Negative company ratings can ruin brands and turn off applicants

Dive Brief:

Employers must manage their online reviews to address disgruntled employees' issues, protect their brands and maintain their ratings to attract potential applicants, a new Monster survey revealed.
A survey by the mega job site found that, in a five-star rating system, most respondents (38%) would apply only to companies with at least a 3-star rating, and that nearly one-third would never apply to an employer with negative employee reviews.
Monster recommended that employers manage their reviews by having an open internal communication policy led by HR; creating a forum for soliciting employee feedback; uncovering the root causes of complaints; asking reviewers or review sites to remove unjustified ratings; and taking legal action against defamation, if necessary.

Dive Insight:

Job seekers today are routinely going to ratings sites to find out how workers view their employers and basing their job-hunt decisions on what they find. These results and a CareerArc poll released in late 2017 — revealing that only one in five job seekers would apply to a company with a bad reputation — should prompt companies to consider taking a more active role in monitoring their ratings.

Maintaining a positive brand is especially crucial for all companies in today's competitive labor market. A number of myths surround the concept of employer branding, including that it's only for big companies, too expensive, immeasurable and, most of all, unnecessary. In today's talent market, a focus on brand awareness can turn into a wider talent pool for an employer, as potentials tend to apply to companies with names they recognize.

Companies can't expect all employees to be satisfied with their employment status. But by focusing on maintaining a positive culture and a strong internal and external brand, employers can possibly ward off negative online ratings by ensuring everyone feels able to do their best work. In fact, cultivating an environment that empowers employees to be brand ambassadors can go a long way in making a company an employer of choice.