Innovative Uses of Glassdoor Reviews and Ratings by Employers

Glassdoor has been active in the UK for around three years now, and in that time many employers have started to use our platform to advertise their jobs and manage their employer brand. Some of the more progressive companies have come up with really innovative ways to leverage their Glassdoor reviews for recruitment marketing purposes. In this post, we salute some of the best examples: Nandos The restaurant chain recently launched a recruitment marketing campaign by advertising on the London Underground network, based all around reviews from its Glassdoor profile. This was the first time in the UK that an employer has used Glassdoor reviews in above-the-line advertising and it shows how powerful user-generated content can be when it comes to marketing a brand. Unilever Unilever is a big believer in transparency and the company has up with something unique. It has created two videos for its YouTube page and careers channel targeted at graduates. The videos focus on real employees currently on the Unilever Graduate Recruitment Scheme reading and discussing real Glassdoor reviews of the company and relating those comments to their own experiences. BNP Paribas The French banking giant pulls in Glassdoor reviews and publishes the ratings on its careers page. Not only is this a great way of demonstrating that it is an employer that embraces transparency, it also allows candidates to potentially self-select out of a recruitment process before applying. This saves BNP Paribas a huge amount of time and money filtering and selecting the candidates with the best fit. Honourable mention should also go to AutoTrader, which does something similar, as does retailer Albert Heijn in the Netherlands. Other employers such as BP, Harrods, Yell and Holiday Extras also link to their Glassdoor profiles from their careers pages. HomeServe HomeServe is a UK Best Place to Work and is not afraid to shout about it! The company goes further than most when it comes to promoting its Glassdoor award win and has rented a huge billboard in Walsall near its HQ. Yell The digital advertising business puts Glassdoor reviews up on plasma screens around its offices and also adds Glassdoor Best Place to Work banners on its email signatures, promoting its recognition as a highly rated UK employer. SAP Glassdoor created a unique video with SAP to explain how and why SAP uses Glassdoor ratings and reviews to assess and improve its employer brand. In the video, Global Head of Employment Branding, Matthew Jeffery, explains how the SAP employment brand is one of authenticity and how Glassdoor is pivotal to that ethos. SAP uses the ratings to benchmark itself against its competitors and shares the Glassdoor data with the leadership team. These exciting examples of innovation show how employers are changing the way they promote themselves to potential employees. This is just the start!