by Karin Bonev

November 7, 2013

Here’s a hint: It’s not your organization.

In the past, companies largely controlled how they were perceived as an employer through websites, videos, brochures and other materials and channels they created.

Now, the rise of sites like is shifting that balance of power and providing the troops with a very audible voice. Launched in 2008, Glassdoor enables current and former employees to rate organizations anonymously, list the pros and cons of employment and even rate the CEO. Such sites offer potential candidates an inside peek at your organization, and they continue to gain credibility and awareness.

Although you can’t completely control the conversation anymore, there are several steps you can take:

1. Monitor what’s being said about your company and about your competitors.

Are your employer branding messages similar to the feedback, or is there an apparent disconnect?

2. If consistent themes emerge, determine if your company needs to address them.

Could these themes be impacting employee engagement and your ability to bring on new talent?

3. Take advantage of the opportunities you do have to direct the conversation.

Glassdoor has begun to allow companies to post background information, job listings and Twitter feeds on its site.

While your organization still has a prominent voice in the employer branding conversation – at least for now – it’s important to know that other voices are emerging.