Employees are not just the heart of your company; they are the most powerful force for shaping (or making, or breaking) your employer brand. Did you know: 60% of Glassdoor users consider employees they don’t personally know to be a valuable source of information when researching a company.1 By sharing their own stories, employees can influence job candidate and client perception of a company. Tapping into employee feedback allows companies to take their brand storytelling to the next level and empower their workers to help shape the narrative.
How to collect employee stories
Before you can get the most out of employee voices, you need to gather them. You can ask for feedback directly from managers after their discussions with direct reports, connect with your company’s or employee resource groups (ERGs), or check out Glassdoor Reviews and Company Bowls™. Here are a few ways to collect insights.
Manager
It’s a good idea to gather stories and feedback from workers who embody your company’s values. Check in with managers and team leads for their ideas of who to ask. Awards recipients are obvious contenders, but don’t rule out new hires who can speak to the onboarding and integration process.
ERGs
ERGs simplify the search for employee voices, particularly if you’re looking for ways to magnify the stories of your diverse employee population. You can identify key cultural moments of inclusion to highlight throughout the year, (e.g. asking for feedback from your working moms ERG for a Mother’s Day feature, or an LGBTQIA+ ERG for Pride Month content) and share them on your website, Glassdoor profile, and social media channels.
Glassdoor feedback
While Glassdoor feedback — both through company reviews and Company Bowls — is anonymous, those unvarnished perspectives are a powerful tool for communicating company culture. Research has shown that reviews influence job searches. In fact, 89% of users are likely to research company reviews and ratings to decide on where to apply for a job2, and 57% said their perception of the company improves after seeing an employer respond to a review3. Bowls can also help mitigate negative reviews by providing an open forum for employee conversations regarding their concerns.
Use employee voices to highlight your strengths
Encouraging your teams to write Glassdoor reviews can help you zero in on your company’s strengths and areas for improvement. (For quick takeaways, use Review Intelligence™ to sift through your data.) If your company has Employer Branding Hub (EBH), you can also select a Featured Review to display first — a strategy that Best-Led Companies like NVIDIA and Houston Methodist have incorporated on their pages.
How to build an employer brand with reviews
Power Home Remodeling (POWER), a Glassdoor Best Place to Work, proves that prioritizing employee development and well-being creates a powerful employer brand.
POWER earned its distinction based entirely on employee feedback. In Glassdoor reviews, employees praise the company's "people-first" culture, noting how management invests in their growth through mentorship and clear advancement paths. One employee called POWER "a symphony of culture, empowerment, equality, and opportunity."
When building your employer profile, pull direct quotes from your top-rated reviews that showcase specific examples of mentorship, advancement opportunities, or leadership support — then feature them prominently on your Glassdoor employer profile and career pages.
The power of storytelling
Employee feedback is the starting point for building an authentic brand narrative. Glassdoor Reviews and Community Bowls offer a glimpse of life inside an organization; leaders can use that information to drive change and build a complete picture of their company culture. Whether it’s championing a company’s industry-leading benefits or highlighting how leadership advocates for their work, employee voices are some of the most effective vehicles for communicating a company’s brand story.
Citations
1 Source: Glassdoor.com U.S. Site Survey, May-June 2025. Survey included 5,979 respondents.
2 Source: Indeed + Qualtrics International Job Seeker Survey 2023.
3 Source: Glassdoor.com U.S. Site Survey, May-June 2025. Survey included 5,979 respondents.