It seems that we trust each other most – certainly when it comes to booking a holiday, restaurant or day trip, when we often refer to TripAdvisor. In fact, lots of us are TripAdvisor reviewers and we like earning badges for useful reviews (well, I do at least). That is the world in which we live, and sites such as Glassdoor, which reviews companies and their management, serve the same purpose.

We have recently had a number of candidates refuse to go for interview or accept job offers with companies that have poor Glassdoor reviews, so I thought it might be worth a mention in this column. 

As recruiters/employers in this sector, we can point out that most of the reviewers are in the US, or that they are old reviews, but it doesn’t matter – the Google footprint of that employer brand is there, online. Unlike TripAdvisor, these are more often negative.

Glassdoor isn’t as prolific in the UK or in research, but it could become more important as the next generation of researchers flood your offices. So it is crucial that you think of your employer brand at all relevant management touch points. 

That means, hiring, managing, developing and even firing. I have talked before about having the right people in management roles – you need managers who can lead, coach and motivate your team. 

The employee survey, which is sometimes hailed as a bit of a PR exercise, can be valuable here if it’s used properly – in much the same way that any feedback programme is used today. It allows your team to feel their opinion is valid, relevant and will be listened to. It can also showcase the benefits and value of your human resources (HR) function – it’s better for you if the frustrations are dealt with up front, rather than anonymously posted on Glassdoor. 

We come across a huge range of situations in which people are leaving an employer/team for reasons that could have been totally avoidable if there had been clarity and communication. That clarity can come from access to management or HR – there should be a process in every company for people to air frustration. 

TripAdvisor is undoubtedly one of the greatest examples of how peer-to-peer reviews can affect the success of a business. Restaurants and hotels encourage us to give a review, so why not do the same for companies?

Don’t let the disgruntled colleague get things off their chest on Glassdoor – finish your exit interviews (you should be doing these, by the way) with a request for a Glassdoor review. 

It is entirely possible that, in five years’ time, everyone you hire will have checked out your review – so don’t wait. Embrace it and be ready.

Sinead Hasson is founder and managing director of recruitment consultancy Hasson Associates.