The increase in the number of people using social networking sites such as Twitter, Facebook and My Space poses real challenges for employers. At the least the communication of what is and is not OK at work is needed, if only to give no excuse to hours of work being spent on-line for personal reasons and to make clear that Social Networking doesn’t give employee’s licence to say what they like in public about their employer.

But despite the necessity of these precautions, the increase in internet based social networking can have a distinctly positive impact on organisations. Since 2006, companies such as Apple have been reaping the benefits of using Twitter to reach consumers directly, build their brand, and increase sales. Many companies have started building entire teams within their organisation dedicated solely to responding to tweets from consumers about their brand.

Twitter incorporates the use of technology which not too long ago was considered new but which has since become common place and changed the way we work day to day. Twitter allows members to connect with one another in real time via short messages called "tweets" that can be received either via the Twitter site or by e-mail, instant messenger, or mobile phone. Who knows if Twitter and other social networking sites might become just as common and useful at work as this older “new” technology? Looking at the behaviour of Generation Y – employees under 30  - it would be a brave forecaster to say not.

 

So should we start looking towards these sites for recruitment and promotion decisions? At present our advice would be not without a lot of caution. While you can search sites for information, there are inherent dangers in relying on the information found on social networking sites. For example, how do you verify the accuracy of the information, and what weight do you place on it?

 

There may also be discrimination issues, as information obtained may relate to an individual's sexual orientation, race or religious belief. If this information impacts, or is perceived to impact, on recruitment decisions, then discrimination issues arise. There are also potential age discrimination issues due to the age profile of those using networking sites.

 

Despite these reservations, a recent survey conducted by CareerBuilder.com has revealed that 22% of employers had searched online profiles of their candidates and used them to influence their decisions in 2008. From the point of view of an individual searching for a job therefore, the way in which they use their social network profiles could mean the difference between a new job and another rejection. This type of “new” issue related to obtaining a job role highlights the importance of thorough, up to date outplacement programmes to be provided by organisations being forced to let staff go.