Social media has become an integral part of marketing for almost every business and companies often feature their employees in posts, videos, and other content.
However, while this offers many opportunities for businesses to connect with their viewers, it also presents a complex set of risks and responsibilities, particularly concerning an employer’s duty of care to their employees.
The Risks of Social Media Exposure
When employees are featured on a company’s social media channels, they might unknowingly be exposed to a range of risks, some of which can have serious consequences for their personal and professional lives.
Loss of Privacy
Employees featured on social media are, in essence, sharing a part of their personal lives with a potentially global audience. This exposure can be difficult to manage for individuals who value their privacy or who are not accustomed to public attention.
Even seemingly innocuous content can spark unwanted interest from the public, leading to personal information being scrutinised, misused, or even exploited. For example, disclosing their work location and connections to colleagues.
Negative Comments and Cyberbullying
One of the more concerning aspects of social media exposure is the potential for negative comments, trolling, or cyberbullying.
Unfortunately, social media platforms, even professional ones like LinkedIn, can often be breeding grounds for individuals to post hurtful or malicious comments. Employees featured in company content may become targets of unwarranted criticism or personal attacks, effecting their mental health and wellbeing.
This can lead to feelings of isolation, anxiety, and, in extreme cases, could even impact their job performance or cause them to leave their position.
Any comments posted by a third party could also tarnish the company’s public image, creating further reputational risks.
Career Impact
The way employees are portrayed on social media may also have career consequences. For example, the visibility of certain behaviours or statements made online could impact how colleagues or clients view the employee’s professional capabilities.
An employee who feels misrepresented in a social media post could damage their reputation, particularly if the content is shared widely or viewed negatively by peers or potential clients.
Furthermore, employees who are overly featured in content may become associated with certain stereotypes or expectations, which could limit their career progression or create an undue amount of pressure.
When an employee leaves a company, it can be difficult to agree on handling social media posts that feature that employee.
Managing the Impact of Social Media
As an employer, it is essential to balance leveraging social media to promote the brand and protecting the wellbeing and privacy of employees. Companies should proactively manage the risks associated with social media content, ensuring that their duty of care extends to all staff, particularly those featured in promotional or internal content.
Here are a few steps businesses can take to manage these impacts:
Clear Consent and Communication
Before featuring an employee on social media, businesses should obtain explicit consent. This can be done through signed agreements or informal conversations, where employees are made aware of the shared content and how it will be used. Employees should be reassured that their participation is voluntary, and they have the right to decline without fear of negative consequences. Additionally, employers should ensure that employees are fully informed about how the content will be distributed, who will see it, and what platforms will be used.
Respecting Privacy Boundaries
Employers should be sensitive to the privacy preferences of employees. If an employee expresses discomfort with being featured in social media posts, their wishes should be respected. This also includes being mindful of any personal information shared within posts. Even when featuring employees in professional settings, businesses should avoid sharing sensitive personal details, such as addresses or family matters, unless the employee has explicitly agreed to this level of transparency.
Monitoring and Managing Comments
Given the risks of negative comments and online bullying, businesses should actively monitor the feedback and comments on posts that feature employees. If a harmful or inappropriate comment is made, the company must take swift action. This may involve removing the comment, engaging in a positive dialogue, or even blocking users who persist in inappropriate behaviour. Employers should also offer employees a support system, such as HR or mental health resources, should they experience negative impacts due to social media exposure.
Promoting Positive Content
Lastly, employers should focus on promoting positive and inclusive content that highlights the diversity, achievements, and professional capabilities of their employees. This approach ensures that employees are showcased in a manner that aligns with the company’s values while respecting individual privacy and dignity. Highlighting positive workplace moments, team successes, or charitable contributions can help create a supportive atmosphere that uplifts employees rather than putting them at risk.
Conclusion
As social media content extends further for the marketing department into the day-to-day business, employers must be aware of their duty of care to employees featured in content. By taking appropriate measures to maintain privacy, obtain consent, and manage the risks of negative comments and cyberbullying, businesses can create a positive and supportive environment both online and offline.
Through thoughtful planning and respect for employee wellbeing, employers can ensure that their social media presence enhances, rather than harms, the careers and mental health of their workforce.To discuss your social media strategy and manage compliance with privacy laws, contact us.
