SFN Group identifies potential social media misfires in attracting, cultivating and retaining talent
Ft. Lauderdale, Fla., October 04, 2010 — Social media is changing the way people find jobs, but according to the latest Emerging Workforce® Study by SFN Group, most companies are out of step. In fact, less than one-fourth have a formal social media strategy in place, and of those, only one-third say they’ve had success.
“In the old talent attraction model, companies showed scant concern for the job seeker experience, enjoyed relative anonymity in terms of the true nature of their corporate culture and work environment, and rarely marketed themselves as a place to work,” said Roy Krause, CEO of SFN Group, Inc. “The online revolution has changed all that, fueling the need for companies to build relevant social media strategies into their workforce planning efforts.”
While successful adoption of social media requires a radical mindset change, the SFN study found many companies continue to apply conventional thinking to attracting, cultivating and retaining workers – a strategy that may fall short in today’s digital world.
Conventional Misfire #1: Attracting Talent Is Most Successful through Traditional Means
According to the study, only four percent of HR executives use social networking to recruit. For many, attracting workers remains a sterile, one-size-fits-all approach, regardless of an onslaught of social media that now offers boundless opportunities to target specific candidate groups and tap into markets which might otherwise have been inaccessible.
Conventional Misfire #2: Providing a Paycheck Alone Ensures an Engaged Workforce
The Emerging Workforce Study found that for 75 percent of workers, their job means more than just a way to earn a living. A full 88 percent want to think of new and creative ways to do things, with most workers naming growth potential as the top reason to stay beyond pay and benefits. One of the most effective venues to engage workers is social media, yet of the 44 percent of businesses using it, only 20 percent use it to motivate existing employees.
Conventional Misfire #3: Social Media Has Little to Do with Retaining Workers
Less than 20 percent of companies leverage social media to retain employees, according to the study. This is not surprising, when only 23 percent of HR executives said they are concerned about retention. However, utilizing social media to reinforce a company’s commitment to its mission can deliver tremendous dividends in employee loyalty.
The study found that workers who feel their employer has a clear corporate mission — and follows through on it — are nearly twice as likely to stick around, compared to those who work for companies without a clear mission.
Arguably, a compelling reason behind the growth of social media is it allows people to be heard. Giving workers an outlet to speak their minds can dramatically improve employee retention.
Krause concluded, “The new rules of attracting, cultivating and retaining talent center on intangibles, such as respect, clarity of mission, career growth and employer brand values. Social media represent an ideal delivery option and stands to be a game changer in the ability to compete successfully.”
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