Online reviews hold immense power in our interconnected world today and that’s why negative employee reviews should be handled with care . They can either make or mar a restaurant’s reputation, boost the visibility of a product on Amazon’s search engine. In some cases, they can even become a source of viral entertainment. Acknowledging this fact, numerous companies have become adept at handling negative customer reviews. They view such reviews as a chance to showcase their integrity, exhibit a greater degree of transparency, and effectively resolve any issues with displeased customers.
Have you ever wondered what should be done when a negative review is given by one of your employees? Are there different guidelines that should be followed? Or, should you treat a bad employee review differently?
The truth is, negative employee reviews can occur for various reasons, and they can have a significant impact on the reputation of your business. Therefore, it is essential to understand why these reviews happen, how they can affect your brand image, and the most effective ways to handle them.
Why Negative Employee Reviews Happen
To effectively address a negative feedback from an employee, the initial step is to reflect on the reasons behind it. Although it can be easy to perceive oneself or the company as the undeserving target, it is imperative to acknowledge that there must be a valid reason why the employee felt compelled to express dissatisfaction. It is unlikely that they simply woke up with a mean streak and randomly decided to lash out.
When employees leave negative reviews, it is often a result of feeling mistreated by their former company. Negative reviews serve as a platform to express grievances, caution potential employees, or have the final say after leaving the job due to quitting, layoffs, or termination.
Regardless of the motive, writing a negative review is typically a signal of a communication breakdown that existed before the departure. Such a breakdown could be attributed to unclear expectations, the absence of a secure environment to express concerns or an unexpected decision by upper management, all of which can contribute to employee resentment towards their employers.
How Negative Reviews Impact Your Employer Brand
It is no surprise that negative reviews from former employees can tarnish an employer’s reputation, even if they are untrue. According to a survey, a significant majority of employees and job seekers (86 percent) consult employee review sites before applying for a job, and half of the candidates claim that they are not interested in working for a company with a poor reputation, even if it means earning more money.
As hiring qualified talent is a top priority for employers in today’s job market, negative reviews from former employees carry more weight than ever before.
7 Steps in Responding to Negative Employee Reviews
Let’s begin with some positive news. Responding to a negative review from a former employee can be a good way to improve the situation. A survey reveals that about 62% of job seekers hold a higher opinion of a company that responds to employee reviews, and 75% of them are more inclined to apply for a job at a company that addresses such reviews.
Here are some steps to follow to handle this task efficiently.
- Get the Facts Straight
When dealing with negative reviews, it’s important to consider that they may contain more than just personal opinions. In the event that an employee makes accusatory statements in an online review, it’s crucial to treat their words with gravity. Even if the allegations turn out to be unfounded, it’s still necessary to conduct a thorough examination of the matter, which may even require legal action. It’s possible that simply reviewing previous performance evaluations may not be enough in certain situations, necessitating the involvement of relevant authorities. While it’s not necessary to conduct a complete inquiry before responding to the review, it’s advisable to ascertain the gravity of the situation to determine if a public statement needs to be issued.
- Respond Promptly and Calmly
Responding promptly to negative reviews on sites like Glassdoor is crucial, but it’s important to avoid rushing into a response. Commenting on an outdated review won’t be as effective, and writing a hasty reply in the heat of the moment could have negative consequences. A better approach is to regularly monitor employee reviews, create a plan to address any issues, and take time to craft a thoughtful response over a period of a day or two. It’s also wise to designate a calm and level-headed person to handle responses, preventing a rushed and potentially damaging reaction.
- Be Specific, But Choose Words Carefully
Crafting a generic reply to online reviews may seem like an easy solution, but such an approach can be quickly detected by readers, and it might be worse than not replying at all. A personalized response that addresses the concerns raised in the review demonstrates authenticity, and this can significantly help to appease an unhappy customer. It is essential to carefully analyze each issue highlighted in the review and respond thoughtfully and in detail. To avoid legal and public relations risks, it is crucial to use cautious language and avoid disclosing sensitive information or saying anything that might be misinterpreted. Additionally, it is advisable to refrain from using any wording that might portray the former employee or the organization in a negative light.
- Express Gratitude
Although expressing gratitude for a negative review may appear trite, it can have a significant impact if it is genuine. It is important to note that employee feedback has been proven to enhance performance and improve leadership effectiveness. Leaders who request and accept feedback respectfully are typically perceived as more effective by both their subordinates and superiors. Previous employees who felt neglected will value the fact that you are attempting to rectify the situation. Additionally, potential employees will admire your positive outlook when faced with negative feedback and will take note of your willingness to accept criticism.
- If Necessary, Take the Conversation Offline
Responding to negative reviews in a public manner can have advantages, but it is important to also consider potential downsides. There may be legal and reputational risks associated with engaging in a public exchange with a dissatisfied employee, or the matter at hand may involve confidential information that should not be discussed openly. Therefore, it is advisable to provide a brief response and then move the conversation offline. It is recommended to invite the employee to discuss the matter further with a representative from Human Resources rather than continuing the discussion online.
- Flag Reviews (As Necessary)
Glassdoor and similar review websites have a policy of not allowing employers to delete negative reviews on their own, as it would compromise the website’s credibility as an impartial review platform. Nonetheless, employers have the option to flag negative reviews that violate the community guidelines or terms of use of the website. Examples of violations include making false allegations, posting negative comments about non-executive employees, and using vulgar or inappropriate language. Once a review is flagged, the review site will review its content and remove it if it is found to be inappropriate.
- Look Within
It’s advisable to take into account ways on how to prevent further negative reviews. Should a negative review uncover problem areas within your organization, you must consider taking action to resolve them for other employees. This could entail identifying a particular department that frequently receives negative reviews or an ongoing project or policy that is always criticized. Although not all issues can be resolved, it’s essential to evaluate business goals against the time, effort, and resources needed to fix a significant or minor problem. However, merely acknowledging the issues and encouraging feedback can significantly help to prevent employees from resorting to posting complaints on review sites.
Bottom Line
Responding to negative reviews on Glassdoor or other platforms can be a challenging task. However, it can be beneficial for companies that are actively managing their employer brand if done with sincerity, transparency, and consideration for legal implications. Therefore, it is important to approach the task with a strategic mindset and careful forethought. A negative employee review can be an opportunity to demonstrate to past, present, and future employees that you value their feedback and are committed to continuous improvement.
SW HR Consulting has been helping companies to build their teams and values for over 10 years. Contact us to find out more about our unique hr outsourcing services and see how our expertise can benefit you.
