Why employers need corporate social networks. Overview of corporate social networks: comparing features and functionality Presentation of the difference between a portal and a corporate social network

Reducing staff turnover

A corporate social network, just like a VHI policy, free fitness and lunches, is an indicator of care for an employee, recognition of his value. This to some extent guarantees the influx of high-class specialists aimed at long-term cooperation. At the same time, they are ready to work for a salary even slightly below the market. Another significant function of the social network is the rapid adaptation of beginners due to the possibility of online search. necessary information without the participation of a mentor. Employee cards, corporate structure, office traditions, sensitive moments, work procedures - the answers to these questions are easy to find in the KSS.

Reducing stress levels

The low efficiency of each employee, caused by stress from daily workloads, translates into low efficiency of business processes. Each employee during the day should be able to escape from the performance official duties- for example, to communicate with colleagues. The social network allows you to do this within the company, while the employee is not "turned off" from the workflow.

Formation of an open environment

In large companies, especially those with a large number of geographically distributed branches, out-of-town divisions are often not aware of what is happening at the head office. Employees are practically unfamiliar with each other, there is no cohesion, no team, no motivation. A corporate social network creates a common space in which everyone can communicate with a colleague, exchange experiences, wherever he is. In addition, the notification system instantly conveys all important information about events in the company to each employee. An open environment allows you to increase the efficiency of the company. Each employee, each department feels like a part of the team, clearly understands how his actions correlate with the actions of his colleagues. For example, the introduction of an enterprise social network by Procter & Gamble, which employs 140,000 people in 160 countries, has helped significantly increase productivity across geographically dispersed projects.

Creation of fast communications

Corporate portal or e-mail are not able to speed up communication between employees. In addition, people avoid communication in working "tools" purely psychologically. In a corporate social network, created in the image and likeness of all well-known classical social networks, employees contact much more easily, gradually transferring the solution of work issues to the CCC. The time for discussion of projects and their coordination is reduced.

Formation information base

In the CSS, all user-generated content is cases, Contact Information on clients, discussions of projects - forms a unique information base that remains in the public domain even after the dismissal of an employee. Of course, from the point of view of storing information, a corporate portal is more convenient, but official information is usually published on it - sample documents, orders, etc. The network is more flexible, it collects and stores a lot of unofficial data posted by users.

Reducing the risk of data leakage

Corporate social network reduces the risk of leakage important information in the company, as employees stop communicating at work in regular social networks or instant messengers. The consequences of data leakage can be the most unpleasant - from severing relationships with counterparties to loss of profit or market share. With the introduction of a corporate social network, it becomes unlikely that one of the colleagues, through a misunderstanding or stupidity, would publish something very important for the company on them. All communication on work topics is conducted in the CSS, therefore, the risk of leakage becomes minimal, since corporate social networks have a very high level of protection.

Another point is the possibility of free communication between management and subordinates through a closed channel about important steps carried out by the company. This is especially true for companies with a developed network of branches.

ROI?

In addition, the leaders asked their subordinates to remove their contacts from public access. The mass exodus of businessmen from social networks began after the hacking scandal of Amazon founder Jeff Bezos. Information appeared in the media about his romance with TV presenter Lauren Sanchez. The billionaire accused the brother of mistress Michael of leaking.

Businessmen are influenced by talk that the world of privacy is fading into oblivion, Alexey Lukatsky, an Internet security consultant at Cisco, is sure.

Disabling or deleting your account from one social network will not solve the problem, because we leave our information in Internet banks, when ordering products, using mobile communication services. Unfortunately, it is impossible to completely leave the online space and close the leak of information about yourself, it will continue to happen, the expert said.

In February 2020, Tesla founder Elon Musk urged followers to leave Facebook and called the social network "sucks".

2015: Analysts: 80% of social networks in business are not effective

Corporate social networks in the future will become the main communication channel for comments and decision-making regarding the work produced by companies, according to Gartner experts.

However, according to experts, 80% of business social initiatives in this area will not succeed before 2015, primarily due to inadequate management decisions and excessive emphasis on technology.

