The CIPD said that social media gives organisations the ability to look at acombination of qualitative and quantative data that can lead to an increased understanding of both customers and employees. Bosses are primarily focused on the problems of a more open approach at the expense of increased transparency and trust, according to the report.
Jonny Gifford, CIPD research adviser, said: "For organisations to thrive, employees must be given the opportunity to discuss how their organisations can innovate and feed their views upwards, as well as having the freedom to blow the whistle about genuine issues at work. Social media won't always be the most appropriate channel for discussing issues, but employers must wake up to the fact that they can't ignore it."
