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Is Social Media Driving Decision Making?

Lately, for whatever reason, the social media conversation has dominate most of my marketing discussions. Of course, social media is huge. We write about who uses social media here all the time. But, I think the more people who start to identify with more tools – and then start to use these tools themselves – the more interested they become. Because, today, social media isn’t just posting about your lunch on Facebook. It’s about the cumulative share of a wealth of information that influences decision making every day in both small and huge ways.

To this end, more and more relocation experts understand the role that social media is playing with their transferees

Relocation and Social Media

Photo Courtesy of Ethority.

and/or assignees. Relocating employees have instant access to information and ongoing discussion about their decisions, complaints, benefits, destinations and so much more. With the changing demographic of transferees, social media is more important than ever. The younger workforce is accustomed to being hyper-connected to one another, and they seek answers out very quickly. Consequently, it makes sense for relocation experts to share their knowledge through various forms of social media – blog posts, email marketing, LinkedIn, Twitter, etc. But, it is also important to know what to expect from transferees who are using social media to gain information about their relocation. There are good outcomes, and bad outcomes.

On the one hand, media sharing can certainly pose a problem when transferees and assignees “overshare” the details about their relocation policies on forums and chats, leading others to question the quality of their own package. Comparing one policy to another, especially if the industry and circumstances are very different, could lead to a transferee changing their mind about a relocation all together, should certain demands fail to be met.

On the other hand, the same social media channels that could potentially lead to friction can also lead to a happier, more settled transferee. Many assignees are using online forums and Facebook groups as a means to connect with other expats and learn about their new environment. Some corporations even provide these groups themselves, allowing employees from the same company to connect with one another and collaborate on the job.

A company’s best bet is to provide as much information as they can on all of the proper channels. That’s not to say that every social media platform is right for the job. You have to consider the type of information you are sharing, where your employees are and how engaged they want to be with you online. For some companies, a Facebook page is a great place to nurture transferee communities. For others, a simple blog may be a better choice for disseminating relevant information to a wide audience.

In today’s workforce, social media is unavoidable. Transferees and assignees will use it to learn more about the relocation process, their benefits and their destinations and so it is very much a driver in decision making. Thus, it’s important to not only monitor the conversations that are happening, but to also join them in a way that is helpful and meaningful to your transferees.

Do you use social media to communicate with your transferees? Why or why not? Please share below.

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RICK CALANNI
VP of Business Development Northeast Region

 

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