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Employer review platforms – do the rating environmentand platform design affect the informativeness of reviews?Theory, evidence, and suggestions

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Article

Cloos, Janis

Management Revue

2021

32

3

152-181

digital economy ; management technique ; service sector

Economics

https://doi.org/10.5771/0935-9915-2021-3-152

English

Bibliogr.;Charts

"Online employer review platforms (ERPs) enable employees to evaluate their cur-rent and former companies anonymously online. Job-seekers can use the aggregatedreviews to obtain information about potentially attractive companies and thus limitthe number of suitable companies. However, the matching process between job-seekers and companies can only be effective if the information provided on ERPsis representative and can be trusted. This paper investigates specific characteristicsof ERPs using the two large ERPs Kununu and Glassdoor as examples. It is arguedthat the ERP environment is very different from the well-known and -studiedreputation system environment of online marketplaces, and that specific factors canpotentially bias reviews on ERPs. Based on a new data set containing the Kununuand Glassdoor reviews of 114 major German employers, it is analyzed if and howdesign aspects of ERPs and other specific factors affect reviews. Results show thatoverall (and industry-specific), average review scores on Kununu and Glassdoor differsignificantly from each other. Further results indicate that factors such as employees'awareness of their impact on a company's reputation also affect reviews. Suggestionsare made on how ERPs could reduce the influence of these factors in order topresent the aggregated information more effectively"

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