Online Employer Ratings impact on Brand Management

Bradley Savoy September 2, 2008

Last week I presented at HR Florida about how a companies employer brand is perceived through the eyes of prospective candidates and their own employees. One of the side conversations that came from the presentation was about resources for companies to get a sense of their own reputation as an employer online.

I always recommend that a company start with a google search of their company, and beyond that start checking the “rating boards.” Vault was the originator, and JobVent has gained some traction as well. Both allow users to document why they love of hate their jobs and employers through ratings systems. CorporateGrade is a new entrant to the space and seems to be sophisticated and simplistic enough to catch on.

One of the first complaints companies raise about sites like these or other social media is that these are primarily “venting” sites used by bitter employees or former workers. However, there are balanced ratings out there from people who love their job and want to tell their story. It’s also a part of our culture now. When was the last time you bought a product without reading customer reviews of their experience with the product?

Your employer brand is being challenged continuously by people who trust their peers more than anyone else. They use their significant resources of the net to share opinions and ideas, to discuss their perceptions and experiences, to praise and criticize, and to influence other people.

Markets and brands have indeed become conversations, which can have a powerful impact on your organization. They can make or break a company’s reputation, and help or hinder sales and acquisition efforts. There are conversations being held about your company everyday. The brand perception is being formed without your input, but you can be a part of it. You can join the conversation.

Posted in Human Resources Analytics, Hodes QTrac, Human Resources, Recruiting