AI Workflow: The Workplace Reputation Tracker

TLDR: I built a Workplace Reputation Tracker that turns public employee reviews into quarterly leadership insights on how their company is perceived. If you’d like help implementing this workflow, get in touch here.

Every organization talks about attracting and keeping great talent, but few connect it back to business performance in a tangible way.

There’s a growing body of research linking employee retention to customer relationships, brand trust, and long-term revenue stability. And in 2025, when candidates research your reputation long before meeting your recruiters, the connection between how employees feel and how customers behave has never been stronger.

When your people stay, your customers stay and your business grows

Keeping employees happy is good for business. Employees who stay know your customers, understand your systems, and solve problems faster. Customers, in turn, stick around longer and spend more because they trust the people behind your brand.

Most companies try to fix retention with culture programmes or benefits, but it starts much earlier, with who you hire and what they expect from you.

You can’t attract people who never believed the promise in your job description

The 2025 talent market looks deceptively employer-friendly with more candidates chasing fewer openings. But talk to any recruiter and you’ll hear the same frustration: the signal-to-noise ratio is the worst it's ever been. Recruiters are drowning in applications that look good on the surface but fall apart under scrutiny. 

Exceptional candidates are harder to find because AI has blurred the line between qualified and not. Many of the best ones quietly choose where to apply based on how they perceive you, not your job description. They’re reading what your current and former employees are saying, and deciding whether your company’s promises in the JD sound believable.

In fact:

• 76% of candidates want to understand company culture and values before accepting a job offer
  
  

• 83% of job seekers say they research reviews and ratings before applying, treating reputation as a key decision factor

The hiring advantage no longer lies in how many people apply, but in how many believe your story enough to want in.

Before you struggle to find top talent, look at your public reviews

Your internal metrics tell you what already happened: who left, how long roles stayed open, and when engagement began to drop.

Your Glassdoor page, on the other hand, shows you why. It’s the earliest signal of how employees experience your culture and leadership day to day.

When reviews start shifting in tone, they often foreshadow changes in your hiring funnel and retention metrics months before the data catches up.

Exit interviews are valuable, but public reviews are the truer pulse

Your employer brand is a living asset, shaped continuously in the open, with or without your participation.

Exit interviews provide hindsight; public reviews provide both hindsight and foresight. They capture how your organization is experienced in real time and how it’s remembered once people leave.

The feedback is unfiltered and often exposes the true health of your culture, leadership, and employee promise, long before those signals appear in turnover or hiring data. Yet many leadership teams only engage with this feedback goldmine when visibility becomes a risk or when a negative review goes viral.

In my past work life, I co-led Jobberman’s Best Place to Work in Nigeria research, a national index that surveyed thousands of professionals on their workplace experience, and perception of present and future employers.

Reports like that are valuable snapshots, but Glassdoor gives you a live feed.

Stuck on what to highlight about your company? Start with Glassdoor

Every Employer Brand team has been there: searching for what to spotlight next, brainstorming campaigns, or wondering how to make the company look more relatable online.

The instinct is often to create enthusiasm. Launch a TikTok challenge, film office tours, or push employees to post on LinkedIn. But what if you didn’t have to force it?

Buried in your reviews are the themes employees naturally rally around e.g. supportive managers, flexible culture, learning opportunities, or purpose-driven work. These lived experiences can anchor authentic campaigns and keep internal engagement high.

A Workplace Reputation Tracker is half the solution. The other half is what you do with the insights

The Workplace Reputation Tracker is a no-code automation that analyzes public employee reviews every quarter and turns them into an executive-friendly report your leadership team can act on. It continuously monitors how your organization is perceived by current and former employees, surfacing trends and blind spots before they affect recruitment or retention.

But the tool itself isn’t the story, it’s what it enables. With each quarterly report, leadership teams can identify cultural strengths to double down on, pain points to address early, and recurring themes that shape your reputation in the market. Over time, this creates a feedback loop that overtime closes the gap between what your brand says and what employees actually experience.

How it works

Using Make.com, OpenAI and Google docs, the workflow:

1. Parses 90-day Glassdoor review data (either via a static CSV or pulled via the Bright Data API)

2. Compiles all reviews and cleans the text for analysis

3. Analyzes recurring themes, sentiment clusters, and outliers across roles, geographies, and employee types

4. Creates a detailed narrative report, complete with actionable insights and summaries for leadership

5. Posts a concise update summarizing findings and linking directly to the new report

The automation runs on a quarterly schedule, giving teams a consistent, data-driven view of how their workplace reputation is evolving.

Who is it for?

This workflow is most useful for organizations that receive at least 50 employee reviews per quarter (typically 10,000+ employees), however, smaller companies can also benefit if they want to benchmark perception trends over time or compare sentiment before and after major changes (leadership shifts, new policies, etc.).

Why not just paste reviews into ChatGPT?

Because workflows like this scale, standardize, and share insight automatically.

You don’t just get a one-time answer, you get a recurring system. Every quarter, it analyzes hundreds of reviews, summarizes the findings, and delivers an updated report without any extra effort.

Instead of manually pasting 500 reviews, the Tracker structures, analyzes, and delivers insights in one flow, complete with version history, Slack summaries, and editable reports your teams can actually act on.

The current version focuses on Glassdoor, but it can easily expand to include other public source or internal exit survey data. 

Now imagine doing all of that manually.

Want to try It?

If you’d like to implement the Workplace Reputation Tracker in your organization or want to discuss other HR workflows you’d like to automate, you can reach out to me here.

What excites me most about this project isn’t the tool itself, but that it represents a shift toward solving meaningful problems with AI one workflow at a time. For all the talk about AI, I believe real transformation won’t come from sweeping overhauls that introduce new problems but rather from small, practical automations that make work better, clearer, and more human.