Analysts remind executives that the paradigm of using social tools in business is fundamentally different from the paradigm of using information systems such as

The corporate portal should be, firstly, useful for work, and secondly, interesting for employees. Meanwhile, having deployed the necessary functionality to provide the “first”, many companies underestimate the need for the second component. With the introduction of social networking technologies for corporate needs, organizations have fundamentally new opportunities for development.

Development modern technologies led to a real revolution in the field of corporate information. As you know, Professor Andrew McAfee from Harvard Business School, the author of the concept and concept of Enterprise 2.0, initially defined the concept as “the use of new platforms of social software within companies or between companies and their partners and customers.” McAfee noted that such tools create numerous, often new connections between employees and different workgroups of the company. These connections help spread corporate knowledge and expertise in a "cross-pollination" fashion that creates real business advantages for the wave.

Today, the trend of transition from the “community of readers” to the “community of writers” is clearly and clearly manifested not only on the Internet (in blogs, forums and networks), but also in the corporate environment. Therefore, the role of the portal as a point of attraction for socially and business-active employees is growing. Those companies that, on the one hand, create a convenient platform for communication on the portal, and, on the other hand, encourage employees to communicate on professional topics there, can get very interesting and useful results for themselves.

However, the structuring of information on the portal is often organized in the form of a multi-tiered "closet" with "boxes" - sections where certain documents are folded and where it is not so easy to find them. In this form, information is very difficult to exchange: it can be found, but it will not be possible to transfer it to colleagues, discuss it, change it.

“As soon as we start thinking about how to increase the utilization rate of corporate information, we come to social networking technologies: users not only consume information, but can also comment on it, receive feedback, - says Viktor Komar, Director of the Department of Integration Solutions at IBS. - That's how we can make information work. For those companies that have been running the standard corporate portal functionality for a long time and successfully, it makes sense to take a closer look at the new opportunities for organizing employee interaction.”

Instant messaging and constant presence in the virtual information corporate environment is the most important tool for operational communications, confirms Sergey Ryzhikov, CEO of 1C-Bitrix. - Intracorporate social network(personal blogs, live feed, microblogging) is a mirror of the company, where people and their relationships are reflected to the smallest detail, the structure of the company with all its efficiency and non-optimality.

Solutions for organizing corporate social networks are becoming more and more in demand due to purely practical management considerations. Companies are increasingly realizing that the most significant competencies of employees lie in the area of ​​“tacit knowledge”. Implicit knowledge is in the minds of employees, in contrast to explicit knowledge - documented on paper, in the form of files or data in various information systems. Analysts estimate that the ratio of implicit to explicit knowledge in an organization is typically about 80 to 20.

"An organization that strives to successful development, it is necessary to encourage employees to put on the corporate portal or any other resource of the company at least some part of the knowledge that is only in their heads, - says Irina Maksimets, Head of the Software Department of SITRONICS Information Technology" in Russia. - Corporate social networks with support for internal informal technologies for working with information, - one of effective tools achieve this goal."

“Thanks to the activity of employees,” Victor Komar continues, “the so-called UGC (user-generated content) is created on the portal, which is the main element for both the corporate social network and the knowledge management system. It is clear that the platforms inside the portal will be mainly grouped according to their profession - similar to how communities of interest are created on the Internet: lawyers will communicate with lawyers, and technologists with technologists. For example, one of the major holdings is implementing a global transformation program accounting. And the accountants of several dozen enterprises of the holding, scattered throughout the country, really need a platform to discuss their problems, share experience, and generate solutions. Where can they do it? Naturally, on the portal - and best of all, on a site specially designated for this purpose inside it.

In particular, portal technologies make it possible to create an educational social network based on a corporate portal, where specialists discuss important topics, give advice and train newcomers, create documents and suggest ideas. In fact, employees create and form a community of like-minded people and professionals. Solving this problem allows them to create company value, “charge” newcomers and pull less active employees to participate in corporate team events. In addition, according to Irina Maksimets, the portal can become an indispensable tool for implementing the strategy of the entire corporation or its transition to a new branding program.

