Employer Branding

Stop Throwing Stones at Glassdoor

Glassdoor’s reputation brands it as the place where disgruntled and unhappy employees or job interviewees go to blow off steam. Why is this a problem for your company? Because in reality, Glassdoor® is much more than a complaint site. It’s quickly becoming one of the top sites for posting and finding jobs, and its database of company profiles, salary reports, and reviews is constantly growing.

Every day more people join Glassdoor to find jobs and to check out reviews for companies to which they are considering applying. This means that if your company has a low rating and a bunch of bad reviews, that information receives ever-growing exposure. The people who are most likely to see that information are the very people interviewing at your company.

If you still are not worried, take a look at recent Glassdoor reports on their statistics. They characterize just how important Glassdoor has become, and there is every reason to believe it will continue to grow.


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  • Year after year, Glassdoor traffic volume in the United States surpasses LinkedIn, CareerBuilder, Monster, and Indeed. Glassdoor is one of the 4 largest job sites in the United States.
  • In just 7 years, Glassdoor has accumulated over 30 million members in 190 countries.
  • Since it began, Glassdoor has grown from featuring 250 companies to more than 400,000, and growing.
  • Over 36,000 employers have free accounts with Glassdoor, and 3000 more sign up every month.
  • Glassdoor now has over 8 million company reviews, salary reports, CEO ratings, and interview reviews. When Glassdoor began, they had 7,000.
  • More than 2,100 employers advertise job openings on Glassdoor, and this number rises every month.

The Meaning of it All

The numbers above mean that employees, ex-employees, interviewees, or potential job candidates are using Glassdoor to help inform their decisions and opinions. They can see what kind of salary they would get at other companies, as well as what kind of salary to expect from yours. Candidates know how the CEO is viewed in the company as well as what sorts of difficulties they might experience during an interview or while working at your company. Most importantly, it also means that your dirty laundry gets aired in front of a constantly expanding audience.


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Possibly the most disturbing metric concerning Glassdoor involves the number of reviews someone reads before forming an opinion. Glassdoor has determined that most people only read between 4 and 7 reviews before forming an opinion about a company.

Glassdoor, like TripAdvisor LLC, randomly selects a handful of reviews when you view a company’s page. If you have 7 reviews for your company, and two are mediocre and the rest are bad, it’s very likely that anyone reading the site will see only the bad ones, or just one good review surrounded by bad or lackluster reviews. At that point, their opinion is sealed, and so is your company’s reputation.

Tomorrow’s Advisor will discuss what you can do about your Glassdoor profile, and an introduction to BLR’s new research report—Employment Branding Today: Putting the Company’s Best Face Forward.