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January 15, 2021

Onboarding Physicians to Reputation Management

By: Kayla Zamary

Onboarding Physicians to reputation management is becoming increasingly important for healthcare providers. One in three healthcare consumers says online ratings and review sites have influenced their decision when selecting a physician. Employees at all levels of the organization are learning that a commitment to excellence in patient experience is key. They are also learning how excellence…

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onboarding physiciansOnboarding Physicians to reputation management is becoming increasingly important for healthcare providers. One in three healthcare consumers says online ratings and review sites have influenced their decision when selecting a physician.

Employees at all levels of the organization are learning that a commitment to excellence in patient experience is key. They are also learning how excellence in patient experience is reflected in positive reviews.

In this post, we’ll look at the physician onboarding process at Spartanburg Regional Healthcare System in Spartanburg, South Carolina. Then, we will highlight what the organization is doing to gain provider buy-in. As a result, you will see how your practice can use effective onboarding to master reputation management.

The Basics of the Reputation Management Training Process in Physician Onboarding

At Spartanburg Regional, reputation management training starts on the physician’s start date, alongside other typical first day presentations. The system’s marketing VP reviews the patient experience feedback and presents the service recovery process.

Physicians review the hospital’s complaints and grievances policies and procedures. Then, Spartanburg introduces Binary Fountain’s software and how it works for the group. For example, Spartanburg demonstrates how every patient is asked to complete a post-appointment survey.

Integrating reputation management into your physician onboarding is critical to its success. Reputation management cannot succeed without buy-in from physicians. As a result, you must show your physicians how the process works and demonstrate positive results. This can be a powerful way of convincing providers that the process is both fair and effective.

Physicians can take ownership of their online reputation. Educate them on the online reputation management program and what they can do to help with their own reputation. Additionally, be sure to include reputation management in your organizational onboarding plan.

How Negative Reviews Are Handled

New physicians are educated on how practice managers review surveys and pass on negative reviews to the marketing department. Spartanburg also shows physicians how they will have a chance to work with any complaining patient. The organization hammers home the importance of positive patient experiences during physician onboarding.

Spartanburg’s intense focus on addressing patient complaints isn’t meant to scare new physicians. Instead, Spartanburg explains that survey information empowers the physician to turn negative experiences into more positive ones.

Spartanburg handles unresolved negative reviews promptly as grievances. Therefore, physicians quickly learn about any related to them from management. They also receive guidance on how to work with the patient to turn the experience around.

Responding to negative feedback with action instead of apology alone is crucial. Adverse online reviews can potentially torpedo the reputation of a healthcare organization or a provider – and negatively impact revenue.

Showing patients that you are willing to accept their feedback is an essential element of a positive patient experience. As a result, it can in turn lead to more long-term patient relationships.

How Physicians Are Taught to React if They Encounter a Negative Review

Spartanburg Regional instructs all physicians and other practice staffers to alert the marketing department of any negative reviews discovered on social media. The institution instructs doctors not to respond directly on their own.

Taking control of the review response process is important, especially if some of your physicians are wary of online reviews. Physicians may doubt a review’s validity or disagree with its feedback. Additionally, other physicians simply want bad reviews to “go away” by any means necessary.

Unfortunately, defensive and poorly planned responses can do great damage to reputations. Improper responses reflect poorly on physicians and organizations, even when directed at unreasonable complaints. They may even result in carelessly posted PMI, a serious HIPAA violation.

The Typical Physician Response to Reputation Management Training

Spartanburg has found that “most everyone” responds positively. New staff leaves their physician onboarding understanding how important this is. Many of the health system’s physicians come directly from residency, meaning that they’re familiar with reputation management.

Institutions introducing reputation management to more seasoned physicians can create a positive reception with data. Simply put, let the analytics do the talking.

Physicians are often naturally competitive. Their profession trains them to rely on empirical evidence, to trust data and outcomes. As a result, giving physicians a clear perspective on patient experience data – insight that clearly affects their practices – can grab their attention.

The Follow Up to Physician Onboarding

Spartanburg Regional ensures that its reputation management leaders visit practices and take time to talk with physicians about these initiatives. But these leaders do not treat the interaction as a dull lecture. Instead, they use the time to celebrate good reviews and improved results together.

Use data to engage physicians and congratulate them on their progress. This helps encourage them to embrace the value of online reviews and surveys. You will remind them how they can use the results to improve their online presence. Additionally, they will gain insights into where they can improve the patient experience.

When providers embrace reputation management and patient engagement, patients and potential patients take notice. It shows in the number of reviews, in new patient volume, and ultimately in corporate revenue.

Want to learn more about how Binary Fountain can improve your online reputation?

Schedule a Demo

 

To learn more about reputation management, browse these resources:
[Whitepaper] Improving the Patient Experience: A 360-Degree Review of All Patient Touchpoints
[E-book] Online Reputation Management ROI: Knowing Costs and Maximizing Returns for your ORM Program
[Blog] Reputation Management KPIs: Tracking Key Metrics of Your Online Presence
[Case Study] How Baptist Health Increased Review Volume by 320% in 6 Months
[Blog] How to Respond to Reviews During a Crisis Like COVID-19

About the Author

Kayla Zamary
Marketing Manager

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January 05, 2021

How COVID-19 Has Changed the Apartment Rental Industry

By: Scarlet Baker

At the start of 2020, everything was going as usual. Renters had little to worry about. But then, everything changed with COVID-19. Millions were left jobless, and it was not their fault. Renters with little savings, working hard to make ends meet, were all of a sudden left with no income. Many people were on…

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covid-19-apartment-rentalAt the start of 2020, everything was going as usual. Renters had little to worry about. But then, everything changed with COVID-19.

Millions were left jobless, and it was not their fault. Renters with little savings, working hard to make ends meet, were all of a sudden left with no income. Many people were on the verge of facing an eviction.

This is how COVID-19 has changed the apartment rental industry. While conditions appear to have a brighter future ahead, right now it is very difficult for many, including those who are searching for apartments.

Apartment Hunting During COVID-19

The biggest way the coronavirus has changed the apartment rental industry is apartment hunting. While many renters could be facing evictions, government intervention has prevented some of that from happening. Apartment hunting during COVID-19 has become more online-based during the pandemic. People can go online to read reviews about some apartment complexes. These reviews are found on Google and other websites that provide reviews for apartments and multifamily properties. While apartment hunting during coronavirus has changed the industry, resident satisfaction is still measured.

The Eviction Crisis

In 2020, many people have faced or are still facing potential eviction. While government policies have prevented some people from being evicted, this issue is still on the horizon. This can impact some customers’ experiences. If someone is unfortunately evicted, they will not leave a good resident review.

On the other hand, apartment hunting during COVID-19 is also impacted by potential evictions. Even though people will always need a place to live, moving back with friends or parents is a better choice for some. An eviction is very possible, although people searching for apartments in 2020 do understand that. Still, resident satisfaction is very important, regardless of the possibilities.

