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Boost Your Employer Brand With A Glassdoor Reviews API

Reviews on Glassdoor are as important for companies as their internal data is from employee surveys when it comes to measuring employee satisfaction. And why not, because millions of employees leave anonymous reviews on Glassdoor without having to be coaxed. Leveraging the platform for invaluable employee and organizational insights is a no-brainer for companies that want to improve employee performance and reduce churn.

What Are The Benefits Of Analyzing Reviews On Glassdoor?

Glassdoor insights can give you important organizational intelligence. You can:

1. Analyze employee pain points

Glassdoor comments from employees are usually anonymous and yet you can glean very important review sentiment analysis insights from them. The very fact that these comments are anonymous increases the likelihood that the reviews are genuine and so gives you a real chance at making a difference in improving employee satisfaction.

2. Get key insights related to all management levels

Glassdoor insights can tell you how to solve problems with regard to strained relationships that slowly brew between employees and the managerial staff. Often employees believe that while they have to bear the brunt of the daily grind, executives are out of touch with the day-to-day issues that employees have to face.

3. Pursue competitive benchmarking

Key findings from the analysis of employee reviews on Glassdoor can help you track and pursue a competitive benchmark in relation to other employer brands in your category. What is it that attracts better talent to those companies, how do they retain top talent, and what motivates their employees to perform better - these are key discoveries you can make by analyzing your competitors.

4. Distill brand equity insights for brand building

Glassdoor insights can point you in the right direction when it comes to building the right strategies for brand building and amplification. Not just Glassdoor, you can also leverage insights on TikTok, Indeed, or any other platform for this purpose as well. After all, building brand equity includes boosting your brand perception in the market as well as generating awareness.

Top talent pays equal attention to the brand they want to associate themselves with along with the pay and perks that come with the job. This is the reason why many people think of being employed at certain concerns as their career goals. Glassdoor insights can help you attract these in-demand, skilled workers.

5. Protect and manage your reputation

Building stellar brand equity is important and to ensure that it remains so, you need to be on top of any negative sentiment that may be drawing attention to your brand online. Tracking negative reviews through social media comments analysis, especially Glassdoor, allows you to prioritize opportunities for improvement and to make sure that you nip the problem in the bud.

6. Measure sentiment throughout the employee journey

Do employees find the recruitment process friendly? Are they happy with the training programs they are provided with? Are they happy with their team structure, workloads, or rewards and recognitions? Do they feel inspired by the company’s mission statement? You can extract sentiment from Glassdoor data to track and measure employee satisfaction throughout the entire employee experience journey, including exit interviews, for in-depth insights.

7. Create better employee recognition programs

Rewards and recognition programs are crucial for a company to nurture its talents. Some of these programs include social media campaigns, while some prefer pursuing academics and hope for scholarships to prepare for senior leadership roles. Whatever your strategy, you can sharpen them and make sure that they are targeted and effective using Glassdoor insights.

8. Foster a nurturing and positive work environment

Often employees mention management apathy as the leading cause of workplace frustration. They feel like their voice is not heard. This is especially hard when the employees come from varied backgrounds that may not be mainstream. Companies need to ensure that all employees feel welcome and that they find their workplace to be a safe and positive environment where they can be stress-free.

9. Get action-based insights to improve employee motivation

Human beings are complex, which means that different aspects affect different people differently. This is also the case in an organization. Glassdoor insights can tell you what aspects actually motivate employees at different levels of the company. While some may be motivated by pay hikes, others may prefer a flexible or virtual work model, yet others may be motivated by increased office outings and team get-togethers.

10. Get multilingual insights

Organizations need to make sure that their employees are happy with their work and feel the same level of satisfaction, wherever they are located. Human resources teams can develop action-driven strategies from multiple perspectives through a multilingual sentiment analysis platform that can give you insights from non-English data even if you search the query in English.

How Do You Analyze Glassdoor Reviews For Business Insights?

A machine learning platform will use the following sentiment analysis steps to analyze Glassdoor reviews for business intelligence.

Step 1. Gathering the Glassdoor data

First we need to collect the data that we want to analyze. You can do this by either pasting the direct link/URL of the Glassdoor reviews or you could download the comments if the website allows you, onto a .csv file and upload it manually.

Step 2. Processing the data

Once the platform has pulled all reviews on Glassdoor, it will preprocess the data by cleaning it. Natural language processing (NLP) algorithms will clean the data, remove redundancies, correct errors, address formatting issues, etc, and further process it through semantic analysis. Text analysis will extract all aspects, themes, and entities from the data, which will make sure that sentiments are gathered and prescribed to the right aspects such as “salary, “vacation”, “promotion”, “manager”, etc.

