Case study: Gentoo builds engagement through social media

In November 2011, property developer Gentoo Group launched an internal social media platform to help boost staff engagement.

Adam Brown, internal communications adviser, says: “The platform is called The Hub, and is a bit like a combination of Facebook and YouTube. “We plan to post pictures and updates on employee benefits, as well as links to where employees can find further information about rewards.”

The Sunderland-based firm, which has 1,600 employees, already had an online forum for its sport and social club, where it posted special offers from local businesses and details of events.

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Brown says: “I think social media is particularly effective because nobody can be dictated to with it. Everything is based on the opinions of real people. If something is good, people will use it or endorse it. It allows effective two-way communication between a business and its employees.”

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