Resident Satisfaction

While searching for apartments during COVID-19, reading resident satisfaction reviews is crucial. Customer experiences are important, and seeing how the coronavirus has changed the apartment rental industry, businesses have to focus on creating a good experience. Customer experience is a great marketing tool.

Interactions with your brand are important, whether it be a property management firm or anything else. Customers look at the satisfaction of others more than ever. Doing apartment hunting during COVID-19 will involve reading about the experience of other residents, and determining if the apartment is right for them.

Customer Experience and Digital Marketing

Creating a good experience for residents is necessary, with or without a pandemic. It will attract more potential residents, and satisfy the current ones. Real estate companies, as well as other housing service companies, should have updated and optimized websites. These websites should have the option for tenant experience reviews to be posted.

One of the ways how COVID-19 has changed the apartment rental industry is customer experience. The experience of a customer does not start when they move in. It starts from the moment they click on your website or Google listing. If a website is easy to access, navigate, and visually sound, visitors will like it more. Next, we will go over ways to ensure that the site is optimized for customer experience.

Optimizing Your Site

As said before, one way how COVID-19 has changed the apartment rental industry is the emphasis on customer experience. Any website should have a section on customer experience. Adding this section will show the reviews to other visitors, and if they are good reviews, the bounce rate could reduce.

When your site is searched up on Google, there should also be a section with Google Reviews. Google Reviews are frequently used by residents to add reviews and ratings of businesses. Satisfied customers will leave good reviews, and poor reviews can still be resolved. This is a crucial feature to monitor and engage renters.

Search Engine Optimization

Search engine optimization, or SEO, is another great way to improve customer experience. As said before, customer experience begins from the moment a customer arrives at your site.

Search engine optimization can improve the ranking of the site on a search results page. The higher it is, the more likely new visitors arrive. These visitors can then have the same great experience as others, and can become potential residents.

The Future of the Apartment Rental Industry

While the coronavirus won’t be going away for at least a few months, neither will the apartment rental industry. Regardless of economic circumstances, a good landlord will be liked by their tenants. The same goes for the rental industry.

The leading property management firms focus on high-quality services for customers. While one of the ways COVID-19 has changed the apartment rental industry is customer experience, other factors still apply. The landlord-tenant relationship can create a solid foundation for the future of the industry.

Frequently Asked Renter Questions:

  • What is the cheapest month to move into an apartment?
  • What are the average rent prices near me?
  • Does rent go down during a crisis?
  • Are evictions given prior notice?

The Importance of Experiences

One of the ways how COVID-19 has changed the apartment rental industry is experiences. Good experiences and bad experiences can both be found out there.

Websites now have to provide more information before potential tenants can decide on an apartment. Some of this information relates to customer experience and resident satisfaction. If residents are happy, then they could leave positive reviews about their experience. This way, others know that the property manager they are dealing with is a good one.

Times have become difficult, and people need to rely on each other for things such as resident experience reviews. Real estate companies should adopt digital marketing strategies and tie them in with customer experience, to get the most out of their websites and online listings. Overall, this can attract new residents, and increase the rating of the real estate company and its properties.

 

Browse these resources for more on apartment rental marketing during COVID-19:

About the Author

Scarlet Baker

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December 21, 2020

Binary Fountain’s Top 10 Blog Posts of 2020

By: Kieran McQuilkin

The year that lasted a decade is finally coming to a close. Though it was challenging for any marketer or customer experience team, 2020 did give us time to do some blog reading at home. More readers than any previous year visited the Binary Fountain blog in 2020 to grab some industry advice, a few stats or a trend to watch. We…

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top-blog-2020The year that lasted a decade is finally coming to a close. Though it was challenging for any marketer or customer experience team, 2020 did give us time to do some blog reading at home.

More readers than any previous year visited the Binary Fountain blog in 2020 to grab some industry advice, a few stats or a trend to watch. We strived to give companies the timely information they need through our blog to make fast, data-based decisions that drive their enterprises forward.

In 2020, multi-location businesses wanted to know how to navigate the many avenues of online reputation building, with an increased focus on listings management and social media channels.

Google’s new features also grabbed the attention of our blog readers, along with monthly roundups of coronavirus search trends. If you want to know what tech-savvy marketers and managers were reading this year, look no further than our roundup of 2020’s most popular articles.

Here are Binary Fountain’s most-read blog posts from 2020:

1. Reputation Management KPIs: Tracking Key Metrics of Your Online Presence

Read Here

Correctly choosing and measuring KPIs is critical to determining your reputation management program’s return on investment. Ignoring vanity metrics will help you build a strong online brand. Focusing on metrics like review quality and consumer advocacy will help attract new customers and retain the ones you currently have.

This blog post breaks down some of the most important online reputation management KPIs and how to measure the success of your program.

2. The Impact of Telemedicine on Patient Experience

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As telemedicine takes center stage, healthcare organizations need to understand its quantitative impact on patient experience. How will the rise of telehealth visits impact the patient journey for healthcare consumers and caregivers?

In this article, we cover the top factors influencing the perception of telemedicine, the main patient experience benefits of virtual care, and the impact of telemedicine on care quality.

3. Top Healthcare Marketing Newsletters and Blogs for Busy Medical Professionals

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Though the medical marketing industry constantly changes – whether it’s Google algorithms, Facebook ad policies or video tools – the information is out there. To keep your content and campaigns on point, and sent through the right channels, you need the latest scoops in the healthcare market.

This list includes 15 healthcare marketing newsletters and blogs that every medical marketer should read.

4. How Do I Add a COVID-19 Testing Center to Google Listings?

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Through a partnership with Castlight, Google is displaying information for 2,000-plus COVID-19 testing centers across most of the U.S. When added, the test site label appears on your business profile and on both Search and Maps results.

In this post, we show you how to add COVID-19 testing center information to your Google business profiles.

5. How Patients Find Out About a Doctor’s Reputation Online

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Most patients today look up your hospital or physician practice online before scheduling an appointment. Consumers want access to convenient, quality care and are willing to do their own research to find it. How much would it help to fully understand how patients are finding physicians through an online search?

In this article, we cover all the ways patients find out about a doctor’s reputation online and prepare you to improve those reputations.

6. Achieving the Quadruple Aim: Employee Satisfaction in Healthcare

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As the healthcare industry evolves, the focus is shifting to a pursuit of the Quadruple Aim of Healthcare. To achieve it, organizations must understand the growing correlation between low staff engagement and lower patient satisfaction, poor outcomes, and increased costs.

In this post, we explore how employee feedback and provider experience data help healthcare organizations and managed care companies meet their business objectives.

7. How to Add a COVID-19 Google Post to Your Google My Business Listing

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Google made it easier for businesses to publish coronavirus-specific information on listings by adding a COVID-19 Google Post option. The posts, made available in March, appear more prominently on your business page, allowing customers to more easily understand the current status of your business and how you operate during this time.

This 2020 blog post shows you how to create COVID-19 Google Posts that will appear on the post carousel and “Updates” tab on Google My Business profiles.

