Employee behaviour in social media environments impacting corporate reputational risk

Abstract

An employee who has a low level of awareness of how behaviours impact corporate reputation, and access to large online communities, could potentially expose the business to reputational risk. The vast number of individuals on these networks, combined with the low level of skill needed to publish on these sites, has resulted in comments and behaviours being amplified to a much greater audience. Employees and their behaviours represent the reality of the organisation to external stakeholders, and so offer a potential risk for reputational damage.This research used an online survey with Likert scales to test the hypotheses. The survey was sent out to a convenience sample, and then a snowballing technique was used to reach the employees within the identified companies.Managers and employees are equally aware of their impact on corporate reputation; however, they have a difference in opinion on what are acceptable topics to place in the public domain. A breach in the employee-employer psychological contract does not result in an increase in employee‟s willingness to post sensitive information in the public domain and employees are undecided as to how they feel about being prohibited from posting certain information in the public domain as an infringement of their person rights.