Slashdot Mirror
How Companies Secretly Boost Their Glassdoor Ratings (wsj.com)
From a report: Last summer, employees of Guaranteed Rate posted a stream of negative reviews about the mortgage broker on Glassdoor, a company-ratings website. The company's rating on Glassdoor, which is determined by employee feedback, fell to 2.6 stars out of 5. Concerned that negative reviews could hurt recruiting, Guaranteed Rate CEO Victor Ciardelli instructed his team to enlist employees likely to post positive reviews, said a person familiar with his instructions. In September and October these employees flooded Glassdoor with hundreds of five-star ratings. The company rating now sits at 4.1.
Glassdoor has become an important arbiter of employee sentiment in today's highly competitive job market. A Wall Street Journal investigation shows it can be manipulated by employers trying to sway opinion in their favor. An analysis of millions of anonymous reviews posted on Glassdoor's site identified more than 400 companies with unusually large single-month increases in reviews. During the vast majority of these surges, the ratings were disproportionately positive compared with the surrounding months, the Journal's analysis shows. Glassdoor's problem echoes the challenged faced by other online rating platforms, who are trying to ensure their rankings are real and maintain users' trust. Amazon.com, local-business site Yelp and hotel-and-restaurant site TripAdvisor have all had to fend off attempts to game reviews and ratings.
Glassdoor has become an important arbiter of employee sentiment in today's highly competitive job market. A Wall Street Journal investigation shows it can be manipulated by employers trying to sway opinion in their favor. An analysis of millions of anonymous reviews posted on Glassdoor's site identified more than 400 companies with unusually large single-month increases in reviews. During the vast majority of these surges, the ratings were disproportionately positive compared with the surrounding months, the Journal's analysis shows. Glassdoor's problem echoes the challenged faced by other online rating platforms, who are trying to ensure their rankings are real and maintain users' trust. Amazon.com, local-business site Yelp and hotel-and-restaurant site TripAdvisor have all had to fend off attempts to game reviews and ratings.
My prior company, which I am not allowed to name because of my very lucrative separation agreement with them, actually paid hourly factory employees for good reviews on Glassdoor. They even rolled out the program in early November so that the bonuses would be paid in time for holiday shopping. They started at $100 and increased the bonus to $200 at some point before finally turning it off.
It worked though - they got almost 100 new 5 star reviews out of it, and increased their Glassdoor rating significantly.
Many other local manufacturing companies here do the same thing, and one that I am aware of that makes car parts even makes writing a good review part of their on-boarding process.
Crazy stuff.
99.44% of what you see on the Internet is bullshit.