Workplace Issues

Social networking sites may be employer's best ally

Remember news reports from last year about companies, government departments and organizations banning employees from using social networking sites during work hours?

P.J. HARSTON
Send to a friend
Print

New research shows that those workplaces are in the minority as employers try to leverage the phenomenon to their advantage and employees use their networking site to trumpet their workplace achievements.

"Most employers are trying to figure out how Facebook can make a positive contribution to their operations," says Brian Singh, managing director of ZINC Research, the company that completed the study.

He suggests that Facebook and related social media are an employer's best ally.

"While the platform presents many opportunities and cost efficiencies for marketing and information, it is its strength in connection and engagement that can be used to attract and retain young talent and build a vibrant company culture," Singh says.


"Why shut down access when you can leverage your best assets -- your employees?"

Among other findings, ZINC's research suggest that 86% of Canadian adults aged 18 to 34 years participate in online social networking, compared to 64% of those aged 13 to 17, 18% of those aged 35 to 54 and just 4% of those aged 55 years plus.

It also found that of those who participate in online social networking, there was little difference between the genders with 48% of male respondents participating and 54% of female respondents taking part.

As well, there was little difference in education levels with 47% of the respondents holding university degrees, 54% holding college or technical school diplomas and 52% with high school education.

"Young adults have adopted Facebook as the de facto communication and networking platform," Singh says. "Companies that grasp this reality and develop a Facebook-related attraction and retention strategy will better connect to their workforce and get the upper hand in business."

The survey found that about 46% of all online social networking participants, regardless of age, gender or education, somewhat or strongly agree with their employer viewing their Facebook profile, with 27% having a neutral opinion.

It also found that 39% of respondents somewhat or strongly agree with their prospective employers looking at their Facebook profile in addition to their resume when looking for a job, while 28% have a neutral opinion.

P.J. Harston is the business editor of the London Free Press.



Send to a friend     Print