Employers nowadays face the challenge of managing their online reputation as current and former employees have the ability to post public reviews about their experiences working for a company on platforms like LinkedIn or Glassdoor. These reviews can either enhance or damage an organization’s reputation, especially if they are negative and unjust. A recent study conducted by Yu et al. in 2025 explores the best ways for employers to respond to online comments in order to minimize any potential reputational harm.
The research delves into the reactions that employers receive when they respond or choose not to respond to online reviews. Through two experiments, the researchers analyzed how fictional employers were perceived based on their responses to both positive and negative reviews, taking into account the audience’s perspective.
The findings revealed that when employers responded to negative reviews with apologies or attempts to rectify the situation, they were generally viewed more favorably, especially by students. On the other hand, responding to positive reviews by highlighting the company’s values or praising themselves also led to a more positive perception. Interestingly, among working adults, responding to negative reviews with problem-solving approaches improved the employer’s image, while responses to positive reviews had minimal impact.
Overall, participants tended to view employers more positively when they perceived their responses as sincere and benevolent. This led to greater trust in the company, increased attractiveness, and a higher likelihood of job application.
From a practical standpoint, the study suggests that employers should strategically respond to online reviews to maintain a positive image. Ignoring negative reviews was consistently seen as the least favorable approach, indicating the importance of addressing criticism. For less experienced job seekers, offering apologies may be effective, while more seasoned professionals may benefit from using problem-solving language. While responding to positive reviews can be beneficial, the focus should primarily be on managing negative feedback.
In conclusion, managing online reviews is crucial for talent acquisition, and employers should be mindful of how they respond to feedback to uphold their reputation. By adopting a strategic and thoughtful approach to online reviews, organizations can mitigate reputational damage and attract top talent effectively.
Reference:
Yu, KYT, Goh, KH, Soo, CWL, and Yu, S. (2025). Managing Online Employer Reviews: An Impression Management Perspective for Talent Acquisition. Journal of Applied Psychology, 110(11), 1538-1560.