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Why online review sites can improve or damage your employer brand

In our rapidly-evolving digital world the Internet is able to influence everything we do and even what we think. People trust online reviews and opinions from complete strangers more than they do information from any business and a recent survey found that 85% of consumers trust online reviews as much as personal recommendations. In the world of recruiting job candidates have never been in a better position to research potential employers and employees, current and past, have never been more able to voice their opinions, good and bad, on a workplace. Sites such as Glassdoor, WorkAdvisor, Indeed and The Job Crowd appear high in search engine results and afford candidates and employees the unprecedented opportunity to learn more about companies to see if the culture is a fit for them and to share real insider knowledge allowing every aspect of a company from salary information, photographs of the office space, the interview process and details of employee benefits to be reviewed. You can even read an approval rating for a company’s CEO. Good you may think, but for a business this is where the dangers of anonymous online review sites can present themselves. By offering the writer anonymity they also offer a lack of accountability, which does mean there is an opportunity for exploitation. A sacked employee could, for example, easily post exaggerated negative reviews or indeed a company could even fabricate positive reviews. Like it or not these sites are not going anywhere and their influence is likely to increase especially in the competitive world of recruitment as research highlights that nearly 1 in 3 workers have declined a job...