Social Media and Search Engine’s Impact on Retaining Talent

by MSG Eladio Tirado, US Army

Before the expansion of the world wide web, people could find a job in a company they knew by word of mouth, located close to home, or read about the company in the newspaper. People looked for a way to make their way to the company; for example, seeking help from family members or close friends that are employees. Once hired, they no longer searched for better-paying job opportunities. Instead, people waited for a promotion, which could take years. The promotions available often were not great, but the employees sometimes did not know that their knowledge and expertise might be valuable elsewhere. With the internet becoming more popular, recruiters and employees started to utilize these tools, and those tired of their jobs found it easier to move to other opportunities (Reyes et al., 2019).

The fact that the internet and social media can influence employees to seek new opportunities creates a talent and retention problem for many organizations. They must constantly evolve by providing incentives and benefits based on the organization’s vision and values. Corporations like Sherwin-Williams offer such benefits not only for the employee but also for family members, but benefits vary depending on the type of employee. This creates dissatisfaction among those receiving fewer benefits, full-time vs. part-time employees (West et al., 2019). Unhappy employees can now search for new jobs since corporation recruiters are leaning more toward using social media to find potential candidates due to the time and cost-saving benefit it provides to the recruiting process (West et al., 2019). Businesses must recognize that employees actively pursue higher-paying opportunities through the Internet and social media, posing a significant challenge in retaining talent due to the frequent departure of experienced personnel to better-paying opportunities.

Literature Review

The issue of employees seeking better-paying opportunities using the Internet and social media is a critical challenge for businesses in the current job market. The widespread use of online platforms and social media has made it easier for employees to search for and apply for new job opportunities, leading to increased competition for top talent (Karaoglu et al., 2021). This can result in high turnover rates and the loss of valuable job experience and knowledge, impacting organizational performance and success (Sims & Bias, 2019). Considering this, businesses need to understand the factors that drive employees to seek new opportunities and develop strategies to address this issue. It is important to note that these factors can vary from person to person, and individual circumstances may influence employees’ motivations to explore new opportunities (Wigert, 2022). This review will examine the impact of the Internet and social media on the job market, why employees leave their current positions, and the strategies companies can implement to retain valuable employees. It also provides insights into businesses’ challenges in the modern job market through a comprehensive analysis. It will highlight the importance of considering employee satisfaction, motivation, and compensation to attract and retain top talent in a competitive job market (Wigert, 2022).

Why Employees Leave Their Jobs

The topic of why employees leave their current positions is a critical issue for companies, as high turnover rates can result in excessive costs and impact organizational performance. Gallup’s recent review on this topic has consistently identified low pay, limited career growth opportunities, and poor working conditions as the main reasons employees leave their jobs (Wigert, 2022). This can include insufficient salary and benefits, lack of training and development opportunities, and exposure to hazardous or unpleasant working environments (Peters, 2019). These findings highlight the need for companies to carefully consider their compensation and benefits packages and the working conditions they offer to attract and retain employees (Reyes et al., 2019). Additionally, companies must provide opportunities for professional growth and development, as employees often seek them to advance their careers and increase their earning potential (Sims & Bias, 2019). Addressing these issues can help reduce turnover and increase employee satisfaction, positively impacting organizational performance and success. Today’s technology, like the Internet and social media, allows companies to develop training programs and recruit talent at a lower cost (Nhaissi, 2018). Furthermore, it also enhances the employee’s ability to search for a new position within the company.

Technological Advancements

Internet and social media recruiting offers substantial benefits, with estimations indicating that hiring someone online is approximately one-twentieth of the expense of traditional methods like want ads (Cappelli, 2014). Furthermore, the time saved through online recruitment is equally significant. According to Karaoglu et al. (2021), “using the Internet for job-seeking improves the speed with which people find jobs, offering a significant benefit. Traditional job-seeking methods such as newspaper ads are increasingly shifting to the Internet, making online job-seeking increasingly important for finding employment” (p. 2). Technological advancements, such as telecommuting and flexible scheduling, have significantly impacted the modern workplace, and employers are adapting these options to improve employee satisfaction, work-life balance, and retention. A review on this topic has shown that these tools can play a crucial role in addressing the issue of employees leaving for better opportunities (Peters, 2019).

