Use Online Reviews to Attract and Retain Talent

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3 minute read

While curating online reviews is crucial, acting on associate feedback is even more important.

Prospective residents aren’t the only ones visiting multifamily review sites. Job seekers are sneaking a peek at both resident and employee sentiment, as well as the company’s response, when they’re trying to assess workplace culture. During the 2021 Apartmentalize session, “Flipping the Script: Reviews are Not Just for Prospects,” panelists shared their strategies for improving online reputation and attracting and retaining associates. 

“Applicants are looking past the company story or your stated core values on your website. They’re still looking at those, but they know that is the best version of the company,” said Melissa DeCicco, Director of Client Performance at ApartmentRatings and SatisFacts. “They’re looking for something online that solidifies that message.”

And they’re not just looking at Google, Yelp and other typical resident review sites. They’re scanning Glassdoor, Indeed and LinkedIn to gain associate perspectives, as well. 

“We’re all looking at reviews. When you’re trying to decide where to work, that’s huge,” said Karen Trueman, Director of Talent Development & Brand Reputation at Legend Management Group. “What’s their culture like? What are their corporate values? That’s reflected in your reviews.”

Tricap Residential created what it calls a “culture club,” dedicated to looking at what people are saying online, and establishing feedback opportunities for employees. The company also uses a survey app to regularly gauge employee satisfaction, enable shout-outs and recognition of associates, and ensure that the workplace culture aligns with objectives.

“Building feedback avenues for employees is really important,” said Suzanne Hopson, Executive VP of Sales and Marketing at Tricap. “When a team is achieving higher than normal results, it’s important to dig in and find out what it is that they’re doing right, and also to lift them up for those achievements.”

Legend established a virtual engagement platform to help connect team members digitally and build camaraderie. The company created channels where associates can post and find co-workers with common interests.  

“If residents have friends where they live, they’re more likely to renew. If employees have friends where they work, they’re more likely to stay,” Trueman said. 

Creating a work environment that associates don’t want to leave typically translates to positive online reputation scores, as does the way associates are treated when they leave the company.

“Your brand is being represented by former employees,” DeCicco said. “They can still be the biggest fans of your organization, even if they left. They can still be brand ambassadors. If that experience leaving the organization isn’t positive, former employees are much more likely to share that sentiment.”

While curating online reviews is crucial, panelists said acting on associate feedback is even more important.

“If we start to see some opportunity on review sites, we use that feedback to make policy changes,” DeCicco said. “With employee engagement, it’s not just about going through the motions. It needs to be genuine. It needs to vibe with what your company is all about.”

Doug Pike is a Content Manager at LinnellTaylor Marketing.