CRISIS MANAGEMENT      EMPLOYEE ENGAGEMENT

Singapore - During a crisis period, an organisation that has been actively utilising social media in both its external and internal communications can mobilise its employees to speak up for it.

Adam Shay, managing director of The Face, an Australian firm specialising in employer communication initiatives, says most people would struggle to believe what a CEO of a company in crisis tells the public. That's because the leader has an "obvious investment" in the company, Shay says. But if employees were given the right to speak and had been speaking openly about the organisation, the public will tend to believe the affected company better. "In an ideal world, if you have high engagement levels within the organisation and people are proud to work for the organisation and were active in using social media," Shays says. "The organisation could mobilise its workforce during a crisis period."

While the CEO will usually be the company's main spokesperson, Shay says crisis communication can always be backed up with employees who could defend the company when it gets slated in the press. According to Shay, social media tools give the individual a voice. He says, "From an HR's perspective, I firmly believe you should always give your people a voice whether dealing with crises or positive messages and social media will help in that."

Furthermore, instead of using a static device like the intranet or an employee handbook, Shay says social media is a great way to promote internal discussions. When employees can ask questions over social media and get their answers quickly, these conversations in turn increases engagement levels. But it should never take the place of face-to-face meetings, Shay warns.

According to Shay, the next step for organisations using social media is in recruitment. Besides corporate videos and websites, there has been an increase in companies using Facebook to promote their services and even entice potential candidates. Getting employees to answer queries online gives potential candidates a better insight to what it's like working for the organisation. "It doesn't necessarily have to come from HR," Shay says. "It can be from anyone in the organisation and that gives a genuine feeling about what it is like to work in an organisation."

But will the freedom of speech run the risk of unhappy employees showing disgruntlement? Shay says, "If you have been doing your job right, everyone is happy and they feel valued in the organisation, they won't be saying negative things about the organisation."

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