How to Respond to Bad Company Reviews on Glassdoor

What is Glassdoor?

Glassdoor is a website that provides information about companies, salaries, and job listings. It was founded in 2007 and is headquartered in Mill Valley, California. Glassdoor offers a platform for employees and former employees to anonymously review their company, share information about their salary and benefits, and provide insights into the hiring process. This information is made available to job seekers and other users of the platform, helping them to make informed decisions about potential employers. Glassdoor also provides job listings from thousands of companies, making it a popular resource for job seekers. In addition, Glassdoor offers various recruitment and branding solutions for employers, such as employer branding and job advertising.

Why Respond to Bad Reviews?

Responding to bad reviews can be important for several reasons:

  1. Reputation management: Responding to bad reviews can help manage a company’s reputation by showing that the company is attentive and cares about its customers or employees. It also gives the company an opportunity to publicly address any issues and correct any misinformation.

  2. Customer retention: Responding to bad reviews can help retain customers by showing that the company values their feedback and is willing to take steps to address their concerns.

  3. Recruitment: Responding to bad reviews can also impact the company’s ability to recruit new employees. Potential candidates are likely to research a company before applying and may be deterred by negative reviews. Responding to negative reviews can demonstrate that the company is actively working to improve and address concerns.

  4. Legal protection: Responding to bad reviews can help protect a company legally by providing a public record of the company’s response to any complaints or issues.

Overall, responding to bad reviews can be an important part of a company’s reputation management strategy and can help improve customer satisfaction, employee retention, and overall business success.

Identifying Negative Reviews

Identifying negative reviews is important for companies to be able to address any issues and improve their products or services. Here are some ways to identify negative reviews:

  1. Monitor review sites: Regularly check review sites such as Yelp, Google, TripAdvisor, and Glassdoor to see if there are any negative reviews about your company.

  2. Use social media listening tools: Social media listening tools can help track mentions of your brand on social media, including negative comments and reviews.

  3. Send post-purchase surveys: Send surveys to customers after they make a purchase to gather feedback and identify any issues they may have had.

  4. Analyze customer support inquiries: Analyze customer support inquiries to identify any recurring issues or complaints that customers may have.

  5. Monitor competitor reviews: Monitor reviews of your competitors to identify areas where your company may need to improve.

  6. Conduct market research: Conduct market research to identify any areas where your company may be falling short in meeting customer expectations.

It’s important to keep in mind that not all negative reviews may be valid, and some may be from disgruntled customers who cannot be pleased. However, it’s still important to address negative reviews in a professional manner and try to resolve any legitimate issues.

How to Search for Reviews

Here are some ways to search for reviews:

  1. Use search engines: Search for your company name or product name on search engines such as Google, Bing, or Yahoo, followed by the word “reviews.” This should bring up a list of review sites and forums where people have discussed your company or product.

  2. Check social media: Check social media platforms such as Facebook, Twitter, and Instagram for any mentions of your brand. You can also use the search function on these platforms to look for reviews or feedback.

  3. Use review sites: Look up your company or product on review sites such as Yelp, TripAdvisor, Glassdoor, and Google My Business. These sites aggregate reviews from multiple sources and can give you a good idea of what people are saying about your company or product.

  4. Use monitoring tools: Use monitoring tools such as Google Alerts or Hootsuite Insights to track mentions of your brand on social media, blogs, and news articles.

  5. Check industry-specific forums: Look for forums or discussion boards related to your industry or niche. These forums may contain valuable feedback and insights from customers or users.

It’s important to regularly monitor reviews and feedback about your company or product to identify any areas where you can improve and address any issues that customers may have.

Types of Negative Reviews

There are several types of negative reviews that a company may encounter:

  1. Product or service issues: These reviews may include complaints about the quality of the product or service, issues with delivery or shipping, or problems with customer service.

  2. Pricing concerns: Negative reviews about pricing may include complaints about the cost of the product or service being too high, hidden fees or charges, or a lack of transparency around pricing.

  3. Competitor comparisons: Negative reviews that compare a company’s product or service to a competitor may highlight areas where the company is falling short or may be perceived as inferior.

  4. False or misleading information: Some negative reviews may contain false or misleading information that could harm the company’s reputation or business.

