The increase in the number of people using social networking sites such as Twitter and Facebook poses real challenges for employers. It is crucial that they communicate to staff about what use of these sites is and is not acceptable – both within and even outside of work. This ensures that employees are aware of their obligations and what disciplinary action – perhaps even up to and including dismissal - they might face if they use such sites to harm the organisation’s reputation or damage relationships with clients.
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, JetBlue, Whole Foods, and GM have been 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?
The use of new technology in the workplace reflects the way that the new and upcoming workforce, the so-called Generation Y, communicates and behaves. Such use therefore might make the workplace more attractive to Generation Y employees and in turn help employers to attract and retain these employees and plan for future staffing issues.
So should we start looking towards these sites for recruitment and promotion decisions? At present our advice would be ‘with significant 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.
One thing you definitely should not be doing is following the lead from “Cookies”, in Greater Manchester and using Facebook to deliver dismissal letters!
We at HR Advantage are supporters of technological advancement and increased efficiency in the workplace – we already offer leading Software as a Service systems such as Success Factors and PeopleLog, our online HR database - and we look forward to working with clients to help facilitate the effective use social networking sites in the workplace. The first step, if you haven’t done already, is to start thinking about what Facebook, Twitter, LinkedIn, YouTube et al mean for you and your organisation. And if you still need convincing they mean anything at all contact Christine on for a link to a very persuasive 4 minute YouTube clip
In the meantime social networking sites are already readily used by employees and it is vital that your organisation has policies in place to regulate use.
If you would like to find out more about social networking policies and implementing them in your organisation call Christine Devlin on 01494 478801 or e-mail her at christine@hradvantage.co.uk.
