glassdoor-business-model

How Does Glassdoor Make Money? Glassdoor Business Model In A Nutshell

Glassdoor is an employer review platform enabling millions of users to grade corporations. Glassdoor monetizes its platform through Job Listings ($249 per opening), Job Advertising (according to the number of jobs promoted), Employer Branding, and through the Glassdoor Review Intelligence (a brand’s sentiment analysis platform).

Origin story

Glassdoor is a platform enabling current and former employees the opportunity to anonymously review their employer.

The company was founded in 2007 by Tim Besse, Robert Hohman, and Rich Barton. During a brainstorming session, Barton recounted the story of unintentionally leaving an employee survey on the printer while working at Expedia.

The men began to consider what might have happened had the information been released to the public. While far from an ideal scenario, they nonetheless agreed that survey data would be extremely useful for those looking to make informed career decisions.

The following year, Glassdoor launched a website collating company reviews and salaries from employees of large companies. Salary data was then averaged and listed with former employee reviews regarding management culture.

Glassdoor revenue generation

From humble beginnings, Glassdoor has grown to be much more than a simple review site

The company now helps businesses find suitable employees for vacant positions across three different plans: Free, Standard, and Select.

Each plan has different features and levels of functionality. Following is a look at some of the more pertinent features.

Job listing

Businesses that wish to post a job opening on Glassdoor receive the first three postings for free. After this point, Glassdoor charges a fee of $249 per opening.

For larger businesses with similarly large needs, Glassdoor offers more feature-rich packages.

Job advertising

Businesses can receive additional exposure to their job listings through targeted job ads.

Glassdoor charge for this functionality according to the number of jobs the business wants to promote.

Employer branding

Glassdoor also gives job advertisers the ability to optimize how they are presented to potential employees.

Many choose this option to remove competitor ads from their company profile. Others like to showcase their organization with branded photos and videos. A business also can see where it ranks against competitors in terms of employee satisfaction.

Again, prices are made available on request.

Review intelligence

Glassdoor has also found a way to monetize the original review system on which it was built.

Through its Glassdoor Review IntelligenceTM service, businesses can identify the hidden sentiment found in their reviews around such topics as management, culture, diversity, and inclusion.

This is achieved through natural language processing, which Glassdoor uses to transform review sentiment into high-level, actionable insights.

Ultimately, leadership can use these insights to improve the experience of their current employee cohort.

Pricing for this service can be obtained by contacting the Glassdoor sales team.

Understanding The Glassdoor Review Intelligence System

The Glassdoor Review Intelligence™ System is thought to enable companies to understand the sentiment around their brands from various standpoints. It leverages NLP to analyze reviewers at scale and guess. the sentiment around them (Image Source: Glassdoor Blog).

As Glassdoor highlights:

Review Intelligence™ is a powerful sentiment analysis tool that allows employers to unlock insights from employee reviews and understand the “why” behind their ratings, surfacing valuable patterns in feedback so you can better inform your employer brand strategy. Lengthy reviews are distilled into a clear picture of sentiment so employers can discover what’s working, what’s not, why and where, without having to parse through potentially hundreds of reviews. Review Intelligence™ automatically surfaces insights hidden in employee reviews, enabling talent professionals to more effectively drive improvements to their employee experience.

Key takeaways:

  • Glassdoor is an online job search platform. Originally, it was created to allow employees to anonymously share information about their former employer.
  • Glassdoor has grown from a humble review site comparing average job salary with employee satisfaction. Today, it offers a host of features to help employers connect with job candidates. These include a job listing, job advertisement, and employer branding service.
  • Glassdoor also makes money from employee reviews. Using natural language processing, the company gives employers valuable insights into how their organization is viewed from a cultural, management, or inclusion perspective.

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Published by

Gennaro Cuofano

Gennaro is the creator of FourWeekMBA which reached over a million business students, executives, and aspiring entrepreneurs in 2020 alone | He is also Head of Business Development for a high-tech startup, which he helped grow at double-digit rate | Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy | Visit The FourWeekMBA BizSchool | Or Get The FourWeekMBA Flagship Book "100+ Business Models"