Current and former employees can post public reviews of their employers online, for example, via LinkedIn or Glassdoor. This means that an organization’s reputation can easily and unfairly be harmed by disgruntled employees. In that light, new research (Yu et al., 2025) discovers how employers can best respond to online comments to minimize reputational damage.
REACTIONS TO EMPLOYER’S REVIEW RESPONSES
In two experiments, the researchers examined how fictitious employers were perceived when they either responded or did not respond to online reviews. Impressions of the company varied by both the type of review they were responding to (positive or negative) and the audience.
In the case of students, companies that replied to negative reviews with excuses or apologies were viewed more favorably compared to companies that offered no response at all. Companies that responded to positive reviews by emphasizing their values or praising their own company were viewed more favorably compared to companies that did not respond at all.
Among working adults, companies that responded to negative reviews with an attempt to fix or deal with the problem improved how they were viewed. However, other responses to negative reviews had no effect. In addition, it did not matter whether companies responded to positive reviews.
Across both groups, when employers were viewed as more sincere and good-natured, participants were more likely to consider them to be reputable, find them attractive, and report stronger intentions to apply for jobs.
PRACTICAL IMPLICATIONS
These results suggest that employers should strategically respond to online reviews. Not responding to negative reviews was consistently viewed least favorably, so organizations should prioritize responses to bad comments.
As for how to respond, for less experienced job seekers, apologies and excuses can be effective, while for more experienced professionals, helpful, problem-solving language may be best. In terms of positive reviews, responding may be beneficial, but it appears less critical than addressing negative reviews.
Yu, K. Y. T., Goh, K. H., Soo, C. W. L., & Yu, S. (2025). Managing online employer reviews: An impression management perspective for talent recruitment. Journal of Applied Psychology, 110(11), 1538–1560.
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