Platforms like Glassdoor, Indeed, and Kununu enable job seekers to gain insight into a company's culture and values. Christoph Jordi, founder of the consulting firm DoDifferent, shares how these platforms have revolutionized the role of HR.
Hotels and restaurants are no longer the only ones being rated and reviewed online – companies have also been in the spotlight for several years. Review sites give current and former employees a space to share their experiences, providing job seekers with valuable insights into company culture, work practices, and management styles. According to a study by recruitment firm Robert Half, 67% of HR professionals say these platforms now play a significantly larger role in influencing candidates' decisions to join a company compared to three years ago. Christoph Jordi, founder of the HR consulting firm DoDifferent, highlights that small and medium-sized businesses can no longer afford to ignore such feedback.
What changes have review sites brought to companies' recruitment processes?
Christoph Jordi: They have primarily introduced transparency. Candidates can now gain a detailed understanding of a company even before applying, beyond the polished image presented in official communications. While platforms like LinkedIn also help form opinions, review sites provide more focused insights, especially about a company’s operations and values. Recruitment has become a two-way evaluation, with candidates now equipped with tools to make informed decisions. This shift has leveled the playing field, as employers are no longer the sole holders of power in the process.
What are the most commonly discussed topics on these platforms?
Jordi: Frequently mentioned themes include management style, work-life balance, and employee benefits. Salary is also a key focus, along with opportunities for professional growth, company culture, team dynamics, and the transparency of decision-making processes.
How can you differentiate authentic reviews from those that might simply be an attempt to settle scores with a company?
Jordi: This is one of the main drawbacks of these platforms. They are often used by employees who are upset, disappointed, or frustrated, looking for a space to vent their grievances through negative reviews. That said, isolated opinions are generally easy to identify while recurring criticisms often point to deeper structural issues within the company. Job interviews can be a valuable opportunity for candidates to bring up these points and ask employers to address the recurring feedback.
Employers can also encourage their teams to share positive comments about the company. However, it’s crucial not to overdo these efforts, as excessive solicitation can undermine credibility, especially if the reviews all come from the HR department. The focus should remain on being credible.
How can a company, particularly HR, manage these reviews?
Jordi: The key is to remain proactive and avoid being caught off guard by anticipating what employees might say. This involves fostering clear and respectful communication within the company. For instance, during a dismissal, employers should always be mindful of how they handle and address the employee. When employees feel isolated or misunderstood, they are far more likely to express their dissatisfaction on these platforms.
I strongly advise employers against responding in the same tone as a disgruntled current or former employee. It’s essential to take a step back, maintain perspective, and craft a calm and professional response.
What impact can these reviews have on a company’s reputation and image?
Jordi: Comparatively, the impact is not yet as significant as it is for hotels or restaurants. Many companies still don’t pay much attention to these reviews. However, keeping an eye on what’s being said on these platformsis essential. Negative reviews can have real consequences on a company’s reputation. That said, a healthy organization with strong communication practices and good relationships with its employees has little to worry about.
How can companies turn review sites into a strength and use them to boost their employer brand?
Jordi: The key is to engage proactively with these platforms – respond to comments and encourage satisfied employees to share their genuine opinions in their own words.
Transparency is equally important, such as openly communicating about initiatives to improve certain processes. Above all, staying authentic and attentive is critical. In other words, it’s about cultivating your employer brand. Younger generations value authenticity and want to identify with a company that reflects their values. They seek employers who align with their beliefs, offer growth opportunities, and foster personal development. Companies that show they are responsive to these expectations demonstrate both maturity and credibility.
Biography
Christoph Jordi is the founder and owner of DoD!fferent, a consulting firm specializing in strategy, organizational development, and talent development. He also lectures on "New Work" at the University of Applied Sciences of the Grisons (FH GR). He holds several key roles, including board member at Familie Wiesner Gastronomie and president of the IdéeSport foundation.
In discussion
Last modification 07.01.2025
