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Glassdoor, Inc. 2008-2016#GDCHAT
The Art of Responding to Reviews
"
Glassdoor, Inc. 2008-2016#GDCHAT
Webinar Tips for Attendees
•  You can connect to audio using your
computer’s microphone and speakers. 
•  Or, you may select “Use Telephone” after
joining the Webinar.
•  All lines will be muted to avoid background
noise.
•  You can ask questions at any time by
typing them into the Questions Pane.
Glassdoor, Inc. 2008-2016#GDCHAT
#GDCHAT
Glassdoor, Inc. 2008-2016#GDCHAT
Featured Speakers
Andrew Levy
Head of Global Careers Brand
at Uber 
@alevs34
linkedin.com/in/alevs34

Jacquese Brown
Manager of Employment
Marketing and Branding
at Home Depot
@THDJacquese
linkedin.com/in/jacquese-brown-8ab27324



Kelly Payne
Director of Client Success
at Glassdoor
@kelly_payne22
linkedin.com/in/kellypayne22
Glassdoor, Inc. 2008-2016#GDCHAT
Agenda
•  Why Respond?
•  Pro Tips
•  Conversation Spotlight – Home Depot
•  Conversation Spotlight – Uber
•  Q&A
Glassdoor, Inc. 2008-2016#GDCHAT
Your Employer Voice Matters
Glassdoor, Inc. 2008-2016#GDCHAT
Our Decision-Making Process Has Changed
Job seekers use on average 
before applying for a job
(Inavero, 2015)
Consumers visit at least
before making a purchase
(Retailing Today, 2013)
and look at
(Inavero, 2015)
Glassdoor, Inc. 2008-2016#GDCHAT
Today’s Reviews Culture
retail
 travel
 employment
We Lean on Peers for Advice When Making Decisions
Glassdoor, Inc. 2008-2016#GDCHAT
Source: Edelman Global Trust Barometer Survey, 2015
Although friends and family are still the most trusted source (72%), "
content provided by employees is the"
#2 most trusted source

of information on a company.1
Job Seekers Want to Hear Everyone’s Perspective
Glassdoor, Inc. 2008-2016#GDCHAT
80%
Your Reputation Transcends Employees and Candidates
Source: Edelman 2015 Trust Barometer, January 2015 
63%
&
of consumers refuse to buy products and
services from a company they do not trust
of consumers choose to buy products
from a companies they trust
while 58% will criticize that
organization to a friend or colleague.
and 68% will recommend those
companies to a friend.
Glassdoor, Inc. 2008-2016#GDCHAT
Share Your Side of the Story
Source: 1Mintel, Glassdoor US Site Survey, Jan 2016
of people now look
to reviews before
making decisions, "

70%
but 9 out 10 job seekers still find
the employer perspective useful1
Glassdoor, Inc. 2008-2016#GDCHAT
 Source: 1 Glassdoor US Site Survey, Jan 2016
say their perception of "
a company improves
after seeing an employer
respond to a review1
62%
Glassdoor, Inc. 2008-2016#GDCHAT
Just Getting Started?
Sign up for a Free Employer Account:
•  Set up company alerts 
•  Invite colleagues to respond
•  Flag reviews
•  Monitor your reputation
•  Identify areas for improvement
Glassdoor, Inc. 2008-2016#GDCHAT
Already Participating? Spot Trends With Built-In Tools
•  Traffic to your page
•  Word clouds
•  Filter responses by:
•  department 
•  Location
•  Date
•  Rating
•  popular
Glassdoor, Inc. 2008-2016#GDCHAT
Pro Tips for "
Responding to Reviews"
and Doing It Well
Glassdoor, Inc. 2008-2016#GDCHAT
Pro Tip 1: Set Guidelines
Determine your brand voice
Enlist the help of your marketing team
Address criticism in a non-defensive voice
Acknowledge + and – reviews
As a leadership team, determine:
•  Criteria for responding
•  How to prioritize responses
Glassdoor, Inc. 2008-2016#GDCHAT
Pro Tip 2: Assign Responsibility—It Takes a Team!
Determine:
Who will respond
•  Address by function
•  Enlist the help of other department leaders to divide and conquer
Cadence for monitoring
Curate template responses you can tweak/add
Glassdoor, Inc. 2008-2016#GDCHAT
Pro Tip 3: Implement a Feedback Loop
Share interview feedback with hiring teams
Consolidate trends to shed light on areas 

