“We don’t want to work with people who rely on online reviews”

This is still one of the frequent reactions of employers in response to what others write about them and how it relates to the recruitment process.

Does this approach guarantee success in selecting the right staff?

Research conducted by GoWork.pl showed that 85% of candidates admit to checking opinions about their future employer before sending their application. On the employee market, decisions to change the place of employment are often determined by such factors as professional development opportunities or flexible working hours, but the atmosphere in the organisation is also important. Staying in the context of the latter – it is worth noting that many companies try to encourage participation in recruitment by offering “work in a young, dynamic team” or “friendly working atmosphere” in the content of the job post. It can also be noticed that more and more often employers decide to disclose the salary range and write about the available non-wage benefits. It would seem, therefore, that all-important aspects from the point of view of a job seeker are given at a glance. Just read the offer carefully.

So why look for information on internet forums? And from people that we don’t know…

We live in times when the Internet is unquestionably the source of information which we use most often and most willingly. People looking for a new employer must take into account the risk that a change in environment brings. Before they make such an important decision, they try to find out whether they will feel comfortable and stable in the new workplace, and whether the employer will be able to provide optimal conditions for development. The interview provides an opportunity to learn about the mutual expectations of each party, but there is no doubt that it is the opinion of employees that is most desirable in the eyes of candidates.

For this reason, discussions on employer forums are becoming more and more popular. This phenomenon may also be related to the fact that after the pandemic period, some companies decided to continue working remotely, and such dialogues often reflect the so-called corridor calls. Internet forums, therefore, create a space for the exchange of observations and experiences related to professional work between former, current and potential employees of a given organization.

However, it is worth remembering that when using the Internet to search for information, it is important to approach it with an appropriate distance. This is due to the fact that some opinions (especially negative ones) are emotionally charged. This often translates into their quality and content.

What can the employer do in such a situation?

On the Internet, everyone has the right to express their opinion, but it should be emphasized that everyone also takes responsibility for the content they publish. However, not everyone is aware of the latter, which is why it happens that employers struggle with hate and indiscriminate comments about themselves. In this situation, it is good to consider what communication strategy to adopt and what goal we want to achieve.

A common sense approach can turn out to be the key to success even in the most critical situation. It should be remembered that speaking on the forum will not always be the only right decision, but also be aware that the lack of reaction in some situations may negatively affect the perception of the company in the eyes of forum users – usually potential job candidates.

Therefore, the best solution seems to be firm, but above all substantive messages that are a response to all kinds of allegations (more or less true), expressing readiness for mutual exchange of information, but also emphasizing the principles of constructive criticism.

Nothing shows an organisation’s culture, attitude and respect towards employees and/or potential candidates more than the way it communicates with them, regardless of the context. It is said that “the example comes from above”, so the form and content of communication from the employer certainly provides key information about the atmosphere at work that future employees are so often looking for.

If you haven’t already started communicating on your thread, check out gowork.uk and join the discussion.