The Social Year of HR

Posted in Human Resources Articles, Total Reads: 4854 , Published on 30 April 2014
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“The real difficulty lies not in developing new ideas but in escaping from the old ones”- John Maynard Keynes.In 2010, only 6% of companies were using social media for recruiting but now this number has exploded to around 90%.


When Marriott International announced about opening a new Courtyard by Marriott property in Bilaspur, it got over 300 CVs through its Facebook page. Though this page was launched recently, it has already secured more than 1 million likes.



Social Media is a broad name given to a collection of different ways in which people can share thoughts, information and personal data across the web. The people themselves form the basis of existence of social media and hence, there is no question of pushing media at them.

Image Courtesy: freedigitalphotos.net, cuteimage


BYOB, “Bring Your Own Bottle?” a phrase used in college days has been replaced by social media catchphrase BYOD, “Bring Your Own Device.” We have entered in time of social HR, where companies are integrating social technologies into their employee life cycles, from recruitment, skills development, events and employee engagement to employee exit.


Different generations’ view of social media

Generation Y (16-30 years) Generation X (31-46 years)

• I like to “ping” my social media network or just send a quick text. It’s all about efficiency and speed.

• I think Facebook, Twitter, blogs, etc., are great ways to foster collaboration and innovation in my company.

• I don’t need to see my peers to build a strong relationship with them. • I prefer to do business over e-mail. I find it more effective.

• Face-to-face meetings are needed occasionally but in reality, things can be done via e-mail.

• I don’t have a problem adjusting to Facebook and the other social media sites, but I don’t have to use it.

Baby boomers (47-65 years) Traditionalists (66-86 years)

• Business is most effectively conducted in face-to-face meetings or at least over the phone.


• I have started experimenting with Facebook and Twitter, but I honestly don’t understand what all the hype is about. • I have only conducted business through face-to-face meetings. That is just how it works best.


• Why do I have to share everything I know with the younger workforce? I have worked long and hard to gain the knowledge I have today.

As using social media inside companies will be increasingly important in 2014 and beyond, baby boomers and older generations have embraced these technological tools. For example the fastest growing demographic on Google+ is 45-54 and on Twitter it is 55-64.

Different generations’ view of social media

Generation Y (16-30 years)

Generation X (31-46 years)

• I like to “ping” my social media network or just send a quick text. It’s all about efficiency and speed.

• I think Facebook, Twitter, blogs, etc., are great ways to foster collaboration and innovation in my company.

• I don’t need to see my peers to build a strong relationship with them.

• I prefer to do business over e-mail. I find it more effective.

• Face-to-face meetings are needed occasionally but in reality, things can be done via e-mail.

• I don’t have a problem adjusting to Facebook and the other social media sites, but I don’t have to use it.

Baby boomers (47-65 years)

Traditionalists (66-86 years)

  • Business is most effectively conducted in face-to-face meetings or at least over the phone.


  • I have started experimenting with Facebook and Twitter, but I honestly don’t understand what all the hype is about.
  • I have only conducted business through face-to-face meetings. That is just how it works best.

  • Why do I have to share everything I know with the younger workforce? I have worked long and hard to gain the knowledge I have today.

Table1 Source: KPMG, Human Resource-Social Media


1. Why Social Media in HR Matters Now More than Ever

Today, regardless of industry, size, or location, companies face several critical business challenges that can be implemented effectively by social media platform. Some of these challenges are:

a) Globalization

b) Profitability

c) Intellectual Capital

d) Change, change and more change

In the new era, winning will spring from organization utilizing capabilities of social media, for speed, responsiveness, agility, learning capacity and employee competence.


Figure1 Source: BLR’s HR daily advisor survey


1.1 Emerging markets want to use mobile technology to assess candidates

HR professionals in emerging economies (including China and India) indicated that more of their candidates are asking to complete tests via mobile devices, and more of their recruiters want mobile access to candidate data, as compared to candidates and recruiters in established economies.


Table 2 Source: ww.shl.com


Smart Sourcing

Leading early adopters are building out entire, multi-pronged recruitment campaigns that take advantage of both social media’s high engagement rates, and mobile platforms’ ease of action.


