Kate Lipsitz, Burson-Marsteller

With the recession of 2008 largely behind us, the war for talent is once again in full force. To win this war, employers are seeking to improve the employee experience all the way from recruitment to retirement. This means attracting the best recruits, retaining rather than replacing employees, and keeping them engaged with the company after they leave to ensure they remain advocates.

Enhancing the employee experience includes reassessing employees' physical, cultural and technological environments. The experience works to validate the brand promise, to reinforce understanding of and commitment to the business strategy, and to add to an employee's professional and personal growth and well-being. Read more.
Sarah Jackson, Institute for Public Relations

It's a well-documented fact that women are lagging behind men in workplace equality. New Accenture research is proving that digital fluency - the extent to which both men and women have embraced digital technologies to become more knowledgeable, connected and effective - is helping to close this gender gap and level the playing field for women in the workplace. Read more.
Kenneth D. Plowman, Ph.D., Robert I. Wakefield, Ph.D. and Beki Winchel, Brigham Young University

The crucial difference between traditional media messages and social media is the ability of immediate, direct responses. With social media, users can respond back to the organization through the same channel, with relatively little elapsed time between the original message and the response.

With these differences, it is possible that social media have created a situation where the longstanding notion of a "general public" needs to be re-evaluated. Social media needs a two-way conversation to build relationships digitally as well as driving and maintaining those relationships. Read more.
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