Fishburn Hedges

17.06.2011

People Management has reported on an interesting study from Threepipe Communications on the FTSE 100's use of social media. Click here to access the story.

The study shows how few companies in the FTSE 100 are harnessing the benefits of engagement in social media to strengthen their employer brand. For example, the analysis shows that only 63 are actively harnessing Twitter and only five have a dedicated social media page on their corporate websites. 

Stand out from the crowd

I think this is a really interesting issue, and one that has not attracted enough attention to date. In a tight economy, with little scope or flexibility for financial incentives to attract and retain talent, employers need to identify other ways of helping them stand out from the crowd. The way they define, articulate and communicate their employment proposition or promise’ can be a valuable tool.

Its importance was borne out at one of our breakfast briefings recently (details here), at which participants discussed the importance of effective employer branding in attracting and retaining the talent required to help organisations thrive. The debate highlighted the range of component steps involved in creating an effective brand: including gaining employee input to defining the employment proposition, articulating common themes for all employees and communicating these consistently across all audience touchpoints (from recruitment collateral to career websites, employee communications to stakeholder engagement activity). 

Social media changing the game for employer brand

But the discussion also highlighted that – like all brands – an employer brand is shaped by the experience of ‘consumers’: in this case, the organisation’s current and potential employees. And the advent of social media has changed the game. Anyone who comes into contact with the organisation can share their views and/or experience widely and instantly. These people influence each other’s perceptions, and the organisation’s wider reputation as an employer. Leaving such conversations to take place, without any steps to participate and/or address any issues or inaccuracies, leaves employers exposed.

So I think organisations have little choice but to participate in social media if they are to protect their employer brand. The stall they set out through other materials and mechanisms (and the investment they make) can be easily undermined if they don’t.

Posted by Paul Sweetman