for improvement 
Use Glassdoor data to measure and 

inform engagement programs
Glassdoor, Inc. 2008-2016#GDCHAT
Conversation Spotlight"
"
Glassdoor, Inc. 2008-2016#GDCHAT
“We aim to respond to"
80-90% of all reviews,"
regardless of whether they’re positive, "
neutral, or constructive.”
Jacquese Brown
Manager of Employment Marketing and Branding
at Home Depot
Glassdoor, Inc. 2008-2016#GDCHAT
Agency-Monitored, Home Depot-Inspired
Social Media Ambassador Team collaborates "
with agency
Hands-on involvement from employment marketing,
branding, HR, talent acquisition and recruiters
Support from PR, legal and associate relations
departments as needed
Glassdoor, Inc. 2008-2016#GDCHAT
Internal content calendar informs weekly Home Depot Company Updates
Agency maintains centralized hub for reviews and planned responses
Prioritization based on the urgency and gravity of the concern
Social Media Ambassador Team reviews and approves responses
Concerted effort to highlight wins internally
Offer advice or resources to address concerns
Agency-Monitored, Home Depot-Inspired
Glassdoor, Inc. 2008-2016#GDCHAT
Conversation Spotlight"
"
Glassdoor, Inc. 2008-2016#GDCHAT
“We use our Glassdoor and culture"
survey data to shape Employer 

Value Proposition

and HR programming real time – "
this stuff really matters.”
Andrew Levy
Head of Global Careers Brand
at Uber
Glassdoor, Inc. 2008-2016#GDCHAT
Uber’s Response Rubric
Prioritize responses based on:
Actionable but doesn’t require consulting other stakeholders"
Respond in simple, clear English
Actionable but does require feedback from stakeholders"
Ask for guidance and respond within 24-48 hours
Actionable but sensitive in nature "
Alert appropriate department and offer a way to take the conversation offline
Not actionable that is “venting/trolling” "
Leave it alone
Glassdoor, Inc. 2008-2016#GDCHAT
Levels of Involvement at Uber
Andrew’s Involvement
•  Part of daily routine
•  Sort by newest reviews and respond, 15 min total
External Team’s Participation
•  Identify champions and key players who want to participate
•  Understand org structure and stakeholders for response content
•  Rise above “who owns what”
Glassdoor, Inc. 2008-2016#GDCHAT
Uber’s Best Practices
Be honest and frank about what’s will (or will not) change at your company
Use real names, emails, contact info in your responses
Respond to the good, the bad, and the ugly
Be timely
Avoid corporate speak and BS
Don’t copy-paste, invest the time to actually answer each person
Take conversation offline to 1x1
Celebrate the wins and share with your org leadership
Show a bit of personality when you respond
Glassdoor, Inc. 2008-2016#GDCHAT
Incorporating Feedback to Drive Uber Forward
Address low-scoring departments, locations and "
recruitment hotspots first
Provide regular visibility into your company’s "
"Glassdoor health” 
Share planned improvements with candidates during interviews 
Solicit reviews from your employee base but don’t influence
review sentiment with fake positives
Adjust EVP and recruitment pitches based on employee
feedback
Glassdoor, Inc. 2008-2016#GDCHAT
Questions for Our Panelists?
Andrew Levy
Head of Global Careers Brand
at Uber 
@alevs34
linkedin.com/in/alevs34

Jacquese Brown
Manager of Employment
Marketing and Branding
at Home Depot
@THDJacquese
linkedin.com/in/jacquese-brown-8ab27324



