Customer reviews can make or break a company—but so can employee reviews, according to Maria Mayorga, director of sales at Coalmarch Productions, a digital marketing agency for service-based businesses.

“The reviews give social proof to people applying to a company that it’s a great place to work,” says Mayorga, who has been working with firms in the lawn and pest industry for more than five years. “Millennials, especially, are looking for social proof.”

She suggests encouraging employees to post reviews on several platforms, especially Glassdoor, because those reviews are more likely to show up on the first page of a Google search. The idea to encourage employee reviews came about when Mayorga was perusing her clients’ websites.

She used to look at the websites from a potential customer’s perspective. However, when she heard her clients needed more employees just as much as new customers, she began browsing from a potential employee perspective.

“My advice is to think of everything you’re doing for marketing and replace ‘customers’ with ‘employees,’” Mayorga says. “The same methodologies will almost always apply.”

The first step is requesting reviews from employees—particularly ones who are likely to leave positive reviews.

While there’s no limit to the amount of reviews employees can generate, Mayorga cautions that the reviews must be genuine and not all posted at once.

“You want to sprinkle them in over time,” she adds.

Reviews should discuss the work experience, benefits, management and hours.

While companies may incorporate incentives for employees generating reviews, Mayorga says it’s important that those incentives aren’t publicized anywhere online.