Companies who plan to terminate or lay off employees may also need to plan for potential backlash, according to the 2015 Employer Branding Study released today by CareerArc, an HR technology provider of social recruiting and outplacement services.

The survey found one in three respondents, 38%, who have been terminated or laid off had left one negative review of that former employer on a review site, social media or with a personal or professional contact. The survey also found 54% of those who have been let go at least once in their career reported that the layoff or termination had negatively impacted their perception of their previous employer.

“Involuntary separations are inevitable in any organization,” said CareerArc CEO Robin Richards. “However, what has changed in just the past decade is the number of ways employees can share their opinions of employers and influence public perception. With the quit rate now near pre-recession levels, an employer’s brand is more important than ever, and the companies that know how to protect their reputation in the social era will earn and keep the best talent.”

The survey also found job seekers expect employers to have a strong online presence. Upon hearing of a job opportunity, a majority of the job seekers, 52%, seek out an organization’s online properties first, such as websites and social media channels, to learn more about the employer’s brand identity and company culture.

Below is a list ranking the first go-to sources job seekers turn to when evaluating employer brands:

1. 52% of job seekers first visit online properties to view company websites and social media
2. 17% first turn to individuals in their personal and professional network
3. 15% first visit employer review sites
4. 9% first research news articles
5. 7% reported other first sources

The percentages below reflect the amount of job seekers who reported they were likely to visit the specified social media platform to learn more about an employer’s brand.

1. Facebook: 70%
2. LinkedIn: 67%
3. Google+: 61%
4. Twitter: 41%
5. Instagram: 29%

Participants in the study included more than 1,300 job seekers and 218 HR and talent acquisition professionals representing employers of all sizes, the majority of which were companies of 500 or more employees.