Employers damaging ability to attract and retain talent in online world
UK businesses are failing to engage with the workforce through social media channels, damaging their reputation as an employer of choice and their ability to attract talent, according to new research.
The poll of 1,000 workers conducted by hyphen, the recruitment process outsourcing specialists, shows that nearly two thirds (60%) of UK workers do not, or are unable to engage with their employer on social media channels, such as Facebook, Twitter and LinkedIn. A fifth (17.1%) say that their organisation does not communicate via social media channels at all.
The survey shows that the reputation of businesses is increasingly forged online, with half (50.7%) of UK employees saying that an active social media presence is an important factor in determining an organisation’s overall reputation as an employer.
Members of so-called Generation Y (25-34 year olds) draw the strongest link between corporate reputation and social media presence, the research shows.
Over two thirds (69.2%) of Gen Y employees think an active social media presence is important for an organisation’s reputation as an employer. A fifth (19%) of Gen Y-ers look at an organisation’s Twitter feed to find out more about the organisation they are applying to – compared to just 4.9% of 45-54 year olds – and half (49.7%) follow their employer’s activity on social media channels.
Separate research from hyphen’s parent organisation, Adecco Group, showed that UK business is out-of-touch with the integration and importance of social media in the workplace. A poll of 1500 workers and 500 employers showed that well over half (59%) of employers think that access to social media at work is impacting on productivity. Meanwhile, only a third (36%) of workers subscribe to this view.
Zain Wadee, Managing Director at hyphen, said:
“Used effectively, social media has the power to engage, attract and retain talent, foster new business opportunities and bolster reputation – online and offline.
“Our research shows that businesses are out of touch with a new generation of employees that communicate and engage with organisations online more often than they do offline. Businesses and brands that invest in digital and extend their communications to social networks will ultimately strengthen their talent and profit pipelines.
“UK business must now reassess their engagement and communication strategies; failure to do so could alienate a whole range of stakeholders – including current and potential clients, future consumers and, importantly, employees.”
In the words of the parent of a teenager – “I’m not angry I’m just disappointed …. why? – couple of things … one I really worry that businesses are making them selves unattractive to work for … and are missing out on the wealth of talent they have in their businesses …. the genYers who are joining organisations with so much to share ‘upwards’… secondly having read an MT article this week … things just aren’t joining up!
My trusted friend the MT tells me that the IBM 2012 Global CEO Study quizzed business leaders on attitudes to customer service, social media and human capital. … and not surprisingly, the answer…..they are all important. But …. 57% of CEOs from the UK and Ireland say that social media will be as important as face-to-face time with customers in three to five years time. It also points out that those that think there will be much face to face time in five years time aren’t challenging their thinking enough.
Add to this that when these CEO’s were asked about innovation, technology was cited as ‘the most important external force impacting organisations’, more so than economic and market conditions. CEOs in this survey are saying that technology will dictate the future of collaboration, with knock-on effects on colleague retention and effectiveness.
Is it just me or is this all disconnected …..I can only conclude that CEO’s are not communicating their thinking into clear messages in the business or translating them into strategic plans that harness the potential and take out the barriers.. In the words of a friend “if you don’t engage in social media the world wont care but it will become harder and harder to do business”. On a personal note I’ve no need to feel angry or disappointed just relieved that here @bromfordgroup social media features in colleague, customer and business partner collaboration, communication and engagement, in learning and development, in recruitment etc etc etc phew!