Marginally helpful for finding a restaurant…useless in evaluating a new opportunity.
Why company rating sites are only one (minor) data point to consider.
What’s the first thing millennials and Gen Z’ers do after seeing a new job posted? Check Glassdoor, of course. But how helpful is the site and how much credence should one put in the information it offers?
Most savvy consumers of information know that all reviews have to be considered in context. Yet many job seekers allow the ratings to completely make the decision for them, putting far too much weight on the opinions of others who may or may not have the same values and goals.
First, consider the psychology and science of reviews:
- In general, roughly 15 out of every 1000 people write reviews (that’s 1.5% for non-math majors). Readers are more likely to notice and give weight to the small amount of negative reviews that they see.
- We are more likely to ignore 1,000 people that say a computer works without issue and instead pay attention to the 5 people who said it caught fire, regardless of the circumstances that cause the incident. (And if that stat above holds true, there are another 66,000 individuals who haven’t written anything, likely because they are satisfied, at least).
- People are instinctively drawn to herd mentality. As a result, we are highly susceptible to positive and negative social influence, which can skew our own interpretations. If the first person to post on a site like Glassdoor shares something negative, then the second person is likely to more heavily reflect on any negative experiences that they may have had before posting their own review. The same thing can happen with positive reviews as well. This phenomenon is called social influence bias.
Next, consider the validity and logistics of these sites:
- There is no employee verification system; anyone can post anything for any job in any location. The suggested guideline is one review per employer, per year, per type (interview, company etc.) for a position held within the past five years. A lot can change in five years.
- Nothing on these sites stop management from making multiple accounts to inflate the company’s ratings; nothing stops a disgruntled former employee, or a competing company, from creating multiple accounts to tank a rating.
- Companies can have multiple offices, departments, groups, and leaders. Even an honest, but poor rating can be misleading, especially if it is anonymous, because there is a very small chance that you will find yourself in the exact situation as the individual who posted.
- Glassdoor tends to lean towards the extremes because people over-exaggerate when leaving reviews (both positive and negative). It’s likely that a reviewer either got fired or quit and gave one star, or loved it and gave it five stars. People with middle-of-the-road feelings towards the company or role are not likely to go through the trouble of leaving a 2, 3, or 4-star review.
- Star rankings are subjective. Does a 4-star ranking mean the same to different people? Do a millennial and a baby-boomer have the same standards of expectations?
Perhaps most importantly, you’re not selecting a book, a hotel or a gym. Job changes impact your economic future, as well as your physical and mental well-being and your relationships with family, friends and co-workers.
As with any big decision (at least as big as where to eat lunch), it’s critical to gather data from multiple sources, including your own experience.
The smart job search strategy is to consider employer rating sites as just one piece of the puzzle, not as the determinant factor.
What do you think?
Nicole DelToro has been helping organizations (big and small) hire and retain top talent for over 25 years, while helping individuals realize their personal and professional goals by ensuring they’re working in the environment that’s ideal for their current situation. Contact her at: [email protected].
Andrews & Cole is a certified woman-owned boutique executive search and consulting firm with a focus on accounting and finance professionals. Clients range from start ups to Fortune 100 in nearly every industry.
Andrews & Cole is a certified woman-owned boutique executive search and consulting firm with a focus on accounting and finance professionals. Clients range from start ups to Fortune 100 in nearly every industry.