Enrich new HubSpot companies with Glassdoor culture intel
When a new company lands in HubSpot, an agent pulls Glassdoor ratings, size, and top employee pros and cons so reps walk in already briefed.
Integrations
HubSpot
Real-Time Glassdoor Data
Type
Categories
- Sales
Build me an agent workflow that auto-enriches every new HubSpot company with Glassdoor culture and headcount intel so my reps walk into the next touch already knowing what kind of place they are calling.
Trigger: HubSpot webhook on company creation. The trigger should fire for each new company record and hand the agent the new company's HubSpot id, name, and domain (if present).
What the agent should do, in order:
1. Call Real-Time Glassdoor Data Company Search using the company name (and domain as a tiebreaker if present) to resolve the Glassdoor employer id. If no high-confidence match comes back, stop silently. Do not write anything to HubSpot, do not add a note, do not error loudly. Just exit.
2. Call Real-Time Glassdoor Data Company Overview using the resolved employer id to pull industry, size band, headquarters city/state, overall rating, and CEO approval percentage.
3. Call Real-Time Glassdoor Data Company Reviews for the first page sorted by most recent. From those reviews, extract the top three recurring pros and the top three recurring cons in employees' own words (short verbatim phrases, not paraphrased).
4. Call HubSpot Update Company on the new company id to populate the structured properties: industry, numberofemployees, city, state, and a custom glassdoor_rating field. Critical guardrail: never overwrite an existing non-empty HubSpot value. Before writing each property, check whether the field is already populated on the record, and skip that field if it is. Only blank fields get filled in.
5. Call HubSpot Create Note to attach a one-paragraph cultural brief to the company record. The note body should read like a quick prep memo a rep would actually want before a call: a sentence or two on what kind of place this is (size, industry, vibe from reviews), the overall Glassdoor rating and CEO approval, then a 'What employees love' bullet list with the top three pros and a 'What employees flag' bullet list with the top three cons. Associate the note to the new HubSpot company record.
Other rules:
- If Glassdoor Company Search returns no result or only low-confidence matches, exit silently with no HubSpot writes.
- If Company Overview or Company Reviews fails after a short retry, still attach a partial note with whatever data did come back, rather than failing the whole run.
- Keep the note short. Treat it as a pre-call brief, not a research report. One paragraph plus two short bullet lists.
- The tone of the brief should be neutral and useful for a sales rep, not promotional and not snarky.
What it does
- Watches HubSpot for new company records and fires the moment one is created.
- Looks the company up on Glassdoor and grabs the industry, size, headquarters, overall rating, and CEO approval score.
- Reads the most recent employee reviews and pulls out the top three pros and top three cons in employees' own words.
- Fills in your HubSpot company properties for industry, headcount, city, state, and Glassdoor rating without ever overwriting values your team has already set.
- Attaches a short cultural brief as a note on the company record so your rep sees it the next time they open the account.
What you’ll need
- A HubSpot account where you can create companies and notes.
- A Glassdoor data subscription through RapidAPI (the free tier is enough to try it out).
- A custom HubSpot company property called glassdoor_rating if you want the numeric rating stored as a field, otherwise it lands in the note.
How to customize it
- Change which HubSpot fields get filled in, for example add CEO approval or founding year.
- Tighten or loosen the matching rule so it only enriches companies above a certain confidence score.
- Swap the note format for a Slack message to a rep, or add both.
Use cases
- Lead Enrichment
- Data Sync
