The Glassdoor Play

Let’s say you sell software or services to recruiting, people ops, or CX teams — and your best customers tend to be ones going through internal turmoil. Instead of manually scrolling Glassdoor to find companies with bad reviews, you can use Unify to build an AI agent that listens for negative sentiment at scale — and then automatically outbound to the right people based on what it finds.

We’ll be using Unify, the go-to-market automation platform that lets you automate everything from qualification and prospecting to sequencing and outreach in one unified system.

Start by building your AI agent. Go to the Agents tab and click New Agent. Give it a name like “Does the company have negative Glassdoor sentiment?” and run it on the Company record type. In the prompt, instruct the agent to: search Glassdoor and related sources, analyze recent employee reviews, and return true if sentiment is negative or concerning, and False if it’s neutral or positive.

Optionally, you can have the agent return a short summary of what it saw — so you can reference it directly in your messaging.

Once your agent is live, test it on a few companies in your territory. If it detects negative sentiment — poor leadership, bad work-life balance, hiring freezes, etc. — it’ll return True. If not, it’ll return False. This result becomes your filter.

Next, define your persona. Since you’re targeting companies with people or culture challenges, you’ll want to reach someone like a Head of Recruiting, People Ops, or CX leader. Create a persona called “Head of Recruiting” and include titles like Head of Talent, VP of People, and Chief People Officer.

Unify will auto-suggest related titles you can include or exclude to keep your targeting clean.

Now write your sequence. Reference the timing and sentiment in your messaging. For example:

“Hi {{first name}}, I saw some recent Glassdoor reviews that mentioned internal CX and recruiting challenges. If you’re exploring solutions, I’d love to share how teams like Perplexity and Decagon are automating this side of the funnel.”

Now it’s time to bring it all together in a Play.

Go to the Plays section and click Create New Play. Add a trigger node that activates when a company in your territory enters your audience.

Then, connect an AI agent node. Link it to your “Glassdoor Sentiment” agent and set the condition to qualify companies where the agent returns True.

Next, drag in a prospecting node. Set it to find up to 3 people at each company matching your “Head of Recruiting” persona.

After that, insert a loop node to cycle through each prospect individually, and then connect a sequencing node. This is where you send your Glassdoor-aware messaging to each of the qualified prospects.

Finally, go back to your trigger node and enable repeat mode — for example, have this play rerun every 30 days. That way, you’re always catching fresh reviews and new changes in sentiment — hands-free.

And that’s it. In just a few steps, you’ve built an intelligent outbound system that: qualifies companies based on negative employee sentiment, finds and targets the right stakeholders automatically and delivers personalized messaging when timing is most urgent.

No Glassdoor rabbit holes. No spreadsheets. No manual work.

You can easily adapt this play for other types of public sentiment too — Reddit threads, X posts, Trustpilot, G2 reviews, and more.

If you found this helpful, don’t forget to like, comment, and subscribe. And if you want help building plays like this for your team, book a demo with us — I’d love to show you what’s possible.

See you in the next video.