For a massive franchising organization like Spherion Staffing, maintaining a consistent brand voice isn't just a marketing goal – it’s a logistical mountain. With hundreds of colleagues across 36 states, the challenge wasn't just "getting more reviews;" it was unifying a disjointed effort into a powerhouse of actionable intelligence.
We sat down with Kelly Clark, Senior Manager for Digital Marketing at Spherion, to discuss how they’ve spent the last five years evolving from sporadic local activity to a "gold standard" national reputation program.
The Challenge: From Inconsistency to Insight
Before partnering with Reputation, Spherion’s review activity was largely "sporadic" and "inconsistent". While local teams understood the value of feedback, they were busy with their day jobs: matching candidates with employers.
Spherion needed a way to:
- Empower Local Owners: Provide a tool that allows 200+ locations to gather and respond to reviews efficiently.
- Parse Feedback Themes: Move beyond star ratings to understand what was going well and what needed improvement.
- Tell a Unified Story: Show potential candidates and employers the quality of their service before the first meeting.
The Strategy: Education as the Secret Sauce
Kelly attributes much of Spherion’s success to internal adoption and training. "Anyone can get a feedback platform," Kelly noted, "but if you're not bringing the whole organization along with you, you're not really going to effectively solve the problem".
Spherion’s comprehensive support system includes:
- Motivating Contests: Spherion hosts quarterly review management contests to encourage locations to level up their review activity in targeted ways.
- Monthly Workshops: Dedicated deep dives into topics like responding to negative reviews and how AI is impacting search.
- Centralized Collateral: A repository of "dozens" of review request templates and response guides accessible via Google Drive and Canva.
- Interactive Q&A: Live sessions where local teams can seek advice on specific reviewer interactions, which in turn fuels future training topics.
The Results: 4.9 Stars and a Championship Belt
The commitment to consistency has yielded incredible milestones. Spherion reached an overall brand rating of 4.9 on Google last year – a significant climb from their starting point.
But it’s not just about the numbers. Spherion uses Reputation Score to measure how well they engage with customers. To keep the momentum high, they even introduced a "Championship Belt"—a rhinestone-studded prize for top-performing marketing teams to show off their success.
"Improvement... there's always room for it. Never underestimate your teams. Once they see the value, they will take it and run with it." — Kelly Clark
Ready to build your own Reputation Flywheel?
Spherion’s journey shows that with the right platform and a focus on team alignment, you can turn customer feedback into a lasting competitive advantage.
"Meiner Meinung nach bietet die Reputation-Plattform die beste Lösung, die es gibt. Die Plattform ist großartig, einfach zu bedienen und ich mag den modularen Ansatz sehr. Unsere Händler haben die Möglichkeit, in Echtzeit auf Kundenmeinungen zu reagieren und diese zu beeinflussen, und zwar direkt auf der Reputation-Plattform."
"Meiner Meinung nach bietet die Reputation-Plattform die beste Lösung, die es gibt. Die Plattform ist großartig, einfach zu bedienen und ich mag den modularen Ansatz sehr. Unsere Händler haben die Möglichkeit, in Echtzeit auf Kundenmeinungen zu reagieren und diese zu beeinflussen, und zwar direkt auf der Reputation-Plattform."
"Meiner Meinung nach bietet die Reputation-Plattform die beste Lösung, die es gibt. Die Plattform ist großartig, einfach zu bedienen und ich mag den modularen Ansatz sehr. Unsere Händler haben die Möglichkeit, in Echtzeit auf Kundenmeinungen zu reagieren und diese zu beeinflussen, und zwar direkt auf der Reputation-Plattform."