Pros -
- Aid in recruitment. Social media platforms can be used to publicize job openings, source candidates and verify background information.
- Market the employer brand. Sharing media about employee events and company values can help establish an employer brand to attract applicants and customers.
- Deliver internal communications. HR communications on policies, benefits, company news, social events, professional development and more can be made available to employees at any time.
- Engage employees. Internal social networking platforms can be more engaging and inspire greater participation than regular e-mail communications. Employees may feel they have more of a voice when their postings and comments are actively encouraged.
- Promote social learning and knowledge sharing. Providing employees with a way to connect with co-workers to solve problems promotes social learning and can increase knowledge sharing globally.
- Communicate during a disaster. Displaced employees can see emergency information from their devices to stay in touch with the employer and receive direction.
- Professional networking. HR professionals can network with peers, keep pace with competitors, and help attract clients whose values align with the employer brand.
Cons -
- Security. Using social media platforms on company networks opens the door to hacks, viruses and privacy breaches.
- Harassment. Employees may engage in harassing behaviors toward co-workers on a social network, and HR will need to take action if it becomes aware of such behaviors.
- Negative exposure. Postings from former or current employees, or even clients casting the employer in a negative light, may damage the employer's reputation.
- Legal violations. Employers become more susceptible to charges of discrimination, privacy violations and interference with employees' rights under Section 7 of the National Labor Relations Act, among other violations, when social media is used in the workplace.
- Potential loss of productivity. Some employees may spend an inordinate amount of time on social media for personal reasons while at work. Enforcing a clear policy on terms of use while working can help to mitigate this risk.
- Wage and hour issues. Nonexempt employees restricted to certain working hours may incur additional compensate hours, including overtime, more easily through social media use.
Policy Guidance -
If employees are allowed access to
social media platforms, then a comprehensive and well-defined policy should be
established to prevent abuse and reduce employer risk. While legal review is
always recommended, a social media use policy generally:
- Defines what social media is, so employees know exactly what is covered.
- Establishes a clear and defined purpose for the policy and any employer objectives.
- Communicates the benefits of having a social media policy.
- Indicates who is responsible for the management of social media for the company.
- Defines appropriate use and takes into consideration any legal ramifications of inappropriate postings.
- Identifies what is considered confidential information, such as trade secrets, and other types of information not to be shared.
- Talks about productivity in terms of social media use during work time.
- Provides guidance regarding social media use outside of company time that could be associated with the company, employees or customers.
- Refers to other company conduct policies directly and makes it clear that they apply to behaviors on social media.
- Provides examples of policy violations and outlines disciplinary measures to be taken when violations occur.
- Aligns branding in company-related postings—same style, format, usernames, etc.
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