How often have you walked by an employee using LinkedIn or Facebook during work hours? While many of our clients have raised concerns about this growing issue, there might not be a reason to worry.
According to a recent survey we conducted with more than 1,000 individuals in North America, 40 percent of respondents report that employee use of social networking websites during the work day is widespread, but is not necessarily interfering with productivity. Only 18 percent of respondents reported that social networking on the job often interferes with productivity, while 41 percent said that it sometimes does so.
Social networking is here to stay. By some it is perceived as disruptive, with about half of all companies reporting they block access to social media sites because of productivity and security concerns. However, some companies are looking for innovative ways to embrace the new medium as social media has turned into a regular part of day-to-day communication for many people.
Managers consider ways to creatively harness the technology and take advantage of the business value social media delivers in order to boost organizational performance and further business goals. We need to look for ways to channel social media in directions that benefit organizations and their employees.
Social networking is more and more central not just to how we stay in touch with family and friends, but how we stay connected to our colleagues. For many, social networking sites are an integral part of both personal and professional lives. Technology is changing how, where and when work gets done. It’s all about knowledge sharing, collaboration and transparency.
On the basis of this research, we recommend that managers leverage social networking technology to do the following:
1. Enhance communication: Managers should embrace new technologies to communicate more effectively with employees and keep them engaged and informed. The millennial generation wants quick hits of information that they can access remotely — social networking sites can be used to meet this need.
2. Increase employee engagement: Employees are looking for a way to connect with their organization — leverage social networking sites to reinforce your internal brand, build loyalty, and remind people of the organization’s mission and vision. By reiterating these messages on forums that employees use frequently, it increases your opportunity to engage their hearts, minds, and hands.
3. Develop internal networks: Networking is everything these days, and it is important for your employees to have internal networks to leverage for both effectiveness and efficiencies in their jobs. Promoting the use of social networking sites can increase employees’ ability to meet new contacts within the organization and increase collaboration.
By nature, we are social creatures and these tools can foster brainstorming, teamwork and innovation. Organizations that resist are probably in a losing battle, although many companies have policies in place to manage and monitor employee usage of social networking sites.
In conclusion, social networking websites are not going to go away — in fact, their usage will likely become even more widespread over the next several years. By finding a way to harness employees’ participation in these sites in a productive way, organizations can enhance their ability to foster communication, engagement, and collaboration.
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Kelly Lackner is a senior consultant with Right Management’s Northeast Talent Management Practice. Right Management (www.right.com) is the talent and career management expert within ManpowerGroup. She can be reached at kelly.lackner@right.com.
