Harnessing social media for organisational effectiveness
A collection of thought pieces

The CIPD has produced this collection of thought pieces to explore the potential opportunities for organisations arising from developments in the fast-changing area of social media. We suggest a range of business and people management issues where new as opposed to traditional media can make a real difference to practice and results.
Social media offers different ways to communicate with, engage and network with all stakeholders, and not least with employees and potential job applicants. The contributors to this report – from a range of business, consultancy and academic backgrounds – share their views on the ways in which HR professionals and their organisations can realise some of the benefits social media presents.
Harnessing social media for organisational effectiveness
A collection of thought pieces
Contents
Introduction 1
Viewpoint 1: Raising business performance 3
Viewpoint 2: Project and teamworking 5
Viewpoint 3: Attracting talent and managing the employer brand 7
Viewpoint 4: Managing the ‘employment deal’ 9
Viewpoint 5: Building social capital 11
Viewpoint 6: Gaining insight through employee research 13
Viewpoint 7: Driving engagement 15
Viewpoint 8: The future of social media 17
References and sources of further information 19