In the era of Instagram, Facebook and YouTube, employees gain even more voice and can help – or hurt, the company.

That’s because a publication can tarnish the reputation of the business.

Given this, it is essential that HR develop structured policies for monitoring and awareness of the correct use of these media.

Even more so for Brazil which is one of the world champions in time spent on social networks.

According to research by Hootsuite and We Are Social, the country is in third place, with an average of nine hours and 14 minutes connected per day.

Thus, the recommendation is that the Human Resources area work in partnership with the communication sector to structure an action plan that makes sense for the management style of the company.

Here are some of them:

Count on analysis and monitoring tools

 In this way, it is possible to gage everything that is spoken about a topic by searching for keywords related to the brand.

In addition, using tools like Love Mondays, Glassdoor and commissioned surveys, the company can measure its reputation.

Develop a behavior guide

It is important that employees know what they can (or cannot) say about the company.

Construct a guide that shows the proper conduct on these media and, especially, what should not be posted.

Some factories, for example, do not allow photos in the production environment.

Perform awareness initiatives

Provide training on the importance of social networking to the company’s reputation.

It is also interesting to show the impact of poor interaction in these media.

Be transparent in communication

Employees should always be informed about what happens at the company – from changes, to results, to plans.

This can be done through a corporate channel on the internet or in groups on WhatsApp.

The important thing is to keep them abreast of everything that happens in the company.

Stimulate the sense of belonging

 Among the most important considerations in order for employees to be positive communicators is the sense of belonging, the pride in being with the company.

Transparent communication, clear purpose, and encouragement of collaborative work are some ways to foster it.

What the law says

 Expressing dissatisfaction with the company, such as denigrating its image, complaining about salary or hours, or speaking badly about the boss can cause termination with cause.

Even attitudes that are unrelated to the business can lead to terminations, such as biased posts related to gender, race, or sexual orientation.