the art of responding to reviews

Glassdoor, Inc. 2008-2016 #GDCHAT

The Art of Responding to Reviews "


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#GDCHAT


Featured Speakers

Andrew Levy Head of Global Careers Brand

at Uber @alevs34

linkedin.com/in/alevs34

Jacquese Brown Manager of Employment Marketing and Branding

at Home Depot @THDJacquese

linkedin.com/in/jacquese-brown-8ab27324

Kelly Payne Director of Client Success

at Glassdoor @kelly_payne22

linkedin.com/in/kellypayne22


Agenda •  Why Respond? •  Pro Tips •  Conversation Spotlight – Home Depot •  Conversation Spotlight – Uber •  Q&A


Your Employer Voice Matters


Our Decision-Making Process Has Changed

Job seekers use on average

before applying for a job (Inavero, 2015)

Consumers visit at least

before making a purchase (Retailing Today, 2013)

and look at

(Inavero, 2015)


Today’s Reviews Culture

retail travel employment

We Lean on Peers for Advice When Making Decisions


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 Hear Everyone’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

Source: 1Mintel, Glassdoor US Site Survey, Jan 2016

of people now look to reviews before making decisions, "

70%

but 9 out 10 job seekers still find the employer perspective useful1

Glassdoor, Inc. 2008-2016 #GDCHAT Source: 1 Glassdoor US Site Survey, Jan 2016

say their perception of "a company improves after seeing an employer respond to a review1

62%


Just Getting Started? Sign up for a Free Employer Account: •  Set up company alerts •  Invite colleagues to respond •  Flag reviews •  Monitor your reputation •  Identify areas for improvement


Already Participating? Spot Trends With Built-In Tools •  Traffic to your page •  Word clouds •  Filter responses by:

•  department

•  Location

•  Date

•  Rating

•  popular


Pro Tips for "Responding to Reviews"

and Doing It Well


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!

Determine: 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


Conversation Spotlight""


“We aim to respond to"

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


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


Conversation Spotlight""


“We use our Glassdoor and culture"

survey data to shape Employer Value Propositionand HR programming real time – "this stuff really matters.”


at Uber


Uber’s Response Rubric

Prioritize responses based on: Actionable but doesn’t require consulting other stakeholders"Respond in simple, clear English

Actionable but does require feedback from stakeholders"Ask 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

Andrew’s Involvement •  Part of daily routine •  Sort by newest reviews and respond, 15 min total

External Team’s Participation •  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’s 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 and BS 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 and recruitment pitches based on employee feedback


Questions for Our Panelists?


at Uber @alevs34

linkedin.com/in/alevs34


at Home Depot @THDJacquese

linkedin.com/in/jacquese-brown-8ab27324

Kelly Payne Director of Client Success

at Glassdoor @kelly_payne22

linkedin.com/in/kellypayne22

the art of responding to reviews

Recruiting & HR