The Employee Engagement Survey by the International Association of Business Communicators (IABC) Research Foundation in association with Buck Consultants found almost four-fifths (79%) of respondents report that they use social media frequently to engage employees and foster productivity, outranking even e-mail (75%). A press release said company blogs are the most popular social media tool currently in use (47%), with discussion boards ranking the highest for future planned use (33%).
Currently few respondents use social networking sites such as Twitter (21%), Yammer (20%), and Facebook (18%), but organizations are planning to use those tools even more in the future.
Other key survey findings, according to the press release, include:
- More than half of the respondents (52%) report their communication budgets have decreased and 35% report their communication staff has been reduced over the past 12 months;
- The most common reasons cited for communication budget and staff cuts are the economic downturn (46%) and organizational mandates (42%);
- 48% report their employee communication strategy has stayed the same despite the economic downturn;
- 62% of respondents regularly engage in employee listening activities such as surveys and focus groups, and 30% rarely or never engage in these methods;
- 56% of top executives are not using social media at this time, and nearly half (46%) of organizations are not measuring social media’s effectiveness;
- Almost six in 10 respondents (59%) think their company has a well established internal or employer brand.
The survey includes responses from nearly 1,500 participants representing a broad industry and geographic base.
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