Networking your way to success

The potential of social media in HR

There is no doubt that over the past decade, the rise of social media has been meteoric, yet it continues to split opinion. Although some consider it a fundamental business tool, others remain sceptical about the potential business benefits, believing it to be a needless distraction predominantly suitable for personal networking. Yet the fact remains that social media is challenging traditional methods of communication and HR professionals need to take it seriously and harness its full potential. Demonstrating its worth, businesses such as Starbucks, Innocent Drinks and Dell have all successfully engaged with social media to drive their business.

A key benefit for HR professionals is the potential for talent acquisition, with both job hunters and employers leveraging social media as a recruitment tool. LinkedIn, for instance, has a dedicated ‘Job’ tab allowing businesses to post details of their vacant positions which can be accessed by potential candidates. Facebook fan pages, if used correctly, can also be beneficial. Alongside including company information, businesses can also invite comments from current employees with positive experiences, can upload images and can post job vacancies. Vodafone, for example, uses clips of their graduate trainees on social media to give potential employees a glance into what they could expect.

Further to attracting potential candidates, social media can also help foster teamwork and employee engagement amongst existing staff. Businesses could consider setting up online communities on Facebook, Ning or LinkedIn, which could be updated with company developments, employee successes and perhaps even podcasts and vodcasts from senior management. To empower employees, a corporate blog – perhaps on blogspot - could also be introduced with selected staff tasked with writing for it.

More advanced companies could also consider creating their own social media site, including games videos and tests – ideal for brightening up the often lacklustre orientation process.

A simple, cheap and convenient PR and marketing tool, social media can also be used as a means of building brand awareness. Candidates, and clients alike, recognise brands and having a visible social media identity is key. But it is not all about spreading your own company information, social media can be used as an educational tool, helping HR professionals keep up to date with the rapid changes in the industry. With Twitter, for instance, you can follow like-minded people, who will be ‘Tweeting’ about subjects of interest you. It’s also a great way to engage with other HR professionals, allowing you to share business intelligence and best practice.

Blogs are also very useful for educational purposes, as they allow for comment which encourages discussion. It is important, however, to choose bloggers carefully. If an employee discloses sensitive information or views that conflict with the company’s values, it could lead to difficulty, as social media is heavily trafficked. Businesses should be prepared to tackle criticism as well as praise.

With a myriad of options available, it is important that businesses prioritise the use of technology according to their personal business needs. Consider your objectives, and experiment with a few sites, all the while, keeping an open mind.