Glassdoor's Free Employer Profile is a powerful tool for building your brand as an employer, and we've created 6 simple steps for how to get the most from your Free Employer Profile - fast.
Step 1: Create your profile
First: Explore the Employer Center
Once you have logged in to your new Glassdoor account, you will land in the Employer Center.
The Glassdoor Employer Center will serve as your go-to spot for keeping your profile up to date, viewing and responding to reviews, and managing your overall employer brand reputation on Glassdoor.
- To create your profile or update content, click on the Employer Profile tile.
- To view, respond to, or request reviews, click on the Community Reviews tile.
- To view analytics and insights, click on the Analytics tile.
- To maximize your presence and highlight your transparency to job seekers, unlock the OpenCompany badge by clicking on the Employer Tools tile and start tracking your progress.
Next: Verify basic company info
It's easy to go from blank-slate company page to an engagingly branded profile. While we've prepopulated your profile with content from your website, you'll want to review and update the details to ensure your basic info is accurate such as your website, headquarters, logo, company mission and benefits. Follow the prompts in your Free Employer Profile to add each of the following details:
- Company mission statement
- Company website link
- Company location
- Corporate logo
- Your CEO's name
- Number of employees
- Year founded
Step 2: Tell your story
Job seekers come to Glassdoor to get the inside scoop on what it's like to work at your company. By optimizing your Employer Profile, you ensure that your employer brand is represented to the fullest.
First: Present your value proposition.
- Flesh out the About Your Company section to introduce your business' 'why' and 'what' to job seekers, as well as your mission statement.
- Include popular benefits and perks to further attract right-fit job seekers.
- Bring your workplace culture alive by displaying company photos and regularly engaging with your audience with Company Updates.
Next: Add some specifics.
While your company mission, plus visual indicators of a great culture are compelling, keep in mind the following 5 things candidates want to know when evaluating a job or employer:
- Salary and Compensation Package Details
- Role / Department Specifics
- Benefits Package Details
- What makes the company an attractive place to work
- Basic company information (e.g. locations, # of employees, revenue, industry, competitors, etc.)
Step 3: Attract and engage talent
There's nothing quite like a timely hook to convince a job seeker that your company is where they want to work - that's why sharing accolades and Company Updates on Glassdoor are so powerful.
First: Post a Company Update
Get candidates excited to work for your company by sharing the latest on company milestones, news stories, product releases, community service, etc. When you post a company update anyone who follows your company will receive an email alert with this update and other jobs and content personalized to them which can lead to an increase in traffic and applications. You can add photos to your post and promote it to specific local profiles if your update is only relevant in specific geographies. By posting compelling content regularly, you can give potential future candidates an even deeper view into your company culture, values and personality. If you have any of the following, it's worth sharing as an update on your Glassdoor profile:
- Major product updates
- Company milestones
- Employees in the news
- Executives quoted in the media
- Recruitment events
- Community involvement
- Even holiday parties
Pro Tip: More on this later, but keep in mind that you'll be able to monitor your Company Updates Analytics (visitors by gender, age, experience, education) by navigating to Analytics > Employer Profile > Company Update Analytics
Next: Showcase why you're a place job seekers should want to work.
Lean into your wins as a company! Everyone wants to work for an organization that's getting recognized for great work, internally and externally:
- List out awards
- Showcase ratings
- Garner more community-submitted photos
- Unlock & show off your Glassdoor OpenCompany badge
[Read more: 7 Best Practices for Glassdoor Company Updates]
Step 4: Tap into the powerful influence of Glassdoor reviews
While the idea of current and former employee reviews may spur a visceral mixed-bag response from some companies, active careerists eagerly seek them out, so why not take the reins of yours? Whether purposely seeking a role or being recruited by your company, job seekers will more than likely land at your Glassdoor profile, and what will they discover?
First: Go beyond reading reviews.
