Online reviews have become a significant part of the business landscape. Employer review sites offer a platform for employees to share experiences. Whilst positive reviews can enhance your company’s reputation, anyone who has received negative reviews will know that they can be daunting. However, they should also provide you with valuable insights and opportunities for growth. So how should you deal with bad employee reviews online?
Embrace openness
The first step is accepting that every business, regardless of size, will face criticism at some point. In a smaller business, negative reviews can feel extremely personal. However, they are also an opportunity to understand employee experiences better and to make improvements. This also involves accepting reviews, without being defensive. Accepting that there may be areas for improvement shows existing and potential employees that your business is committed to creating a better working environment.
Monitor the reviews
Regular monitoring of employee review sites will ensure you are informed about what’s being said. You can also set up alerts, so that you can respond promptly if needed. By monitoring consistently, you can address issues in real time. Tools like Google Alerts can help aggregate reviews from various platforms and keep track of company mentions. Being proactive, rather than reactive, will help to protect your company reputation.
Respond constructively
Even if painful, it’s important to acknowledge reviews and respond to them professionally and with empathy. Never respond negatively, and never be tempted to create fake reviews to counteract the negative ones. Existing and potential employees will see through this immediately. Start by thanking the reviewer for their feedback. By acknowledging their experience, negative or positive, demonstrates that their opinion is valued.
For example, “Thank you for taking the time to share your feedback. We value all input and are committed to improving our work environment.” Next, you can address any specific issues raised in the post. If the reviewer has highlighted a particular problem, such as a lack of progression or pay, acknowledge it and outline the steps that the business is taking to address this.
For example, “We’re sorry to hear that you felt that the salary wasn’t sufficient. We’ve recently conducted a salary benchmarking exercise and a benefits review to ensure that we are offering benefits in line with our competitors. We’re continually working to improve, and your feedback is instrumental in the process.”
Use negative feedback as a learning opportunity
Although no-one wants to receive or read a negative review, they do offer invaluable insights into where your company may be falling short. Look for any patterns in the feedback. If there are multiple posts mentioning the same issues then this is a serious red flag. Consider conducting internal surveys, hold focus groups and gather more detailed feedback from current employees to find out where the problem likes. This will help you to understand where the issues stem from, and more importantly, what you can do to resolve them.
Take a look at your company culture
Many negative online reviews stem from issues linked to poor company culture. Reviews that mention toxic working environments, the lack of a work-life balance or poor management all mean that it’s time to examine your company culture.
A good company culture should always stem from your core values, which should be clearly communicated to all employees.
Encourage a culture of open feedback
Encourage feedback openly throughout the year from regular check-ins with new joiners to weekly / monthly one to ones with managers. Also consider staff engagement surveys, anonymous comment boxes in the office and confidential HR clinics.
Don’t forget to encourage positive reviews
Without pressuring anyone, encourage current employees to share their experiences and post reviews to counteract the negative. Remind them that their positive reviews will help attract great talent and boost company morale. One way to do this is to create a simple process for staff to leave reviews, such as during exit interviews or after company events. By highlighting the positive experiences, negative feedback can be balanced and help paint a more accurate picture of the business.
Stay balanced
It’s easy to get caught up in negative reviews, but it’s important to keep a balanced perspective. No single review defines your company. Remember that potential employees will look at the overall trend of reviews, rather than focusing on a few negative posts. Highlighting your company achievements and successes on your website and social media can help. Post employee testimonials, case studies and other important to work to create a well-rounded 360 view of your company.
Seek advice
If you’re still finding it challenging to manage your reputation online, consider getting some external advice. HR consultants can provide valuable insights into your company culture and employee satisfaction. Sometimes, gaining an external perspective can help identify potential issues that have been overlooked internally.
Remember, every business faces criticism. It’s how you respond and adapt that sets you apart. Get in touch for 15 mins of free HR advice.