For example, telecommuting and flexible scheduling can help create a more positive work-life balance, increasing job satisfaction and reducing the likelihood of employees leaving their current positions. Additionally, these advancements can give employees greater autonomy and control over their work schedules, leading to improved job satisfaction and motivation (West et al., 2019). Furthermore, telecommuting and flexible scheduling can also offer companies significant cost savings and increased productivity, as they can reduce absenteeism and increase the number of available work hours. Thus, it is essential for companies to consider the role those technological advancements, such as telecommuting and flexible scheduling, can play in improving employee satisfaction and retention and to implement these tools when appropriate. By continually monitoring and evaluating their retention efforts, companies can make data-driven decisions so that their retention strategies effectively address why employees leave (Karaoglu et al., 2021). Technological advancements, organizational culture, and leadership style significantly impact employee satisfaction and retention, and employers must not underestimate their importance.

Culture and Leadership Style

Organizational culture and leadership style significantly impact employee satisfaction and retention. They can determine whether employees stay with a company or seek new opportunities (Reyes et al., 2019). A review on this topic shows that employees are more likely to be satisfied and to remain with a company with a supportive and engaging work environment characterized by clear values and mission, open communication, and positive leadership (Reyes et al., 2019). Companies can play a crucial role in creating this type of environment by focusing on developing a positive organizational culture and promoting leadership styles that are supportive, empowering, and responsive to the needs and expectations of employees. This can include transparent decision-making, professional growth, development opportunities, and promoting positive work-life balance (Peters, 2019). Furthermore, companies that invest in creating a supportive and engaging work environment will see improved employee morale, increased productivity, and reduced turnover, all of which can positively impact organizational performance and success. Thus, it is essential for companies to carefully consider the impact of organizational culture and leadership style on employee satisfaction and retention and to take active steps to create a supportive and engaging work environment.

Literature Review Summary

Businesses must recognize that employees actively pursue higher-paying opportunities through the Internet and social media, posing a significant challenge in retaining talent due to the frequent departure of experienced personnel. The issue of employees seeking better-paying job opportunities using the Internet and social media is a critical challenge for businesses. This literature review analyzed the impact of the internet and social media on the job market, why employees leave their current positions, and the strategies companies can implement to retain valuable employees. The findings suggest that companies need to carefully consider compensation and benefits packages, working conditions, professional growth and development opportunities, and the role of technological advancements, such as telecommuting and flexible scheduling, to attract and retain employees. Additionally, companies should focus on creating a supportive and engaging work environment through positive organizational culture and leadership styles to improve employee satisfaction and reduce turnover. Companies can improve organizational performance and success by understanding the factors that drive employees to seek new opportunities and implementing strategies to address these issues.

Diversity and Ethics

Businesses expanding their workforce and attracting talent do not only need to work on a robust benefits package but also on how creating an environment nourished by different ideas and backgrounds (College, 2018). This also comes with a mix of leadership styles that help define the best action in any decision-making event. Social media platforms have extensive user bases, allowing companies to reach many potential candidates. Organizations can expand their reach and attract diverse talent by leveraging platforms like LinkedIn, Facebook, and Twitter (Nhaissi, 2018). Influential leaders understand that each team member brings unique strengths and perspectives to the table, and they work to cultivate an environment where all team members feel valued and supported. By promoting ethical behavior and valuing diversity, businesses can create a culture of inclusivity that attracts top talent and leads to increased success.

Diversity

Diversity is the range of human attributes and differences, including ethics, beliefs, ethnicity, gender, and social class, to name a few. This is unbelievably valuable because of the different points of view and appreciation of rules and ethics that the transfer a new employee receives (College, 2018). A diverse group could also make the work environment challenging at first due to the differences; however, it helps bring people together and create awareness of how different the world is. An example would be a company located in the Midwest, where White Americans dominate the population; the company attracts local talent, people who have grown up in the same city/town and grew up in the same neighborhoods, sharing the same values. This would lead the company only to offer a product that meets the needs of the population they know, ignoring how diverse the country is (College, 2018). Suppose a client of that company located 2,000 miles away in a significant city is requesting to fit their needs. In that case, the company might have trouble understanding the request and delivering a product. If the workforce is diverse, they can accommodate without significant issues and deliver an excellent product/service.