8. 4 Use Cases for Natural Language Processing in Healthcare

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As the digitization of healthcare continues, marketers and patient experience professionals are making better use of unstructured feedback data through Natural Language Processing (NLP). Leveraged properly, NLP enables providers to automate administrative workflows, invest more time in care and improve patient experience using real-time data.

In this article, we cover four beneficial uses of NLP for healthcare companies, including benchmarking patient experience, review management, sentiment analysis and predictive analytics.

9. Covid-19 Communications: How Property Managers Can Connect with Tenants

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The continuing spread of COVID-19 makes accurate and timely tenant communications more valuable than ever. To mitigate damage to your communities’ online reputation, multifamily marketers and communications teams need accurate, consistent messaging across all digital platforms.

In this article, we offer tips on how property management companies can communicate with residents during the coronavirus pandemic.

10. Checklist for Managing Your Online Reputation During the COVID-19 Crisis

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Especially concerning coronavirus, it’s more important than ever for healthcare brands to be sources of truth for concerned customers. The quicker you respond to problems under your control, the better positioned you will be to contain this crisis.

This post includes five steps you can take to manage and protect your online reputation during this health emergency.

 

Click here to browse a full list of Binary Fountain blog posts from 2020. 

About the Author

Kieran McQuilkin
Content Marketing Specialist

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December 17, 2020

[Webinar Recap] Tips for 2021: 3 Key Opportunities for Healthcare Brand Management

By: Kieran McQuilkin

The pandemic has bent and reshaped the patient journey this year, leaving healthcare marketers with questions about key opportunities for 2021. How robust will your organization’s brand be next year? What changed? And how will you measure your evolving online reputation? In this webinar, Jarrard Inc.’s Reed Smith joins Binary Fountain to answer those questions…

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webinar-tips-2021-healthcare-brand-managementThe pandemic has bent and reshaped the patient journey this year, leaving healthcare marketers with questions about key opportunities for 2021.

How robust will your organization’s brand be next year? What changed? And how will you measure your evolving online reputation?

In this webinar, Jarrard Inc.’s Reed Smith joins Binary Fountain to answer those questions and demystify healthcare brand management heading into 2021.

With data from healthcare systems and consumers as a guide, we discuss lessons learned from COVID-19, which marketing KPIs to watch next year, and quick tips for capitalizing on reputation management initiatives.

This webinar offers expert insight into how three crucial touchpoints of the patient journey are changing and how your brand can respond heading into the new year.

Watch Now

 

Here are some key takeaways from the webinar:

Healthcare Listings Management & Local Search

It’s paramount that consumers find the right information when they search for local care, Smith says. Simply finding, claiming and correcting your Google My Business profile and other listings goes a long way.

For GMB and other directories, functionality has changed due to COVID-19, including the creation of links for virtual care and coronavirus information. Keep up with those changes and how they’re evolving in 2021, and as always, fill your listings with pictures, updated hours and all appropriate links.

Health insurance information is becoming more important to searchers, and Google is adding that information to healthcare providers’ GMB profiles automatically. Make sure to monitor them.

Healthcare brand management professionals should also be tracking search trends on Google, to know what consumers are searching for and asking. Binary Fountain publishes monthly blog posts with keyword trends related to the coronavirus.

Using Reviews & Surveys for Brand Management

The recency of ratings and reviews will prove essential as consumers start returning to providers. Leverage review responses to publish information about your locations and services over the winter. Not only is it a best practice to respond to each review, but also, it’s an easy way to display info for subsequent searchers.

Google Reviews shut down for two months last spring, and Yelp more closely scrutinized reviews early in the pandemic. These changes could happen again, so your healthcare brand management plan should include generating reviews on other platforms, including Facebook, Healthgrades and Zocdoc.

Furthermore, healthcare communicators should stay apprised of their employer brand. Smith says that when Google Reviews were suspended, Jarrard Inc.’s clients had a higher percentage of employee reviews on Indeed than consumer reviews on other sites. Glassdoor, Indeed and other employer-based review sources mean a lot in the healthcare industry, where recruiters face job-seeker shortages in nursing and other roles.

Telemedicine & Virtual Care

Early this year, Smith said, not many people had tried telemedicine. Many were forced into this model as the only available option, and “lo and behold – they loved it.” He expects a lot of those new virtual care patients to stick with telemedicine as their preferred way to interact with care providers.

In many ways, you can use the same mechanisms and media to communicate about telehealth options as you do with other marketing initiatives. Smith reminds us to talk about the benefits and the outcome, not the product. Most people conceptually understand virtual care, so tell patients how it works, how easy it is, and the central benefits.

Healthcare organizations should also be specific about telemedicine use cases in promotional materials. You’ll have an opportunity to promote virtual services through flu and cold season, and continuing into the spring with allergies. These efforts can take some stress off the emergency room and other places that could be more efficient serving other patients.

Email and text campaigns are especially convenient marketing tools for telemedicine promotion, Smith says. Additionally, Google Posts (and new COVID-19 Google Posts) are a free and effective way to get new telemedicine information listed near the top of your Google My Business profile.

After the appointment, healthcare organizations should begin including telemedicine-specific questions on surveys. As a relatively new service offering for many healthcare organizations, you want to capture as much specific feedback data as you can to improve the virtual patient experience.

Watch Now

 

Check out more episodes of our Tips for 21 webinar series:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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December 16, 2020

Tracking Coronavirus Search Trends on Google – December 2020

By: Hannah Borchik

The COVID-19 vaccine has started to ship, but the coronavirus continues to spread across much of the U.S. Consumer behavior is continually changing in response, as uncertainty remains high and patients weigh their health and safety options on all fronts. To understand patients’ current needs, healthcare marketers are looking to Google Search in December for guidance. Search trends give us a real-time view of consumer sentiment and frequent questions that…

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coronavirus-search-trends-decemberThe COVID-19 vaccine has started to ship, but the coronavirus continues to spread across much of the U.S. Consumer behavior is continually changing in response, as uncertainty remains high and patients weigh their health and safety options on all fronts.

To understand patients’ current needs, healthcare marketers are looking to Google Search in December for guidance.

Search trends give us a real-time view of consumer sentiment and frequent questions that must be answered by health authorities. Healthcare consumers, specifically, are grappling with changing hours, medical facility policies, telemedicine services, and now, vaccine considerations.

Using Google Search as a guide, marketers can address common concerns on their local listings, website, brand communications and social media pages.

In this article, we break down real-time search data on Google to understand what types of information healthcare consumers are looking for. Here are coronavirus search trends that digital marketers should monitor in December.

Coronavirus Search Trends for Healthcare Organizations

COVID-19 continues to arise frequently in search queries and business listings, concerning regulations, local precautions and vaccine information.

Here are some notable December trends on Google Search, based on data from our healthcare partners:

According to Binary Fountain client data, total searches for healthcare organizations haven’t yet returned to pre-pandemic levels, but are rising. There are now only about 1.75% fewer monthly searches for healthcare clients than in February.