Kelly Payne
Director of Client Success
at Glassdoor
@kelly_payne22
linkedin.com/in/kellypayne22

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The Art of Responding to Reviews

  • 1. Glassdoor, Inc. 2008-2016#GDCHAT The Art of Responding to Reviews "
  • 2. Glassdoor, Inc. 2008-2016#GDCHAT Webinar Tips for Attendees •  You can connect to audio using your computer’s microphone and speakers. •  Or, you may select “Use Telephone” after joining the Webinar. •  All lines will be muted to avoid background noise. •  You can ask questions at any time by typing them into the Questions Pane.
  • 4. Glassdoor, Inc. 2008-2016#GDCHAT Featured Speakers Andrew Levy Head of Global Careers Brand at Uber @alevs34 linkedin.com/in/alevs34 Jacquese Brown Manager of Employment Marketing and Branding at Home Depot @THDJacquese linkedin.com/in/jacquese-brown-8ab27324 Kelly Payne Director of Client Success at Glassdoor @kelly_payne22 linkedin.com/in/kellypayne22
  • 5. Glassdoor, Inc. 2008-2016#GDCHAT Agenda •  Why Respond? •  Pro Tips •  Conversation Spotlight – Home Depot •  Conversation Spotlight – Uber •  Q&A
  • 6. Glassdoor, Inc. 2008-2016#GDCHAT Your Employer Voice Matters
  • 7. Glassdoor, Inc. 2008-2016#GDCHAT Our Decision-Making Process Has Changed Job seekers use on average before applying for a job (Inavero, 2015) Consumers visit at least before making a purchase (Retailing Today, 2013) and look at (Inavero, 2015)
  • 8. Glassdoor, Inc. 2008-2016#GDCHAT Today’s Reviews Culture retail travel employment We Lean on Peers for Advice When Making Decisions
  • 9. Glassdoor, Inc. 2008-2016#GDCHAT Source: Edelman Global Trust Barometer Survey, 2015 Although friends and family are still the most trusted source (72%), " content provided by employees is the" #2 most trusted source
 of information on a company.1 Job Seekers Want to Hear Everyone’s Perspective
  • 10. Glassdoor, Inc. 2008-2016#GDCHAT 80% Your Reputation Transcends Employees and Candidates Source: Edelman 2015 Trust Barometer, January 2015 63% & of consumers refuse to buy products and services from a company they do not trust of consumers choose to buy products from a companies they trust while 58% will criticize that organization to a friend or colleague. and 68% will recommend those companies to a friend.
  • 11. Glassdoor, Inc. 2008-2016#GDCHAT Share Your Side of the Story Source: 1Mintel, Glassdoor US Site Survey, Jan 2016 of people now look to reviews before making decisions, " 70% but 9 out 10 job seekers still find the employer perspective useful1
  • 12. Glassdoor, Inc. 2008-2016#GDCHAT Source: 1 Glassdoor US Site Survey, Jan 2016 say their perception of " a company improves after seeing an employer respond to a review1 62%
  • 13. Glassdoor, Inc. 2008-2016#GDCHAT Just Getting Started? Sign up for a Free Employer Account: •  Set up company alerts •  Invite colleagues to respond •  Flag reviews •  Monitor your reputation •  Identify areas for improvement
  • 14. Glassdoor, Inc. 2008-2016#GDCHAT Already Participating? Spot Trends With Built-In Tools •  Traffic to your page •  Word clouds •  Filter responses by: •  department •  Location •  Date •  Rating •  popular
  • 15. Glassdoor, Inc. 2008-2016#GDCHAT Pro Tips for " Responding to Reviews" and Doing It Well
  • 16. Glassdoor, Inc. 2008-2016#GDCHAT Pro Tip 1: Set Guidelines Determine your brand voice Enlist the help of your marketing team Address criticism in a non-defensive voice Acknowledge + and – reviews As a leadership team, determine: •  Criteria for responding •  How to prioritize responses
