The majority (77.3%) of candidates say the job description is the most useful employment content in their decision process, according to The Talent Board, but half of candidates also search for information about you elsewhere — and these days Glassdoor is their Web site of choice.
So why not combine your job descriptions with Glassdoor content for a more “sticky” ad and candidate experience?
If you’re not familiar with Glassdoor, they do ratings and reviews of employers in the same way that Amazon offers reviews of products and Yelp ranks restaurants. Here’s an example of the basic Glassdoor ratings and reviews for Chevron, the #6 highest rated employer in 2015 based on Glassdoor’s 1 to 5 rating in its 2015 Best Places to Work.
Why should you care about adding such content to your job descriptions? In marketing we call ratings and reviews “sticky content” as in they help the user “stick” to the page they are on and to more likely become a candidate/customer.
If your company’s ratings and reviews are good (the average company rating is 3.4) you should brag about it — the content is social proof as they say in psychology and social proof in marketing sells!. A good CEO rating would be 70% or higher.
Note: If your Glassdoor ratings are not so good, we list some tips at the end of this post to improve it.
We believe that more of this sticky content is going to find its way to job descriptions. Autodesk, for example, puts this Glassdoor content on every one of their job descriptions (see the lower right hand corner of the job description below).
You’ll notice other examples of sticky content that Autodesk includes in their above job description, such as pictures, video, slideshares and comments:
Note: all of the text from Autodesk’s job descriptions still originates from their Taleo applicant tracking system.
This added content makes Autodesk’s job descriptions more sticky for improved candidate engagement while also inspiring candidate trust.
Two Ways to Add Glassdoor Content to Your Job Descriptions
There are 3 widgets available from Glassdoor to add to your job descriptions and each one of them has HTML code (see below (Google is the example of the employer).
To get that HTML embedded on to your job descriptions, you have a couple of choices:
1) Use Ongig
If you’re an Ongig client, just let us know which widget you want and we will add it. Ongig automatically inserts the code into every job description you have, including all new ones coming out of your applicant tracking system. You can email us a firstname.lastname@example.org.
2) Embed the Code Yourself
If you’re not an Ongig client, you will need to take the widget HTML code and insert it into your job descriptions directly or ask your applicant tracking system provider to do it for you.
How You Can Help Improve Your Rating on Glassdoor
We know many companies might have a lower score on Glassdoor than they would like, or might have some negative comments. We were able to pull some helpful insights on what to do to combat this if you’re trying to increase your company “view”.
- Promptly respond to reviews – both negative and positive. Candidates like to see that you’re engaged and paying attention.
- Welcome all feedback – make sure you openly value and consider all feedback
- With 90% of Glassdoor users finding the employer perspective useful when deciding where to work, you don’t want to shortchange your reputation. Answering reviews promptly and in a non-defensive voice builds trust with your candidates, many of whom may just be starting their job search
- Encourage your employees to share feedback on what they like about working for your company – and have them share it on Glassdoor
- Use it as an opportunity to make your company better
Check out these 2 great resources from Glassdoor:
Don’t Fear the Review: 3 Reasons Bad Reviews Are Good for Business!
Responding to Reviews Builds Trust with Your Candidates
We have some extra data on how additional sticky content impacts candidate experience. If you’re interested in that, just leave a comment here or email us at email@example.com and we’ll share it with you.
The Author, Christine Kriner works on Client Success for Ongig, the first-ever Employer Branding SaaS that allows employers to attract the best talent in the world faster. Yelp, American Express, Autodesk and GoDaddy are among the early customers of the Ongig SaaS.