Clicks on healthcare companies’ Google My Business (GMB) profiles rebounded more rapidly, however, now up 19% from late-February click volume. Meanwhile, clicks to phone calls have increased by 5% from pre-outbreak levels. Weekly clicks on GMB profiles for driving directions are down about 16% since Feb. 24, but climbing toward average levels.

Especially as COVID-19 vaccines become available, healthcare marketers need to prioritize updating local listings with phone numbers, URLs, hours and contact information for each facility.

Google Searches for Coronavirus in December

To survey the coronavirus search landscape in December, Google Trends has daily updates for the top related keywords and queries broken down by category and geography.

Global search volume for vaccine information reached an all-time high last month and continues to grow. Here are search queries related to vaccines that have spiked this week:

  • COVID-19 vaccine reactions – up 2,450%
  • How many people have had the Covid vaccine? – up 1,750%
  • COVID-19 vaccine side effects list CDC – up 400%

The trending coronavirus questions on Google currently relate to vaccines, symptoms and spreading the virus. The past week’s highest-searched COVID-19 questions were:

  1. Can dogs transmit coronavirus?
  2. Is vomiting a symptom of coronavirus?
  3. Where did coronavirus come from?
  4. Can you get the coronavirus twice?
  5. Is influenza a coronavirus?

Google is also keeping track of where people are searching for COVID-19 testing information in real time. This geographical indicator can help predict when local consumers will need authoritative information from providers about tests, treatments or vaccines.

Follow these instructions to get your coronavirus testing site listed on Google Search. And keep an eye out for similar features related to vaccine availability. Google also recently added a new feature tracking real-time searches related to different symptoms, which you can find here.

The shorthand “covid” and “corona” continue to appear frequently, so they should join your keyword lists for any social listening initiatives.

Location-based news and information about COVID-19 risks, meanwhile, remain high in demand from searchers. As local authorities on the topic, healthcare brands need to include location-specific keywords in marketing content, business listings, review responses and social media.

Other COVID-19 Google Trends

Most searches regarding COVID-19 concern health guidelines and news of its spread. But other search trends offer healthcare organizations insights that can further weigh into a patient’s decision to seek medical care.

You should be prepared for questions that arise as new updates reach consumers. For example, searches for “new coronavirus strain” increased by 750% this week, and searches for “can dogs get coronavirus” nearly doubled.

Meanwhile, face masks remain highly relevant to U.S. searchers as states reinvigorate and reconsider lockdown plans. Be on the lookout for search terms including “mask mandate” and “mask policy,” which have spiked in recent weeks. And make good use of related Google My Business attributes, like “staff wear masks” and “masks” required.

Employment and economic uncertainty also remain top of mind for searchers. We see continued high search volume for unemployment benefits and topics like “coronavirus relief package” and “stimulus bill.”

Search Trends for Helping Healthcare Providers

Not all coronavirus search trends in December are negative. Digital marketers can engage the many people looking to support local healthcare organizations during the pandemic.

Brands should answer their questions – on Google My Business, local landing pages and social media – about supporting local providers. Google recommends the following methods of using its platform to help consumers and support healthcare workers:

  • Let people know that solutions are available whenever, wherever.
  • Assess when people need you most, whether through your own first-party data or Google Trends.
  • Frequently update or publish content that informs, entertains, connects and promotes wellness.
  • Consider who the heroes are among your employees or your local community.

For more on managing your business listings and brand reputation during the pandemic, visit our COVID-19 Resources Page or browse these resources:

About the Author

Hannah Borchik
Account Director

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December 14, 2020

Binary Fountain’s Most Popular E-Books and Infographics of 2020

By: Kieran McQuilkin

For some crucial reputation management topics, a blog post just doesn’t do it – but an e-book does. When Binary Fountain’s clients needed in-depth looks at customer experience trends in 2020, they looked to our e-books, infographics and case studies. This year’s long-form resources ran the gamut of marketing and customer experience topics, from Google My Business and local listings to social media…

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binary-fountain-ebooks-2020For some crucial reputation management topics, a blog post just doesn’t do it – but an e-book does. When Binary Fountain’s clients needed in-depth looks at customer experience trends in 2020, they looked to our e-books, infographics and case studies.

This year’s long-form resources ran the gamut of marketing and customer experience topics, from Google My Business and local listings to social media and first-party surveys. We also published several worksheets, guides and infographics about COVID-19 and its continued impact on marketers.

If you have some time to spare over the holidays – and want a professional edge heading into the new year – browse through our most popular 2020 resources. There’s something for everyone!

Here are Binary Fountain’s top e-books, infographics and case studies from 2020.

1. [E-book] 2020 Healthcare Consumer Insight & Digital Engagement Survey

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Healthcare consumers are sharing more information than ever about their experiences with providers and all aspects of the patient journey. As the digital customer experience changes – from search to scheduling to surveys – healthcare professionals must understand consumers’ preferences at each step along the way.

For the fourth consecutive year, we asked consumers about their healthcare experiences to bring you our 2020 Healthcare Consumer Insight & Digital Engagement survey. In this e-book, you’ll discover current consumer behaviors shaping today’s healthcare industry and analysis to fuel your strategies for years to come.

You will learn:

  • Where patients find healthcare information online and what matters in their decision-making process.
  • Where patients leave feedback about providers and how reviews and ratings are influencing consumers.
  • How search engines, social media and healthcare-specific review sites are impacting your brand reputation.

 

2. [Case Study] Willis-Knighton Text Messaging Campaign Boosts Immunization Awareness During COVID-19

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As COVID-19 progressed, Willis-Knighton Health System’s pediatric parents were not keeping their children’s wellness visits and falling behind on immunizations. The organization engaged Binary Fountain’s Messaging platform to send TCPA-compliant messages to remind parents/guardians of immunizations and invite them to make appointments.

After just a 10-minute campaign setup, the text message was successfully sent to the phones of more than 45,000 parents or guardians. With the support of text messaging campaigns, online appointment requests increased 66% in May, 101% in June, and 93% in July.

In this case study, you will learn how Willis-Knighton created its campaigns, crafted effective messaging, and boosted patient engagement.

 

3. [Infographic] The Patient’s Digital Journey Map

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There are five main steps throughout the digital patient journey – each an opportunity to deliver an exceptional patient experience.

In this infographic, we dive into the crucial touchpoints along the modern healthcare consumer’s path to care. You’ll find insights and data from real-world healthcare reputation management initiatives, along with stats from our 2020 Healthcare Consumer Insight & Digital Engagement survey.

You will learn how leading health organizations are optimizing these major customer experience touchpoints: finding a doctor, making care decisions, booking appointments, evaluating patient experience, and reviews and surveys.

 

4. [E-book] Online Reputation Management ROI: Knowing Costs and Maximizing Returns for your ORM Program

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The ability to prove return on investment is mission-critical for any healthcare organization’s reputation management program. Marketers must focus on areas with the greatest potential for measurable business outcomes, including an increase in patient base and gains in service-line revenue.

