Gaining experience in your chosen field of work is like gold dust, especially when competition for jobs is so great – the ONS reported that unemployment rose to a staggering 17-year high by September this year and it currently stands at 8.3 per cent.

So when the offer of an internship arises, it would be foolish to turn it down, even if it’s unpaid, right? Well, no matter what you may think, according to HM Revenue and Customs it’s wrong. The days of unpaid work will soon be over as the Government agency is coming down hard on offending companies who are viewed as taking liberties with keen youngsters who are desperate to make a name for themselves.

It seems a wide range of industries are affected by the investigation by tax officials, from high profile fashion houses to the media industry and with it being such an emotive topic, new blog posts and news articles are being uploaded on a daily basis discussing the subject. The fact that the term ‘slave labour’ is being widely used demonstrates just how sensitive a topic this is.

Due to the sensitivity of the discussions, from a public relations perspective it would be extremely advisable for organisations that currently don’t pay their interns to do the right thing and follow HMRC’s advice before they are publically singled-out as a worst offender – something that could seriously affect their brand profile.

Brand image is invaluable; nonetheless interns who are taken on in a marketing capacity within a business can often find themselves responsible for the company’s social media strategy. They’re young enough to get it, and eager enough to impress. Ironically, as internships have been widely unpaid, candidates often only spend between one and three months with an organisation, is this really enough time to come to understand the intricacies of planning a full and sustainable social media strategy?

The quality of the external relations would undeniably benefit from a long lasting relationship between the intern and company and subsequently, the public, which can only be built over time. Social media planning should be consistent and integrated, and seek to become a part of a brand’s long-term comms strategy. It would therefore be advantageous for companies to pay their interns who in turn can afford to stay put and spend time developing a social media strategy alongside the wider communications team. Social media should not be the responsibility of the least experienced member of your business, but should be factored into long-term marketing plans – ensuring that engaging content is created from traditional above, and below-the-line campaigns.

No one is denying that internships are an invaluable way to kick start your career, but whether it’s exploitation or not, the new regulations will undoubtedly mean changes within a wide variety of industries. Let’s just hope it doesn’t deter businesses offering the experience to those who truly deserve it.

Helen Mockridge
Account Manager, Golley Slater

The study found that 47% of employers check social networking sites immediately, with Facebook proving the most popular network for stalking potential applicants. Of the 69% who vetoed a candidate based on their social media activity, the most common reason was that they had lied about their qualifications, but inappropriate posts, photos and comments alongside poor communication skills were also cited.

So with unemployment currently standing at 2.57 million in the UK, should we all be abandoning social media in favour of appearing more professional? Perhaps not when you consider Reppler also found that 68% of businesses questioned had employed someone because of something they’d seen on a social networking site; with personality and organisational fit coming top of the table of positives at 39%.

It is no great secret that social enterprise platforms such as LinkedIn are instrumental in connecting individuals with recruiters and local businesses interested in placing candidates. So how should businesses be using these tools to recruit, and how far is too far in the quest for the perfect candidate?

In September of this year, ACAS, the body which helps organisations improve relationships with their workers, issued guidelines designed to help employers to use social media efficiently and professionally.

ACAS warns employers against acting rashly based on information found using sites like Facebook. The organisation insists online behaviour should be judged within specific contexts, as you would offline behaviour. Employers should be clear on what is being monitored, and how employees are being assessed.

The guidelines are also clear about bosses using information gleaned from social networks when making recruitment decisions. In short: if you are going to judge people while recruiting on personal information shared on social networks– declare it.

ACAS is also quick to stress the benefits of social networking sites from a marketing and communications perspective. Blanket bans of specific platforms such as Facebook and Twitter are shortsighted – after all, is time spent on Facebook really any different to making a cup of tea or taking a cigarette break? Facebook and Twitter can be really effective marketing tools, and LinkedIn offers individuals the chance to build business connections and reconnect with old clients, an activity that should be encouraged considering the current industry landscape.

Social Media Guidelines for Business:

1. Employers should issue social media guidelines to make absolutely sure staff are aware of what is considered acceptable by the business. Ask employees to sign and return a usage policy.

2. Equally employees have a duty to ensure that any information they publish online is not confidential, and is already available in the public domain.

3. If you intend to use social networks to screen applicants, ensure you are crystal clear about your intentions. Failing to do so could lead to charges of discrimination under the equal opportunities act.

4. Training and encouraging employees to use social media productively can lead to a positive perception of your business within industry circles, and help to drive positive online buzz about your company.

5. What happens on tour stays on tour, if you wouldn’t discuss it over the watercooler at work, don’t post it on Facebook.

Lindsey Reaney
Account Manager, Golley Engage

At Golley Slater Birmingham we did our own straw poll of the office to discover whether Facebook was still turning us on, or whether we’d logged out:

From our results it looks as though Facebook needn’t worry too much. Whilst some of us are using Facebook less, an equal percentage are using it more, and reasons for a cut down in use are not down to a lack of appreciation for its value. Interestingly, Facebook is still the social networking site we are using most, with less than 21 % of the office saying they now spend more time on Twitter.

As marketers it is clear we are all aware of the continuing value of Facebook as a means of reaching diverse audiences. At the same time, it is obvious that doing this is no longer as easy as it once was, and brands are going to have to get a lot cleverer with the way they use Facebook as a marketing tool to ensure future success.

Lindsey Reaney, Account Manager and Digital PR Consultant & Phillippa Holmes, Trainee Account Executive