how to master the art of responding to reviews
TRANSCRIPT
© Glassdoor, Inc. 2016
How to Master the Art of Responding to Reviews
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Webinar Tips for Attendees
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Featured Speakers
Aaron Szenyes Program Manager
at GoDaddy
Molly McKinstry Sales Manager, Enterprise Account
Management at Glassdoor
Lamar Daniels Head of Employment Brand
at GoDaddy
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agenda
why respond
pro tips
conversation spotlight: GoDaddy
Q&A
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Your Employer Voice Matters
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Inavero, 2015 Retailing Today, 2013
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Glassdoor User Survey, 2014
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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 sourceof 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
Glassdoor U.S. Site Survey, January 2016
Glassdoor U.S. Site Survey, January 2015
American Lifestyle 2015, Mintel, June 2015
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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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Why is Glassdoor Important?
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Glassdoor – The Numbers | August 2015
• 408 Approximately Reviews Prior to 8/15
• Only 26 Answered Reviews Prior to 8/15 • <7% Overall Response Rate
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Why Should “we” Respond
Top talent does not want to work for a company that does "not care about their employees
Your employees desire acknowledgement of their opinions, they want their voice to be heard
60% of our job seekers are checking Glassdoor prior "to accepting an offer
Authenticity and transparency will champion your brand
Brand can be significantly impacted, positively and negatively
Job seekers in many cases are 10X more likely to review "a positive comment than a negative one
GODADDY’S TOP 6 REASONS WE BEGAN RESPONDING TO ALMOST ALL REVIEWS
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Glassdoor – The Numbers | November 2016
• 310 reviews since team creation (8/15) • 241 Customer Care Center Reviews • 69 Technical/Corporate Reviews
• 88% Overall Response Rate
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Where Do I Even Begin…
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How Do “we” Get the Business to Support?
• Seek out the who’s who stakeholders and leadership
• Leadership must know and accept this as part of their responsibilities
• Designate a champion, like our “Aaron”, who can be assertive "with leadership
• Remember to clarify with teams/people know exactly what you are "asking of them
ESTABLISH BUY-IN
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How Do “we” Get the Business to Support?
• Establish a game plan and organize weekly/monthly/daily communications
• Create a scorecard or reports so you have a baseline, and will also call out any areas lacking the desired outcome
• Establish goals or milestones to hit as a company or department
METHOD TO THE MADNESS
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How Do “we” Get the Business to Support?
• Follow Up! If reviews are not responded to in a timely matter, call it out (Remember you have leadership buy-in!)
• Scorecard. Scorecard. Scorecard! Call out the slackers! Make sure leadership is practicing what they preach
• Aim for the top and when you arrive, keep climbing
KEEP YOUR EYE ON THE TARGET
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Employee Sentiment
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Ask Employees to Share Their Feedback
• Give your employees the power "to share their feedback
• Provide them with content to share "on various social platforms
TO BRAG.PERMISSION
Review us on GlassDoor.com and tell the world how much you love your job.
Then visit x.co/beheard and let us know how we can make it even more awesome via UserVoice.
Finally, a place where you can say, “My job is better than yours.” Boom.
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Aaron Szenyes Program Manager
at GoDaddy
Molly McKinstry Sales Manager, Enterprise Account
Management at Glassdoor
Lamar Daniels Head of Employment Brand
at GoDaddy
© Glassdoor, Inc. 2016