How to Address Negative Employer Branding Online

  • Published on September 27, 2023

In the digital age, a company's reputation can be easily influenced by online reviews and comments. Negative employer branding can deter potential candidates and even impact your bottom line. This article offers actionable steps to address negative feedback and maintain a positive online image for your organization.

Identify and Acknowledge

The first step in managing negative employer branding is to monitor online platforms for reviews and comments. Actively search for mentions of your company on platforms like Glassdoor, Indeed, and social media. Acknowledge negative feedback promptly and show that you're attentive to concerns.

Stay Professional and Empathetic

When responding to negative comments, always maintain a professional tone. Address the issue with empathy, showing that you take the concerns seriously. Avoid being defensive or confrontational, as this can exacerbate the situation.

Take the Conversation Offline

While it's important to address negative comments publicly, offer to take the conversation offline to discuss the matter in more detail. Provide a contact person or email where the individual can reach out to express their concerns privately.

Provide Solutions

Responding to negative feedback is an opportunity to showcase your company's commitment to addressing issues. Offer practical solutions or steps you're taking to rectify the situation. Demonstrating your willingness to improve can turn a negative experience into a positive one.

Highlight Positive Aspects

Negative comments can overshadow the positive aspects of your company. Take the opportunity to highlight your company's strengths and positive attributes. Share success stories, employee testimonials, and any initiatives that showcase your company's positive culture.

Encourage Positive Reviews

Actively encourage satisfied employees to share their positive experiences online. This can help balance out negative feedback and contribute to a more accurate representation of your company's culture. Share links to review platforms and remind employees to leave reviews.

Respond to Constructive Feedback

Not all negative feedback is baseless. Constructive criticism can offer insights for improvement. Respond to such feedback with gratitude and a commitment to making positive changes based on the suggestions.

Monitor and Address Trends

Identify trends in negative feedback. If multiple comments highlight the same issue, it's a sign that there may be a systemic problem that needs addressing. Use this information to implement changes that enhance your company's work environment.

Leverage Employee Advocacy

Your employees can be your biggest advocates. Encourage them to share positive experiences on their personal social media accounts. Authentic employee testimonials can have a significant impact on your employer branding.

Transparency Matters

Honesty and transparency go a long way in managing negative employer branding. If your company has faced challenges in the past, share the steps you've taken to overcome them. Being open about your journey can humanize your brand and earn trust.

Engage in Online Conversations

Engage in online discussions and conversations related to your industry. Sharing insights and participating in conversations can help portray your company as knowledgeable and engaged in your field.


Negative employer branding can tarnish your company's reputation and hinder your ability to attract top talent. By taking proactive steps to address negative feedback and showcase your company's positive attributes, you can effectively manage your online image.

Responding professionally, offering solutions, and leveraging employee advocacy can help turn negative experiences into positive ones and build a strong employer brand that resonates with candidates and employees alike.