Workplace Culture: Using Social Communities as a Model

The term 'intention' has taken on a completely new meaning with the advent of search engines and search engine marketing. Google's masterpiece lies in providing users with information at the very moment of their purchasing intent (thanks to John Battelle, Andrei Broder, and others; see older material on the topic of intention) – that is, the intention to act, buy, or make a decision. 'Intention' is not only the action of the searcher but also the commitment that the information provider (vendor or service provider) and the search service (Google, Yahoo, Bing) make to the searcher.

In social networks, intention is more than interest, more than engagement, more than mere information. It is the true force behind the community, because people come into these communities with a goal, an intention. They are looking for a place where they feel comfortable, can learn, grow, and interact in a meaningful way.

The challenge for companies, then, is to behave like social communities. This is a meaningful and new metaphor for the workplace.

In a typical work environment, people with a wide range of personalities, individual brands, goals, ambitions, skills, and traits come together. In a healthy work environment that promotes the alignment of personality and corporate culture between employees and the organization, people with different abilities and temperaments can work together and succeed – because they have the will to succeed and find the social environment – the community – in which they can realize this will.

For example, IceHrm is a collaborative social community, a community with shared goals, a metaphor for the working world. Our members come from a wide range of fields: leadership, human resources, recruiting, marketing, new media, research, public relations, law, brand development, innovation, venture capital, career coaching, entrepreneurship, and software technology. Their common goal is to develop and share the latest perspectives and trends for business growth and achieving individual career objectives – and to use these to foster and further develop innovation.