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According to a recent survey by CareerBuilder.co.uk, more than 50% of employers research candidates on social networking sites. So it should come as little surprise that candidates are increasingly turning the tables and using the web to research employers.
And with sites such as Glassdoor.com and EmployerInformation.co.uk allowing users to anonymously rate their company, there's no need for jobseekers to rely purely on the positive case studies provided on a company's recruitment pages. But just how important are these sites in attracting the best talent into your organisation?
"They are becoming increasingly important," says Jon Ingham, social media expert and executive consultant at consultancy Strategic HCM. "In particular the younger generation, who are more internet savvy, are used to using sites like TripAdvisor for personal things and they are increasingly using employer rating sites before they apply for a new opportunity or before they accept an offer."
It is this younger generation that Jamie Frith, founder of Gradjobsuncovered.com, had in mind when he launched the site in early May. "Getting a graduate job is the single greatest point of transition in the job market. By definition graduates don't have any experience, so the need for that information is stronger than in other areas," he says. "You hear the employer's side of the story a lot, and we felt there wasn't really anywhere you could go for information that is more balanced."
Gradjobsuncovered.com also gives employers the right of reply, should they wish to respond to a posting. But should organisations take up the opportunity to put across their side of the story if they are portrayed negatively?
According to Paul Harrison, managing partner at corporate social media specialists Carve Consulting, they should. "People respect organisations better if they do respond and engage with criticism," he says.
However, Vanessa Robinson, head of HR practice development at the Chartered Institute of Personnel and Development, says it won't always be
