Companies Struggle to Leverage Social Media

Companies Struggle to Leverage Social Media

Companies Struggle to Leverage Social Media

Influential Quality  47% of workers say that a company's online reputation matters as much as the job offer.

Today's organizations are either slow to recognize the influence of social media on their reputation, or they don't know how to take full advantage of it. Either way, this lack is hurting them in the competitive talent recruitment and retention game, according to a recent survey, the "Emerging Workforce Study" from Spherion Staffing Services. Even when companies are pursuing social media strategies, very few of their executives give a positive assessment of the success they're having with social media. The research also shows how ineffectively organizations follow through on their stated missions. All this makes a difference as employers seek to appeal to high-achieving "emergent" professionals, who are more willing to take control of their careers and are more difficult to retain. "The 'emergent' attitudes toward the workplace are often indicators of new expectations among all of today's workers when it comes to drivers of engagement, productivity and retention," says Sandy Mazur, division president at Spherion. "Perhaps most compelling this year is workers' desire for a clear corporate mission that is followed through on and the importance of a company's social media practices and beliefs." The research was conducted by Harris Interactive and involved 225 human resource managers and 2,035 employed adults.

Dennis McCafferty is a freelance writer for Baseline Magazine.
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