If traditional “Employee Engagement” or “Opinion Surveys” are akin to what employees and team members say to an organization’s proverbial face, then Glassdoor.com is what they’re saying behind the organization’s back. Therefore, this particular social media feedback can give companies an opportunity to gain unique insights to help evaluate and improve its internal and external branding. That’s the business case for monitoring Glassdoor in principle. But, what tends to happen in actual practice within organizations? AETHOS recently surveyed more than 50 HR professionals from best practice hospitality companies to understand the extent to which they give credence to and leverage Glassdoor as a business tool.