the art of responding to reviews

Kate YeskoEnterprise Account Manager

Glassdoor

agenda why respond

pro tips

conversation spotlight – Home Depot

Conversation spotlight – Uber

Q&A

Source: Edelman Global Trust Barometer Survey, 2015

Although friends and family are still the most trusted source (72%),

content provided by employees is the

#2 most trusted sourceof information on a company.1

Job Seekers Want to HearEveryone’s Perspective

80%

Your Reputation Transcends Employees and Candidates

Source: Edelman 2015 Trust Barometer, January 2015

63% & of consumers refuse to buy products and

services from a company they do not trust of consumers choose to buy products

from a companies they trust

while 58% will criticize that organization to a friend or colleague.

and 68% will recommend those companies to a friend.

Share Your Side of the Story

Glassdoor U.S. Site Survey, January 2016

American Lifestyles 2015, Mintel, June 2015

Glassdoor U.S. Site Survey, January 2015

Just Getting Started?

•  Set up company alerts •  Invite colleagues to respond •  Flag reviews •  Monitor your reputation •  Identify areas for improvement

Already Participating?

•  Traffic to your page •  Word clouds •  Filter responses by:

-  Department -  Location -  Date -  Rating -  Popular

agenda why respond

pro tips

conversation spotlight – Home Depot

Conversation spotlight – Uber

Q&A

Pro Tip 1: Set Guidelines

Determine your brand voice

Enlist the help of your marketing team

Address criticism in a non-defensive voice

Acknowledge + and – reviews

As a leadership team, determine: -  Criteria for responding

-  How to prioritize responses

Pro Tip 2: Assign Responsibility—It Takes a Team!

Who will respond -  Address by function

-  Enlist the help of other department leaders to divide and conquer

Cadence for monitoring

Curate template responses you can tweak/add

Pro Tip 3: Implement a Feedback Loop

Share interview feedback with hiring teams

Consolidate trends to shed light on areas for improvement

Use Glassdoor data to measure and inform engagement programs

agenda why respond

pro tips

conversation spotlight – Home Depot

Conversation spotlight – Uber

Q&A

Conversation Spotlight

“We aim to respond to

80-90% of all reviews,regardless of whether they’re positive, neutral, or constructive.”

Jacquese Brown Manager of Employment Marketing and Branding

at Home Depot

Agency-Monitored, Home Depot-Inspired

Social Media Ambassador Team collaborates with agency

Hands-on involvement from employment marketing, branding, HR, talent acquisition and recruiters

Support from PR, legal and associate relations departments as needed

Internal content calendar informs weekly Home Depot Company Updates

Agency maintains centralized hub for reviews and planned responses

Prioritization based on the urgency and gravity of the concern

Social Media Ambassador Team reviews and approves responses

Concerted effort to highlight wins internally

Offer advice or resources to address concerns

Agency-Monitored, Home Depot-Inspired

agenda why respond

pro tips

conversation spotlight – Home Depot

Conversation spotlight – Uber

Q&A

Conversation Spotlight

“We use our Glassdoor and culture survey data to shape

Employer Value Proposition and HR programming real time – this stuff really matters.”

Andrew Levy Head of Global Careers Brand

at Uber

Uber’s Response Rubric

Actionable but doesn’t require consulting other stakeholdersRespond in simple, clear English

Actionable but does require feedback from stakeholdersAsk for guidance and respond within 24-48 hours

Actionable but sensitive in nature Alert appropriate department and offer a way to take the conversation offline

Not actionable that is “venting/trolling” Leave it alone

Levels of Involvement at Uber

•  Part of daily routine

•  Sort by newest reviews and respond, 15 min total

•  Identify champions and key players who want to participate

•  Understand org structure and stakeholders for response content

•  Rise above “who owns what”

Uber’s Best Practices Be honest and frank about what will (or will not) change at your company

Use real names, emails, contact info in your responses

Respond to the good, the bad, and the ugly

Be timely

Avoid corporate speak

Don’t copy-paste, invest the time to actually answer each person

Take conversation offline to 1x1

Celebrate the wins and share with your org leadership

Show a bit of personality when you respond

Incorporating Feedback to Drive Uber Forward Address low-scoring departments, locations and recruitment hotspots first

Provide regular visibility into your company’s "Glassdoor health”

Share planned improvements with candidates during interviews

Solicit reviews from your employee base but don’t influence review sentiment with fake positives

Adjust EVP (Employee Value Proposition and recruitment pitches based on employee feedback

agenda why respond

pro tips

conversation spotlight – Home Depot

Conversation spotlight – Uber

Q&A

@glassdoorwww.glassdoor.comkate.yesko@glassdoor.com