), you must protect your brand and reputation. Encourage positive employee experiences and address concerns promptly.
- Transparency and Improvement: Be transparent about addressing negative feedback. Show that you’re actively working to improve. Respond to reviews professionally and constructively.
- Internal Culture: Remember that external reviews often reflect internal culture. Invest in creating a positive work environment to minimise negative reviews.
Bad reviews can significantly impact your recruitment efforts. Job seekers rely on online reviews to form opinions about companies, and negative feedback can deter them from applying. Protect your brand, address concerns, and foster a positive workplace culture to attract top talent.
Remember: Your reputation matters, and it is a key factor in winning the talent war.