Step 3. Sentiment analysis

The sentiment analysis API will now measure the sentiment for each of the aspects and entities that the previous step has extracted. Aspect-based sentiment analysis gives you a closer, more granular view of the cause of employee sentiment. Aspect-based sentiment analysis thus allows you to have not only an overall sentiment score but also detailed aspect scores.

This is the same logical methodology that is applied to analyze customer experience from other sources such as Instagram social listening and All aspects are thus analyzed for sentiment.

Step 4. Visualizing Glassdoor business reviews insights

Once the platform has generated the insights it will showcase them in the form of charts, graphs, and word clouds. You can see insights based on language, source, as well as for specific hashtags or keywords.

The Employee experience platform you use for Glassdoor insights can also provide you with granular data mining from business reviews on Trustpilot.

How To Choose The Best Platform For Accessing Glassdoor API For Insights?

Glassdoor insights can give you actionable data that you can use to build rewarding employee-oriented programs to increase engagement, motivation, and satisfaction. To do this you need an intelligent sentiment analysis platform that can extract these insights. Below are some of the main points you need to consider when in the market for one.

1. Aspect-based sentiment analysis

Aspect-based sentiment analysis will give you Glassdoor insights that are action-oriented because they are based on the exact aspects (salary, vacation, team, etc.) that your employees are talking about. Aspect-based emotion mining gives you a targeted peek into each topic, theme, and entity that the tool extracts from your employee feedback data so you can plan your human resources strategies better.

2. Ability for semantic analysis

The sentiment analysis platform you use must be able to extract Glassdoor insights using natural language processing tasks in which semantic analysis and clustering play a major role. This is very important when it comes to open-ended responses as well, primarily because open-ended responses can be quite tricky for most sentiment analysis tools as such responses don’t have any reference.

Repustate’s Glassdoor API analyzes such data using semantic technology, which allows the solution to use a contextual framework to understand comments, reviews, and survey responses.

3. Customizable and Flexible

Your EX analytics tool for Glassdoor insights should be flexible and customizable. This is important because organizational growth is dynamic, which includes managerial changes, hybrid work models, technology overhauls, cultural sensitivity trainings, and so on.

Being able to add or modify aspects to extract sentiments without using coding or being dependent on data analysts puts the power in the hands of the user and thus, makes technology more welcoming and easy to use.

4. Ability to track aspect-emotion co-occurrence

Being able to track aspect-emotion ci-occurrence throughout the entire employee experience journey is a much-needed capability in an EX analytics API. This feature allows you to see what emotions (love, hate, gratitude, etc.) occur most frequently with which aspects (team, work-life balance, compensation, etc.) of your organization. Over time you will see patterns emerging from this data and can develop effective strategies to address positive or negative emotions pertaining to those particular attributes.

5. Monitor sentiment trend

A contemporary, intelligent Glassdoor API for employee experience analytics can show you sentiment trends in the data based on different time periods. You can use these Glassdoor insights to understand these data patterns and see the reasons behind a spike in positive or negative sentiment.

For example, you can see that employees were very happy during times when they were offered a hybrid work model or if they were unhappy with hybrid models due to technology and connectivity issues. You can then deep-dive into each aspect and work on ways to better your employee morale and satisfaction.

6. Multilingual capability

Although many employee analytics tools offer multilingual capabilities, they are mostly based on machine translations. These do not beget quality insights as translations dilute the data and result in false positives or negatives. Your Glassdoor API must have native speech taggers built for each language it supports. Only then will you get high-precision insights from multilingual data.

7. Set alerts and notifications for negative mentions

You should be able to promptly address any negative mentions, which means that the tool you use must be able to allow you set alerts and notifications for specific keywords. You can get these notifications on your mobile or through web alerts.


Glassdoor insights can provide you with critical findings that you can use to improve your employee experience and build better brand perception. You can not only create a nurturing work culture where there is trust between employees and the management but also develop meaningful strategies to improve employee productivity.

Repustate’s employee experience analytics platform allows you to leverage your Glassdoor data for just this. Available on the cloud as well as an on-prem solution, the platform offers insights in 23 languages. It allows you to access your data, change your sentiment rules, and set alerts, all without having to code. Further, being built on cutting-edge artificial intelligence, the platform grows intelligent with time so your insights are more and more accurate over time.

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