In this technology-driven world, nearly everything we do begins online, and this is especially true when it comes to job hunting. Employers who successfully recruit qualified candidates understand the importance of the online space – both for improving the company’s reputation and for finding the right candidates.
Not only do candidates search for jobs and employer profiles online, but employers also seek to target the right people for open positions. Websites like Indeed combine employers’ reviews with available job postings, making it a powerful tool in the recruitment process. Glassdoor aggregates data from current and former employees and includes information on salaries, position descriptions, and even common interview questions.
Discover how online presence can improve recruitment your efforts and boost your company’s reputation.
Why Reputation Management is Important
The Internet has made information about almost everything and everyone more accessible than ever so companies really cannot afford to ignore the power of online reputation. As any successful business owner will attest, a large percentage of leads and conversions come from the internet.
According to a 2018 survey conducted by TripAdvisor in collaboration with Ipsos MORI, 97 per cent of participants revealed that they believe online reputation management is essential for the success of their business. The respondents also indicated that online reviews and maintaining a social presence are vital to cultivating a favorable online reputation.
Business owners across all industries are realizing just how critical online presence is. Utilizing online reviews, website and procedure audits, and leveraging social media with the help of professional social media management are just a few of the ways owners are getting in front of online reputation management.
By the Numbers: Real Stats on How Businesses View Reputation Management
For companies, the risk of ignoring online reputation goes beyond customer-facing issues like low product sales; it extends into human resources issues. Job-seekers understandably research employers before applying and throughout recruitment efforts, and the online presence and reputation of a potential employer directly affect the decisions candidates make. Here’s a breakdown of just how much weight online reputation has among job seekers in Canada:
- Nearly 50 percent of job seekers stated they wouldn’t apply to work for a company with a bad reputation, according to a study conducted by Harvard Business Review.
- An employer’s reputation for equity and fairness plays a huge role in recruiting and retention, according to survey data compiled by the World Economic Forum.
- The failure of Canadian employers to cultivate a strong online presence and brand reputation, both internally and externally, can impact retention rates as well as retention costs, according to a report compiled for Saint Mary’s University in Halifax, Nova Scotia.
The Power of Glassdoor
In terms of online employer review sites, none are more powerful than Glassdoor. A comprehensive employer review site, Glassdoor is home to company overviews and gives job seekers an inside look at what it would really be like to work there. When job seekers were polled, they revealed what they value most when looking for jobs. Conducted on behalf of Glassdoor, the surveyed more than 1,100 job seekers to understand how job ads impact their application decisions.
Historically, employers have been very tight-lipped about company culture, benefits and especially starting salaries. Studies show that some employers attempt to omit this information from job postings because they believe prime candidates may be dissuaded from applying. In a market where there are many options and work-life balance is a top priority, potential employees want an indication that the employer-employee relationship promises to be mutually beneficial.
Understanding how impactful online channels are in the recruitment and hiring process is the first order of business. When candidates visit Glassdoor and see multiple low ratings and the same or similar complaints from current and former employees, their perception is altered. Employers need to actively work to address valid issues that could be creating the unfavourable reviews.
Google serves as a powerful search engine for just about everything, but it is what goes on behind the scenes that really matters. Known for its ever-changing algorithm, Google’s impact on a company’s reputation is huge. Several factors make up the totality of Google’s algorithm including how mobile-friendly your website is, how up-to-date the content is, site loading speed, and various other factors.
Positive reviews do not come easily but the best way to leverage Google Reviews is to concentrate on setting yourself apart. Take every interaction seriously and work hard to generate positive buzz for your firm. A high number of positive reviews will boost your credibility with potential clients as well as job seekers.
Any information found about your company online is an integral part of your online reputation. As many people know, one of the hardest things to repair is a damaged reputation so it’s wise to proactively guard it.
Positive reviews are great for business, and negative reviews can wreak havoc on your online reputation if left unaddressed. In a world where anyone can leave a positive or negative review at any time, it’s nearly impossible to prevent a negative review from being posted. What is more important is how negative reviews are handled. If there are underlying issues that lend credibility to a negative review, publicly acknowledge that the reviewer’s concerns have been heard and action will be taken. The worst thing a business can do is to ignore negative reviews.
Reviews are heavily weighted in terms of SEO (search engine optimization), as these are the first pieces of information people see when specific search terms and location information are combined. The impact of positive reviews on your search engine results cannot be overstressed.
Working at securing a positive online presence and developing a favorable reputation is one of the easiest and most cost-effective things that firms can do. The lasting impact of a positive online presence is massive compared to online advertising.
It’s Easier Than You Might Think
The prospect of having to constantly review all the sites where your reviews could be posted is daunting. However, as online facilities and applications grow, so do companies willing and able to provide you with access to the latest technological marvels.
There are, for instance, reputation management service providers and software that will monitor multiple sites including social media, chatrooms, blogs, etc. for reviews about your company and issue real-time notifications to you. There are others that will actively solicit reviews from your publics, whether they be clients, employees or associates and post them as appropriate. They can generate reports that measure reviews across various channels for use in PR campaigns.
Durham Recruiting opened its doors in the spring of 2017, so it is still a relatively “new” business. When we first started out, we didn’t have much in the way of Google reviews. When we made a concerted effort to get reviews (which people were happy to provide us with when we asked), we noticed an immediate increase in the number of phone calls we received, both from clients and from candidates.
If you Google “recruitment agencies Durham”, you’ll see that we now have the number one unpaid spot with, in fact, a higher number of stars than some of the agencies that pay for ads.
We earned the number one spot by working hard to differentiate ourselves and enhance our online presence by telling the story of who we are, what we do, and what we stand for.
Telling Your Story
The key to managing a positive online reputation is telling your brand story, clearly stating the product or service you deliver (and then delivering it). The business controls the content that is posted online, and positive reviews will drive traffic to your company.
Both work together to boost your presence and form relationships that ultimately lead to success.