First impressions matter. Clients, customers, and candidates form their initial opinions about a company’s reputation based on its online presence. When we’re hiring, we need to pay close attention to our company’s image on its website and social media because 75% of job hunters will research an employer’s brand before applying for a role. And whether we like it or not, our online presence also includes reviews on sites like Glassdoor and LinkedIn. We can’t ignore bad reviews.
On one hand, negative online reviews are ubiquitous. Artist Amber Share created a New York Times bestselling book, Subpar Parks, by illustrating one-star Yelp reviews of America’s National Parks. If a tourist has the audacity to complain that the Grand Canyon is just “a very, very large hole,” none of us are exempt from ridiculous feedback.
Unfortunately, negative reviews are no laughing matter for any company that isn’t an iconic landmark. 86% of job seekers will avoid a company if it has a bad reputation, and 15% of applicants have declined a job offer due to their perception of a poor company culture. 69% of candidates in the US would not work for a brand with a poor reputation.
A bad reputation costs a company at least 10% more per hire. But companies with a strong employer brand experience a 43% decrease in the cost per hire. Even if your company has taken a hit, it’s worth it to put in the effort and rebuild your online image.
We can’t control what people are going to post, but we can choose to respond in a winsome way that attracts the right candidates. 70% of job seekers will change their minds about a negative review when a company responds appropriately to criticism. How we respond says a lot about who we are as a leader, and what we value in our company culture.
1. Respond promptly.
Monitor the sites that give employees and contractors the opportunity to leave reviews. When someone has taken the time to express a concern or frustration, let them know immediately that you’re grateful for the feedback.
2. Take action.
Talk about how you’re going to use their feedback to make a specific change to improve future experiences. Watch for patterns in feedback to determine whether it’s a trend or based on a unique situation. If it’s a specific concern, suggest an option. Offer a way for them to personally connect with you, so you can resolve their issue.
Whatever your course of action, keep it aligned with your company’s values. This is where you show how practical applications of your values make your company a better place to work.
3. Remember, it’s business. It’s not personal.
Even the wild attacks on your momma’s updo. There’s NOTHING personal about a review on a public site. Friends don’t drop harsh comments in a Google review. If a friend (or mature professional) has a concern about your business, they’ll contact you directly and pursue a solution. They value you as a person and the success of your business.
As the leader, you can take the heat of an impersonal critique without getting defensive. It’s also your place to protect your people from attacks. When any of your team members are publicly criticized, they need to know that you’ve got their back. This builds trust and loyalty within your company, and these internal attitudes contribute to your company’s positive reputation.
Negative reviews are an opportunity to take a deep breath and demonstrate professional empathy, reasonableness, kindness, fairness, and collaboration to a watching world. These traits are compelling. Candidates with high EQ watch for these interactions in a company they’re considering, and they recognize it when they see it. You’re the kind of leader that they want to work for.
4. Customers aren’t always right.
To the visitor that took the time to grouse that she “didn’t even get to touch lava” at Hawaii Volcanoes National Park, there’s not a lot that can be done about that. Sorry.
Sometimes the customer is right, but there’s still nothing you can do about it. There’s “no cell service and terrible wifi” at Isle Royale National Park. It’s a destination where people go to unplug. Civilization isn’t on its way any time soon.
In these situations, they don’t need to be right. But they do need to feel heard. There’s a difference between agreeing with what they say and seeking to understand what they say. You can exercise the capacity to listen and understand someone with a different perspective, and this matters to the candidates that value inclusion.
5. Timing is everything.
Positive reviews can help you boost your online visibility, attract new customers, and increase your customer loyalty. They can also outweigh and dilute the impact of negative reviews.
If you’ve been working with someone for six months to a year, you can ask them to leave a review. You’re not pressing them to leave a positive one, but satisfied customers are usually happy to oblige.
If you’re struggling with your online reputation, you can book a call with me. Using our First Impression System, we can figure out how to respond to any bad reviews and build good feedback into your online presence.
Positive actions speak louder than the words of a negative review.
