The New Normal of Recruiting: Online Company Reviews

When was the last time you booked a vacation, made a restaurant reservation or bought a new appliance (or even a pair of shoes) without checking online reviews? I’d bet it was quite a while ago, since most of us these days are inclined to check into absolutely everything before we make a move. This week alone I have personally researched HDMI connection cords, hotels in Mystic, CT, and five or six potential new beach reads.

If people like me are conducting research on the most mundane of decisions, think what sort of scrutiny we’ll give something more life-changing – like our next job.

A Glassdoor survey found that 61 percent of its users seek out company reviews and ratings before applying for a position. As companies seek to recruit top millennial talent in this tight job market, it’s wise to make sure that your online p resence is showcasing you as an employer of choice.

These articles shed light on how to make sure your company stands up to the spotlight that candidates are shining on you.

Use the Interview Stage To Your Advantage

“Most candidates arrive at their first interview having already formed an initial impression about you, based on the online reviews. And during their interactions with you, they are gathering data to confirm or disprove their suspicions. Your behavior during the hiring process will either change their initial opinion, or cement it into certainty. You have a one-time opportunity to change the narrative during the hiring process, but until you accept that you are starting from a significant disadvantage, you won’t be effective.” —  Read more at HR Examiner.

Own Your Own Real Estate — Your Website

“‘Company websites [are a top] job hunting source for candidates,” [Amber] Hyatt, [SPHR and director of product marketing at HR software company SilkRoad,] told Business News Daily. ‘These company storefronts serve as a one-stop shop where job hunting begins, so it’s imperative [to have] a well-designed career site to deliver a cohesive brand image that reflects the company mission, vision and values. The company brand experience, in combination with detailed job descriptions and an online application, engages job seekers and helps them determine proactively if they are a cultural fit to the organization, and whether to apply.’” —  Read more at Business News Daily.

Bad News Travels Fast, So Seek the Good

“Since disgruntled employees are much more likely to leave reviews, actively requesting reviews company wide may help by increasing your overall ratio of positive to negative reviews. You may want to include links to the review site in your employee newsletters, verbally ask job applicants to leave a review following an interview, or periodically have managers remind employees of the opportunity they have to give feedback to management.”—  Read more at Smart Recruiters.

Receive a Negative Review? Be Proactive

“You shouldn’t ignore negative reviews, as that could be viewed as either an admission of guilt or  simply apathy. It’s all about transparency — address any reviews or negative posts quickly, with empathy for the employee, and without sounding defensive. …If a post contains false, libelous, or inflammatory information, you may contact the social media site to have it removed. This is especially effective if the post is racist, contains obscene language, or violates any of the terms of service of the specific site.”  —  Read more at

Have you checked out your own company’s online reviews? What did you find that surprised you, good or bad? Please share with all of us in the comments below.

Lindsey Pollak is the leading voice on millennials in the workplace, trusted by global companies, universities, the world’s top media outlets — and, most importantly, by millennials themselves. A New York Times bestselling author, Lindsey began her career as a dorm RA in college and has been mentoring millennials — and explaining them to other generations — ever since. Her keynote speeches have audiences so engaged that, in the words of one attendee, “I didn’t check my phone once!” Contact Lindsey to discuss a speaking engagement for your organization.

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Lindsey is a globally recognized career and workplace expert and the leading voice on generational diversity. She has spoken for more than 300 audiences including Google, Goldman Sachs, Estee Lauder, Stanford and Wharton. Lindsey is the author of four career and workplace advice books, and her insights have appeared in media outlets including The TODAY Show, CNBC, NPR, the Harvard Business Review and the Wall Street Journal.


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