Technology Marketing in the Digital Age: Through the Looking Glass—Is Yours Dirty?

In today’s business communications landscape, a tech company can brand themselves more easily than ever before using social media and digital publishing. But a company’s reputation can be enhanced or tarnished very quickly. Sure there are the regular social sites, such as LinkedIn, Facebook and Twitter, in which the public can comment or engage with virtually any organization they choose online. But have you even considered the impact of employee-rating sites like Glassdoor?

Glassdoor, for anyone unfamiliar with this powerful web-based app, has the tremendous ability to affect a company’s reputation.

Think about it: students researching which classes to take with which teachers turn to RateMyProfessor. Diners who want a great meal check out Yelp or Zagat. The same principle applies to job-seekers, and even customers, looking engage with specific companies. Aptly named, Glassdoor provides an open forum for current and past employees of a company to freely and openly discuss their experiences with the company. Talk about transparency in business communications—this is as transparent as a business can get.

The contributors to Glassdoor discuss pros and cons, offer management advice and can even rate the CEO. They can even recommend a friend work for that company as well.

Thought I was done? Think again. This social platform also gives job candidates access to  reviews on interviews, salaries and benefits. Think about the last time you were looking for a job. How much would you have valued that information? There’s even a spot for photos, blogs and open discussions.

Top talent is going to take heed and either knock on your door or hit the pavement running.

Now that you understand the power behind this increasingly popular app, what can you do to improve your company’s Glassdoor rating? It’s simple:

• First and foremost, use it to gather real, transparent feedback, and take a good, honest look at whether or not it’s warranted. If so, don’t let ego get in the way—

• Address the issues at hand. Your company will be stronger for it moving forward.

• Next, routinely monitor the site for new reviews and commentary. It’s simple, really: when you sign up for an account, you can add an email alert that let’s you know when new items are posted.

• Third, engage with the commenters. If it’s a great review, be sure to acknowledge and say thank you (something like, “we’re glad you like the extended lunchtime. Keep up the good work!”). If it’s a less than stellar review, thank the reviewer for their comments and assure them their feedback will be taken into consideration. If it’s a present employee, encourage him or her to get in touch with a supervisor to rectify the issue.

While you’re at it, monitor your other social sites on a regular basis for commentary as well. If it’s reasonable, by all means, answer it. If it is harmful to your reputation, do what you can to take action. Facebook and Twitter allow for removal and blocking of offensive posts, while LinkedIn does not assist with slanderous commentary. It’s important to stay aware and keep your reputation a clean one.

When it comes to building a solid reputation for your business, it’s critical to look and listen to what people are saying about you, internalize it and use it to fortify your place in the market.

[Leadarati helps IT firms drive value and increase opportunities through social, digital and online communications.]