When Brian Goldberg learned on Facebook that he and a co-worker had a mutual love of craft beer, he invited him to lunch at a sports bar where his own favorite brand was on tap. While gobbling burgers and throwing back cold brew, Goldberg snapped a picture with his new buddy, posted it on Instagram and tagged it “(hashtag)bestlunchever.” “It’s great when you find co-workers who have interests aligned with yours.”
Social networking has made it easier to form personal relationships with co-workers. On sites such as Facebook and Instagram, where people share their likes and dislikes, family photos and new hobbies, people gain insight into colleagues that could provide the basis for forging stronger workplace bonds.
“In some ways, (social media) has replaced team-building events that used to take place off-site,” said Carlos Garcia, founder of Nobox, a social media marketing firm in Miami. “You get to know the people you work with on a deeper level.”
An online poll released in January found workers reported that social technologies in the office simplified communication, fostered stronger relationships and increased collaboration. Jim Greenway, executive vice president of Lee Hecht Harrison, the global talent mobility consulting firm that conducted the poll, believes those benefits to office relationships positively affect how much we like our jobs and how loyal we feel to our workplaces.
“Most of us want to be friends with co-workers,” Greenway said. “When you look at hours you spend in the workplace, it’s often more than at home. The more relationships are built and fostered, the more productive the environment.”
Indeed, research by Gallup found that strong social connections at the office can make employees more passionate about their work and less likely to quit their jobs. Social media connection that opens the door to face-to-face conversation can play a role in deepening those friendships.
As the number of adult users on social networks increases, so does “friending” co-workers. The typical Gen Y Facebook user has an average of about 16 friends who are co-workers, according to a study by Millennial Branding, a Gen Y research and management consulting firm. In addition, a 2012 HRinfodesk poll of readers found 40 percent connect with co-workers on social networks through personal or professional accounts.
How much social networking contributes to building friendships may depend on organizational support. Some businesses ban all social media use in the workplace and block access to social networks through the corporate information technology system. Others have launched their own internal social media platforms, formed groups on Facebook or posted company updates on LinkedIn or Twitter.
At Nobox, Garcia not only welcomes social media, he has woven it into the office culture. Garcia allows his 40 employees to bring pets to his office and encourages them share photos on Twitter and Instagram, and to tag them “(hashtag)noboxpets.” “It has helped bring people closer within the company,” he said. “It also benefits our brand because people see us as a place where co-workers are friends.”
For his mostly millennial staff, combining work and personal life via online social networking creates deeper engagement, Garcia said.