In this e-book, you will find proven ORM budgeting and resource-allocation strategies that save on staff resources and costs. We cover ways to capture organizational buy-in with insights into what various stakeholders are looking to gain from your ORM program.

You will learn:

  • How to budget across your online presence, patient experience and feedback management initiatives.
  • Ways to measure key online reputation metrics across reviews, surveys, search rankings and conversions.
  • How the quantitative impact of ORM investments aligns with high-level business metrics.

 

5. [E-book] How COVID-19 is Shifting Priorities for Healthcare Marketers

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Healthcare marketers reprioritized and reallocated resources in 2020 as COVID-19 impacted staffing and crisis communications took center stage. How did marketing leaders respond and refocus their strategies in this fast-changing digital healthcare landscape?

To find out, we surveyed more than 300 healthcare marketing professionals across the U.S. This e-book includes key findings from our survey about how the industry’s top marketers are reshaping plans and communicating with patients.

You will learn:

  • How top healthcare marketers are reprioritizing projects and budgets during COVID-19.
  • Where the industry is shifting marketing dollars, reallocating staff and cutting costs.
  • Ways marketers are successfully communicating with patients and their communities online.

 

6. [Case Study] How Baptist Health Increased Review Volume by 320% in 6 Months

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Baptist Health South Florida’s marketing team was spending too much budget on digital ads with little impact on urgent care facilities, which had historically low ratings on review sites. To improve star ratings and search rankings, it needed to capture more reviews across its locations, respond to those reviews, and provide quicker service recovery.

The healthcare organization launched SMS text campaigns asking for reviews across its urgent care locations, using Binary Fountain’s Mobile Testimonials solution. In six months, the text messaging campaigns delivered a 322% increase in online reviews across urgent care facilities. Now, more than 90% of locations using Mobile Testimonials now have more than 100 Google reviews.

In this case study, you will learn how Baptist Health used reputation management tools to understand patient feedback at scale, target locations for improvement, and generate reviews.

 

7. [E-book] A Complete Guide to Attracting Reviews for Your Multi-Location Business

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New customers and repeat sales are cornerstones of success for any brick-and-mortar business. A comprehensive strategy for generating and monitoring online reviews will help your multi-location business achieve those goals.

This e-book offers stats, tips and best practices for your organization to generate a high volume of high-quality reviews. Discover how online reviews inform local customers and serve as a ranking signal for search engines. Plus, find out how to use customer feedback to make brand-wide and location-specific improvements, guide marketing strategies, and measure KPIs.

 You will learn:

  • How to determine which review sites your prospective customers use.
  • Ways to develop multi-channel strategies for requesting reviews and surveys.
  • How to monitor your online reputation and evaluate customer feedback at scale.

 

8. [E-book] Guide to Social Media Marketing for Healthcare

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Leading healthcare brands are using social media as an effective tool for engagement, communication and marketing. How can your organization balance the need for patient privacy with the brand-building power of an active social presence?

In this e-book, we cover the key elements of a social media strategy that aligns with your values and protects your online reputation, along with real-world examples of healthcare social media in action.

You will learn:

  • Ways to “listen in” on social media platforms, publish quality content and capitalize on the online conversation surrounding your brand.
  • Where patient reviews frequently appear on social media and how to stay HIPAA compliant.
  • How to combine technology, automation and ads to master social media management.

 

9. [Infographic] How the Rise of Telemedicine Will Impact Patient Experience

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Consumer comfortability with telemedicine is rising as virtual services become a valuable – and often necessary – care option. In fact, 80% of consumers are more likely to select a medical provider who offers telemedicine services over one who does not.

Healthcare organizations need to understand the impact of telemedicine on patient experience to build online visibility for telehealth services and improve the quality of virtual care. In this infographic, we share data about the telemedicine experience that can shape your marketing and patient experience strategies as the technology becomes ubiquitous.

You will learn which patient populations are comfortable with virtual care, what their biggest frustrations and concerns are, and where patients share their telemedicine experiences online.

 

10. [Case Study] Prisma Health Increases Web and Foot Traffic with Provider Transparency Program

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When patient experience leaders at Prisma Health saw how online reviews led the conversation about their organization, they launched a plan to take back control of their digital reputation. The health system used Binary Fountain’s transparency solution to leverage first-party survey data in ways that significantly boosted web traffic and encouraged appointment requests.

In less than 18 months, its CG-CAHPS Rate Provider score increased to the 83rd percentile and its CG-CAHPS MD Communication Domain score increased to the 72nd percentile. Meanwhile, Prisma Health’s appointment requests jumped by 56%, unique page views increase by 17%, and average time on webpages doubled.

In this case study, you will learn how Prisma Health leveraged surveys and review management technology to improve key metrics for both marketing and patient experience.

 

Want more? Browse these full lists of Binary Fountain e-booksinfographics and case studies.

 

About the Author

Kieran McQuilkin
Content Marketing Specialist

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December 10, 2020

[Webinar Recap] Tips for 2021: Listings and Local Search ft. Ben Fisher

By: Kieran McQuilkin

Your listings on Google could make or break your brand in 2021, as consumers gravitate toward local search to make buying decisions. What can marketers do to rank their business listings at the top of search results next year? In this webinar, Ben Fisher, a Google My Business Platinum Product Expert, joins Binary Fountain to…

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webinar-tips-2021-google-listingsYour listings on Google could make or break your brand in 2021, as consumers gravitate toward local search to make buying decisions.

What can marketers do to rank their business listings at the top of search results next year?

In this webinar, Ben Fisher, a Google My Business Platinum Product Expert, joins Binary Fountain to lay out specific ways you can optimize your business listings and put them in the best position for local search in 2021. He covers best practices, key features, and ways to create content-rich listings that outrank your competition and convert customers from search.

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Here are some key takeaways from the webinar:

Key Google My Business Attributes for 2021

There are a few baseline best practices you must get right in 2021, according to Fisher. Make sure your business name is in compliance with Google My Business (GMB) standards, your categories are set properly, and you’ve optimized every aspect of GMB that you can – down to “year founded.”

Health & Safety attributes are also worth using and monitoring, as they will likely change as COVID-19 progresses and vaccines begin distribution. Keep an eye on your GMB dashboard to stay on top of these changes as they happen.

Fisher says marketers need to think about the customer experience more than ever. With so many GMB attributes being shown in search, your business listings are becoming a more frequent point of entry for consumers. Zero-click searches are rising in popularity, adding to the trend of customers making decisions on Google – before they find your website.

Google Posts and Q&A are also crucial for your 2021 digital marketing strategy. Upload photos on a regular basis – preferably every week. These should come from near your location, since Google encourages local images and discourages stock photos. Meanwhile, Google Posts are available for enterprises and franchises, offering a low-effort engagement channel with significant potential rewards.

Google Search and 2021 Trends to Watch

Google Search in 2021 comes down to the consumer experience. Local business information already displays for 80% of searches with local intent, so your locations need localized information to offer the best search experience to potential customers.