Table 3 Source: ww.shl.com


Compliance

The National Labor Relations Board decision (in established markets) that extended worker rights to Facebook broke new ground, establishing an important precedent for employee social media guidelines. Thus social media policies are fully implemented with legal base in organization and following figure shows the percentage of contribution from each department.


Figure 2 Source: SHSM with Society for Human Resources Management, 2012


1.2 Not only for recruiting

As global talent competition is increasing, implementing social and mobile strategies can make recruiting processes more efficient, increase candidate engagement and enable organizations to build a sustainable and scalable talent pool. Social media doesn’t stop being useful once hired someone.


What indeed candidates really want is not just a paycheck but the opportunity to do work in an enjoyable and challenging environment. Social networks have become an important way to build the employment brand and showcase job opportunities, culture, and what it’s like to work with a particular organization.


Figure 3 Source: BLR’s HR daily advisor survey


1.3 Innovation solution for internal effectiveness of organization

World-class leaders empower employees to become evangelists for the firm on helping customers through social media, building the brand, attracting talent through platform, and giving a personal face/identity to the company.


Increasingly, social media is being offered asan innovative solution for internal effectiveness of organization. When strategy and governance are integrated with tools of social media, they can positively impact organization. An organization that thoughtfully embraces social media can realize opportunities across four areas:


1. Collaboration: Constant, transparent, and effective collaboration with employees, candidates, customers, and suppliers

2. Talent management: Top performance delivered through robust and real-time training, development, and support

3. Administration: Employee-centric Human Resources (HR) operations, regardless of where employees are in the world or organization hierarchy

4. Employee engagement: Single, unified culture with engaged employees driving business success

It also has significant role to play in Voice of employee,Performance management and Communication between different sections/companies.



2. Social Media today

Following are some of the important applications of social media which have impact on HR

a) Big Data Lets New Jobs Find You Before You Even Know You’re Looking

b) Mobile Apps Are the New Job-Search Frontier

c) Manpower Planning

d) Employee Discipline

e) The Performance Review

f) Learning Will Be Social and Happen Anywhere & Anytime

g) MOOC’s Will Revolutionize Corporate Learning & Development


Figure 4 Source: KPMG, Human Resource-Social Media


3. Social media presents the enterprise with two unique sets of risks

Companies should anticipate and plan for a previously unheard of social activity stemming from within the walls of the office room. This “over-planning” better enables organizations to fully capture the opportunities of social media while minimizing risks associated.


Internal

• Employees inadvertently /deliberately leak privileged information that belongs to the organization

• The creation of public, and therefore “discoverable,” public record related to internal employment issues

• Ownership issues regarding public forums/networks where employees might engage with customers to discuss business issues

• Introduction of sensitive personal information into the workplace (politics, religion, sexual orientation, lifestyle issues)


External

• The potential for viral growth of negative sentiment either in response to organization communications or simply a market discussion on products or services

• Inappropriate or inaccurate commentary on organization financial performance

• Misrepresentation of organization’s position on public issues

• Damage to company’s reputation or desired brand image

• Data privacy breach related to lost personal identifiable information (PII)


Conclusion

Social media is changing HR, forcing them to consider technology. Online social platforms are future trends where HR and senior executives can no longer afford to ignore. Social media changes the way business is done in future. Contrary to popular belief of insecurity, if controlled appropriately, social media has shown to increase productivity, employee engagement, and foster innovation through collaboration.


There is a fundamental shift that social media necessitates in business today - the need to transition from 'Me First' to 'We First' thinking.


This article has been authored by Vinay Raj Chowhan and Krishan Kumar Gupta from IIM-Indore


References

1. kpmg.com/US/en/IssuesAndInsights/ArticlesPublications/Documents/human-resources-social-media

2. smartrecruiters.com/blog/how-social-media-changes-hr/

3. shrm.org/research/futureworkplacetrends/documents

4. SHL-Trend Reports

5. A new Mandate for Human Resources-Harvard article

6. BLR’s HR daily advisor

7. hiring.monster.com/hr/hr-best-practices/recruiting-hiring-advice/strategic-workforce-planning/social-media-trends



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