Learn more about responding to reviews: http://gldr.co/RespondingReviews

1. Glassdoor, Inc. 2008-2016#GDCHAT
The Art of Responding to Reviews
"

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Webinar Tips for Attendees
• You can connect to audio using your
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typing them into the Questions Pane.

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#GDCHAT

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Featured Speakers
Andrew Levy
Head of Global Careers Brand
at Uber
@alevs34
linkedin.com/in/alevs34
Jacquese Brown
Manager of Employment
Marketing and Branding
at Home Depot
@THDJacquese
linkedin.com/in/jacquese-brown-8ab27324
Kelly Payne
Director of Client Success
at Glassdoor
@kelly_payne22
linkedin.com/in/kellypayne22

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Agenda
• Why Respond?
• Pro Tips
• Conversation Spotlight – Home Depot
• Conversation Spotlight – Uber
• Q&A

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Your Employer Voice Matters

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Our Decision-Making Process Has Changed
Job seekers use on average
before applying for a job
(Inavero, 2015)
Consumers visit at least
before making a purchase
(Retailing Today, 2013)
and look at
(Inavero, 2015)

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Today’s Reviews Culture
retail
travel
employment
We Lean on Peers for Advice When Making Decisions

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Source: Edelman Global Trust Barometer Survey, 2015
Although friends and family are still the most trusted source (72%), "
content provided by employees is the"
#2 most trusted source
of information on a company.1
Job Seekers Want to Hear Everyone’s Perspective

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80%
Your Reputation Transcends Employees and Candidates
Source: Edelman 2015 Trust Barometer, January 2015
63%
&
of consumers refuse to buy products and
services from a company they do not trust
of consumers choose to buy products
from a companies they trust
while 58% will criticize that
organization to a friend or colleague.
and 68% will recommend those
companies to a friend.

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Share Your Side of the Story
Source: 1Mintel, Glassdoor US Site Survey, Jan 2016
of people now look
to reviews before
making decisions, "
70%
but 9 out 10 job seekers still find
the employer perspective useful1

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Source: 1 Glassdoor US Site Survey, Jan 2016
say their perception of "
a company improves
after seeing an employer
respond to a review1
62%

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Just Getting Started?
Sign up for a Free Employer Account:
• Set up company alerts
• Invite colleagues to respond
• Flag reviews
• Monitor your reputation
• Identify areas for improvement

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Already Participating? Spot Trends With Built-In Tools
• Traffic to your page
• Word clouds
• Filter responses by:
• department
• Location
• Date
• Rating
• popular

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Pro Tips for "
Responding to Reviews"
and Doing It Well

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Pro Tip 1: Set Guidelines
Determine your brand voice
Enlist the help of your marketing team
Address criticism in a non-defensive voice
Acknowledge + and – reviews
As a leadership team, determine:
• Criteria for responding
• How to prioritize responses

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Pro Tip 2: Assign Responsibility—It Takes a Team!
Determine:
Who will respond
• Address by function
• Enlist the help of other department leaders to divide and conquer
Cadence for monitoring
Curate template responses you can tweak/add

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Pro Tip 3: Implement a Feedback Loop
Share interview feedback with hiring teams
Consolidate trends to shed light on areas
for improvement
Use Glassdoor data to measure and
inform engagement programs

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Conversation Spotlight"
"

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“We aim to respond to"
80-90% of all reviews,"
regardless of whether they’re positive, "
neutral, or constructive.”
Jacquese Brown
Manager of Employment Marketing and Branding
at Home Depot

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Agency-Monitored, Home Depot-Inspired
Social Media Ambassador Team collaborates "
with agency
Hands-on involvement from employment marketing,
branding, HR, talent acquisition and recruiters
Support from PR, legal and associate relations
departments as needed

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Internal content calendar informs weekly Home Depot Company Updates
Agency maintains centralized hub for reviews and planned responses
Prioritization based on the urgency and gravity of the concern
Social Media Ambassador Team reviews and approves responses
Concerted effort to highlight wins internally
Offer advice or resources to address concerns
Agency-Monitored, Home Depot-Inspired

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Conversation Spotlight"
"

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“We use our Glassdoor and culture"
survey data to shape Employer
Value Proposition
and HR programming real time – "
this stuff really matters.”
Andrew Levy
Head of Global Careers Brand
at Uber

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Uber’s Response Rubric
Prioritize responses based on:
Actionable but doesn’t require consulting other stakeholders"
Respond in simple, clear English
Actionable but does require feedback from stakeholders"
Ask for guidance and respond within 24-48 hours
Actionable but sensitive in nature "
Alert appropriate department and offer a way to take the conversation offline
Not actionable that is “venting/trolling” "
Leave it alone

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Levels of Involvement at Uber
Andrew’s Involvement
• Part of daily routine
• Sort by newest reviews and respond, 15 min total
External Team’s Participation
• Identify champions and key players who want to participate
• Understand org structure and stakeholders for response content
• Rise above “who owns what”

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Uber’s Best Practices
Be honest and frank about what’s will (or will not) change at your company
Use real names, emails, contact info in your responses
Respond to the good, the bad, and the ugly
Be timely
Avoid corporate speak and BS
Don’t copy-paste, invest the time to actually answer each person
Take conversation offline to 1x1
Celebrate the wins and share with your org leadership
Show a bit of personality when you respond

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Incorporating Feedback to Drive Uber Forward
Address low-scoring departments, locations and "
recruitment hotspots first
Provide regular visibility into your company’s "
"Glassdoor health”
Share planned improvements with candidates during interviews
Solicit reviews from your employee base but don’t influence
review sentiment with fake positives
Adjust EVP and recruitment pitches based on employee
feedback

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Questions for Our Panelists?
Andrew Levy
Head of Global Careers Brand
at Uber
@alevs34
linkedin.com/in/alevs34
Jacquese Brown
Manager of Employment
Marketing and Branding
at Home Depot
@THDJacquese
linkedin.com/in/jacquese-brown-8ab27324
Kelly Payne
Director of Client Success
at Glassdoor
@kelly_payne22
linkedin.com/in/kellypayne22