In the meantime, more and more companies at Kununu, MeinChef, Jobvoting and Co. are turning the tables. They not only consistently monitor the relevant pages, but also use the portals strategically as an active recruiting instrument. They present themselves there with extensive profiles, name contact persons, report on advantages and – by far the most effective – react to negative entries with comments and suggestions for improvement. The example of Barmenia (www.barmenia.de/de/barmenia/karriere/arbeitgeberbewertung/uebersicht.xhtml) shows what such authenticity can look like and how it can be used for one’s own personnel marketing. It creates an image of an employer who openly and credibly deals with criticism – a positive side effect can also be an internal improvement in corporate culture. If one follows the criticism and tries to find out, how much truth is therein, perhaps also improvements are possible. After all, satisfied employees are also extremely important for the internal working climate.
After all, 29 percent of Internet users have already looked up companies on employer rating pages – and the trend is rising (Bitkom 2014). The fact that these figures are not yet comparable with hotel ratings or clinic ratings may be partly due to the fact that the job portals are primarily used by highly qualified people. This makes it all the more serious when companies miss out on this opportunity to make contact with rare specialists. It is even advisable to repeatedly point out the possibility of an evaluation in the afterfold to job interviews, at the mutual termination of the employment relationship and also during an existing job – this fills the account of positive evaluations and an authentic picture of the company can be better created. Positive statements can also potentiate themselves! There is only one thing you should not do: falsify valuations – this can quickly backfire, with unexpected consequences.
Today, more than ever, companies that engage their customers and employees are successful. Demographic change and a shortage of skilled workers make it essential to take care of employer branding or even to set it up in the first place. Employer evaluation portals should definitely not be neglected here, because the job search has long since shifted to the Internet.