Let’s be honest: getting a 1 star review never feels good.
It can raise concerns internally, and employers naturally worry it will “scare off” top talent. And yes, a stream of negative feedback can affect candidate perception. But here’s the part most employers overlook:
It’s not the 1 star review itself that does the most damage. It’s the way employers handle it.
Our poll shows only 15–18% of candidates heavily focus on negative reviews. The majority expect some level of criticism, some unhappy employees, and some rough edges. What they pay far more attention to is:
How you show up when criticism becomes public.
This is where a negative review shifts from “a risk” to a reputation building opportunity.
Silence Looks Defensive
When a negative review sits unanswered, professionals fill the silence with their own assumptions:
“This company doesn’t care.”
“Maybe this review hit too close to the truth.”
“They avoid accountability.”
“If this is how they handle criticism publicly, what happens internally?”
Silence, even when innocent, creates its own narrative, and rarely the one you want.
Ironically, employers often stay silent to “avoid drawing attention” to the review. But in a world where professionals read reviews with a detective mindset, silence is attention.
Responding Well to Criticism Boosts Credibility
A negative review is not an attack to deflect. It is an opportunity to demonstrate maturity, empathy, and emotional intelligence. Professionals study employer responses more closely than the reviews themselves. This is where they evaluate:
Do you get defensive?
Do you blame the reviewer?
Do you offer context without sounding dismissive?
Do you invite dialogue?
Do you show humility?
A thoughtful response says more about your culture than any Careers page slogan. It shows professionals:
You listen.
You care.
You take feedback seriously.
You value improvement over image.
A polished employer brand means nothing if it collapses the moment someone leaves a negative comment.
Candidates Value Ownership Over Perfection
Here’s the shift employers often underestimate: Candidates don’t want to join perfect companies. They want to join honest ones.
Today’s talent understands:
Not every manager is ideal
Not every process is perfect
Not every experience is smooth
Not every review is balanced
What they look for is how a company handles imperfection. Ownership builds trust. Defensiveness destroys it.
A response like:
“Thank you for sharing your experience — we’re sorry it fell short. We’re reviewing this internally and genuinely appreciate the chance to improve.”
…does more to strengthen your employer brand than a dozen glowing testimonials.
Bad Reviews Can Become Branding Moments
Counterintuitive, but true: Some of the strongest employer brands are built in moments of vulnerability. A negative review creates a high visibility moment where you can:
show your values in action
demonstrate communication maturity
clarify misinformation respectfully
highlight improvements or upcoming changes
acknowledge mistakes openly
model how you treat people - even when they’re no longer part of your company
Handled well, a 1-star review becomes a 1-star conversation that turns into a 5-star impression. Professionals don’t remember the complaint. They remember the character you showed in your response.
The Bottom Line
Your candidates aren’t hunting for flaws. They are hunting for signals of safety, leadership, and authenticity. Only 15–18% care deeply about negative reviews. But nearly all candidates care about how companies show up when challenged.
Your employer brand isn’t defined by how few problems you have. It’s defined by how you respond when those problems appear publicly.
A 1 star review doesn’t define your employer brand. Your response does. When handled with accountability, empathy, and maturity, even the toughest review can become an opportunity to showcase the true character of your organisation and attract stronger, more informed candidates in the process.
If you’d like to better understand the current talent market or how candidates perceive your brand — our consultants are here to help guide the conversation.