By Natanya Rutstein
According to the urban dictionary, Yelpification is the process by which a place of business is reviewed by an online community. It is used to describe the phenomenon of people becoming more aware of a business, area, or region through online reviews.
The Yelpification of business has led to online review searches becoming an integral part of our daily lives– from Amazon book reviews, to the use of TripAdvisor in selecting a hotel, or Zomato for restaurants reviews. Virtually no aspect of our lives has been left untouched by online reviews!
We are now in the full throws of the Yelpification of the workplace and recruitment. Job seekers can logon to sites like Glassdoor, Careers24 and JobVine to access company and management reviews, CEO approval ratings, salary reports, interview reviews and questions, benefits reviews and much more. Before even deciding to apply for a position, they are able to get a feel for what it would be like to work in your organisation, what your values are, and whether or not you’re living up to your Employee Value Proposition (EVP).
According to Glassdoor statistics, 61% of Glassdoor users seek company reviews and ratings before deciding to apply for a job and the majority of job seekers read at least six reviews before forming an opinion of a company. Moreover, 73% of millennials found their last position through a social media site. (Aberdeen Group). With very little effort companies can now manage and utilise the information on these sites to build their employer brand and enhance the employee experience (EX) within their organisations.
Here are some tips on how to do this:
- Every company review site has an award, for example, Glassdoor has the “Best Companies to Work For” award. Winning such an award is excellent employer brand advertising. Make it a goal for your company to win such an award which you can then showcase on your website and include in all your job postings
- Encourage your current employees to share reviews of their own work experiences, especially in regard to the moments that matter to them. For example, a promotion or an excellent onboarding experience.
- Show that you listen and care by responding timeously to reviews- both positive and negative. Don’t be defensive! Always give feedback and demonstrate your sincere commitment to continuous improvement within the organisation.
- Because the reviews are left by current and past employees or job applicants, they are a very valuable source of data which can be used to understand what motivates your employees and what they value. This data, together with data collected from your internal surveys and various voice-of-employee feedback systems, can assist in identifying areas for improving your EX.
The availability of online company reviews, access to employees through LinkedIn and other social networks, has changed the way job seekers look for employment. The way that organisations respond to these reviews is becoming increasingly important in order to provide a strategic advantage in the recruitment, engagement and retention of top talent.