This post was updated in June 2019.

Reviews have become a regular part of our online search routine. Similar to how people use reviews to make a purchase, plan a trip or choose a restaurant, job seekers also reference them as they research potential employers. A career change is one of the biggest decisions we can make, which is why 83% of people say employer reviews impact where they apply.

Millions of people have posted reviews about employers and companies on Indeed Company Pages, which is home to more than 10 million employer reviews. Many employers take advantage of this free resource to differentiate their brands and engage with talent.

Here are two tips for using your company reviews to create a genuine brand experience for potential candidates:

1. Acknowledge feedback positively.

Every review presents an opportunity to gain feedback about your business. Turn each piece of feedback into a constructive conversation by drawing attention to the positive aspects of your business. If you respond to a review, acknowledge the feedback while highlighting your strengths as an employer. It’s great to show that you are constantly listening and improving.

2. Empathize and be human.

Responding to reviews can also humanize your business while showcasing your employer brand and personality. As you acknowledge and thank reviewers for their input, acknowledge the values you share and the common experiences everyone at your company can relate to.

Demonstrating that there are real people behind your employer brand who are listening and responding to the concerns of current and former employees goes a long way in attracting candidates to your opportunities.

To begin responding to your company reviews, you’ll first need to claim your Indeed Company Page. Search for your company and select “Business Owner?” on the Company Page. Once you’ve been verified, navigate to the Reviews tab. There, you’ll be able to leave your responses to the reviews people have written.