Seize the skills and HR benefits of social networking

Seize the skills and HR benefits of social networking
By Patrice Barbedette of Jobpartners

Published: July 11 2008 10:20 | Last updated: July 11 2008 10:20

I don’t suppose that when Mark Zuckerberg invented Facebook he realised how huge it would become. Facebook and other social networking sites such as MySpace and LinkedIn have taken the world by storm.

But many of us aren’t chatting to friends and watching videos on sites such as Facebook at home during our free time – we’re doing it at work. This presents businesses with the challenge of dealing with the loss of productivity. Social networking sites also pose the potential problem of confidential information being exposed, or employees posting negative comments about their employers.

Some businesses have clamped down on the use of social networking sites by either banning them or restricting access to lunch hours. But this can stir up feelings of resentment among employees as recent cases have demonstrated. When faced with huge numbers of staff complaints, one organisation performed a U-turn after banning employees from using Facebook at work: it realised that rather than using the site for chatting with friends and downloading videos, many were also using it for work and business networking.

There are certainly many benefits that social networking sites can offer the corporate world and businesses need to be taking note. Rather than having a knee-jerk reaction to these sites, what can we learn from them and how can we use them to our advantage in the corporate world?

The technology now exists to enable organisations to create their own internal corporate social network. This provides the advantages of networking and knowledge sharing that is found on sites such as Facebook, but within the safe boundaries of the corporate environment. This means that the risk of embarrassing or confidential information reaching the public domain is greatly reduced. It also means that while employees will still spend some time chatting most of the discussion will be on company related issues.

So what can a corporate network bring to the business? As Dick Eve points out in his article, the opportunities for knowledge sharing are huge. A social network enables every employee at every level at every single office across the company to interact and share information. This means employees can operate as a community and feel involved in company decisions which helps to engage them and increase productivity. Corporate networks can also be used to get learning content to employees but more importantly, employees connected to the knowledge experts.

Improved communication is another great benefit of a corporate network especially when building a global workforce. Employees can interact more easily on a professional and personal level with staff from other offices whether they are UK based or international. They can also come into more direct contact with senior managers, the opportunity for which may not have been presented before.

Better talent management is a further significant benefit. A corporate network can enable employees to brand and market themselves within the company by posting information on their profile page about their career goals, experience and skills. This helps managers and HR to identify the skills and talent they need internally much more easily which can reduce the reliance on external recruitment. It also enables the identification of those who are hungry for new opportunities and challenges. The ability to develop a professional profile also helps the employee to take a more active role in their career development which can boost company loyalty.

As well as professional profiles, employees can create personal profiles detailing their favourite books, charitable organisations and activities. This can help employees to get to know one another outside of the confines of their job titles as well as build a broader sense of corporate social responsibility.

For new recruits, a corporate network is an excellent way of getting to know people more quickly and getting up to speed on company processes and culture. It can also be particularly effective at engaging generation Y and attracting young graduate talent.

In summary, social networks present an unforeseen way of improving communication and knowledge flow within organisations, and engaging employees. An engaged employee equals a more productive employee, which equals better business performance. And who can afford not to look at ways of boosting employee performance during these hard times?

Patrice Barbedette is founder of Jobpartners, a talent management company

Copyright The Financial Times Limited 2008