Managing Reputation on Indeed

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Managing Reputation on Indeed

Key Takeaways

  • Company reviews are important to job seekers. 95% of respondents to an Indeed survey reported that “insight into the company’s employer reputation would be somewhat (33%) or extremely (62%) important.”
  • A company should respond to feedback quickly and professionally and should always thank reviewers whether their review is positive or negative.
  • An employer should express empathy, address a reviewer's specific concerns, and otherwise demonstrate that they've actually read and understood the reviewer's feedback.
  • Abusive reviews should be ignored and reported to prevent instigating more unconstructive feedback.
  • A company should motivate its staff to leave a genuine review but should never ask for positive reviews.


We provided some best practices for managing reputation on Indeed, with a focus on responding to negative feedback. We also included suggestions for requesting new reviews and for increasing the visibility of existing ones.

Company Reviews

  • 95% of respondents to an Indeed survey reported that “insight into the company’s employer reputation would be somewhat (33%) or extremely (62%) important.”
  • More than 72% of respondents said their perception of a company would improve if they saw the company respond to a negative review.
  • In addition to improving company culture, responding to reviews shows potential employees that a company takes feedback seriously and allows the company to share its own perspective.
  • Negative employee reviews can impact a company’s reputation and discourage new applicants—but they also reveal company culture issues before they develop into crises.

Responding to Reviews

  • A company can respond to a review on Indeed by navigating to its Company Page and clicking ‘Add a Comment’ near the bottom of the review in question.
  • A company shows potential employees that it takes feedback seriously by responding quickly and professionally.
  • Employers should always thank reviewers for their time and input whether their review is positive or negative.
  • Indeed recommends that employers ask their staff to rate company reviews, as reviews that are rated ‘more helpful’ are more visible to job seekers.
  • Recruiting Daily asserts that companies should prepare a message that motivates staff to post a review, but should never explicitly ask employees for positive reviews.

Negative Reviews

  • Expressing empathy and acknowledging a reviewer’s specific concerns allows a company to showcase its brand values in a way that’s attractive to job seekers.
  • Quoting or paraphrasing the reviewer shows employees and job seekers that the company has actually read and considered each point of a negative review.
  • While Indeed suggests addressing issues offline when possible, Insperity warns against confronting employees suspected of leaving negative comments.
  • Abusive and unconstructive reviews should be ignored to prevent instigating more negative feedback.
  • Negative reviews cannot be deleted. However, abusive reviews can be reported and, if they’re found to violate Indeed’s Terms of Service, removed.

Research Strategy

We leveraged the reputable sources available in the public domain⁠—including Indeed’s LEAD Employer Insights and Employer Help Center, Recruiting Daily, and Insperity⁠—to deliver best practices for managing a company’s reputation on Indeed.

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