  5. Personal grievances: In some cases, negative reviews may be motivated by personal grievances or vendettas against the company or an employee.

  6. Trolling or spam: Negative reviews that are posted as part of a trolling or spamming campaign may be malicious and not necessarily based on any real experience with the product or service.

What is a bad company review?

A bad company review is a negative assessment of a company’s products, services, or customer experience posted by a customer, employee, or other stakeholder. A bad company review may contain criticisms or complaints about a range of issues, such as the quality of a product, the customer service provided by the company, or the behavior of company employees. 

Understanding the review is an important step in addressing a bad company review. To understand the review, you should consider the following:

  1. Read the review carefully: Read the review carefully and try to understand the specific issues that the customer is raising. Pay attention to the details of the review, such as the product or service in question, the date of the experience, and any specific employees or locations mentioned.

  2. Identify the problem: Identify the specific problem or issue that the customer is raising in the review. Is it a product quality issue, a customer service issue, or something else? Understanding the nature of the problem can help you to identify the appropriate solution.

  3. Look for patterns: Look for patterns or recurring issues that may be highlighted in multiple reviews. This can help you to identify broader issues or trends that may require more systemic changes within the company.

  4. Empathize with the customer: Put yourself in the customer’s shoes and try to understand their perspective. Consider the impact that the issue may have had on the customer and their overall experience with the company.

  5. Respond appropriately: Once you have a good understanding of the review, respond appropriately. If the review raises a specific issue, address that issue directly and offer a solution or explanation. If the review highlights a broader issue, acknowledge the issue and outline the steps that the company is taking to address it.


Why are bad reviews important to address?

Bad reviews are important to address for several reasons:

  1. Reputation management: Bad reviews can damage a company’s reputation, and addressing them can help manage the impact of negative feedback. Responding to bad reviews in a professional and constructive manner can demonstrate to potential customers and employees that the company values feedback and is willing to take steps to improve its products or services.

  2. Customer retention: Addressing bad reviews can help retain existing customers by showing that the company values their feedback and is willing to address any issues or concerns they may have. This can help to build customer loyalty and improve customer satisfaction.

  3. Business improvement: Bad reviews can provide valuable feedback on areas where the company needs to improve. Addressing bad reviews can help the company identify specific issues and take steps to address them, improving the overall quality of its products or services.

  4. Legal protection: Addressing bad reviews can help protect the company legally by providing a public record of the company’s response to any complaints or issues raised.

  5. Competitive advantage: Addressing bad reviews can give a company a competitive advantage by demonstrating its commitment to customer satisfaction and willingness to address feedback.

In short, addressing bad reviews is important for managing a company’s reputation, retaining customers, improving business operations, protecting the company legally, and gaining a competitive advantage in the marketplace.

However, since Glassdoor does have strict and thorough vetting and guideline process for reviews, it is unlikely Glassdoor’s employees or natural language processing algorithms will flag and remove bad reviews already published on their site without good reason for community guideline violations or due to legitimate legal consequences.


To start with, I cannot stress how important it is for businesses to immediately address bad Glassdoor reviews when they happen. Online employer and company reviews have become the first and most influential factors that employees research and look to when determining whether to work for or engage with a company. In fact, nearly 83% of all job seekers research a company’s reviews and ratings before even applying. 1 Trusted Source: Study Glassdoor. 65 HR and Recruiting Stats for 2018 – Statistical Reference Guide for Recruiters (2018).


Many businesses understand that Glassdoor reviews may have an impact, good or bad, on their recruitment efforts, but it also has an impact on marketing, demand generation, company growth, customer success, product development, and sales. And, if you are thinking “well none of this matters, as I have never created a Glassdoor profile for my company”, we’ve got some bad news for you.


Bad company reviews can have a significant impact on a company’s reputation and overall success. It’s important for companies to be able to identify and respond to negative reviews in a professional and constructive manner, in order to address any issues and improve their products, services, and customer satisfaction. Responding to negative reviews can help manage a company’s reputation, retain customers, and attract new ones. Companies can identify negative reviews by monitoring review sites and social media, sending post-purchase surveys, analyzing customer support inquiries, monitoring competitor reviews, and conducting market research. By addressing negative reviews and taking steps to improve their business, companies can improve their overall success and build a stronger relationship with their customers.

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