Employer rating portals: If Kununu ratings are a kind of TÜV seal – rated companies should no longer ignore them
Job seekers perceive Kununu ratings seal of approval
Interesting finding of the study: 68 percent of the users of the evaluation portals say that they notice a discrepancy between the self-portrayal of employers and the evaluations of employees. With significant consequences: more than half of these candidates no longer apply when registering this discrepancy. 27 percent never again with the respective company. “An employer who advertises a good work-life balance in his job advertisements, but who receives critical articles on this topic from Kununu & Co., loses credibility with the majority of potential applicants,” judges Katharina Pernkopf from the University of Innsbruck. And further: “In times of labor shortages, no company can actually afford that.”
The conclusion of the study: evaluation portals such as Kununu are becoming increasingly important in recruiting and, as a source of information, have a strong influence on whether talented people choose an employer or not. Companies should rather be authentic instead of presenting themselves flawlessly.
For employers, this development means that they have to put employer branding in general and their own recruiting strategy in particular to the test. Away from flawlessness towards more authenticity. Companies should only promise what they can keep. The study in detail: With 2.5 stars, no one applies anymore. Only 30 percent read the reviews occasionally.