Employee conduct in social media sphere

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This article was published 18/01/2025 (617 days ago), so information in it may no longer be current.

In today’s hyper-connected world, the line between personal and professional lives is becoming increasingly blurred, especially online.

What employees share, comment on or endorse on social media can have reputational risks for their employers. For organizations, navigating these situations can be tricky, balancing the need to protect their brand with the need to respect employees’ rights.

This dynamic was recently highlighted in Manitoba, when the Interlake-Eastern Regional Health Authority terminated an employee over a social media post deemed “disparaging” toward the Winnipeg-areas landfill search for the remains of two First Nations women.

The post prompted swift action from the health authority, which cited its anti-racism policy in defending its decision. The CEO emphasized the importance of delivering culturally safe and compassionate care, reinforcing the organization’s commitment to respect and reconciliation.

The incident underscores the weight of online actions and the ripple effects they can have within workplaces and the broader community.

For employees, what they post can inadvertently shape public perception of employers. For employers, these situations demand a careful balance of upholding organizational values while respecting employees’ rights.

Employee’s perspective: conducting yourself online

As an employee, your online presence can reflect on your employer — whether you intend to or not. This is particularly true when your profile or posts make it easy to connect you to your workplace. Even without overt references, an inquisitive user can often piece together details about your professional affiliations.

The first step in conducting yourself appropriately online is understanding the permanence of digital footprints. Comments made in the heat of the moment, shared memes or controversial opinions can linger far longer than intended. When your identity is linked to your employer, your posts can inadvertently shape public perception of the organization.

Consider adopting these principles:

Think before posting: Before sharing anything online, ask yourself if the content aligns with your values. Would you be comfortable with a co-worker or supervisor seeing it? Could it be misconstrued or taken out of context?

Maintain privacy: While privacy settings on platforms like Facebook or Instagram can help control who sees your posts, they are not foolproof. Be cautious about what you share and where, even within so-called “private” groups.

Avoid polarizing topics: While everyone has the right to personal opinions, public debates on divisive topics can lead to unintended consequences when your employer is dragged into the conversation. If a political or social issue is important to you, consider discussing it in settings where it won’t reflect on your professional identity.

Separate personal, professional personas: If you actively use social media for personal opinions or hobbies, consider maintaining separate accounts. For example, use LinkedIn for professional networking and other platforms for personal content. However, even with separate accounts, be mindful connections between the two can still be made.

Be respectful: Harassment, inappropriate jokes or unprofessional language have no place online. These behaviours can harm your personal reputation and, by extension, your employer’s.

Ultimately, the goal is to maintain professionalism and respect, even when you’re off the clock.

Employer’s role: setting expectations

For employers, the stakes are high when it comes to employees’ online behaviour. A single misstep by an employee can lead to public relations challenges, diminished trust among clients or internal discord. Establishing clear guidelines and expectations around online conduct is essential for minimizing these risks while respecting employees’ personal freedoms.

Start by crafting a comprehensive social media policy. This policy should be a cornerstone of your organization’s communication strategy, clearly outlining:

Expected behaviour: Define what constitutes appropriate and inappropriate online conduct. Highlight the importance of respecting diversity, maintaining professionalism and avoiding discriminatory or inflammatory remarks.

Brand representation: Specify when and how employees can mention the company online. Some organizations require prior approval for posts related to the workplace, while others ask employees to include disclaimers their views are personal and not representative of the organization.

Confidentiality rules: Reinforce the importance of safeguarding proprietary information and client privacy. Employees should know what types of content are strictly off-limits to share online.

Response to violations: Outline the potential consequences for breaching the policy, from warnings to termination, depending on the severity of the infraction.

Training sessions can also help employees navigate the nuances of online conduct. Interactive workshops that explore real-life scenarios can clarify the gray areas and provide employees with tools to handle complex situations. These sessions should emphasize the “why” behind the policy, fostering buy-in by showing how these guidelines protect both the organization and individual employees.

When online misconduct happens: navigating fallout

Even with the best policies and training, situations will arise where employees post inappropriate content that draws attention to the organization. Employers need a thoughtful, measured approach to handle such incidents effectively.

Investigate thoroughly: When a problematic post comes to light, resist the urge to react immediately. Instead, gather all relevant information, including the context of the post, its reach and any potential harm caused. Speak with the employee involved to understand their perspective before making any decisions.

Consider proportionality: Not all infractions warrant the same response. A one-time lapse in judgment might call for coaching or a formal warning, while repeated or egregious behavior may justify stronger actions. Consider the employee’s intent, history and willingness to make amends when determining consequences.

Communicate internally: Transparency is crucial when addressing incidents of online misconduct. Without breaching confidentiality, inform staff about the steps being taken to address the issue and reinforce the importance of the social media policy. This approach reassures employees that misconduct is taken seriously.

Respond externally (if needed): If the incident has gained public attention, a well-crafted external statement may be necessary. Keep the focus on the organization’s values and steps being taken to address the issue, rather than centering the narrative on the individual involved.

Learn and adapt: After resolving the incident, reflect on what can be learned. Was the social media policy clear enough? Could additional training have prevented the situation? Use the experience as an opportunity to strengthen your approach to online conduct.

Striking balance

Navigating the intersection of personal expression and professional responsibility is complex for both employees and employers. For employees, the guiding principle should be to maintain a professional and respectful footprint on the internet. For employers, the focus should be on clear communication, proactive education, and fair, transparent responses to issues.

Ultimately, fostering a culture of trust and mutual respect — both online and offline — creates a stronger, more resilient workplace. By understanding and addressing the challenges of online conduct collaboratively, organizations and employees alike can thrive in today’s interconnected world.

Tory McNally, CPHR, BSc., vice-president, HR consulting, is a human resource professional, radio personality, speaker and problem solver. She can be reached at tory@legacybowes.com