Why many employer pages underperform

How SwiftSchema helps

How it works

What is EmployerAggregateRating structured data?

EmployerAggregateRating summarizes an employer’s overall rating (value and counts) as an Organization-level signal. It helps search engines understand employer reputation in context.

Essential properties

1. itemReviewed
   — the Organization being rated (name, url, sameAs).
2. ratingValue
   — numeric value (string or number). Use consistent precision.
3. ratingCount
   — total number of ratings aggregated.
4. reviewCount
   — optional; number of text reviews.
5. bestRating
   /
   worstRating
   — specify scale if not 1–5 or 1–10.
6. url
   — canonical page showing the rating.
7. description
   — optional summary describing the data source or date range.
8. inLanguage
   — set locale if localized.

Content prep checklist

• Decide which employer rating data you can legally show (internal surveys, third-party reviews with permission).
• Ensure the employer profile page displays the same rating numbers as the schema.
• Note the rating scale and methodology (e.g., “Based on 500 verified employee surveys, 1-5 scale”).
• Provide links to the rating source or methodology to reinforce trust.
• If referencing external platforms (LinkedIn, Glassdoor), confirm you have rights to display their ratings.

Implementation workflow

1. Add or update the employer profile page to show rating value, counts, and source.
2. Generate EmployerAggregateRating JSON‑LD pointing
   itemReviewed
   to the Organization (include sameAs profiles).
3. Include ratingValue, ratingCount, reviewCount as strings or numbers; ensure they match the visible data.
4. Specify bestRating/worstRating if your scale differs from 1–5.
5. Embed the schema on the employer profile page or site-wide layout (if the rating appears across the site).
6. Validate via Rich Results Test; fix warnings about itemReviewed or rating fields.
7. Update cadence: refresh values on a regular schedule (e.g., monthly) to keep data current.

Complementary schema

• Pair with Organization schema to provide logo, contact info, and official profiles.
• Add JobPosting schema on job ads, referencing the same employer profile.
• Consider combining with EstimatedSalary or Employee reviews if relevant (ensuring compliance).

Troubleshooting checklist

• Wrong target: ensure
  itemReviewed
  is the employer Organization, not a job posting.
• Inconsistent scale: include
  bestRating
  /
  worstRating
  and match the UI text.
• Outdated counts: update ratingValue/counts regularly (e.g., monthly). Stale data can reduce trust.
• No visible rating: if the page doesn’t display the rating, don’t add schema—always match on-page content.
• Unsupported sources: avoid referencing data from platforms you don’t have rights to use.
• Missing scale context: if using 1–10 or letter grades, add
  bestRating
  /
  worstRating
  and explain the scale in content.
• Broken or untrusted profiles: ensure
  sameAs
  links are official employer profiles/directories.

Common Errors & Fixes

• Wrong target: use an Organization in
  itemReviewed
  (not a job posting).
• Inconsistent scale: specify
  bestRating
  /
  worstRating
  if not using 1-5.
• Misaligned counts: keep
  ratingCount
  and
  reviewCount
  in sync with public data.

On-page parity checklist

• Employer name on-page matches
  itemReviewed.name
  ; URL/canonical aligns.
• Rating value and counts shown on-page match
  ratingValue
  ,
  ratingCount
  ,
  reviewCount
  .
• Scale used in the UI matches
  bestRating
  /
  worstRating
  ; scale is explained in content.
• If linking to sources/methodology, ensure URLs are visible on-page and align with schema
  sameAs
  where applicable.
• Only include schema when ratings are visible to users; no hidden ratings.

Validation and maintenance

• Validate via Rich Results Test after rating updates or template changes.
• Set a schedule to refresh rating values and counts; update
  dateModified
  if you include it.
• Audit
  sameAs
  links periodically to ensure they resolve and remain official.
• Keep
  lastReviewed
  current when rating methodology or display changes.

Data governance and sourcing

• Document data sources (employee surveys, internal HR systems, verified third-party feeds) and retain proofs or export snapshots.
• Avoid scraping third-party sites; use only licensed data or first-party surveys to avoid compliance issues.
• If you average across markets or time windows, note the period (e.g., “Rolling 12 months”) in the on-page copy.
• Keep a changelog of methodology updates (e.g., weightings, inclusion criteria) and reflect it in the UI and schema description.

Workflow and automation tips

• Centralize rating data in one store (DB or CMS) and feed both the UI and schema from the same source to prevent mismatches.
• Add CI checks to compare rendered UI values vs. JSON-LD payload before deploy.
• When ratings differ by locale, set
  inLanguage
  and ensure localized pages show localized counts/scales.
• For multi-brand groups, ensure each brand’s rating is scoped to its own Organization with distinct URLs.

Legal and UX considerations

• Make ratings easy to verify: link to methodology or survey sample size where possible.
• If an employer opts out or disputes a rating, ensure the profile and schema are removed or updated promptly.
• Avoid dark patterns: do not inflate ratings or omit negative feedback in the counts; the schema must match real user-visible data.
• Ensure privacy: never expose personally identifiable reviewer data; keep aggregate only on these pages.