Examining How Social Media as a Platform for Feedback Provision Shapes the Engagement and Motivation of Employees: A Case Study of L’oreal Australia Pty Limited

Abstract

Based in the Australian context, this case study has been motivated by observations that only a third of workforces feel engaged. The main aim of the report has been to advocate for the implementation of enterprise social networking as a feedback platform towards driving employee engagement and motivation. Imperative to highlight is that the target organization is L’oreal Australia Pty Limited. From the findings, major causes of employee disengagement and demotivation at the target firm include the culture of poor leadership style that fails to accommodate the other employees’ views, inconsistencies in feedback provision, a lack of people leadership, unrealistic workload, conflict, lack of development opportunities, job insecurity, lack of confidence in the company’s senior leadership, and the aspect of employees feeling under-valued. By implementing enterprise social networking as a feedback communication platform, perceived benefits that might accrue at L’oreal Australia Pty Limited include the achievement of a sense of personal value, workplace relationships, a sense of purpose and meaning, and a sense of belief. To avoid resistance to change, the senior leaders and other managers should be role models and walk the talk before allowing team members from the lower levels of the organization hierarchy to emulate them. Overall, an implementation of enterprise social networking in communicating feedback at L’oreal Australia Pty Limited is projected to steer employee engagement and motivation, translating further into improved company performance.