Just 16% of employers use social media for engagement

Just 16% of employers use social media for engagement

Social media is a useful and well-used as a recruitment tool. The ability to contact candidates directly and learn more about their specific background and experience is invaluable in the current climate of skill shortages and increased competition between employers. However, keeping is as important as hiring and engagement is a vital part of that.

It seems the number of employers recognizing the value of social media for recruiting is increasing, with a third (34%) using it to attract and retain new talent, according to the PwC Business Insights Survey of 400 Canadian companies. However, just 16% are using it as an engagement tool despite other company’s high profile successes.

Best Buy’s Blue Shirt Nation – a social media site for employees – has become a way for the company’s most passionate and engaged employees to help and encourage others. It connects workers to executives, and to peers across the country and the continent to share ideas and information, Sidneyeve Matrix, associate professor of Media and Film at Queen's University said.

This is another area of improvement for private company leaders as employees are “self-sumers,” meaning they have their own technology preferences enabling them to work more efficiently and they enjoy working together using social networks, said Aayaz Pira, director of management and technology consulting at PwC.

"The ability to collaborate and create new ideas with peers and companies in real time is quickly becoming one of the key differentiators between companies that can versus companies that can't.”

The survey also found that just 13% of CEOs who are using social media plan to use it to develop new products while a quarter of respondents said they have no plans to invest in mobile. A surprising 28% said they don't plan to use social media at all.

"This is a huge missed opportunity. Social media gives consumers a voice to be part of the business and the ability to collaborate with companies to develop the products and services they want,” said Pira. “This reflects organizations unaware of the factors involved with managing social media, such as cost and labour, the lack of knowledge around the return on investment, and being weary of risks associated with social media.”