Social media tools good for HR

Social media tools good for HR By Doug Lacombe In days gone by the closest HR came to social media was the social club. Team builders, not Twitter, were the order of the day. As social media permeates society and corporations, that is all changing and HR is at the centre of it all. At the end of the day, like Soylent Green (Google it), social media is people, and people mean culture. Social media is made up of the three Cs: content, community and collaboration. These three things directly impact organizational culture, and the reflection of that culture internally and externally. Because social media has the potential to impact the entire enterprise, there are five key areas where social media and HR intersect: internal communications, external communications, policy, skills development, and legal. Internal communications, social media and HR are a natural fit. Using social media behind the firewall is a safe environment in which to acquire digital skills. Imagine using Wiki software to create employee handbooks, creating a senior management blog to replace the company newsletter, micro-blogging between team members (think private Twitter), shared photo albums, internal webinars and “private YouTube” for e- learning. The list goes on and on. With regard to external communications, HR is typically concerned with recruitment, retention and reputation as an employer of choice. Social media can assist mightily in all three areas. Regarding recruitment, by now you have probably noticed the career section of the newspaper has pretty much evaporated. Digital career ads are less expensive than old-fashioned print ads and are searchable. Social media adds referrals and transparency into the equation. By making job ads available on social networks like “LinkedIn,” you enable connected people of a similar ilk to “share” these jobs with friends and colleagues, acting as a sort of pre-screening social filter. Using social media content platforms such as YouTube, SlideShare and Twitter to reach potential recruits with “why work here” messages can also be very effective. Imagine virtual career fairs with videos about corporate values and mission, or corporate social responsibility. Proper and consistent use of these techniques inside the firewall can greatly enhance role clarity, alignment of personal and corporate values, job satisfaction, and thus retention. One of the key differences between social media and traditional modes of communication is the switch from monologue to dialogue. This can be challenging to corporations and HR when so many voices want to be heard. The best way to manage this is to have clear social media guidelines and policies so people know what they can say, when, where, and to whom. Numerous free social media policy examples exist on the web and are there for the taking. HR is perfectly situated to lead the discussion on social media policy, guidelines and ensuing training. www.communicatto.com Suite 854, 234 – 5149 Country Hills Blvd, Calgary AB, T3A 5K8 403.474.4251

Finally, be mindful of the legal implications of social media and weave that into your policy and training. Many employees have been fired for errant Facebook conduct. Facebook harassment is not unheard of. Brand-jacking, stealing a corporation’s identity on a social media platform and “holding it hostage” is now common and demands a proactive, preventive stance. Like any communications medium, social media presents both rewards and challenges to corporations and, since it is dealing with people, HR in particular. These tools can enhance your HR program considerably when used correctly. Fit social media into the “media mix” in a sensible and pre-planned way and you will reap the rewards of engaging your employees, stakeholders and the general public. Doug Lacombe is President of communicatto. Doug may be reached at doug@communicatto.com. Prepared by: Doug Lacombe Page 2 of 2 January 15, 2010

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Social media tools good for HR

by Doug Lacombe on Apr 17, 2010

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