Proper use of the proposed technologies of the corporate portal helps companies maintain their uniqueness and not lose their value in the market.

The possibilities of corporate social networks are supplemented by the fact that modern platforms now have tools for transparent integration of the desktop and user applications with the portal. For example, a person can publish a version of a document directly from Word, and it becomes available to other users. And progress in search technologies (tagging, keywords, typing, voice search), the possibility of end-to-end search across various sources, including taking into account the level of access provided by the portal to users, make it possible to make any content easily accessible.

well forgotten old

Tools for creating internal social networks and joint work are included in almost all modern advanced technologies, software lines of large ECM vendors - such as, for example, IBM, Documentum or Microsoft. In addition, there are a large number of specialized solutions on the market, "sharpened" specifically for the corporate segment.

Konstantin Zhukov notes: “The concept of Enterprise 2.0 and its constituent Wikis, Blogs and mash-up applications continue to gain popularity. I would like to note that a new version SAP NetWeaver Portal 7.3 has extensive support for all of these modern trends.”

The organization and operation of internal corporate social networks is similar to open ones. In them, each user also fills out his profile, indicates competencies, interests, goals, blogs, establishes connections with colleagues. At the same time, groups of people who are interested in certain things can be formed freely, on the terms of self-organization. An important factor this is the visualization of all this economy and the rapid finding of the necessary information within the corporate network. Ideally, the larger the company, the more in demand these technologies are in it.

However, it is necessary to understand that the perception by some people of the term "social network" as something super-new and the latest is incorrect, - reminds Dmitry Romanov, director of information management technologies development at IT Co. - In fact, a social network is a set of interactions/relationships between different people that has existed since the emergence of man as a biological species. And this topic has been actively studied by sociologists since the 20-30s of the last century. Therefore, we can say with absolute certainty that relationships within a social network exist always and everywhere, in any organization and are an integral part of any social structure. Currently we are talking only about how, with the help of modern technologies, to add to existing and new social networks one more channel of people's communication, which allows all the information of interactions to be made visible.

Sergey Ryzhikov advises deploying a corporate social network under the motto "His example is science for others": in order to popularize a new tool, it is very important that managers be among the first to post messages on their blogs.

It is advisable to define corporate regulations as soon as possible, which determines that the company's orders, current information that is of interest to employees (for example, about bonuses) are published only on the corporate portal. It is necessary to transfer documents there from the file server as soon as possible.

However, not all developers of portal solutions are supporters of the idea of ​​creating their own corporate social networks in organizations. Global networks like Facebook already unite employees of one company, providing them with the necessary opportunities for communication and socialization.

“It would be more logical and efficient to carefully implement, encapsulate these networks in a corporate portal, providing, of course, required level data privacy and security, advises Artak Hovhannisyan, Deputy CEO EPAM Systems for business development and customer service. - Such "merging" will allow employees to communicate in the usual social network, will provide an opportunity to increase the creative and team spirit of their work - by organizing forums, stimulating discussions of ideas and tasks, supporting joint initiatives, and so on. In fact, it will be another tool for feedback (or, better to say, bidirectional) communication between the company represented by its managers at various levels and employees.”

Mobile, Cloud, Innovative

With the development of mobile devices (including tablets), remote access to corporate data will be more and more in demand. From this point of view, it is worth noting the active development of the mobile direction of portal technologies, their support for working with mobile devices of various formats and platforms, and the associated high expectations of customers regarding the availability of portal solutions through mobile devices. The portal becomes a single window of access and a convenient work tool remote employees: many portal solutions already have an adapted interface for display on mobile devices.

