In today’s competitive job market, a strong employer brand is critical for attracting and retaining top talent. For nonprofits and mission-driven organizations, where the allure of purpose-driven work is already a draw, managing your reputation online is essential. Review websites like Glassdoor, Indeed, and others are often the first stops for prospective employees exploring your organization’s culture and values.
At PatientPoint, implementing a thoughtful reputation management strategy resulted in a 20% increase in reviews throughout 2024. The company’s Glassdoor rating improved from an all-time low of 3.3 to 4.3, reflecting a more accurate and favorable depiction of its culture.
Here’s how nonprofits and mission-driven organizations can replicate this success.
Why Reputation Management Matters
Review websites serve as a digital "word of mouth," offering unfiltered insights into an organization’s culture, leadership, and work environment.
The Impact of Reviews:
Influences Prospects: Candidates often trust employee reviews as much as they trust personal recommendations.
Reflects Organizational Values: Positive feedback highlights your organization’s commitment to employees, while constructive responses to criticism show your willingness to evolve.
Boosts Retention: Employees who see their feedback valued and addressed feel more engaged and respected.
Review websites like Glassdoor and Indeed have become indispensable tools for job seekers, offering an unfiltered glimpse into what it’s like to work at a company. These platforms are often a candidate’s first stop when researching potential employers, providing insights into company culture, leadership, benefits, and work-life balance. At PatientPoint, nearly 400,000 impressions on Glassdoor alone highlight how much prospective employees rely on these platforms to inform their decisions. This surge in traffic underscores the importance of maintaining an active, authentic presence on review websites to shape the narrative about your organization and attract top talent.
Soliciting Reviews Strategically
Encourage employees to leave reviews during key moments in their journey, such as the “honeymoon phase” after their first 90 days and on their one-year anniversary. These milestones are natural times for employees to reflect on their experience.
How to Ask for Reviews:
Timing: Automate review invitations through your HR system during the 90-day and one-year check-ins.
Tone: Keep requests light and positive, emphasizing that feedback will help improve the workplace for everyone.
Sample Templates:
90-Day Review Request:
Subject: Share Your Experience So Far!
Hi [Employee Name], Congratulations on reaching your 90-day milestone with us! Your perspective as a new team member is incredibly valuable. If you’d like to share your experience so far, we’d love for you to leave a review on [platform]. Your feedback helps us grow and attract more like-minded individuals to our mission.
Thank you for being part of our team!
One-Year Anniversary Review Request:
Subject: Reflecting on Your First Year with Us
Hi [Employee Name],
Happy work anniversary! Over the past year, you’ve contributed so much to our mission, and we’re grateful to have you on our team. As you reflect on your journey, would you mind sharing your thoughts on [platform]? Your input helps us continue to build a supportive and inspiring workplace for everyone.
Thank you for everything you do!
PatientPoint also puts a personal touch on solicitation, and reaches out directly in a chat message to let the teammate know an invite is on it's way:
Embracing Negative Feedback
Negative reviews can feel daunting but are an invaluable resource for improvement. Ignoring them sends the wrong message to both the reviewer and future candidates. Instead, use them as an opportunity to engage constructively.
Best Practices for Addressing Negative Feedback:
Respond Promptly: Acknowledge the feedback quickly to show that you’re listening.
Be Empathetic: Use empathetic language to validate the reviewer’s experience.
Highlight Actions: Explain the steps taken to address the concerns raised.
Example Response:
Comment: "Compensation is not very competitive"
Response: Thank you for your feedback and for being part of the team! We're glad to hear you value the people at PatientPoint; we take pride in our collaborative and supportive culture. We understand that competitive compensation is important, and we are actively working to assess and enhance our compensation packages to stay competitive within the industry. Your input is valuable as we continue to make improvements, and we encourage you to reach out to Angie Hemmelgarn, Chief People Officer if you have any additional insights to share."
Leveraging Reviews to Showcase Progress
Every response you write isn’t just for the reviewer—it’s for future candidates, too. Highlighting changes based on feedback shows that your organization is transparent, proactive, and genuinely invested in employee satisfaction.
Example:
PatientPoint moved from a 3.3 rating to 4.3 in part by addressing concerns raised in reviews:
Work-Life Balance Concerns: Introduced flexible schedules and remote work options.
Career Growth Opportunities: Expanded training programs and internal promotions.
Leadership Accessibility: Launched monthly “Ask Me Anything” sessions with executives.
Responding Thoughtfully on Review Platforms
When responding to reviews, keep the following in mind:
Empathy First: Always start by thanking the reviewer and acknowledging their experience.
Focus on Improvements: Share specific actions taken to address recurring feedback.
Invite Further Dialogue: Encourage the reviewer to continue the conversation offline for more nuanced discussions.
The Payoff of a Reputation Management Strategy
At PatientPoint, this intentional approach to reputation management not only increased the number of reviews but also elevated the quality and depth of feedback. The insights gathered helped shape initiatives that directly improved employee satisfaction and retention.
For nonprofits and mission-driven organizations, cultivating a strong presence on review platforms is an investment in your employer brand—and your mission. By proactively soliciting feedback, embracing transparency, and responding empathetically, you can attract passionate talent and retain a committed workforce.
Ready to start building your reputation? Start by creating a plan to engage with reviews today and you’ll be amazed at the difference it can make for your organization.
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