Employer Review Sites: A Key to Top Talent

Just like you probably wouldn't dine at a restaurant without checking reviews first, job seekers are increasingly turning to platforms like Glassdoor and Kununu to evaluate potential employers before applying. These websites play a crucial role in shaping your employer brand reputation and offer insights that can make or break a candidate's decision to apply. 

‍

Do you think strategically about leveraging these platforms for your employer branding? 

Done right, candidate and employee reviews, alongside your all-important replies, will help grow your brand and employer reputation – plus, it’s basically free.

‍

Here's a quick breakdown of why employee and candidate reviews matter, how to implement them effectively and what strategies you might want to copy from other organisations. 
‍

Why Reviews Matter: The Power of Employee and Candidate Feedback

‍

Think of employer review sites as an extension of your career page 

On employer review sites like Kununu or Glassdoor, candidates and (former) employees share their insights about their overall experience of working at your company. Top employer review sites are powerful influencers on the job market: Glassdoor sees over 50 million monthly visitors over its 16-country reach; Kununu, which is focused on the German-speaking market, has an impressive 2.5 million monthly visitors. You could capitalise on this significant audience to market your company to millions of prospective employees, boost your employer branding and have the unique opportunity to appear side by side with global players – after all, when it comes to employee and candidate reviews, it doesn’t matter who is the biggest, it matters who’s the best 🙂.
‍

Win and keep the right talent with your employer brand

Online reviews help potential candidates assess whether or not your company is the right fit for them. The reviews should, therefore, paint an accurate picture of your organisation and culture to help you attract the talent that will thrive in it. 

Furthermore, maintaining a representative and honest profile is important given the profound impact reviews have on job seekers. In 2024, a whopping 86% of job seekers said they read company reviews before even thinking about applying for a job. And they’re not just reading one or two; 60% of Glassdoor users will read at least five reviews before making up their minds. That’s some serious research.

Now here’s where it gets interesting (or scary): four out of five job seekers won’t even consider applying to a company with a one-star rating. So those bad reviews could be keeping top talent away. And if your company has a two-star rating? Only one in three candidates might still be willing to apply. 

But don’t worry, bad reviews aren’t the end of the world – but the way you react to them really matters; when it comes to online ratings, transparency and authenticity are crucial.

Successfully integrating employer reviews into your strategy will also save you time and money: Companies with strong employer branding see 1.5 times more applicants, which means faster hiring and increases the talent base you can choose from.

So, how can you actively manage your reviews to ensure they reflect your company's culture? Let’s dive into some actionable strategies.
‍

Mastering Reviews on Kununu and Glassdoor

Now that we've established how important Kununu and Glassdoor reviews are, let's dive into some practical steps your company can take to encourage more feedback on these platforms. The goal is to create a steady stream of honest, constructive reviews that reflect the true nature of your workplace – and, of course, to manage them effectively.
‍

Encourage your candidates and team members to share their feedback

Fostering an environment where employees feel comfortable sharing their thoughts is crucial. This doesn’t happen overnight, but with a few strategic moves, you can make it a natural part of your company culture. 👉 For more inspiration, check out our article on How to Encourage Honest Upward Feedback. 

Timing is everything. Here are some of the best moments to ask for reviews:

• After the interview process: Once a candidate has completed the interview process – whether they have been offered a job or received a rejection – you should ask them to review the experience with your recruitment process.
• Post-onboarding: Around six months after a new hire starts, they’re usually settled in and can provide valuable insights into your company culture and key elements of their employee experience.
• During or after exit interviews: If an employee leaves voluntarily and seems generally satisfied with their time at the company, encourage them to leave a review. This can provide a balanced view for future candidates.

💡 Tip: a simple and effective tactic is to directly send links to your chosen review site at these key moments. 

👉 For example, after a successful interview, a quick email with a friendly nudge to rate their candidate experience can go a long way. Just remember: while you might be eager to receive only the most positive reviews, it’s essential that employees and candidates feel free to be honest. 
‍

Amplify the Positive Reviews

Once you’ve collected reviews that paint an accurate picture of your organisation, it’s time to make the most of them. Here’s how:

Highlighting positive reviews: Don’t let those glowing reviews sit unnoticed on Glassdoor or Kununu. Showcase them on your company website, job boards, and social media channels. A banner with quotes from positive reviews can catch the eye of potential candidates and reinforce your strong employer brand.

Apart from actively promoting your employer rating sites, you can also enhance your brand as an employer by collecting employee reviews of your own:

Testimonials and case studies: Turn your best reviews into detailed testimonials or case studies. These can be powerful tools in your marketing materials, showing real examples of employee satisfaction and company culture. Consider using them in employer branding videos to give candidates a glimpse of what it’s like to work at your company.