“I think that portals should be developed towards increasing mobility,” says Artak Hovhannisyan. - Already, the availability of corporate mail, instant messaging and social networks on smartphones, netbooks and tablets allows employees to constantly be in information space organizations. By opening access through such mobile devices to the remaining functions of the portal (to corporate information systems, knowledge bases), the company will ensure continuous communication with its staff and their constant involvement in work processes. So theoretically (in terms of technology) the employee will have no obstacles in order to live all 24 hours a day at work, albeit “virtually”: the opportunity to “work hard” will be limited only by reasonable time frames that everyone can set for themselves myself".

There are developments of special applications and interfaces of portal services to work on the most popular mobile devices, in particular on the iPad.

Through such solutions, it is possible to display data from decision support systems in real time on a mobile device, corporate systems management and analytics, monitoring systems, - Viktor Komar comments. - The head of the company, regardless of where he is, with one touch receives on the screen of his mobile device operational data on sales, business analytics, customized KPIs, and all this is fast, in a beautiful and visual form. Here he can make the necessary managerial decision. Such solutions at the intersection of mobile platforms, portal technologies and corporate applications are more and more in demand, they allow you to always keep a "hand on the pulse" and manage the company very quickly in any situation.

Since in many companies the company portal already implements the capabilities remote access, work with employees from home or during a business trip, then the next step in its development may be the organization of interaction with external partners, contractors, contractors. There are no technical obstacles and problems to create a special partner zone on the basis of the portal and provide access to up-to-date guides, price lists and other necessary information, to implement the services necessary for partners there.

Dmitry Romanov advises to pay attention to Social Network Analysis technologies, which allow visualizing and analyzing internal social interactions in a company. With their help, you can find informal communities of people, identify formal and informal leaders, and see how interactions within and between communities work. Technologies also make it possible to analyze the nature of the use of different channels of communication. Their application makes it possible to really derive a lot of benefit from the existing picture.

“The fact is that before all these processes were invisible for a long time,” Dmitry Romanov explains. - People communicated with each other and sent paper documents at best; this interaction was lost, and it was difficult, if not impossible, to trace the big picture. Now almost all types of human communication leave traces. And software products of the Social Network Analysis class just allow this information to be observed, made visible, analyzed and used to improve work efficiency.

In the near future, we can expect the use of the portal's capabilities for visualizing data in a spatial dimension, building specialized geoinformation services on its basis, which may be relevant for transport and logistics companies.

Konstantin Zhukov predicts the development of portal technologies in the "clouds". For small and medium-sized companies, this will allow you to use all the benefits of portal solutions without deploying them at your enterprise and without worrying about support and maintenance of the solution.

Curiously, according to Sergey Ryzhikov, the video conferencing and IP telephony segment is developing: “We expect big changes and an increase in demand in this segment: these technologies allow the organization to do more in less time and increase the efficiency of individual employees and the company as a whole.”

Portal technologies are a "klondike" of new opportunities for the company. Every organization has a lot of interesting data and information. Before the development of portal technologies, there were no interfaces or platforms to find and make this data available. Finding and showing them is the main purpose of the portal. For example, if a company has a document management system, you can do a simple thing - display on the portal information about how many inconsistent documents “hang” on which employee or, for example, publish the performance indicators of departments (such kind of online “Honor Boards” are obtained).

“Such information will be of interest to many; there will be an element of competitiveness, maybe labor productivity will grow, - Viktor Komar believes. - There is a lot of such data in any company, just not everyone knows how to use it yet. And to do this, you just need to give people access to them, give them the opportunity to compare this data with others. Then users will go to the corporate portal, write to the corporate forum, participate in discussions, and ask questions to management. And management can hold online and offline meetings. A portal that provides two-way communication is a good tool to reduce the distance between management and employees. The management sees what problems employees care about, and they, in turn, get the opportunity to communicate directly with top management, bypassing many hierarchical steps.

Another trend in the field of portal services is that companies are increasingly bringing certain functions of their services to the portal. specialized systems so that they are available to users in a convenient and understandable form. It is clear that all specialized systems have their own characteristics, their own interface, but employees whose work is not directly related to them have neither the time nor the desire to understand these systems. For them, a simple portal service offering tailored functionality is much more convenient.

