Case Study / Opinion platforms

Case Study: Employer Reputation Management on Indeed and Glassdoor

Problem / Need

Companies have an increasing need to manage their employer reputation online and strengthen the perception that employees, former employees and potential candidates have of the organisation. That perception is no longer shaped by Google alone: artificial intelligence engines have become a routine research channel and build their answers about a company from sources such as Indeed and Glassdoor.

In many cases, corporate profiles on employment platforms such as Indeed and Glassdoor accumulate negative reviews, low average ratings or information that does not provide a balanced representation of the company’s actual workplace environment. This situation can directly influence the decisions of professionals considering taking part in the company’s recruitment processes.

Another common issue is the existence of multiple profiles associated with the same company, which fragments reviews and makes it more difficult to manage the corporate identity. It is also frequent to find outdated descriptions, inaccurate information or content that is not aligned with the company’s website, corporate culture or current positioning.

The absence of a defined strategy to analyse feedback, respond to reviews, consolidate profiles and update corporate information can cause negative experiences to have a disproportionate impact on the public perception of the company as an employer.

Contact with us

Solution

To address these needs, 202 Digital Reputation develops specialised strategies focused on employer reputation and review management on Indeed and Glassdoor.
As an Indeed & Glassdoor Premier Partner, 202 conducts an initial audit to assess profile ratings, review volume, the main topics mentioned by current and former employees, and the existence of duplicate profiles or outdated information.
Based on this assessment, the company works to standardise the brand narrative, update corporate content and optimise the profiles so that they accurately reflect the organisation’s identity, values and employee value proposition.

The strategy also includes the development of a professional, approachable and transparent response protocol, adapted to the different types of reviews. In addition, as an Indeed & Glassdoor Premier Partner, 202 can manage requests to both platforms for the removal of reviews that breach their publishing policies, such as those naming individual employees, managers or executives. At the same time, voluntary employee participation is encouraged to obtain a broader, more up-to-date and representative sample of genuine workplace experiences, without incentives or prior selection of participants.

The project is completed with continuous monitoring of new reviews, rating trends and the main reputational risks. In addition, coordinated management with Indeed and Glassdoor makes it possible to work comprehensively on improving the employer brand, increasing the visibility of corporate profiles and strengthening the positioning of the company’s job postings.

Results

The strategy enables companies to progressively improve their average ratings on Indeed and Glassdoor and reduce the relative impact of negative experiences within their profiles.

The increase in representative reviews, the active management of feedback and the updating of corporate information help balance the digital conversation and project a more complete, current and coherent image of the organisation’s culture.

Profile optimisation also supports greater employer brand visibility and improves the company’s ability to attract more competitive, specialised and higher-value talent.

Furthermore, having unified and properly managed profiles that are aligned with the company’s corporate communication generates greater trust among potential candidates and strengthens the organisation’s positioning within the labour market.

Conclusion

The collaboration between Indeed, Glassdoor and 202 Digital Reputation makes it possible to develop a comprehensive strategy aimed at improving companies’ employer reputation and consolidating a coherent, visible and competitive employer brand.

Indeed and Glassdoor have strong visibility on Google and have become reference sources for artificial intelligence engines. Conversational assistants and generative AI search engines draw on the reviews, ratings and descriptions published on these platforms to answer questions about what is said about a company as an employer, which means that negative or outdated content can become embedded in those responses and reach far beyond the profile itself. Managing the information published on Indeed and Glassdoor is therefore one of the most direct ways of influencing how artificial intelligence represents the company, affecting not only candidates’ perception but also the company’s broader digital representation.

These platforms also play a key role in talent attraction processes, as their profiles, reviews and ratings are frequently consulted by professionals before applying for a vacancy or accepting a job offer.

Maintaining up-to-date profiles, a consistent corporate narrative, a structured response strategy and continuous monitoring is essential to protecting employer reputation. This approach helps improve company ratings, strengthen employer positioning and increase the organisation’s ability to attract qualified professionals.