Social media and search engines have allowed the workforce to expand on their diversity and opportunities to gain experience (Dattner et al., 2019). The company increases the number of job applicants and can hire diverse employees. Diversity is a great tool to understand how diverse cultures influence the workplace, helping expand and modify the products and services offered. Moreover, social media and search engines can facilitate the recruitment of candidates from various backgrounds and locations, allowing for a more inclusive and diverse workforce. This can lead to a range of benefits, such as increased creativity, improved problem-solving abilities, and enhanced innovation within the company (College, 2018). Additionally, having a diverse workforce can help businesses better understand the needs and preferences of different customer segments, leading to more effective and targeted marketing strategies. Overall, embracing diversity and ethics in the workplace can positively impact employees and the business.

Ethics

Ethics is controversial as it means identifying right or wrong and delivering the best approach. It is controversial because the sense of right and wrong differs for each person (I agree that an animal with high survival capabilities can survive if abandoned in the desert, but others might think that is wrong). Furthermore, cultural, and societal norms influence ethics, varying significantly between regions and communities. What people consider morally acceptable in one culture, other cultures can consider entirely taboo (Dattner et al., 2019). In addition, ethical dilemmas can arise when competing interests or values are at play, making it difficult to determine the best course of action. Ultimately, navigating ethical issues requires careful consideration and a willingness to engage in open and respectful dialogue with those with different perspectives.

Ethical dilemmas are prevalent in companies and might present under any circumstances, even when high profits are involved; greed can overtake doing what is right. The potential of large profits can deviate from the fact that, in the process, it affects employees, but this is where responsible and ethical leadership comes into play (Dattner et al., 2019). Similarly, job seekers can access much information on search engines about a job, reading a lot about what the position entitles. Nothing stops them from altering their resume to match any position (Dattner et al., 2019). This is a big issue because it allows a person selected for an interview to pass successfully. However, when it comes to performing the job, their performance will not be as expected, causing a loss in the company because productivity will be highly affected. Hiring managers must actively engage and ensure the suitability of applicants for the position, thereby complicating and making the validation of information more challenging. (College, 2018). At the same time, fully qualified applicants have more competition, lowering their chances of attaining an interview.

Proposed Solution

Companies must keep up with competitors to offer value to the employees and retain talent. In the same way, employees can use search engines and social media to seek employment within their current job (Nhaissi, 2018). It is important to note that social media can be a valuable tool for recruitment and retention, and employers can use it alongside other traditional methods. Also, organizations should establish clear social media policies, guidelines, and strategies to ensure consistent branding, effective communication, and respectful engagement with candidates and recruiters. The human resource department must ensure that the employees want what the company offers to attract or retain talent. Employees always seek to feel valued, regardless of their job type or position at any company (Cappelli, 2014).

Compensation is significant, but also attractive benefits, such as a good retirement plan, health insurance, the opportunity for employees to take time off, and a good working environment (Peters, 2019). Compensation is related to development, growth, and acknowledging and appreciating employees’ contributions. Companies benefit from showing employee appreciation by staying competitive (Sims & Bias, 2019). Employers can harness social media to encourage employees to become brand ambassadors. By sharing their positive experiences, accomplishments, and professional growth journeys on social platforms, employees contribute to building a positive employer brand. This, in turn, enhances employee satisfaction, loyalty, and retention (Nhaissi, 2018). They also have access to online job databases and compare themselves to what they offer versus what makes other companies attractive to potential employees.

Companies should review the benefits offered and market within to ensure their talent is aware of the benefits available and make a straightforward process to take advantage of them and make them accessible. For example, if the company offers a gym membership, ensure everyone has the same opportunity to apply by distributing the message, an effortless way of verifying employment; and granting benefits. Transparency is a significant value; employees value trusting their employer and feeling that proper solutions will be available to them in case of any conflict or life changes that impact their work life (Cappelli, 2014). Promoting within the company is also an excellent tool that promotes employee motivation and the decision to stay. Businesses can also mitigate the negative impact of social media and search engines on job-seeking opportunities. For example, they can ensure that their online profiles accurately reflect their commitment to diversity and ethical practices (Wigert, 2022). Businesses can also provide resources and training to employees on using social media professionally and promote diversity and ethical behavior.

