Glassdoor – Empowering Liars and Harming American Business

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Whatever you call them – trolls, keyboard warriors, cyberbullies – we think we can all agree that the internet for the emblazoned and bitter has turned into an almost wild-west parallel; a free-for-all with no regulation or supervision. Platforms like Reddit, Glassdoor, Kununu, Indeed, and Yelp have built businesses based on negative online reviews from unverified sources with NO required proof that someone ever walked through the front door of the business, encouraging an epidemic of online defamation of small to mid-sized businesses.

Recently, here at DMC Atlanta, we had our own run-in with a troll and came out on the other side entertained but also highly perplexed. Are there clear and defined repercussions for libel? Since when did anonymity classify as credibility? How is it plausible that individuals, without proving their connection to a business, can fabricate falsities with no consequences?

Our unease quickly faded because, for us, our value will never be determined by an anonymous writer who we can’t even identify as someone who ever set foot in our business. We refuse to allow someone the opportunity to define the trajectory of our company because, let’s face it, it’s a whole lot easier to complain than to create change. But for some businesses, especially those new in tenure, reviews are damning –crushing foot traffic and sales.

Thankfully, we have 16 years experience, partnership with several Fortune 50 clients, countless “Best and Brightest Companies To Work For” awards, and $100,000+ raised for non-profits to be phased long-term by garbage. Yet, here we are, fighting it out for the little guy; the small businesses who are doing their best but are being torn apart by the forever offended troll or his cousin, the persistent debate troll.

Our Founder and CEO of DMC Atlanta, Adam Dorfman, said it best when a writer on Glassdoor accused us of operating a pyramid scheme and cult. “Look up pyramid scheme. We aren’t one. We represent three different businesses on the Fortune 50. We pay our employees for their work on a W2 basis and require no investment from them of any sort other than their time and effort. In terms of being cult-like, I’m happy to respond to that. I’ve written about it before. Sometimes people think that any group of people who tend to think in the same way are cult-like. I like to think of it as surrounding myself with a team of people with shared values. Some people comment that my company wants our team all to think the same way. They are confused. We want them to think IN the same way – to learn to think in the affirmative, about what they do want to happen, and about the life they want to have. WHAT they think about is up to them. That they choose positive, constructive thoughts for which they are accountable, alongside their words and actions, is what we require. If learning to be more optimistic, driven, accountable, and positive is cult-like, sign me up.”

Did we mention this internet troll said we had no soul?! They’ve clearly never our met our team – a collection of some of the nicest, most generous people on the planet. But that’s what trolls do, spew gossip and hatred because life is hard and, by gosh, someone BETTER pay attention to them to fill whatever void so desperately needs filling. Despite personal & intimate attacks on our management team, Glassdoor, in all their glory, refused to remove both reviews. Then again, why would a site that benefits from the proliferation of malice in order to increase advertising dollars spent care about their impact on the small business community? That’s right, they don’t.

With the average score of ALL businesses on Glassdoor ranking at a whopping 3.3, we think it’s clear to see the only thing “transparent” about this platform is its convoluted business model. Censor positive reviews written from the same office location (meaning that HAPPY employees are not allowed to review their current job while at work), charge companies between $6,000 and $20,000 a year for a “premium, employer profile” and remove nothing short of a review laden with slurs and profanity.

As we close the chapter on our internet wild west shootout, we pause to think about what is fact and what is fiction. Fact is that “research suggests that people heed negative reviews more than positive ones — despite their questionable credibility (New York Times) and “marketing data indicates that negative reviews, in particular, dramatically influence our buying behaviors.” In short, it’s a fact that we are single-handedly allowing ourselves to be persuaded by the words of STRANGERS! WHY?! What is not a fact and is fiction is one’s opinion. Opinions are subjective, opinions are ever-changing, and opinions are personal rather than professional. Opinions will not help you make educated decisions, only you can do that.

Sadly, the internet will continue to be a wasteland for people who hide behind anonymity and libel will continue to ruin people’s reputations, marriages, businesses, and more, but the silver lining is YOU reading this blog. We hope YOU always have the strength to make decisions on your own and the foresight to see potential vs. problems. We hope YOU recognize that real concerns are addressed in person, by people who stand by their word, sign their name to it, and handle conflict like adults. And lastly, we hope you tell all the trolls out there they can go back under their bridge because we’re not feeding into their nonsense any longer!

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Austin Owen


Austin was born and raised in Atlanta. He has traveled the US in search of the perfect protein shake.

Adam Dorfman

President & CEO

Adam founded DMC Atlanta in 2003. He is a bourbon and food snob who loves his family and live music. He is also a proud "Headblade" proponent.

Rae Stafford

Human Resources Manager

Rae has been a part of the DMC Atlanta team since 2012. She is head of HR and has an unnatural love of queso.

Shilan Parham


Shilan was born and raised in Iran, moved to China, and lived there for 8 years. She always had a dream to move to the United States, as it is the land of opportunity.

Dan Bazuin


Dan was raised in a northern Michigan, runs an office in Detroit, and has the nickname "Bear Claw." Dan joined our team after a couple of years in the NFL. 

Savanah Hart

Human Resources Recruiter

Savanah is an Atlanta native who graduated from Valdosta State.  If you thank her for something, you will immediately know she worked at Chick-Fil-A

Jenna Huss

VP of Development

Jenna is DMC Atlanta's VP of development. She is one of the smartest people we know, but she has no idea how loud she is.

Julia Copeland

Human Resources Recruiter

Julia was born in Iowa, but her dad's job moved her family out to the suburbs of north Atlanta. From there, her love for lemonade and the word "Y'all" grew.

Kenneth Burke

Account Manager

Ken was born and raised in upstate New York, and his true personality is just as colorful and awesome as part of his upbringing, where he worked with traveling carnivals!

Adam McNally


Adam  was born in Washington D.C. and grew up in a small town in southern Maryland. He loves this business because it's purely based on performance.

Tia Maiello

Human Resources Recruiter

Tia grew up in a tiny town in Upstate New York and loves being a part of DMC Atlanta's growth. We love it when she says "calendar."  

Andres Campanucci


"The Nucci" is a native of Buenos Aires, Argentina. If you don't like him, it's you, not him.  He's awesome.

Alethea Burke


Alethea was born in Alaska, spent most of her childhood in Florida, but claims Atlanta as her home. Occasionally Adam hides in her hair when Jenna is being really loud.

Mike Figueroa


Mike was born in New York, NY but raised in Atlanta, GA and attended the State University of West Georgia.

Chad Harpole


Chad Harpole started in the company in Austin, TX.

Chris Auwarter


Chris grew up in a small town in NY and runs an office in Dallas, TX.  He is a proud Cleveland Browns Fan.  Seriously.  He is.

Michael Cosper


Michael was raised south of Atlanta. He is a rabid UGA fan who runs our team in Nashville with his wife, Vianca. Go Dawgs!

Sofin Rajwani

Account Manager

Sofin was born and raised in India, then made his way to the States to further his education. He loves to dance and is often seen busting a move around the office here at DMC Atlanta! 

Ganessa Pickens

Assistant Manager

Ganessa is from Riverside, CA, but we are slowly converting her to sweet tea.  She has mastered the non-duckface selfie.

Leon Butts

Account Manager

Leon was born in Bayamon, Puerto Rico and raised by a single mother with 17 siblings. Leon has always had a competitive spirit and a natural when it came to athletics, especially wrestling.