The portal allows you to build even a complex business process in an understandable way and helps even an inexperienced user to go through it step by step, - Viktor Komar explains. - This is a very convenient tool for all employees and beneficial for the company, as the use of a self-service scheme saves resources. Moreover, the range of integrated applications and, accordingly, the tasks solved through the portal is very wide: from ordering passes and a projector up to working with SAP and analytical systems. In the latter case, organizing access through the portal to corporate applications allows you to save on paying for seat licenses. And the more employees you need to give access to the data of a particular application, the greater the savings.

Corporate social network - more and more often you can hear about this novelty in the market of business tools. Whereas previously colleagues were predominantly business correspondence on e-mail, in the corporate portal or in instant messengers for teamwork, now they do it with the help of a corporate social network (CSS). How to understand that this is a useful tool for your company and what results can be expected from the implementation of the CSS? This was told to us by Dmitry Benz, the founder of the corporate social network LOQUI BUSINESS .

The need for social networks does not need to be chewed on by anyone: if we want to contact a classmate, friend or new colleague, we will find him on VKontakte or Facebook. Social networks store contacts that we have accumulated throughout our lives, as well as all virtual activity: attended events, left reviews, important points in life. It would seem that the ideal environment for communication and networking - take it and use it! But not everything is so simple. The aforementioned popular social networks are not intended for use within companies for a number of reasons. Instead, organizations are implementing closed analogues - social networks for business. What for?

• Firstly, for convenience: there are no random people in the CCC, contacts of all current employees are collected there. If a person leaves the company, then he loses access to the corporate social network and information placed inside. This is a reasonable move, because a wide variety of topics can be discussed within the CCC, and for the most part confidential.
• Second, for safety. This point logically follows from the first one, since the organization always has issues that are a trade secret: organizational structure, planned revenue, information on customers. It is possible to place such data in the web space only if the security and control of the company is guaranteed.

Many organizations have corporate portals, solutions for joint control and accounting of tasks, mail after all. Nevertheless, KSS has become a popular product. Why?

This is primarily due to the fact that there are two types of tools: designed to solve exclusively work issues (time tracking, setting tasks, tracking the sales funnel) and helping to build communication between employees. There is no need to explain that a motivated and cohesive team works more efficiently. The corporate social network solves just the task of uniting the organization, serves information center and allows each employee to feel their importance and usefulness for the company.

How to understand that a company needs a CAS?

• Communications are "torn" in nature: important information does not reach the right employees or is completely lost;
• There is no motivation or cohesion within the team. Each individually is a good specialist, but works on his own, not seeing the big picture;
• Employees are afraid to take the initiative, so management believes that employees have no ideas;
• Employees are distrustful of management decisions and are wary of the activities offered by top management, as they think that they are of a "protocol" nature;
• The best staff leave, the organization has a high turnover, the staff changes frequently. Employees have low loyalty to the company;
• Branches are in information isolation and do not know about what is happening in the central office;
• Most employees learn news from rumors or from groups in social networks;
• The negative does not find a way out and pours out into social networks;
• Employees are related to corporate values with disdain, for them it's " beautiful phrases' which don't mean anything.

All of these problems are related to internal communications. Why do some companies look with distrust at corporate social networks? To some, KSS seems like a utopian idea. How is it that employees will communicate with each other in a social network in work time! Of course, an internal social network is a fairly progressive business tool and not all organizations take an open approach to building communications within the company. But it is wrong to think that KSS can turn into a "virtual smoking room" or damage workflows. World experience shows that corporate social networks can not only strengthen ties between colleagues, but also establish communication on production topics. For example, according to the calculations of the large medical company Humana, the result of the implementation of the CSS was an increase in the effectiveness of communication: 70% of the time employees spend on solving work issues, and not on personal discussions.

Step 1: Decide on the purpose of implementation.

Here are some of the tasks that a corporate social network solves, and how it can be useful for management:

• Growth and development of personnel

Employees come to the company because they share its values ​​and ideas, and also because they see opportunities for personal and professional growth. In this case, the CAS serves as a tool for professional development: colleagues communicate with each other informally, they can directly ask an expert within the company or learn from a more experienced colleague. As a result, the professionalism of employees is growing, which directly affects financial results firms, and also has a positive effect on employee loyalty.

