How Companies Secretly Boost Their Glassdoor Ratings

From a report: Last summer, employees of Guaranteed Rate posted a stream of negative reviews about the mortgage broker on Glassdoor, a company-ratings website. The company's rating on Glassdoor, which is determined by employee feedback, fell to 2.6 stars out of 5. Concerned that negative reviews could hurt recruiting, Guaranteed Rate CEO Victor Ciardelli instructed his team to enlist employees likely to post positive reviews, said a person familiar with his instructions. In September and October these employees flooded Glassdoor with hundreds of five-star ratings. The company rating now sits at 4.1.

Glassdoor has become an important arbiter of employee sentiment in today's highly competitive job market. A Wall Street Journal investigation shows it can be manipulated by employers trying to sway opinion in their favor. An analysis of millions of anonymous reviews posted on Glassdoor's site identified more than 400 companies with unusually large single-month increases in reviews. During the vast majority of these surges, the ratings were disproportionately positive compared with the surrounding months, the Journal's analysis shows. Glassdoor's problem echoes the challenged faced by other online rating platforms, who are trying to ensure their rankings are real and maintain users' trust. Amazon.com, local-business site Yelp and hotel-and-restaurant site TripAdvisor have all had to fend off attempts to game reviews and ratings.

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