Benefiting from Relationships
Most companies have gravitated toward the positive view of social networking -- recognizing that they can benefit from the relationships their employees have outside the organization. And, ironically, an effective model for such networking may be an ancient business form.
By Peter Cappelli
Our Center for Human Resources was having a meeting of sponsoring corporations this week, and the topic of social networks at the workplace came up for discussion.
The Internet raised an interesting challenge for the workplace as it represented both an important source of information that could be used at work and a considerable opportunity to goof off. Unfortunately, some of the use of the Internet on company time went beyond goofing off in e-mail conversations and Web-site visits. Embarrassed employers had to set up policies to restrict access.
Online social networks raise a similar challenge.
MySpace, Facebook, LinkedIn, and similar sites have big pluses and minuses. While it is certainly possible for employees to waste time on them and post potentially embarrassing information, there are different and perhaps bigger upsides than we saw simply with Internet use. This is especially so for the human resource function because these sites have become important sources of information for recruiting candidates and for shaping company image.
There is also something radical about these social networks for companies, and that is a recognition that they can benefit from the relationships their employees have outside the organization.
"Tapping social networks is the hottest idea in business as it provides a new way to get access to customers, credibility for products and contacts for hiring. It's a bit ironic that the most effective model for executing this hot idea is through an old organizational form."
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