Learning Objectives
By the end of this chapter, you will be able to:
- Explain how social media has transformed recruiting.
- Describe the concept of an employer brand and how it is built using social tools.
- Understand how Enterprise Social Networks (ESNs) can improve internal collaboration and knowledge sharing.
- Identify how social tools can be used to increase employee engagement.
Social Computing in Human Resource (HR) Management
Social computing has significantly impacted the field of Human Resource (HR) Management, providing new tools and platforms to attract, hire, and engage employees. By leveraging social technologies, HR departments can operate more efficiently and build a stronger, more collaborative corporate culture.
Figure 1: Social Computing in HR
flowchart TB
subgraph HR_SOCIAL["Social HR Applications"]
direction TB
RECRUIT["🔍 Recruiting\nLinkedIn, Job Boards"]
BRAND["🏢 Employer Branding\nSocial Presence"]
ONBOARD["📚 Onboarding\nESN, Training Videos"]
COLLAB["🤝 Collaboration\nSlack, Teams"]
ENGAGE["⭐ Engagement\nRecognition, Feedback"]
end
HR_SOCIAL --> OUTCOMES
subgraph OUTCOMES["HR Outcomes"]
OUT1["✅ Better Hires"]
OUT2["✅ Faster Onboarding"]
OUT3["✅ Improved Collaboration"]
OUT4["✅ Higher Engagement"]
end
style OUTCOMES fill:#2d5016,color:#fff
Figure 2: Social HR Applications and Outcomes
Recruiting
This is the area where social computing has had the most visible impact on HR. Social tools have transformed how companies find and attract talent.
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Finding Candidates: Professional social networks, particularly LinkedIn, have become the primary tool for recruiters. They allow HR professionals to search for and identify potential candidates with specific skills and experience, including “passive candidates” who are not actively looking for a new job but might be open to an opportunity.
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Vetting Candidates: Recruiters often review candidates’ social media profiles to get a better sense of their personality, professionalism, and communication skills. A well-curated professional profile can be a major asset for a job seeker.
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Employer Branding: Companies use social media to build their employer brand. By showcasing their company culture, values, and employee stories on platforms like LinkedIn, Twitter, and even Instagram, they can make their organization a more attractive place to work and attract higher-quality applicants.
Employee Onboarding and Training
Social tools can help new hires get up to speed and integrate into the company culture more quickly.
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Connecting New Hires: An Enterprise Social Network (ESN) can be used to create groups for new employees, allowing them to connect with each other, ask questions, and find mentors outside of their immediate team.
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Access to Information: Instead of relying on paper manuals, companies can use internal wikis or video platforms to host training materials and onboarding documents, making them easily searchable and accessible.
Internal Collaboration and Knowledge Sharing
Perhaps the most powerful use of social computing within HR is for improving internal communication and collaboration.
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Breaking Down Silos: Enterprise Social Networks (ESNs) like Slack or Microsoft Yammer create a central platform where employees from different departments and locations can communicate and collaborate. This breaks down the traditional silos that can hinder cross-functional projects.
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Knowledge Sharing: ESNs facilitate the sharing of tacit knowledge. An employee can post a question to the entire organization, and an expert from a completely different department can provide an answer. This creates a searchable, living knowledge base that is far more dynamic than a formal document repository.
Employee Engagement
Social tools provide a powerful channel for increasing employee engagement and morale.
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Employee Recognition: Companies can use their internal social network to publicly recognize and celebrate employee achievements, which can be more impactful than a private email.
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Internal Communication: Social platforms offer a less formal and more engaging way to share company news, announce events, and keep employees informed.
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Gathering Feedback: HR can use social tools to conduct quick polls and surveys to gauge employee sentiment on various topics, allowing them to be more responsive to the needs of the workforce.
Summary
Social computing has become an indispensable tool for modern HR management. It has revolutionized recruiting by making it easier to find and vet candidates and by creating a new channel for employer branding. Internally, Enterprise Social Networks are breaking down communication silos, fostering collaboration, and facilitating the sharing of valuable knowledge. By using social tools for recognition and feedback, HR can also play a key role in building a more engaged and connected workforce.
Key Takeaways
- Social media, especially LinkedIn, is now a primary tool for recruiting.
- Companies use social platforms to build their employer brand and attract talent.
- Enterprise Social Networks (ESNs) improve internal collaboration and knowledge sharing.
- Social tools can be used to enhance employee engagement and recognition.
Discussion Questions
- What are the potential risks or downsides for a recruiter who relies too heavily on a candidate’s social media profiles?
- How can an Enterprise Social Network (ESN) help a new employee feel more connected to a company, especially if they are working remotely?
- Is it appropriate for a manager to be “friends” with their direct reports on public social media platforms like Facebook? What are the pros and cons?