Battle for talent - developing social media employee advocacy to support recruitment communication

Abstract

The starting point of this thesis is the shortage of employees in hotel and restaurant industry. StaffPoint is an HR company that is looking for hotel and restaurant workers for its numerous well-known client companies. One solution has been thought to be increasing recruitment consultants and key account manager’s presence in company’s social media channels. The problem is that employees are not as motivated to participate as it is hoped. The purpose of the development work is to find ways to motivate employees to participate and, in the long run, to build an employer image that attracts more applicants.

In this development project constructive study method was used. The research is implemented with survey and two interviews. A survey was conducted among 33 branch’s employees to find out what would motivate them to participate. Eighteen of them replied. In the interview StaffPoint’s Marketing and Communications Director talks about company’s social media strategy. Second interview is a benchmark about Finnair’s best practises in employee advocacy. I tested my construct, that was plan for social media training, by discussing with branch managers before the actual training.

The literature that is represented in this development project is focused on employee advocacy and employee ambassadorship as the main concept. Based on the literature, the survey and interviews, the training was planned and implemented for all officials in StaffPoint’s Horeca branch. After the training, a social media team was assembled from the volunteers. Content in branch’s social media channels have been produced regularly since social media team begun its work.

The conclusion of the thesis is that competence increases motivation and enables participation. In addition, management support and trust are an important motivator. People who are already active in their own social media are the ones who are the most likely to be involved as corporate social media ambassadors as well. Above all, the company must be a good employer in order for employee advocacy to be possible.

This development work is important for corporate communications designers as the channels and ways of communication and content production have increased within companies. The guidance and training of employees in communication matters will certainly increase in the future in the job description of communication specialists.