Job Seekers Value Employers That Respond To Online Reviews, Post on Social Media

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By Caryn Freeman

Oct. 29 — Job seekers increasingly are interested not only in online reviews of a potential employer from current employees, but also the employer response to those reviews, according to a report released Oct. 27 by jobs website Glassdoor.

“What Candidates Desire Most Isn't Readily Available On Traditional Company Careers Sites,” which featured survey responses from 1,000 employees and job seekers, found that nearly nine in 10 (89 percent) job seekers find the employer perspective important when researching jobs and companies.

“The employer perspective refers to the employer's side of this conversation,” Lisa Holden, employer engagement manager at Glassdoor, told Bloomberg BNA Oct. 29.

Actively Manage Employer Brand

The report found that 94 percent of job seekers say they are likely to apply for a job if they can tell that the employer actively manages their brand, which includes sharing updates about their culture and work environment, updating their employer profiles and publicly responding to company reviews.

Sixty-nine percent of job seekers said their perception of an employer improved when they saw an executive or other company representative respond to reviews, the survey said.

“If [employers] are not involved in this conversation, [they're] missing a hugely valuable candidate audience,” Holden said. “We've found that 46 percent of Glassdoor users read reviews before speaking with a company or person in charge of hiring. That means that the folks researching your company are evaluating it as a potential employer well before you get a chance to actually speak with them.”

Information Job Seekers Want

The five most useful pieces of information for job seekers, according to the survey, are details on what makes the company an attractive place to work (76 percent); the compensation package (70 percent); the benefits package (62 percent); the company mission, vision and values (60 percent); and basic company information, such as office locations, number of employees and revenue (55 percent).

However, job seekers often find it difficult to find this information on company websites. Although compensation is the second most desired piece of information, most companies don't share these details until candidates are deep into the interview process, Glassdoor noted. The third most important piece of information to job seekers, the benefits package, is often not explained until an employee is going through new hire enrollment, Glassdoor added.

Social Media Offers Opportunities

Holden said that in order to reach top talent with these key pieces of information, the best employers understand that they need to tell their stories at the sites the candidates are visiting.

“It's nearly impossible for most companies to change their career site at the pace that they can communicate on other online platforms,” she said. “If a company takes advantage of other platforms, it can tell both a more dynamic story and interact more directly with talent. Twitter and other social forums provide a great platform to frequently share what it's really like to work at a company.”

To contact the reporter on this story: Caryn Freeman in Washington at

To contact the editor responsible for this story: Simon Nadel at