Engaging brand ambassadors: Encourage your most satisfied employees who truly represent your company culture to become brand ambassadors. Whether it’s through sharing their experiences on LinkedIn or participating in company events, these employees can help amplify your positive reputation and attract top talent.
‍

⭐ You can’t always have five-star reviews, but you can have five-star reactions

You can turn negative reviews into your secret weapon: 76% of Glassdoor users agree that their perception of a company improves after seeing an employer respond to a review. Essentially, your response can matter more to your employer brand reputation than the review itself.

Here are three simple steps to turn negative comments into an opportunity:

1. Responding publicly: When you get a negative review, respond on the same platform. This shows that you’re taking the feedback seriously and that you care about your employees’ experiences. Keep your tone professional but personable. Acknowledge the issue, express regret for any dissatisfaction and offer to discuss it further in private.
2. Taking action internally: Don’t just stop at the public response. Use the feedback as a catalyst for internal change. If you notice recurring themes in negative reviews, it’s time to dig deeper and address the underlying issues. This not only improves your workplace but also demonstrates to future candidates that you’re proactive and committed to improvement.
3. Balance transparency with privacy: While it’s important to be transparent in your responses, respect the privacy of those involved. Offer to take the conversation offline for more detailed discussions, which shows you’re serious about resolving issues without airing all your dirty laundry.
   ‍

⚖️ While company leaders might be tempted to push for removing negative reviews, we encourage a different approach. Of course, if a review isn’t written by an actual employee, it’s legitimate to have it taken down. But if the review is genuine, we advise leaving it in place. A few critical reviews can enhance your profile’s credibility by showing it’s not overly polished but rather an authentic reflection of your workplace. Focus on improvement instead: respond thoughtfully, address the concerns publicly and work on the issues internally. This transparency can build greater trust with future candidates.
‍

Examples and tips: Companies that do it right

Let’s look at some real-life examples of companies that have mastered the art of responding to reviews.

Case Study 1: Allianz

Allianz is one of the top-rated employers on Kununu, with a 4.3-star rating and 84% employee recommendation rate (as of October 2024). They’ve built their reputation by being transparent and responsive to feedback. 

Example: When a dissatisfied employee left a detailed, critical review, the HR team at Allianz responded quickly and professionally:

“Thank you for taking the time to share your experiences and concerns with us. We are sorry to hear that you are dissatisfied. We take your feedback very seriously and would like to take this opportunity to better understand your concerns. We encourage you to contact our HR team directly so that we can discuss your points in more detail. Your HR team”
‍‍

💡 Why is this a great response?

• They responded publicly.
• They acknowledged the employee’s concerns.
• They offered a direct line for further discussion. 

This approach shows that they value all feedback, good or bad, and are committed to addressing issues head-on.
‍

Case Study 2: Bosch

Bosch is another great example. When an employee left a mostly positive review but mentioned a few critiques, Bosch responded with a thoughtful, tailored reply:

“Dear employee, Thank you for leaving us a review about your experience in Eisenach. We are very pleased that you describe us as a ‘great company’ and recommend us as an employer. We are also pleased that you are satisfied with the flexibility. Regarding the strictness, we recommend that you talk to your HR department to see if there is room for improvement, as well as the bonus payments. We wish you continued success. Best regards, Your Bosch Career Team”
‍

🎯 Bosch’s response is spot-on 

• They acknowledged the positives first, which prioritises them for anyone reading the review. 
• Then, they addressed the concerns directly and encouraged the employee to discuss them further with HR.
  ‍

Case Study 3: Kununu

Kununu doesn’t just encourage transparency; they practise it. When they received a stellar 4.8-star review, the Director of Business Marketing and Management personally replied:

“Dear kununu, Thank you very much for your positive feedback! It's great to hear that you like it so much with us! If you have any ideas on how we can improve our open seating concept, I would be delighted to hear from you! Here's to continued good collaboration! Best regards, Lisa”
‍

💯 What’s worthwhile copying here?

• By responding personally and inviting further dialogue, Kununu shows appreciation and fosters a collaborative environment. 
• This personal touch can incentivise more employees to share their experiences as they know they will be heard by all levels of management – not just HR. 
• It also shows everyone thinking about applying what kind of ethics and practices this company has in place, demonstrating that it is an egalitarian and respectful workplace.

On the flip side, when Kununu received a critical 1.9-star review, the Head of Brand responded:

“Dear kununu, Thank you very much for your open feedback. We would love to hear more about your experiences and I would be delighted if you would like to get in touch with me. We take critical feedback – such as your reference to a lack of substance – very seriously, even anonymously, and can assure you that your feedback will be heard.”

• They treated this review with a lot of respect and importantly, they stressed that they are open to all kinds of critique.
• They showed how they prioritise the anonymity of the complaint. This shows that their complaint culture is supportive and constructive and that employees don’t have to fear retribution. 
  ‍

Time to get stuck in

Employer rating sites are a great way to boost your brand. By encouraging open feedback, responding to reviews thoughtfully, and showcasing your positive ratings, you can strengthen your attractiveness as an employer and reach the best talent out there.

If you’d like to take your online review strategy to the next level, we’re here to help. Contact us to ensure your company stands out as a top choice for job seekers everywhere.