Glassdoor

Glassdoor is essentially the TripAdvisor of employers; former and current volunteers and employees share their thoughts and experiences about what it’s like to work at an organisation. How many times has a negative TripAdvisor review scuppered your holiday plans? I can think of numerous occasions when booking the perfect trip seemed seconds away, until I discovered that the hotel in question failed to provide new towels on one occasion. #gamechanger If customer’ are that picky about where they’ll spend a long weekend, imagine how influential a review about a potential employer is? The average job seeker looks at 7-8 peer reviews before applying for a job. With reviews on interviews, benefits and overall experience all in one place, candidates naturally gravitate towards Glassdoor, or easily stumble upon it. That’s why for the Digital and Recruitment have joined forces to apply a vigorous Glassdoor strategy over the last 3 months. And it’s paying off; our rating is up to 3.9/5 rating – more than John Lewis or Cancer Research UK - and a whopping 95% approval of our CEO Simon Gillespie [data as of 28/01/2019].

How did we do it? 
Profile
 They say you shouldn’t judge on appearances, but when it comes to websites, if something looks a bit rough around the edges, your trust in said website and the organisation it represents plummets.
So in late July we took the time to give our profile some TLC. We pulled together lots of images of our stunning colleagues and volunteers to create a collage that represents all the diversity of our organisation. What a lovely way to welcome visitors to our profile!
Our profile is a living and breathing entity – not an unloved space that once set up is left to gather dust. 
Information about the BHF is up to date and regularly refreshed, which is complimented by frequent company news updates about the latest news and achievements from the organisation; from winning awards to the launch of a new piece of software, we’re sharing a range of announcements with our customers so they get a taste of what the BHF is really like. 
Connecting with reviewers
Every review gets a reply. Every single one. 
Since August we have a system for responding to reviews; in a coordinated effort between volunteering, retail, recruitment and other departments, we make sure members from appropriate teams reply to reviews in reference to their area of the BHF. 
You won’t get stock, generic replies from us. Every reviewer gets a personalised response because we value every piece of feedback we get.

Engagement 
Yammer has been fantastic for growing awareness of Glassdoor. 
What we’ve found is that once people know that Glassdoor exists, they are really keen to share their stories. Far from being just a place for people with ‘axes to grind’, it’s proving to be a great way of seeing what is working well and what we can do to progress these areas. 
Our colleagues and volunteers are really proud of what they do and, what’s more, they really enjoy it, and that really shines through in much of the feedback. 
It’s great to see comments from across the breadth of the organisation. We’ve got reviews from Falkirk to Cardiff, from London to Newcastle; from HR and Retail teams, to Digital and Fundraising. Just a brief scroll through our reviews and you’ll quickly see what a large, complex organisation we are. 
Yammer is brimming with great pictures of the BHF family at work too, so it gives us the opportunity to we encourage our colleagues to post their pictures on Glassdoor as well.
We’ve also been presenting to teams across the BHF about Glassdoor, particularly drilling down into the analytics offered by the platform and demonstrating how these can be useful for teams. 
For the BHF it’s important that we’re always listening to our employees and volunteers. While we do have pulse surveys and lots of great ways for our people to share their ideas and shape our activity, Glassdoor offers an easy way for people to give feedback at any time and – most importantly – totally in their own words. 
We’re so proud of our Glassdoor reviews that we’ve embedded them on the homepage of our jobs site, hoping that even more people will see them, because we really believe this is a great place to work. 
Co-ordination across platforms
As mentioned, every review gets a reply, and that includes former BHF volunteers and employees. We’ve utilised LinkedIn to encourage BHF alumni to share their thoughts with us and it’s been really effective.
We also share similar stories and announcements across LinkedIn and Glassdoor. For instance, if we post a new blog on Digital@Heart, we promote it on both platforms. Our jobs site is kept up to date as our organisation grows and evolves. 

Data & insight analysis
Glassdoor offers a lot of functionality to analyse and understand your reviews; from automatically generated word clouds to demonstrate themes to being able to compare yourself to competitor organisations.
We assess these statistics in our Recruitment Digital Portfolio meetings and share them internally. We adjust our strategy and approach according to the data and will continue to do this as our Glassdoor presence grows. 

Glassdoor

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