Furthermore, businesses can increase their visibility to job seekers by engaging with potential candidates on social media platforms. By sharing job postings, providing insights into the company culture, and highlighting the accomplishments of current employees, businesses can attract and retain top talent. An employee who has become an expert in their area and is looking to expand their career gets motivated to seek opportunities to gain experience; instead of leaving and starting new at another company, they will continue to offer their expertise on the products or services offered and become ambassadors in social media.

Conclusion

Social media and search engines have significantly impacted organizations’ ability to retain top talent in a competitive job market. Companies can build their employer brand through social media, highlight their culture, and engage with potential and current employees. On the other hand, search engines and social media have made it easier for employees to find new job opportunities and access information about companies and their cultures. As a result, employers must adapt to these changes by embracing social media to attract and retain top talent and create a positive online reputation that attracts potential candidates. By doing so, companies can position themselves as an employer of choice and retain the talent they need to succeed in today’s competitive market.

References

Cappelli, P. (2014). Making the most of on-line recruiting. Harvard Business Review. https://hbr.org/2001/03/making-the-most-of-on-line-recruiting

College, O. (2018). Diversity and inclusion in the workforce. Ecampusontario.pressbooks.pub. https://ecampusontario.pressbooks.pub/businessethicsopenstax/chapter/diversity-and-inclusion-in-the-workforce/

Dattner, B., Chamorro-Premuzic, T., Buchband, R., & Schettler, L. (2019). The legal and ethical implications of using AI in hiring.Harvard Business Review. https://hbr.org/2019/04/the-legal-and-ethical-implications-of-using-ai-in-hiring

Karaoglu, G., Hargittai, E., & Nguyen, M. H. (2021). Inequality in online job searching in the age of social media. Information, Communication & Society, 25(12), 1–19. https://doi.org/10.1080/1369118x.2021.1897150

Nhaissi, E. (2018). Council post: Using social media for recruitment and retention. Forbes. https://www.forbes.com/sites/yec/2018/09/04/using-social-media-for-recruitment-and-retention/?sh=49f186551aba

Peters, J. (2019). Employee engagement: Creating positive energy at work. Kr Publishing. https://sgm-a.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_11910_1&content_id=_1415693_1

Reyes, A. S., Aquino, C. A., & Bueno, D. C. (2019). Why employees leave: Factors that stimulate resignation resulting in creative retention ideas. CC The Journal: A Multidisciplinary Research Review, 14, 15–24. http://dx.doi.org/10.13140/RG.2.2.17579.39203

Sims, R. R., & Bias, S. K. (2019). Human resources management issues, challenges, and trends: Now and around the corner. Information Age Publishing, Inc. https://sgm-a.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_11910_1&content_id=_1415693_1

West, C., Ricks, J., Strachan, C., Iacono, J., & Shay, C. (2019). Factors that influence recruitment and retention. Williams Honors College, Honors Research Projects. 980. https://ideaexchange.uakron.edu/honors_research_projects/980

Wigert, B. (2022). The top 6 things employees want in their next job. Gallup.com. https://www.gallup.com/workplace/389807/top-things-employees-next-job.aspx

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MSG Eladio Tirado joined the Army in January 2003 as a UH-60 Black Hawk Helicopter Mechanic. Overseas tours include Korea, Iraq, and Afghanistan. Eladio served every leadership position in army aviation including flight instructor, platoon sergeant, first sergeant, and operations sergeant. Currently a student at the Sergeants Major Academy and is currently pursuing a bachelors degree in Aviation Maintenance Management.

As the Voice of the Veteran Community, The Havok Journal seeks to publish a variety of perspectives on a number of sensitive subjects. Unless specifically noted otherwise, nothing we publish is an official point of view of The Havok Journal or any part of the U.S. government.