Social media has increasingly become an important tool for HR, especially in the area of recruiting. According to TalentLyft, 94 percent of recruiters already use or are planning to use social media for talent acquisition. Beyond recruiting, social media is a useful tool for sharing aspects of your company culture, boosting morale, and connecting employees.
Social media need not be limited to using popular platforms such as Facebook, Twitter, Instagram, and LinkedIn. It can be any digital platform that allows people to interact and communicate with each other. As companies undergo digital transformations to gain a competitive edge, social media is likely to continue influencing current and prospective employees and helping them work more efficiently. Here are some of the ways social media will transform HR practices in 2019 and beyond.
Company Branding and Culture
Given that the majority of millennials, for example, say they are mostly or almost always online and connected, the rise of digital media means that someone is always watching. As more people use social media, it will increasingly be a place where you can use targeted content to build a strong reputation and show followers what it’s really like to work for and with your company.
Social media is a valuable conduit for sharing company vision, values, and culture, both internally and externally. It doesn’t just help new hires determine if they will be a fit for your company, but it can also influence how existing employees see you as their employer. Social media sites like The Muse and Glassdoor allow employees to share their own experiences with the company via stories, photos, likes, and comments on company posts.
Employee Communication and Collaboration
Company workplaces are becoming more distributed, with some even predicting that 50 percent of the workforce will be remote by 2020, due in large part to cloud-based platforms that are accessible from anywhere. As companies employ more and more workers who are either remote or working some kind of flexible schedule, social media will become an increasingly valuable way to connect employees, keep them informed via company announcements, and make them feel integrated across locations and time zones.
The rise of social media doesn’t necessarily mean companies will be broadcasting employee communications on Facebook. Social collaboration platforms such as Slack can be used internally to help employees share ideas and resources and complete projects with the benefit of multiple points of input. In addition, social software isn’t just for communication between employees. Social platforms like 15Five and BambooHR offer new and more efficient ways for leaders to provide recognition and feedback to their teams.
Though face-to-face learning is ideal to help individuals practice new behaviors so that they become ingrained into their everyday behavior, using social learning tools can be a great way to reinforce content learned in the classroom. For example, before training, instructors can communicate with learners on social media to share pre-reading and other content that will help prime and excite individuals for the upcoming training session. After training has taken place, social posts with short messages that reinforce training concepts can help to keep training content top of mind for participants.
Online social platforms can also be ideal locations to house a library of training content and resources that employees can access, comment on, and share with others. One company created an internal social learning community where employees could earn points for skill development and share their learning progress with coworkers virtually.
Using social media in HR isn’t brand-new, but it has evolved from posting open positions on social media sites to become an integral part of overall talent management. In 2019 and beyond, social media will continue to become more ingrained in HR efforts to develop, engage, and retain talent. Social media not only informs prospective and existing employees about how the company lives out its vision and values, but can also provide new ways for employees to connect with the company and each other, and collaborate in ways they couldn’t before.