Monitoring reviews is important, but proactively managing your reviews is the next step - and a powerful tool for building employee engagement and job seeker interest. Respond directly to employee perspectives to reveal your transparency and willingness to address both positive and negative comments. Then take the opportunity to embrace employee feedback, looking for what employees value in and what can be improved in the following areas:
- Your company
- Leadership style
- Opportunities for advancement
- Diversity & inclusion
- Your interview process
3 out of 4 (75%) Glassdoor users agree they are more likely to apply to an open job if the employer is active on Glassdoor (e.g. responds to reviews, updates their profile, shares updates on the culture and work environment).1
Next: Request more reviews.
To truly showcase your excellent employee experience, it's important to have a critical mass of unfiltered feedback from current and former employees. From the Employer Center, go to:
- Click on the Community Reviews tile
- Request more reviews
- Create a campaign name
- Fill out "To" email address fields (e.g., firstname.lastname@example.org, email@example.com)
- Fill out subject line and email content (or use one of the handy templates)
- Preview & send email
A majority (65%+) of Glassdoor users read at least 5 reviews before forming an opinion of a company.2
[Read more: How to Respond to Negative Glassdoor Reviews]
Step 5: Leverage the power of Glassdoor analytics
Exploring brand-related analytics is a journey that allows you to fine-tune your employer brand strategy, talent acquisition and talent marketing programs. It also allows you to drive business success and improve your own skills. Quickly spot trends with the Analytics Overview. At a glance, you can see key metrics and month-over-month changes to Company Rating, CEO Approval, Page Views, Followers, and more. For a bird's-eye-view, go to: Employer Center > Analytics > Overview
First: Start tracking.
One of the most concrete ways to track employer brand awareness is through inbound traffic from people who come to research and interact with your brand. Traffic can be measured through social media, job boards and web searches. Another way is through using visual word clouds, like those available on Glassdoor, to analyze key pros and cons from employee reviews on-the-spot.
Begin by getting a baseline understanding of each of the analytics available to you with your Glassdoor Free Employer Account:
- Employer profile activity - What is your traffic like?
- Candidate demographics - Who is visiting your site, how often and from what locations?
- Follower demographics & engagement - Who is following your brand, and are they engaged?
- Rating and interview trends - What are your ratings like? What are some common themes?
- Company Update analytics - How many impressions are your Company Updates garnering?
- Competitor Comparisons - How do you stack up to the competition?
Next: Interpret the data.
- Look for patterns. To attract a diverse crop of candidates (and generally, the larger the pool, the better the catch), understanding your brand's performance in the marketplace is critical. By gathering analytics on your brand awareness, demographics, ratings and more, you can adjust your message to attract the right job seekers and garner a wide talent pool to choose from.
- Adjust as needed. Continually review your analytics to identify patterns and trends, and drive change where necessary.
Step 6: Set up automatic alerts to keep you in the know
The best thing about analytics is that even when you're not actively monitoring them, your Glassdoor Free Employer Profile is tracking every fluctuation. All you need to do is check in regularly - or have a team member check in - and even that can be automated by setting up notifications. Here's how:
First: Set up notifications
Get notified when there has been activity (e.g., reviews submitted) on your page by going to: Employer Center > Settings > Email Preferences > Company Alerts
Next: Invite your team
- Invite coworkers to access your company account by going to: Employer Center > Settings > Manage Users > Invite Co-Workers
- Empower your colleagues with all the information and updates you have; there is no limit to how many co-workers you can invite to receive notifications!
By getting alerted on a regular cadence, you can track fluctuations over time and pivot quickly to address or correct for any less-than-ideal changes - or celebrate upticks in engagement and ratings.
To get involved in the conversation on Glassdoor and start managing and promoting your employer brand reputation, unlock your Free Employer Profile today.
1. Glassdoor.com U.S. Site Survey, November 2019
2. Glassdoor.com U.S. Site Survey, November 2019