• Reducing turnover

Alas, this is a common situation. new specialist got a job, but left during the period probationary period or soon after. AT big company The HR manager does not always cope with onboarding assistance to all “newcomers”, and this task falls on the shoulders of line managers, who are usually busy enough to take on mentoring activities. Often people do not stay in place simply because they could not fully immerse themselves in work processes, feel their value for the company and join the team. The CAS helps to establish the process of adaptation of employees and frees up the time of the HR director so that he can direct all his efforts to solving other tasks.

• Reducing the risk of data leakage

Here we are talking about both the risk of confidential information getting on the Web just out of stupidity (for example, an employee posted something wrong on Facebook), and the situation when colleagues have nowhere to discuss corporate news. There is a list of information that could potentially harm the company and cause losses if it turns out to be known to suppliers or customers. These are the stages of transactions, and information about the amount of contact or internal conflicts and the negative associated with this.

Another point: in internal communications, it is very important that top management be able to speak openly and confidentially with employees - on an equal footing. And for this, only the communication channel that is closed from prying eyes and ears is suitable. For example, anti-crisis measures (explanation massive layoffs, scandals in the press) should be held in an isolated, protected area.

Step 2: To substantiate the practical significance of the implementation for employees.

Every HR director or internal communications specialist has come across a situation where management requires, when launching a project, to calculate planned indicators and the result from implementation. But for some reason, few people think that employees also need to explain the significance and benefits of the new tool. Otherwise, a situation will turn out when the “tops” made a decision, reported, but the goals remained deduced on paper, since the “bottoms” do not understand what is the point of using another business decision. What are the benefits of KSS for ordinary employees?

• Quick resolution of issues

Protracted approvals, bureaucracy, difficulties in finding a key employee - all this harms the work. In the CCC, an employee finds a colleague's contact in a couple of clicks and thereby greatly simplifies the process of resolving issues. In addition, within the corporate network, you can conduct group discussions on projects, express constructive criticism, help with advice and gain experience.

• Convenient data access

Of course, a corporate portal is more suitable for storing official documentation - samples of applications and forms, orders, forms. However, in any organization there is a layer of information that is informal and often much more useful in work: successful cases, the experience of colleagues and predecessors, useful contacts. The LOQUI BUSINESS corporate social network even has the ability to store geo-referenced databases so that you can open a map at any time and see from your phone where the company’s branch, verified printing house, exhibition venue, cross-marketing event or client address is located. Based personal experience, I will say that it is much more convenient than looking for the necessary data among the files and excel-plates of other employees.

• Reducing stress levels

Low efficiency is a problem not only for a particular person, but for the company as a whole. Everyone needs to switch from time to time, and KSS is the best fit for this purpose: on the one hand, each employee has the opportunity to discuss a personal issue, read news about the company's success, buy goods from a colleague or find a like-minded person to go to football, and with on the other hand, employees are increasingly involved in the corporate environment.

Outcome

A corporate social network is a technological solution that helps businesses in solving everyday problems, as well as working to strengthen ties within a team. The benefits of implementing KSS can be judged by the experience of companies where this solution is already used. It is also worth considering market trends: business solutions are becoming easier to use, more mobile, which in better side influences the workflow and allows you to make communications within the company strong, transparent and more efficient.

Dmitry Benz Founder of corporate social network Loqui Businessr

Why you need a corporate social network

Formally, a social network is an interactive website that is available for use by users registered on it, they fill it on their own. At the same time, a social network is an automated software package that is used primarily for communication between users.

- This internal portal corporation, registration on which is available only to employees, is one of the tools for shaping the corporate culture of the organization, and is also used to increase the level of interaction between employees and departments of the corporation.

