Top candidates are savvy. They know where to go when they want to learn more about a company. Increasingly that destination is Glassdoor.

Time and again I’ve heard employers complain that their company has bad reviews, and this keeps them from embracing Glassdoor. These employers also rant about some of the reviews being BS, or even fake. This thought process leads many of them to ignore the site due to their personal disdain.

But the truth is, ignoring Glassdoor isn’t the answer. Embracing it is.

Glassdoor received more than 12 million unique visitors over the last month. That’s a significant opportunity to brand your company as an employer of choice.

If the sheer volume of candidate traffic doesn’t convince you to embrace Glassdoor, here’s a few other reasons that might:

1. Google search results

Plain and simple, candidates googling about jobs at your company will likely see Glassdoor on page 1 of the search results. This ensures that a good number of candidates searching Google are going to see your company profile.

2. Trusted by candidates

When talking to savvy job seekers, they often bring up Glassdoor as a place they go to learn about a company. It continues to gain mindshare with candidates, and they are trusting the site more with each job search. Also interesting is that over 40% of traffic on Glassdoor is mobile. This exemplifies the increased trust candidates have with the site.

3. Keeping candidates informed

Candidates are searching for interview tips, along with salary and benefits information for your company. Glassdoor provides all three. Take it a step further, and candidates are also able to see financial information and the latest news about your company. The more informed candidates are, the more relevant your applicants will be.

4. Showing off your brand

Glassdoor is a great venue for employer branding. The site allows you to upload images and connect your company blog(s), making it a great place for your story to be heard. Candidates are looking for the inside scoop on what it’s like to work at your company. Because of that, being able to show your brand with transparency on Glassdoor is very appealing to candidates.

5. Gathering feedback

The biggest pushback I hear about Glassdoor from employers are the reviews. It’s time to get over that, because the reviews are a great opportunity to look in the mirror. In the example above, 97 candidates have indicated that this review of Salesforce.com was helpful. There’s assuredly many more who have gained insight from this review. As an employer, you have the opportunity to respond to reviews (highly recommended), and also to get valuable feedback about your company culture. This feedback is key for building a great workplace.

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Autodesk was the first ever Taleo user to include Glassdoor on every job description using the Ongig Employer Branding SaaS — as a Glassdoor partner Ongig allows Taleo users to include salary information, employee reviews, and interview tips on every job with no effort required.

 

Jason Webster

Jason Webster is a social recruiting enthusiast and co-founder of Ongig, a platform that creates shareable, visually-appealing job descriptions. He has spoken at multiple social recruiting events, where his passion for candidate experience is the primary topic. Connect with Jason and Ongig on Twitter, Facebook, and LinkedIn.

by in Employer Branding