Restaurant visits, books, online shops: There is a review platform for almost everything today. It's no news that online reviews play a big role in consumers' buying decisions. Portals such as Kununu or job voting are also an important source of information for applicants: Does the employer have similar values to mine? Are employees satisfied overall? Or are the same “sticking points” criticized over and over again?
For employers, these portals are both a curse and a blessing. On the one hand, they give us valuable insights into employee satisfaction. Would the authors consistently want more environmental awareness in everyday working life? Does the competition offer benefits that we can learn from? Where do we have room for improvement? But while positive reviews can strengthen the company image and attract new talent, negative reviews often lead to reputation damage and the loss of potential applicants.
The legal framework and the importance of freedom of expression
The right to freedom of expression under Art. 5 GG is fundamental for evaluation on portals such as Kununu. Employees are allowed to express their opinion about employers as long as they are within the limits of the law. This excludes false statements of fact, formal insults or abusive criticism. The line between admissible criticism and illegal statements is therefore often blurred, as the following examples at the fictitious law firm “Paragrafen& Coll.” show:
- Untrue statements of fact: “Paragrafen & Coll., customer data was sold illegally, which is absolutely unethical and illegal!” First of all, this is an untrue statement of fact. The anonymous author would have to prove (upon request) that such an incident actually took place. If he does not provide any evidence, the review can be deleted.
- Formal insults: “The lawyers at Paragrafen & Coll. Are incompetent idiots who have no idea of law and order.” This is a formal insult, as it is a disparaging term without factual dispute.
- Abusive criticism: “The managing director of Paragrafen und Coll. only thinks of himself!” This is abusive criticism, as the statement is primarily aimed at defaming and belittling the person without formulating constructive criticism.
Dealing with negative reviews: response strategies for employers
Dealing with negative reviews is complex. On the one hand, it is possible to react objectively via comment functions on portals such as Kununu. If criticism and response remain fair and factual, employer evaluation portals can provide valuable impulses and also signal to applicants: We take your criticism seriously!
On the other hand, employers can assert injunctive or removal claims in the event of illegal statements. To do this, affected companies must contact Kununu. As a rule, violations can be identified as such very clearly and are therefore quickly deleted. In cases where the identity of the author is known, the employer may also take direct action against the author.
As a study by industry association Bitkom shows, the effects of negative reviews are great and very annoying in times of a shortage of skilled workers: Almost half of the respondents have already decided against a potential employer due to negative online reviews. “Companies should watch what and how they are written about them on online review portals and social networks. The evaluation of employees is just as important for applicants as an elaborately designed career website for the company,” says Bitkom CEO Dr. Bernhard Rohleder. “Anyone who finds out about a potential employer online should hear as different opinions as possible when purchasing, similar to product reviews. ”
Preventive measures: From employment contracts to termination agreements
Preventive measures can help to minimize the risk of negative reviews. These include employment contract regulations that allow factual criticism but prohibit defamatory statements. When terminating the employment relationship through termination agreements or court settlements, employers should also make regulations that prevent negative statements following termination of the employment relationship.
Conclusion: Rating portals as a reflection of corporate culture
Review portals are a double-edged sword for employers. They offer the opportunity to collect and present positive feedback, but also carry the risk of reputational damage caused by negative reviews. A proactive approach to these platforms and a clear strategy for dealing with reviews are therefore essential for any company that wants to be successful in the digital age.
Would you like to know more about preventive measures or are you annoyed by an unjustified assessment?