As opposed to the use of open social networks (including corporate accounts, groups, pages, etc.), internal systems allow you to create an increased level of trust in the team, use network capital, and create conditions for distributed work on group projects within the corporation. Also in corporate social networks, discussions of the current state of affairs are being held, pages of employees are opened with the possibility of publishing records, facts, etc.

Main features of corporate social networks

Intracorporate social networks

	Opportunities	Characteristic
	Resource Saving	Improving the efficiency of the use of labor, information and time resources.
	Decrease in internal costs	Occurs through the organization of web conferences, even if employees are geographically distributed, providing access to the expertise and experience of professionals who work in the company.
	Speeding up the transfer of information	Due to newsletters, announcements, announcements and other features that are implemented in the software package.
	Save employee time	Most of the information can be provided in the "Help" section for different departments.
	Ability to work with external audiences	If the possibility of presenting information to an external audience through blogs and employee accounts is implemented, the efficiency of the corporation's work and transparency for the external target audience increase.
	Effective Feedback	Problems are quickly identified, operational tasks are solved, management decisions. Additional explanations for employees about the decisions and policies of the company's management.
	Strengthening team cohesion and employee engagement	Employees get to know each other better, horizontal links between departments expand. Increased interest in the results of work. Wide opportunities for interpersonal communication, team building. An element of positive live communication is introduced.
	Personnel issues	Search for experts among the company's employees, identification personnel reserve, organization of training and advanced training.

However, a number of disadvantages should be taken into account:

• Blurred organizational vision.
• The amount of time spent on discussion increases, which negatively affects the efficiency of work when solving minor issues.
• The appearance of emotional disputes over trifles and previously resolved issues.
• The emergence of informal leaders and populists in excess.

1. Open - full access to all information of employees, except for obviously closed, personal data, etc. A third party user, although not able to register on such a network, can view the entire available information. Only personal correspondence and data not published in the public domain remain closed.
2. Closed - only employees of the corporation and a limited circle of people have access to information on the social network. Usually they have only a web login interface, or they can be located on a corporate domain in a private section or on a subdomain.
3. Mixed - the most pragmatic variant of organizing a corporate social network, when information is clearly distinguished for internal and external audiences.

Anyway, corporate social network is created to increase the efficiency of the corporation's employees, form, improve the quality of services and products, develop organizational culture, optimize the interaction between departments and employees, improve the efficiency of business processes and other similar goals.

A special type of corporate social network is the internal network of the company, it is distinguished by its target orientation to a specific task: the formation and development of the company's HR brand. In the long term, such an approach will make it possible to save on the selection of new employees, reduce staff turnover, form a set of unique preferences (social, financial, psychological) for employees that the company provides to its employees and for which it is worth working in it.

The main task of the corporation's internal social network is to convey to employees the company's values, the opportunities provided and the creation of ways of interaction in the process of work.

It should be noted that this tool is mainly used by corporate HR departments, as well as personnel development departments, etc. At the same time, communication within the corporate internal social network goes far beyond the functions and tasks of personnel services. On the other hand, such a holistic approach to the organization internal communications in the company allows you to effectively interact with the target audience, which is the employees of the corporation.

Large enterprises face the difficulty of forming a strong one, since information about the employer can be contradictory and not always reliable. The internal social network allows to a large extent to form a flow of positive information about the employer among the people working there, and outside of their work, they distribute this information to potential employees through word of mouth channels.

The internal social network of a corporation can be a good tool for building a corporate culture and an employer's HR brand.

At the same time, the methodology of work will be similar to that of: interaction with the target audience, balance of values ​​and needs, formation of expectations from the employing company.

The target audience of the HR brand through the prism of the corporation's internal social network includes managers, managers, specialists, workers, university graduates, etc. Values ​​and expectations are fully consistent with the concept of HR branding.

Separately, it should be noted that an internal social network can be used to quickly inform all employees about a particular event, the introduction of new standards, the launch of a business process and other important milestones in the life of the company.

It is logical that for international companies internal social networks are becoming an even more important tool as divisions are in different countries, and the time savings for disseminating important information to all employees will be significant.

