Glassdoor isn't just an HR tool for hiring and listing jobs; it's a PR tool, too. If you don't have a public relations strategy for this and other websites in which current and former employees review companies, you should.
Public relations is about relationships. Employees -- current, past and future -- are one of your most important "publics," and how you communicate with them speaks volumes about your company's relationship with team members and its workplace culture. Your PR and HR departments should work together to get the messaging right.
Don't respond to every review.
I've seen companies respond exclusively to good reviews, thanking reviewers for their positive feedback. Don't do this. It looks cozy and convenient. In fact, it undermines these good reviews, and some readers might even wonder if they're legit or if they were strategically planted.
What's worse is when companies then roundly ignore the not-so-good reviews. That lack of communication can scream an unwillingness to listen to employees. Managers might say their doors are open, but the message online doesn't align. The message you're sending instead? The company is always right. That's not a good look to show those who are considering working for your company or those who are wondering if they should stay.
So, you don't have to respond to every review -- only the bad ones, or especially those anyhow. While the positive reviews can and should stand on their own, the negative ones are opportunities for you to inform, educate, gently set the record straight, maybe even apologize and otherwise manage your company's reputation and communicate its values.
Ditch the canned responses and be human.
Answer some, but not all of the negative reviews. And not with pat answers that sound more corporate than human.
Trust users to understand that some of these bad reviews are from disgruntled, impossible-to-please employees or former employees. Trust that they will be heartened by your positive reviews, too.
Aim to provide constructive answers when you can.
• "We hear you, and we're working to improve our culture."
• "We value diversity, too. That's why we're launching a diversity and inclusion team member task force in every location. Please email HR for more information and to get involved."
• "Thanks for your honest feedback. We need employees like you who are passionate about our company."
It's not just about protecting your company reputation as an employer. It's about having good relationships with the people who work for your company. When you're looking to attract and retain top talent, it can't hurt to be seen publicly as a company that listens, responds and tries to have a good relationships with employees. That's good PR.