Meanwhile, the relationship between your website content and Google Search results is very close, Fisher says. As you add content to your website, keywords will start showing up in your keyword queries on GMB. Though your website is important for people who want to spend time there, GMB is becoming even more important for those wanting answers right now.

Google Reviews also play into search results, but are more important for the overall customer experience:

“Think about the customer and the fact that 79% of customers want to see that you’ve responded to reviews in the last two weeks,” Fisher says.

He recommends making a game plan to answer all reviews, positive and negative, within two weeks. It’s a great engagement strategy for existing customers and also for those considering your business.

Competitive Advantages for Google Listings in 2021

Fisher has one central piece of advice for those looking for competitive advantages on business listings: “Do your best to use all the features of GMB… Use it, abuse it. It’s free. Why not?”

For example, if you haven’t selected the Health & Safety attribute for staff wearing masks, consumers may automatically disqualify you from their search. Local-based citations can help too, along with reviews, posts and Q&A – all of which send engagement signals to Google.

One of the biggest new competitive advantages, Fisher says, is the Messaging feature, which is now being rolled out and expanded. Soon, when you create Google Posts, people will be able to message you directly from the Post.

Though changes are coming, Fisher’s key principles remain steady: Tending to GMB, producing high-quality marketing content and providing a good customer experience will lead to listings management success in 2021.

Watch Now

 

Check out more episodes of our Tips for 21 webinar series:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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December 09, 2020

Impact of Social Media on Businesses

By: Kayla Zamary

What impact has social media had on businesses? Think about it like this: millions of people use social media platforms such as Facebook every day. Smartphones give people 24/7 access to social media. All businesses have customers that use social media, including multi-family residential groups and healthcare organizations. Most of these people are using social media to…

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social-media-impact

What impact has social media had on businesses? Think about it like this: millions of people use social media platforms such as Facebook every day. Smartphones give people 24/7 access to social media. All businesses have customers that use social media, including multi-family residential groups and healthcare organizations.

Most of these people are using social media to engage with brands just like yours.

In fact, HootSuite found that 52% of online brand discovery happens in public social feeds.

The impact of social media on businesses is almost immeasurable.  Social media is a fast, inexpensive way for you to reach your potential customers. Having the right social media strategies can help you grow your business and your online reputation.

Humanize Your Brand

The biggest benefit of using social media is that it humanizes your brand. It shows people what you do is more than a company logo. Using social media platforms to create real human connections

Social media gives you the ability to showcase your product or services improving the lives of your current customers. It can also encourage others to improve their lives in the same way. That can have a huge impact on your business.

Not sure where to start?

Start by posting a video on your social accounts of current customers talking about how you helped them solve a problem. Position your customers as the heroes of their stories and your brand as the guide. By showing others how your company impacted someone else, you can be sure you will attract more business.

The goal is to establish yourself as a subject matter expert in your field.

It’s also important to think about user intent. Social media users are looking for engaging content that doesn’t go too deeply into detail. But the content does need to provide emotional value.

This is a different mindset from that of people searching for details about a product or service. Keep user intent in mind before posting.

Social publishing tools can help you post your new content to most relevant social platforms. These tools, like Binary Fountain’s Social Publishing solution, allow you to create a single post and schedule it for distribution across multiple social media sites. Restrictions can be set in place to ensure all posts are reviewed, approved and scheduled by a supervisor before going public.

These additional controls within social media management tools are especially important for enterprise brands. They simplify the management of multiple locations and their local public outreach.

The Impact of Building a Social Community

Social media platforms give your business the power to reach potential customers every time they check their profile. This gives you almost limitless opportunities to connect with fans. According to BroadbandSearch, people spend an average of six years and eight months using social media over their lifetime. By comparison, the average time a person spends eating and drinking is three years, seven months.

We know users are plugged into what happens on social media. But that doesn’t mean they want or are excited to see your content. Users are typically interested in what their friends and family are doing. That’s where organic customer referrals can help.

Customers are using social media for digital word-of-mouth referrals when choosing businesses. Increasing the number of people who interact with your product or service increases the likelihood of additional views. Thus, you build a connection you wouldn’t have had before.

Additionally, there are probably people in private groups and messages asking for recommendations for the products or services you offer. Having an attractive profile on social media and a well laid out website will help you put your best foot forward.

Post engaging content on a regular schedule to develop a following. They will help you grow your brand and a community to support it.

Paid Advertisement: Boost Your Social Media Impact

Over 98% of Facebook’s first-quarter 2020 revenue came from advertising. Businesses are paying for advertisement space on social media because they’re seeing results. This is especially true for businesses interested in boosting brand awareness.

It can be hard selling executives on paid advertising if they are used to thinking of social media as “free.” Facebook allows you to post content to your existing audience for free. However, the percentage of audience members that will see your post in their feeds has been steadily declining.

Part of the reason for this decline is an increase in pages producing content for a finite audience. Facebook has also noticed that overexposure to advertising reduces user engagement and has adjusted its algorithm accordingly.

Paid placement greatly expands your reach by moving your posts above the fray and featuring them in prominent placements. And the cost to do so is surprisingly low. Some businesses have been able to reach as many as 200 visitors for $5 per day.

Even at such a low price, Facebook allows users access to exceptional targeting. Paying for social advertisements also allows you to be more focused on your marketing efforts. It allows you to reach new audiences by finding people with similar interests to your current customers. You can then place your business in front of them.

Using retargeting and custom lists, you are able to continue the conversation with customers based on their individual behavior. You’re able to show them the right product or service at the right time.

Businesses have used these features to push stalled leads down sales funnels, as well as find new qualified leads.

Monitor What Your Current Customers Are Saying

Social media isn’t always what you say to your audience, but what your audience says about you. Nothing can be more valuable to your business than real-time feedback from customers who are already invested in your business. You can discover this feedback through tools like Binary Fountain’s Social Listening solution.

Social listening refers to a brand’s ability to monitor and manage their online social presence using keyword tracking. It allows you to set and track relevant keywords across a wide range of different sites and platforms. It allows brands to monitor their mentions on both the macro and micro levels.

Social listening allows brands to track their mentions from Facebook reviews to Twitter complaints, comments on Reddit, and beyond.

Having all this knowledge on a single dashboard allows you to organize a social media management plan. It’s also invaluable for responding to all feedback quickly and effectively.

Comments, messages and engagement rates all help inform how a product, business, or idea is being received by the audience. The best social listening algorithms allow for advanced keyword-based targeting for more effective feedback analysis.

For example, if you want to focus on a specific region, you can input regional tags. If a customer mentions it alongside your company name you will receive a notification.

You can take advantage of segmented keyword tracking to focus your social listening on a specific aspect of your brand. This capability breaks target online mentions into streams or topics for deep analytics and reporting purposes.

Proper keyword configuration helps to magnify specific parts of your business and run a sentiment analysis to measure patient satisfaction.

