It is important to understand what the potential benefits and problems associated with these tools in the workplace of the 21st century are. The consequences of these new tools are being experienced in a wide range of workplace issues. From a productivity perspective the excessive use of these social media tools can have a negative effect as employees become diverted from the normal day-to-day activities due to the immediacy of communication on these sites. In addition, organisational reputation can be damaged where employees make inappropriate comments about their employer. Issues of privacy and security have also been raised. However, as Chilvee and Cowan [4] note this medium is increasingly the preferred method of communication for many employees and organisations are increasingly looking at embracing this technology to engage with their employees and potential employees. For example with the increasing ‘war for talent’ social networking sites can be a tool to engage current and future employees and retain contact with former employees who may return to the organisation, as increasingly employee work in and across networks of organisation [10]. For example, Dow Chemicals identified that 40 per cent of its workforce will be eligible for retirement with the next five years, as such, Dow has made talent and career management core issues for the organisation. Dow has launched a corporate social network - My Dow Network - which serves retirees as well as former and current employees. Initial evidence for the social network site has found an increase in re-hires [4]. The site also achieved wide publicity with an Employer of Choice award from Workforce Management, Computer World and Business Week for it initiative approach. US-based software organisation Institute uses a corporate blog to keep employees globally involved in meetings [1]. Other major international organisations such as Ernst & Young and Unilever have established their own Facebook pages as a way of developing brand awareness and attracting new talent through listing jobs on their webpage [17]. Indeed, Ernst & Young claim to have 15 000 plus members across 140 countries [2] and KPMG uses the social networking medium to inform prospective employees of upcoming campus events [3]. Watham use their corporate page on Facebook and LinkedIn to announce job opportunities and medical organisation Innovis Health uses YouTube to recruit doctors [1].
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