Companies use social media for marketing and customer engagement, but many overlook its potential for HR. A newly updated guide from McLean & Company, a global HR research and advisory firm, emphasizes why HR should play a leading role in shaping a company’s social media presence.
HR’s role extends beyond posting job listings. A well-executed social media plan can attract top talent, reinforce company culture, and improve internal communication. Yet, only 65% of organizations are effectively using social media and technology to advance HR practices, leaving significant opportunities untapped.
“With new platforms and user behaviors constantly evolving, social media influences how people find and do their work,” said Elysca Fernandes, director at McLean & Company. “HR’s challenge is to filter through the noise and find strategies that align with business priorities.”
McLean & Company’s updated HR Guide to Social Media offers a structured approach to making social media an asset for HR. The guide focuses on three key areas:
1. Attracting External Audiences: Why Employer Branding Can’t Be Ignored
Job seekers treat a company’s social media presence like a first impression. They want a real sense of workplace culture, leadership, and values before applying. If an organization’s social media is stale, generic, or absent, it could drive away top talent.
HR teams can shape the narrative by:
- Sharing employee success stories and testimonials.
- Showcasing workplace diversity and inclusion initiatives.
- Posting behind-the-scenes content that reflects daily company life.
- Presenting job openings with engaging visuals and clear messaging.
A well-maintained social media presence doesn’t just attract applicants—it attracts the right ones, ensuring a stronger cultural fit.
2. Engaging Employees Internally: Social Media Builds Stronger Teams
Social media isn’t just an outward-facing tool—it plays a crucial role in keeping employees connected and engaged.
HR can use social media to:
- Improve retention. Recognizing employee achievements and celebrating milestones fosters loyalty and boosts morale.
- Keep remote teams connected. For hybrid and work-from-home employees, social media platforms like LinkedIn, Slack, or Microsoft Teams help maintain a sense of community.
- Increase visibility for HR initiatives. Whether it’s wellness programs, training opportunities, or company-wide updates, social media ensures employees stay informed.
A well-connected workforce is more engaged, more productive, and more invested in the company’s success.
3. Building an HR-Focused Social Media Plan: Strategy Matters
Without a clear strategy, social media efforts can be scattered and ineffective. HR needs a structured plan to maximize its impact and keep messaging aligned with company goals.
An effective HR social media plan should:
- Set clear objectives—whether for recruitment, internal communication, or employee engagement.
- Choose the right platforms based on audience (e.g., LinkedIn for professional branding, Instagram for company culture).
- Track performance with analytics to refine strategies over time.
- Establish guidelines to maintain professionalism while encouraging employee participation.
A thoughtful approach ensures that HR’s efforts aren’t wasted and that social media remains a valuable business tool.
Final Thoughts: Social Media Is a Business Asset, Not Just a Marketing Tool
Ignoring HR’s influence on social media is a missed opportunity. Employees and job seekers expect transparency, authenticity, and engagement. A strong HR-led social media presence does more than attract talent—it builds a thriving workplace culture.
McLean & Company’s HR Guide to Social Media provides a practical roadmap for HR teams looking to get the most out of social media. For organizations that want to stay ahead, this isn’t just a suggestion—it’s a necessity.