Engage Your Customers with Review Responses

social-media-marketing-healthcareYour customers are already talking about you online. By engaging your audience when they have concerns or complaints, you are showing others your willingness to please customers. Engagement goes a long way to establishing a positive online reputation.

Similarly, if someone is saying good things about your business, you can reaffirm that sentiment by thanking the person. This highlights how much you appreciate your customers.

Social media is a chance for you to highlight positive customer experiences and quickly respond to negative feedback.

Remember, if someone says something negative about your business, respond politely, and professionally. Even if the customer reacts obstinately, your response will signal your concern for positive customer experiences to other users.

Social publishing is not only a powerful tool for brand promotion but also useful for replying to positive and negative reviews and comments.

Your social publishing dashboard will notify you when a user has responded to one of your posts across platforms. You can then respond in several ways, either within the dashboard or via the social media platform itself.

Manage Your Social Media Presence in One Place

Do you need help managing your social media presence? Binary Fountain’s social media management tools can help. Our suite combines publishing and listening technologies to help you manage, schedule and publish posts across multiple social media channels.

The software also allows you to monitor social media websites such as Facebook and Twitter on one platform. Tracking social media mentions gives you a real-time view into what customers are saying about your business. Spend more time acting on insights and improving your business, and spend less time collecting data.

Want to learn more about how Binary Fountain can manage your social media presence?

 

Schedule a Demo

 

To learn more about social media’s impact, browse these links:

About the Author

Kayla Zamary
Marketing Manager

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December 08, 2020

A Look Back at Binary Fountain’s Top Webinars of 2020

By: Kieran McQuilkin

A turbulent 2020 is nearing its end, and we’ve learned a lot – good and bad – about online reviews and reputation management. To find recovery and growth opportunities for 2021, we want to look back on the webinars that marketers and customer experience pros found most insightful this year. In 2020, these tech-savvy professionals wanted to know how to attract and monitor…

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webinars-2020A turbulent 2020 is nearing its end, and we’ve learned a lot – good and bad – about online reviews and reputation management. To find recovery and growth opportunities for 2021, we want to look back on the webinars that marketers and customer experience pros found most insightful this year.

In 2020, these tech-savvy professionals wanted to know how to attract and monitor reviews coming from more online sources than ever.

Multi-location marketers in all industries also increased their focus on adding social media and text-based campaigns to reputation management strategies.

Binary Fountain’s dozens of webinars this year looked to break down those topics, from Google ratings and Facebook recommendations to listings management tools and review response strategies. Now, your peers have spoken – the list below features Binary Fountain’s most popular webinars from 2020.

Want to pump your marketing muscles before the year winds down? Check out one, two, or all six of our top webinars. Or, for a full list of our recent webinars, infographics, e-books and blog posts, click here.

Here are Binary Fountain’s most popular webinars of 2020:

1. What Healthcare Consumers Want in 2021: Breakdown of Key Survey Results

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For the fourth consecutive year, we surveyed U.S. healthcare consumers to understand their current preferences, frustrations and influences throughout the digital patient experience. In 2021, healthcare marketers and patient experience professionals must work together to meet patients at their time of need and match their rising expectations of quality care.

In this webinar, Healthcare Success CEO Stewart Gandolf joins Binary Fountain’s Aaron Clifford to unveil results from the 2020 Healthcare Consumer Insight & Digital Engagement survey. They offer data-driven tips and strategies that you can use to improve your healthcare brand’s reputation, maximize your online presence, and ultimately drive new patient revenue.

What you’ll learn:

  • How patients find doctors online and use reviews/ratings to make care decisions.
  • Which factors matter to healthcare consumers throughout the digital patient journey.
  • Where patients leave reviews and how to generate feedback on local listings and provider pages.

 

2. 8 Steps to Rewire Customer Relationships Disrupted by Pandemic (ft. Jay Baer)

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In this next normal, we can assume nothing regarding what customers know about businesses. Binary Fountain and Rio SEO teamed up for a special webinar featuring Jay Baer, giving marketers a framework for kickstarting changes to customer experience touchpoints.

Baer, founder of Convince & Convert and best-selling author, offers concrete steps toward rebuilding customer knowledge (including ratings and reviews), retraining your team, and regaining your competitive advantage.

What you’ll learn:

  • How to protect customer relationships you’ve already earned and take this opportunity to grow your market share.
  • Ways to inform consumers of changes, making products and services more relevant and easier to buy.
  • How to update your website and push highly relevant information to all platforms, from email to Instagram.

 

3. COVID-19 and Healthcare Marketing: Should You Freeze, Pivot or Push Forward?

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As COVID-19 continues its spread, healthcare marketers are using digital tools to inform their communities, update their local listings and manage the ongoing crisis. Healthcare professionals pivoting their communications for COVID-19 need to fit social monitoring into their strategies to gather valuable information for potential and current patients.

In one of many coronavirus-focused webinars in 2020, Healthcare Success CEO Stewart Gandolf joins Binary Fountain to discuss specific ways healthcare marketers can leverage social media and online listings to support frontline providers and engage their communities.

What you’ll learn:

  • How to reallocate marketing budgets and strategies given shifts in consumer behavior.
  • Adjustments to brand communications that offer information and empathy.
  • Pivoting digital marketing initiatives and building a robust multi-location online presence.

 

4. How a Multi-Specialty Physician Group Leverages Patient Feedback

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As the healthcare consumer journey changes, prioritizing patient experience enhancements requires monitoring real-time feedback across all your services – physical or virtual. Successful organizations are identifying high-priority practices and initiatives that will provide the best return on their investments.

In this webinar, a large national physician group provides tips for using patient feedback to prioritize patient experience improvements at scale. You will learn how it uses survey and review data to benchmark provider performance across 450 practices, garner buy-in for telemedicine initiatives, improve care outcomes, and more.

What you’ll learn:

  • Ways data from surveys and online reviews can help identify patient experience priorities.
  • Examples of implementing healthcare process improvement programs at scale with limited resources.
  • How to report patient experience metrics and connect online reputation to business objectives.

 

5. Ask an Expert: How to Optimize Your Listings for COVID-19 Reopening

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Online listings are the cornerstone of healthcare marketing initiatives in the wake of COVID-19. But search algorithms, listings platforms and consumer behavior are changing by the day.

In this webinar, Ben Fisher, a Google My Business Platinum Product Expert and founder of Steady Demand, joins Binary Fountain to cover the most important listings platforms and features to monitor as healthcare organizations look to resume services and attract patients to resuming care.

What you’ll learn:

  • Which listings features healthcare marketers use to keep consumers informed at a local level.
  • Key elements of Google Search and Google My Business that will improve your brand’s online presence.
  • Ways to promote telemedicine and other virtual services through third-party listings and social media.

 

6. Webinar Series: Tips for 2021

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Finally, we have our Tips for 2021 webinar series to round out the year. We’re hosting healthcare industry thought leaders to give their best advice about digital marketing, listings management, review monitoring, content creation, and patient experience.

