“Integrated social media tools are becoming common in business processes”
September 28, 2014 Leave a comment
Syed Zafar Mehdi
Andrew Gerrard (Head-Social Business, Like Minds) says social media is removing the boundaries of how employees function and how they represent their organisations.
Q1. These days, we see employers using social media tools to recruit potential candidates. Does it amount to invasion of privacy?
I don’t think so. Social media is just another channel that prospective employers can now use to establish whether the candidate is the right fit for the job and the organisation. Ultimately the decision to hire someone is the responsibility of the hiring manager and if they chose to use social media to help them do that then that is their prerogative. However, hiring managers need to take great care in placing too much emphasis on what they learn about a candidate from social media, as the information they learn, and the conclusions they reach, about the candidate may be misleading and potentially lead them into making the wrong hiring decision – whether it be to hire an individual or to not hire them. Candidates, on the other hand, need to be aware that employers may be using social media to research them and, as such, need to ensure that their social profiles are consistent and match with their career aspirations.
Q2. With the advent of social media, job aspirants have now more opportunities at their disposal. What advice do you have for these aspirants in managing their social media?
Be consistent across all your social channels. A candidate may use different tools and channels for different things, e.g. Facebook to connect with personal contacts, Twitter for real-time conversation, and LinkedIn to engage with business associates. But, these channels are not isolated, and in using them, a candidate needs to understand that they contribute to a single social graph that a prospective employer may see as a representation of the candidate. Therefore, candidates need to ensure that they are consistent in how they communicate across all their chosen social media channels.
In doing so, a candidate must also maintain an open and honest approach to what they say and do in social media. Any irregularities, inconsistencies, and at worst, untruths, are far more easily exposed through social media, and potential employers will take a negative attitude towards candidates that are unable to demonstrate integrity in their everyday life.
Q3. What are some of the latest social media trends doing rounds?
The rise of visual and rich-media tools to enable interactive social communications has established a trend that is leading to more graphical and video social content. This, in turn, has led to the rise of ‘sound-bite’ communications, where users are using these tools to generate quick and immediate social interactions. The advantage of this is that messages and information can be communicated much more quickly and effectively using graphics and other rich-media. The disadvantage is that more complex social media communications and interactions may be suppressed or missed completely as people quickly look for the next social interaction that interests them.
Research has yet to establish the consequences of how the explosive growth in using online social media is affecting our abilities as human beings to maintain our real-world social groups and relationships. There can be little doubt that social media represents a significant opportunity for developing new and far-reaching social relationships, but any cost of how this is affecting our society to function in real terms has yet to be realised.
Q4. There is a growing need for HR professionals to understand and engage in this brave new world of social media. How is it changing the way businesses function?
Right across the board of every business, social media is removing the boundaries of how employees function within their role, and how they represent their organisation. Where previously there were strict lines of communication upheld by rigid management structures and tight controls, social media enables everybody within an organisation to have a voice. This means every business needs to have an understanding of how social media can be used not only as a sales, marketing and services channel, communicating and engaging with stakeholders and interested parties directly on matters that are relevant to the business and its customers; but also how the entire workforce, partners, suppliers, customers, clients and wider markets, can be mobilised through the use of social media to take an interest and get involved in the future growth of the business.
Q5. Is there a need for social media policy or code?
Almost certainly. A responsible organisation will educate and nurture their entire workforce in how they use social media to communicate about their work and the wider business. In industries that are tightly controlled and regulated, such as financial services or healthcare, there will without doubt be a need for businesses to provide clear and unambiguous guidelines, policies and codes of conduct on how employees should behave when using social media with instruction on what they can say, and what they cannot. This may apply to guidance on how employees use their own personal social accounts as well. Although, this is a contentious area, employers have to be sure that the business is being represented in a responsible manner and is seen to be behaving in the correct way. This is especially true where legal boundaries are in place.
In businesses where no such restrictions apply there may be an attitude that it does not matter. However, in such cases, employees will still benefit hugely from having an employer provide them with guidelines on what they can and cannot do in social media. This will remove any potential for misunderstanding should an incident arise in the future. Further, the issuance of policies and guidelines will be seen by many employees as a mandate to go and use social media, so employers need to ensure that they are giving employees something which allows them to represent the business and its values properly and with a clear conscience.
Q6. How are companies integrating social media with internal business processes, and how does it increase the productivity of enterprise?
Integrated social tools are becoming increasingly important and common as a part of business processes. There may be some sectors within a business where social tools will have a negligible effect on how that part of the business functions or operates, e.g. within a specific manufacturing process.
However, there can be little doubt now that by providing internal social networks and tools that allow the workforce to collaborate on a much wider scale than previously possible, and that enable employees to engage and share their work directly with each other does lead to increased productivity, creative development and business innovation. Initially, and on a simplistic level, the implementation of an internal social network will provide the starting point for employees to engage with each other, learn more about their business, share ideas and work efforts, contribute and collaborate constructively on those efforts, and give people a sense that they are an important part of what they are doing.
The integration of social media across an entire business and its operations may be more complex for some, but will potentially lead to greater efficiencies in how the organization interacts with its customers, clients and markets, how it conducts research and learns about customer needs and wants, where the next major developments and trends are taking place that will affect its business, and of course, how it can acquire, train and retain a skilled, knowledgeable, engaged, committed and satisfied workforce.
(First published in The Sunday Indian)
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