Best practices for cross-functional Glassdoor channel management
In our experience, finding an internal champion for a biotech’s Glassdoor page can feel like a giant game of hot potato.
Corporate Communicators may feel like Glassdoor is outside their remit given the primary focus on crowdsourced talent reviews.
Yet for HR, managing an external social channel might feel like a communications task.
The business case for proactively managing your biotech’s Glassdoor presence is strong: Data says 86% of job seekers research company reviews before deciding whether to apply to a job. And, 7 out of 10 people indicated they had changed their opinion about an employer after seeing the company reply to a review.
So what’s the solution? At Waterhouse, we feel Glassdoor is best managed in joint partnership by Corporate Communications and HR, with each function’s contributions aligning to their individual subject matter expertise.
View our specific recommendations for a communications/HR Glassdoor divide and conquer below.
Do you need help with your biotech’s Glassdoor channel? Reach out to Waterhouse.
| Corporate Communications Owns | HR Owns | |
| Glassdoor account | Page set-up and optimization Why? Corporate Communications can deploy learnings from other external social channels to set the page up for success | Profile type selection Why? Based on recruitment goals, HR can decide between the free profile or enhanced paid profile formats |
| Profile detail | The company overview tab Why? As the owner of the corporate narrative, Corporate Communications can ensure messaging is always up-to-date | The benefits tab Why? HR is best positioned to provide comprehensive detail on total rewards offerings for candidate discovery |
| Ongoing profile updates | The photos tab Why? Corporate Communications can seamlessly syndicate approved team photos from other active channels to Glassdoor | Monitoring for new reviews Why? HR should have a regular finger on the pulse on employee and candidate sentiment shared to flag emerging issues |
| Review responses | Drafting and posting responses Why? Corporate Communications tends to be more experienced and comfortable crafting communications to address challenging topics | Providing context for review responses Why? HR can provide fodder for responses, including insider perspective on initiatives underway that could address concerns and feedback received |
| Channel analytics | Performance analytics as part of integrated channel reporting Why? Corporate Communications can fold Glassdoor into regular channel reporting with important metrics including site traffic, review ratings, sentiment analysis and CEO approval | Translating review insights into action Why? HR can use common themes from talent reviews as a real-time feedback loop and augment internal survey data to inform employee engagement priorities |