Plus, we know you’re busy, so each webinar is just 15 minutes long! We’ll also send on-demand recordings to each registrant following the webinars. So, if you can’t make it for the live session, please register anyway and keep an eye on your inbox.

Register below for on-demand and upcoming webinars from our Tips for 2021 webinar series:

 

For a full list of Binary Fountain webinars, click here.

 

About the Author

Kieran McQuilkin
Content Marketing Specialist

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December 03, 2020

How to Improve Employer Brand

By: Kayla Zamary

Capable and driven employees are valuable to your organization’s success. However, attracting top talent is not a game of chance. High quality job candidates seek positions with companies that current and former employees will vouch for. Therefore, online reviews play a vital role in whether or not your business receives interest from highly skilled applicants.  Of…

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improve-employer-brandCapable and driven employees are valuable to your organization’s success. However, attracting top talent is not a game of chance. High quality job candidates seek positions with companies that current and former employees will vouch for. Therefore, online reviews play a vital role in whether or not your business receives interest from highly skilled applicants. 

Of course, no two reviews are the same. Some are unflinchingly positive or negative, while many are more nuanced. To complicate things further, employees may leave reviews on a number of different platforms, such as Indeed, Glassdoor, Comparably, social networks, or somewhere else. Keeping track of all your reviews and determining whether or not they might favor your employer brand is no easy task. 

Why Managing Your Employer Brand Matters

According to Randstad’s 2020 employer brand research for the USA, 80% of workforce leaders agree that a strong employer brand has a significant impact on their ability to hire great talent.  

Half of candidates say they wouldn’t work for a company with a bad reputation – even with a pay increase. In fact, the No. 1 obstacle to candidates in the application process is not knowing what it’s like to work at an organization. As a result, 52% of candidates first seek out the company’s website and social media to learn more about an employer. 

Essentially, attracting the best talent and keeping it long term is an uphill battle if you do not build a strong employer brand. But what are job seekers specifically looking for in an employer?  

Software Advice conducted a study that detailed the importance of receiving positive or negative ratings on Glassdoor’s five categories: compensation and benefits, work/life balance, career opportunities, culture and values, and senior management. The study found that compensation was the most important factor in both attracting and turning away employees and that negative reviews of senior management weighed more heavily than positive reviews. 

Of course, every candidate will value these five categories (and others) differently. Your employer value proposition must take all of these factors into account and seek to improve each one. 

Job seekers are using sites like Glassdoor and Indeed to look at job openings, post their resumes and research companies. They also want to know about other candidates’ experiences in the interview process, as well as the company’s work environment and company culture. Chances are that prospective candidates are going to ignore your career listings if they see negative reviews from existing employees.

The bottom line is that candidates are watching for more than a simple listing on a career page. The best candidates are very intentional about doing their research. They’re looking into what the experiences of others have been, meaning businesses must embrace employer branding strategy. 

Three Ways Companies Can Improve Employer Brand

 

1. Personalize your profiles to each candidate persona

You can post an up-to-date logo and create content based on who you want to attract. Glassdoor actually allows you to create a personalized view of your profile for up to four different audiences based on their background, such as engineering, creative, sales, etc.

2. Update your profile often

Candidates are much more likely to get excited about working for a company if they can see the latest milestones, product releases, community service, and other employer branding content. This is especially true when compared to companies that are a mystery due to a lack of available, up to date information or posts. Updating your profile often lets you show potential candidates why your company is a great place to work.

3. Track and respond to reviews

Many platforms alert you when someone leaves a review or comments on a post. On Glassdoor, you can feature positive reviews on your profile so that they are the first reviews job seekers see when researching your company. It’s also important to keep track of your reviews to stay in tune with what’s going on in your business and if there are any common threads that need to be addressed to shift the culture into a better place for candidates.

How to Ask Your Employees for Feedback

You cannot expect every employee to love everything about their time with your business. That said, you should not shy away from a negative review.  

A bad review is more valuable than no review at all. For one thing, this type of criticism will open your eyes to areas that need improvement. Additionally, job seekers are likely to question employers with only positive feedback or few reviews, as these indicate a lack of engagement, sincerity or something suspicious. Therefore, asking your employees for feedback is vital for improving your operations and your reputation management strategy. 

When asking your employees for reviews, you must be mindful of your approach. For new employees, wait about 90 days before requesting feedback. This provides a wide enough window for them to assess their feelings and report on them honestly. Do not pick and choose who you ask, as cherry-picking positive reviews can backfire. 

Also, encourage honesty and make clear that negative feedback will not be met with punishment or disappointment. And remind everyone that leaving a review is optional. No one should feel obligated to air their opinion.

employer-brand-webinar

When requesting feedback, look at your current ratings on different platforms to see which ones could use more attention. Reputation management software can help you easily view this data.  

And finally, send these requests to your people via email or text to make the process easy for them and yourself. Just make sure you send these requests at reasonable and optimal times, such as during the workday or shortly after work. Avoid sending requests late at night, early in the morning or on weekends and holidays. 

Best Practices for Responding to Employee Reviews

Whenever you receive a review from an employee, you should take the time to craft a response. This goes for positive and negative reviews alike. Replying to all reviews signals to job seekers that you are committed to receiving criticism and making changes accordingly. That said, just as you must be tactful in how you ask your employees to leave a review, you must respond to each review with care. 

As a general rule, be courteous and professional when responding to reviews. Think of what your best potential hires will think when reading your response as you craft it. If you display fairness and professionalism in your public reply, it reflects well on your brand.  

If the reviewer purposefully left their name out of the review but you think you have an idea of who it might be, do not include their name. Be warned, your assumption might be wrong. But even if it is dead on, there is nothing to gain by unmasking an anonymous source.

Even if you feel a negative review is unfair or mean-spirited, present your brand as the bigger person. A good rule of thumb when responding to feedback is to adhere to the three “A”s: acknowledge, articulate and advise. Following this blueprint will help you learn from your mistakes, convey your message (stick to the facts), and reveal a path forward that will improve your business. 

How Binary Fountain’s Employer Brand Solution Helps Attract Top Talent

Knowing how to properly ask for and respond to employee reviews will help you boost your brand as job seekers look for the best employers. However, without proper reputation management solutions, you will have a hard time knowing where to focus your efforts. 

Binary Fountain’s employer brand gathers your brand’s reviews and ratings from sources like Glassdoor and Indeed, analyzes review data, and provides detailed insights into your brand’s performance across locations and against competitors. You can also hone in on specific employee satisfaction categories, such as growth, benefits, recognition, feedback and more. Navigating these sections will highlight areas that need improvement within your organization, which is necessary for retaining top talent. 

Attracting the best candidates for your business requires a reputation management solution that covers all the bases. Binary Fountain’s employer brand software provides the data, insights and control to manage your brand and culture to assist your employee advocacy efforts, boost your retention rate, and empower you to hire people from the best possible pool. 

Click here to learn more about our Employer Brand solutions. 

For more reading on how to improve your employer brand, see these resources: 

About the Author

Kayla Zamary
Marketing Manager

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