  • 17. Glassdoor, Inc. 2008-2016#GDCHAT Pro Tip 2: Assign Responsibility—It Takes a Team! Determine: Who will respond •  Address by function •  Enlist the help of other department leaders to divide and conquer Cadence for monitoring Curate template responses you can tweak/add
  • 18. Glassdoor, Inc. 2008-2016#GDCHAT Pro Tip 3: Implement a Feedback Loop Share interview feedback with hiring teams Consolidate trends to shed light on areas 
 for improvement Use Glassdoor data to measure and 
 inform engagement programs
  • 20. Glassdoor, Inc. 2008-2016#GDCHAT “We aim to respond to" 80-90% of all reviews," regardless of whether they’re positive, " neutral, or constructive.” Jacquese Brown Manager of Employment Marketing and Branding at Home Depot
  • 21. Glassdoor, Inc. 2008-2016#GDCHAT Agency-Monitored, Home Depot-Inspired Social Media Ambassador Team collaborates " with agency Hands-on involvement from employment marketing, branding, HR, talent acquisition and recruiters Support from PR, legal and associate relations departments as needed
  • 22. Glassdoor, Inc. 2008-2016#GDCHAT Internal content calendar informs weekly Home Depot Company Updates Agency maintains centralized hub for reviews and planned responses Prioritization based on the urgency and gravity of the concern Social Media Ambassador Team reviews and approves responses Concerted effort to highlight wins internally Offer advice or resources to address concerns Agency-Monitored, Home Depot-Inspired
  • 24. Glassdoor, Inc. 2008-2016#GDCHAT “We use our Glassdoor and culture" survey data to shape Employer 
 Value Proposition
 and HR programming real time – " this stuff really matters.” Andrew Levy Head of Global Careers Brand at Uber
  • 25. Glassdoor, Inc. 2008-2016#GDCHAT Uber’s Response Rubric Prioritize responses based on: Actionable but doesn’t require consulting other stakeholders" Respond in simple, clear English Actionable but does require feedback from stakeholders" Ask for guidance and respond within 24-48 hours Actionable but sensitive in nature " Alert appropriate department and offer a way to take the conversation offline Not actionable that is “venting/trolling” " Leave it alone
  • 26. Glassdoor, Inc. 2008-2016#GDCHAT Levels of Involvement at Uber Andrew’s Involvement •  Part of daily routine •  Sort by newest reviews and respond, 15 min total External Team’s Participation •  Identify champions and key players who want to participate •  Understand org structure and stakeholders for response content •  Rise above “who owns what”
  • 27. Glassdoor, Inc. 2008-2016#GDCHAT Uber’s Best Practices Be honest and frank about what’s will (or will not) change at your company Use real names, emails, contact info in your responses Respond to the good, the bad, and the ugly Be timely Avoid corporate speak and BS Don’t copy-paste, invest the time to actually answer each person Take conversation offline to 1x1 Celebrate the wins and share with your org leadership Show a bit of personality when you respond
  • 28. Glassdoor, Inc. 2008-2016#GDCHAT Incorporating Feedback to Drive Uber Forward Address low-scoring departments, locations and " recruitment hotspots first Provide regular visibility into your company’s " "Glassdoor health” Share planned improvements with candidates during interviews Solicit reviews from your employee base but don’t influence review sentiment with fake positives Adjust EVP and recruitment pitches based on employee feedback
  • 29. Glassdoor, Inc. 2008-2016#GDCHAT Questions for Our Panelists? Andrew Levy Head of Global Careers Brand at Uber @alevs34 linkedin.com/in/alevs34 Jacquese Brown Manager of Employment Marketing and Branding at Home Depot @THDJacquese linkedin.com/in/jacquese-brown-8ab27324 Kelly Payne Director of Client Success at Glassdoor @kelly_payne22 linkedin.com/in/kellypayne22