So many of us rely on websites to discover what people think of a new restaurant or to find direction in booking adventures for our dream vacations. This makes sense since – most people trust the opinion of a person like themselves. That same technique can be used to gain insight into more than “the best Pad Thai in your neighborhood”: today, reviewing websites can share valuable insight into the job market and help you take a pointed step in your career.

Increasingly, sites like Glassdoor leverage insights and reviews from current and former employees to determine if a company treats their employees well. While promises of foosball tournaments, Friday beers and yoga rooms might have worked to attract employees in the past, today’s job seekers are considering corporate values and culture when deciding where to apply or accept a position. Many consider that value fit is more important than salary.

The leader in the professional review space is clearly Glassdoor, which boasts more than 35 million reviews and insights for over 700,000 companies. Most importantly, they also report over 48 million unique visitors to their site and app each month in an environment where 71 percent of employees consider themselves open to new job opportunities.

Reviews on Glassdoor allow companies to improve company culture. Additionally, actively participating in the conversation from current and former employees can contribute significantly to building company trust and attracting top talent. These five tips will show how to get the most out of Glassdoor.

  1. Claim Your Profile

Step One is the most basic. A surprising number of employers have not claimed their corporate profile to take advantage of branding and commenting features. Signing up is free and simple. It is important to make sure your profile’s company information and logo are accurate – and that you take advantage of all branding opportunities the site allows. Glassdoor provides several service options, from a free basic account to customized paid packages.

  1. Drive Your Story

Just like you might share content to attract employees on other professional social networking sites like LinkedIn, share relevant company updates and available positions on Glassdoor. Leverage this space to tell people why they should work for you. Talk about company culture and benefits that might attract employees.

  1. Manage the Community

Just like any corporate social channel, Glassdoor should be monitored regularly to ensure that any new reviews can be addressed in a timely matter. While you might receive great reviews from current and former employees, you also might receive less than stellar reviews at times. It’s important to show that you’re listening and value feedback by engaging with as many reviews as feasible or establishing clear guidelines when you will not engage. Be professional, acknowledge negative feedback and set the record straight if past experiences no longer reflect your current environment, or show how you are taking steps to make improvements.

  1. Sign off

While most social networks speak in the collective voice of the company, on Glassdoor it’s important to show who is responding to reviews and feedback to establish credibility. Whether it’s the HR manager or CEO, sign off with their name and title to prove that the company cares. Responses from an HR leader may best position the company on the page, especially for larger organizations.

  1. There Is No “Glassdoor Problem”

Many companies ask for help with their “Glassdoor problems”, or negative reviews that they view as detrimental factors in their ability to attract top talent. Instead, companies should welcome feedback that may highlight some otherwise-hidden internal challenges because now, these can be addressed head-on. While many negative reviews may sting at first, they also show companies where they are falling short. Address those issues with your employees and your “problem” quickly becomes a pipeline to a stronger company.

Mike Schaffer is a Senior Vice President of Digital Corporate Reputation, Washington, D.C.
Jennifer Reynolds is a Director of Digital, Vancouver, British Columbi