Social HR uses social media platforms to carry out human resource operations such as employment branding, engagement, hiring, and internal discussion.
Although hugely promoted by HRIS analysts and vendors, many companies are still reluctant to employ social HR. This is chiefly due to concerns about the misuse of social media and its optimization in various steps of the employee lifecycle.
However, employees should be allowed to access social media for communication; otherwise, you risk stunting workplace growth.
What is Social HR?
The main purpose of Social HR is the use of social media platforms and technologies to support and enable various HR activities and processes. This includes recruiting and sourcing candidates, onboarding new hires, facilitating collaboration and knowledge sharing among employees, and enabling performance management and feedback.
Social HR helps companies leverage the power of social technologies to transform how they attract, engage, and retain talent, thus enabling a more social and collaborative workplace culture. The HR teams flourish under a strong employment brand, improve the candidate and employee experience, boost productivity and innovation, and gain valuable insights into company culture and employee sentiment.
What are Some Benefits of Using Social Networks in the Hiring Process?
The implementation of social HR into the hiring process has multiple benefits.
Lower recruitment costs- The traditional process involves paying for ad space to notify job seekers. However, using social media to recruit barely costs anything. You can set up an account for free and post job requirements to reach your candidate pool.
Shorter Hiring Times- HR professionals can communicate directly with candidates to get information and subsequently schedule interviews with leading candidates.
Larger Recruitment Pool- With 67% of job seekers using Facebook and 40 million users on LinkedIn per week, it is no wonder social media is the ground zero for job-hunting.
Better Candidates- Social media allows recruiters to search through candidate profiles to find one ideal for their needs. This also singles out the tech-savvy aspirants, which is a necessity in today’s work climate.
How to Utilise Social HR for Maximum Effect
To get the most out of the benefits, here is how you can optimize social HR in your company.
1. Select the Right HRIS for the Job
The qualities of the ideal HRIS should allow for a simplified approach to job postings as well as an accessible application process for interested candidates.
You will lose out on talented and top-achieving candidates if your application process is not well-inspired.
2. Create a Real Social Media Presence
Despite the purpose of your company's social media page being recruitment, the company’s image should have a varied blog rather than a string of job postings. Not only does this look desperate, but the company is more likely to lose out on intelligent and experienced candidates.
Make it a point to post periodically and have a creative dashboard for a unique profile that will attract a better pool of job seekers.
3. Include Your Employees in Recruitment Efforts
The present employees are a good source of future employees, especially with the inclusion of social media. Furthermore, they can widen the search net by delegating the posting of information to friends and family who are eligible candidates. They can also communicate with employers to send over the most suitable applications, in addition to helping in a myriad of other ways.
4. Use Social Media as Another Screening Tool
Many users of social media, especially job-specific ones like LinkedIn, have helpful yet concise profiles that can help recruiters find suitable candidates for the job.
You can directly contact candidates that fit the job requirement for additional information. This saves the time from doing multiple interviews required to screen out unsuitable candidates.
5. Select the Social Media Platforms That Work for You
It is crucial that you only advertise on platforms that cater to your recruitment strategy and company culture. Focus on the social media handles used most commonly by current employees as that provides a working strategy. Then you can allocate the time and resources necessary to maintain those pages.
6. Starting Out Social
If there has been any indication regarding the usefulness of social media, it is the pandemic. With one-on-one interviews being canceled, looking up candidate profiles on LinkedIn or Facebook was the best way to look up candidate achievements and skills.
After the recruits have joined the company, the onboarding process and necessary details can be collected through social media details quickly. Moreover, the social forums allow current employees to offer advice to new ones so that they can learn the ropes of the company smoothly and effortlessly.
7. Social Learning and Development
The most common way for employees to learn is through in-person workshops. Not only is this time-consuming and expensive, but it is also difficult to gather employees from different departments at the same time. Social learning overcomes these obstacles and allows training to take place anywhere, anytime, at the employee’s convenience.
Take it up a notch by facilitating online training in a gaming format. This will increase employee engagement and encourage them to perform better.
8. Social Collaboration for Projects
Real-world projects can greatly benefit from social collaborations, as evidenced by the boost in productivity in teamwork when members can access files from remote locations as opposed to tedious meetings in the same place.
9. Social Check-ins Instead of Performance Reviews
Social platforms allow for instant customer reviews and feedback which allows managers to gauge employee satisfaction. This has led to the preference for social check-ins in lieu of performance reviews. The managers can address problems and, in turn, advise employees on ways to resolve them. Alternatively, they can also encourage a well-done job.
Should You Adopt Social HR?
Social media occupies a significant portion of people’s lives, so suffice it to say that its integration in the workplace through social HR is a necessity rather than a luxury.
However, it is important to have an HR system with social HR options to be set up to be work-oriented with relevant features. The employees will also need to be trained in the use of the social media programs of HR software, as they will be different from the social accounts that they are used to.
Drawbacks of Social HR
Despite the positive effects of social media in the workplace, there are many drawbacks as well.
Some significant potential drawbacks of social HR include:
Lack of control over employees: Without proper moderation, employees may share confidential information or make posts that damage the company's image and brand. This can open the organization up to legal and privacy issues.
Lack of supervision: The spread of misinformation, gossip, and rumors through employee posts is not properly monitored. This can reduce trust in the organization, which in turn affects the culture and morale.
Cyberbullying: Online harassment and trolling if proper policies and moderation are not in place. This toxic behavior creates a hostile work environment and can seriously harm employees.
Reduced Productivity: Excessive personal use of company resources and time spent on social activities reduce productivity, focus, and work hours. Employees may spend too much time on social media, chatting with coworkers and posting updates, which decreases the time spent on job duties and responsibilities.
Information overload: Numerous posts and shares can decrease engagement, make it difficult to find truly relevant and important content, and overwhelm employees. Sorting through excessive posts to find the most useful and important information for their jobs can reduce productivity.
Technical issues: Loss of data, privacy breaches, and network outages that disrupt business activities are common issues with social media platforms. Reliance on technology means any problems with the platforms can significantly impact work.
Downtime: Reliance on social HR for core business functions can be risky if the platforms are unavailable or not functioning properly. Critical communications and work may be impacted if the technology fails or experiences downtime.
Difficulty measuring the impact of social HR: While social HR may provide certain benefits, quantifying them or determining their return on investment can be challenging. If the value cannot be demonstrated, continued investment in the platforms may be hard to justify.
Nevertheless, the advantages of social HR outweigh the disadvantages, and it is ideal for the company to incorporate social media into the HR system. With more than 200 million social media users in the US alone, recruiters can access nearly 70% of the population.