Your employer brand isn’t just what you say on your careers page—it’s what candidates discover when they search your company online.
And they are searching.
84% of job seekers research companies before applying, and what they find can make or break their decision to hit “Submit.”
Here’s what candidates see when they Google you—and how to control the narrative.
1. The First Impression: Your Google Knowledge Panel
When someone searches your company, Google’s sidebar displays:
- Your overall rating (Glassdoor, Indeed)
- Recent news (layoffs? scandals? awards?)
- Social media links (are they active or abandoned?)
Fix it:
✔ Claim and update your Google Business Profile
✔ Respond professionally to negative reviews
✔ Push positive PR via press releases
2. The Salary Trap: “How Much Does [Your Company] Pay?”
Top searches include:
- “[Company] salary”
- “[Company] benefits”
- “[Company] layoffs”
If the results show outdated or unflattering data (like low Glassdoor salaries), candidates bounce.
Fix it:
✔ Post salary ranges in job descriptions (legally required in many states)
✔ Encourage employees to leave updated Glassdoor reviews
✔ Showcase unique perks in your careers content
3. The Glassdoor Effect
72% of job seekers check Glassdoor before applying. Red flags they spot:
🚩 “Toxic culture” reviews
🚩 “High turnover” mentions
🚩 Vague responses from HR
Fix it:
✔ Address negative reviews with solutions, not excuses
✔ Show employee stories (video testimonials > stock photos)
✔ Conduct exit interviews to prevent recurring complaints
4. Your Social Media Reality Check
Candidates scroll your:
- LinkedIn (Do you post about culture or just job ads?)
- Instagram/TikTok (Behind-the-scenes or corporate fluff?)
- X (Twitter) (Engaged in industry conversations or silent?)
Fix it:
✔ Post employee takeovers, day-in-the-life reels
✔ Highlight team wins (not just C-suite announcements)
✔ Use hashtags like #LifeAt[YourCompany]
5. The News Test: “Is This Company Stable?”
Search results showing:
- Funding rounds = growth signal ✅
- Lawsuits/layoffs = risk signal ❌
Fix it:
✔ Proactively share milestones (partnerships, product launches)
✔ If bad news hits, publish a transparent update (e.g., “Why We Restructured”)
6. The Final Decider: Your Careers Page
After all that digging, candidates land here. Does your page:
- Show real employees (not stock images)?
- Explain your interview process?
- Include diversity stats?
If not, you’re losing hires.
Fix it:
✔ Add a “Meet the Team” video gallery
✔ List interview timelines (e.g., “3 rounds over 2 weeks”)
✔ Share DEI commitments with data
