Today, consumers research the brand for every item they buy or restaurant they visit. The effort to buy a book can lead to a flurry of Amazon reviews, and no trip can be planned without consulting the millions of opinions available on TripAdvisor.
So if someone is taking 20 minutes to look up reviews for lint rollers, for example, “you can be sure that if they have the opportunity to look at reviews for jobs, they’re going to do it,” said Alison Hadden, director of product marketing for Glassdoor, an online career community that holds a growing database of 6 million company reviews CEO approval ratings, salary reports and interview reviews.
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