How should employers react if active and former employees express themselves negatively in employee portals like Kununu? We have put together seven tips for you.
- Assessment portals for employers play an increasingly important role in employer branding.
- For companies, the new online transparency can be both a blessing and a curse.
- Companies should have an emergency plan in order to be able to react appropriately to criticism online.
Comparative and Evaluation portals are springing up like mushrooms. Whether for hotels, restaurants, mobile phone, electricity and insurance tariffs – or for companies as employers. Application process, working atmosphere, salary, career opportunities: In field reports, former or still active employees put the cards on the table and give a first impression whether an application could be worthwhile.
At least online evaluations can strongly shape public perception. Evaluation portals for employers play an increasingly important role in the area of employer branding. Kununu.com, founded in 2007 and taken over by the professional network Xing in 2013, is currently the market leader in German-speaking countries.
For companies, the new online transparency is both a blessing and a curse. There are many ways to present your own corporate brand in an attractive public way, polish up your image and push recruiting. A lot of money goes into employer branding. But the more transparent you are, the more vulnerable you become.
And of course the ratings are not always positive. Employers must be aware of this and live with the consequences. Or at least react professionally to the critical voices. Once a company is publicly inspected and internal grievances are uncovered, which may deter potential applicants, it can be difficult to deal constructively with the criticism – it may or may not be justified.
Therefore, an emergency plan, a first aid kit for image crisis cases, so to speak, should provide information on how employers can react. In the event of permanent and major damage, an experienced team should still be consulted to deal with the situation professionally.
- Employer branding: how to protect the corporate brand
Employers have to react when active and former employees make negative comments in employee portals like Kununu. Here you will find seven tips, compiled by the Maisberger agency.
- Tip 1
Take position! Ducking away and ignoring is not a solution! Take the opportunity, such as on Kununu, to comment on individual reviews.
- Tip 2
React quickly – but still take the time you need. Check the causes of the evaluation thoroughly internally and formulate your opinion carefully.
- Tip 3
Individual reaction to individual criticism: In your answer, make explicit reference to the author’s concerns. With ready-made answers, you just pour oil into the fire!
- Tip 4
Appreciate evaluations: Any criticism – if constructive – offers you the chance to improve. Therefore, always express your thanks for the evaluation.
- Tip 5
The others are not to blame – the criticism is directed at you! Focus on solving the problem and not on the search for the alleged cause.
- Tip 6
Online discussions can get out of hand. If an attempt to solve the problem is futile, draw a line and do not be provoked.
- Tip 7
Analyze and monitor! The more you have an overview of the voices on the Internet, the better you can get an idea of the public opinion about your company.