Employer reviews impact employer branding

And that’s where the risk lies – and the resulting question: how should you deal with employer reviews? In most cases, potential candidates will check the reviews of your company before applying. First and foremost, it helps to see them as an opportunity. After all, they provide direct feedback on what applicants and employees appreciate – and what they don’t. Both negative and positive entries offer insights and ideas for rethinking and improving recruitment processes and corporate culture. In short, they are a powerful lever for your employer branding.

Negative reviews? How to respond professionally

Have former or current employees left negative reviews on your kununu profile? The most important thing is to take action! Candidates appreciate when companies respond to negative comments with transparency and honesty – without empty phrases or justifications. This way, you present yourself as open and receptive to criticism. Make sure your response is authentic and personalised, not a generic copy-paste reply. Anything else will come across as insincere. Another tip: don’t focus solely on the negative reviews – acknowledge the positive ones too. A simple thank-you reinforces and validates the feedback even more.

7 actionable steps for handling employer reviews

Criticism is a valuable opportunity for improvement and for shaping a more positive working environment. We recommend the following seven steps for dealing with employer reviews effectively:

1. Active listening: Employers should take time to read critical reviews carefully and understand the concerns expressed. Avoid reacting defensively; instead, take the perspective of (former) employees seriously.
2. Open communication: Encourage honest dialogue through anonymous surveys, feedback sessions, or one-on-one discussions. Focus on creating a trustworthy environment where staff feel safe to speak freely.
3. Retrospective analysis: Pay attention to feedback from former employees as well. Their insights can highlight recurring problems. Consider exit interviews or anonymous surveys to detect patterns and opportunities for improvement.
4. Implement improvements: Based on the feedback, introduce tangible measures to improve working conditions and company culture – e.g. leadership training, updated policies, or support programmes.
5. Show transparency: Clearly communicate the actions you take in response to feedback. Employees should see that their voices are heard and valued.
6. Continuous feedback: Keep the dialogue going. Set up regular mechanisms to gather feedback and act on it quickly. Exit interviews are especially helpful here.
7. Maintain your reputation: Foster a positive company culture that promotes employee satisfaction and engagement. A strong employer brand attracts top talent and builds public trust.

Be cautious of exaggerated feedback

Dissatisfied (ex-)employees may express their criticism in exaggerated or sweeping terms. Even if a review seems unfounded, remain calm and professional – don’t respond emotionally or impulsively. What helps? Take your time.

Optimise your employer branding with Refline. With Refline’s e-recruiting software, you reduce 70% of administrative HR tasks – freeing up resources to focus on your employer branding and employer review management. Book a consultation or request a live demo now to explore the powerful features.