Using corporate social networks in HR branding

Employer branding is traditionally considered to be one of the activities of HR or marketing departments. However, in a corporation, all departments are more or less involved in building an attractive employer brand, and it is coordinated by specialists in the formation of an HR employer brand, usually related to personnel service or marketing department. The issue of creating and managing an image in the labor market is solved with the help of technical means communications, one of which is intracorporate social networks.

Social networks that unite people on the Internet with common interests, the desire to establish new friendships or strengthen old ones, learn a language or solve career problems have become an integral part of our lives. Many companies can already boast that they have been able to use these technologies for the benefit of the organization.

On the one hand, it is an automated social environment, which allows you to communicate with a group of users united by a common interest, and on the other hand, perfectly supports the strategy in the field of work with personnel.

Thanks to the possibility of online access to information, management through a corporate social network can tell employees:

• focus on new technologies and solutions with high potential;
• provide customers with innovative solutions;
• become the main strength of our company.

1. Focus on the success of the company and customers.
2. Innovation, value and benefit for all.
3. Trust and responsibility.

A corporate social network should also reflect the individual values ​​of the company, while opening up new channels of communication, creating a unique communication environment that encourages employees to participate in discussions, exchange questions, promote ideas and evaluate events in the company. As a result, the following result is achieved: increased awareness, productivity and a sense of belonging of the staff to the mission of the organization.

The introduction of social networks and other web tools into the corporate business process is an obvious trend for any company in recent years.

Corporate social networks allow users to move from individual communication to building group relationships with target audiences. At the same time, it should be noted that not only employees of the company, but also other people who are interested in the affairs of the corporation, want to be able to communicate with company representatives who:

• are experts in their areas of interest;
• are specialists in the professional field they need;
• authorized to give feedback, etc.

It should be noted that internal corporate networks allow attracting and retaining talented candidates, providing them with an environment for creativity. Today, to increase the involvement of staff in the internal tasks of the company, it is not enough to send an electronic newsletter once a week. Traditional one-way information tools in a corporation, it should be replaced with videos, webinars, blogs, mobile applications, forums, etc.

Particular attention should be paid to security issues when distributing information, however, it should be borne in mind that building a social network is impossible without the corporation's trust in each employee and the employee's personal responsibility always and in everything.

For a large company, the following questions are important:

• intercultural understanding;
• providing equal opportunities in personnel communications, for example, in a corporate social network, each employee is given the right to maintain a personal blog, or this can be done through the company's web portal;
• maintaining work-life balance own social network allows company employees to interact with each other in a new way and not only share professional information, but also exchange personal life experiences.

The presence of an appropriate corporate culture and its own social network has a positive effect on the company's image in the labor market. If a company wants to make its brand recognizable in the labor market, it is not enough just to inform target audience about the existence of an HR brand. It requires a multi-faceted and coordinated communication plan with many potential users, listeners, viewers, etc. to create and manage it in the future. The work plan should take into account all the requirements for communications, both with external and internal audiences.

External audience (possible employees). Only correctly chosen communication channels will attract professionals and specialists capable of achieving necessary business– results.

Internal audience (personnel working in the company). In this case, communication channels take into account not only the technical possibilities for communication, but also many additional tasks: career development needs, orientation of new employees, job search in other branches, participation in personnel development programs, including through the creation of new projects.

The main results and benefits of using internal corporate social networks in the company

The main results of the introduction of a corporate social network in the company:

The effectiveness of communications in a corporation provides the following benefits:

1. The variety of methods of personnel interaction attracts and retains human resources and makes the company an attractive employer.
2. A variety of communication tools gives employees not only the confidence that they will be heard, but also a sense of belonging to the development of the company, which, in turn, positively affects their productivity.
3. Communication technologies are not only a kind of connection between workplaces in a company, but also a connection with the labor market. The staff of the company should positively stand out in the eyes of the company's client. It may seem to some that employers inherently look the same in the presentation of potential candidates, but the company strives to convey to them what makes it different from its competitors.