Why peer-to-peer sharing is disrupting the recruitment landscape

People smiling

People are now more willing than ever to take risks such as riding in a stranger’s car or trusting that their hard-won, pre-paid bargain will be delivered to their doorstep, and it’s creating a generation of sharers.

The emergence of the social web over the past two decades has helped to shift consumer trust from a top-down orientation to one in favour of peers or social influencers.

The Edelman Trust Barometer 2019, a survey that measures attitudes towards trust in society, makes it clear that people are more likely to believe their peers’ appraisals than those with a vested interest in endorsement. Also according to Edelman, globally, 75% of people trust “my employer”, significantly more than businesses and media. 

For this reason, peer-to-peer recommendations and reviews, such as the ones you’ll find on TripAdvisor and Amazon, have become a critical way for individuals to decide whether to trust an organisation.

What does all this mean for the recruitment space?

With the trend of two-way ratings and transparency accelerating fast, and thanks in part to companies like eBay and Uber, consumers now expect mutual feedback and employees similarly now expect to give feedback as well as receive it.

Candidates want transparency and feedback

One website that’s built on the very foundation of increasing workplace transparency and feedback is job and recruitment site Glassdoor. Glassdoor is busy disrupting the market by offering the latest job listings, company reviews, salary reports, interview reviews and even office photos shared by those who know a company best — the employees. Tom Lakin, Senior Innovation Manager at Resource Solutions, reports in ‘Talent trusts Glassdoor, and here’s why’, that Glassdoor is the one of the most trusted sources of the modern day job hunter - second only to friends and family.

Glassdoor’s own research says that it has 64 million monthly users and of those, 88% of visitors go on to use the site to apply for a job. Yet our own candidate experience research found that a staggering 86% of global companies we surveyed are not integrating Glassdoor reviews into their recruitment communications.

86% of global companies are not integrating Glassdoor reviews into their recruitment communications.

Much more than a place for disgruntled employees to vent about their companies, (the average score is a respectable 3.4 out of 5), intelligent analysis of Glassdoor feedback can be a catalyst for organisational transformation and improvement around important topics such as salaries, culture and inclusion.

Employers can make data-driven decisions

One such company that’s harnessing the power of Glassdoor for good is Booking.com. As one of the world’s largest travel e-commerce companies, their success is proudly built on data-driven innovation. For them, it’s a no brainer to analyse their Glassdoor ratings and reviews and use these insights to shape their business and recruitment strategies. From creating attraction campaigns that celebrate their inclusive culture in Amsterdam to implementing management training to bring their leaders up to speed in Singapore, they’re responding to feedback in meaningingful ways that enrichens both the employee and the candidate experience.

Reaching out to employees on a human level

It’s important to raise awareness of peer-to-peer sharing with your employees to show them that their feedback is valued and their opinions are heard. It will give them a sense of ownership and influence in their workplace. Reach out to employees on a human level and stress why it’s important for them to provide their honest feedback on sites like Glassdoor, and how it will help your organisation succeed.

You won’t ever be able to fully control what’s said about you in the peer-to-peer universe, but join in the conversation now, and you’ll learn valuable lessons for the future.

Learn more about how the consumer trends are impacting recruitment. Download our Candidate Experience in the Expectation Economy whitepaper.