A very practical example would be the recruitment industry and the recruitment consultants who work for recruitment agencies. Recruitment consultants often connect with their candidates and clients on Linkedin. These are all interactions they have had in the course of their business so there is a good argument to say they are the intellectual property of the company they work for.
Now the concern normally arises when the consultant leaves the business. Who owns their contacts? The MD of the business might well say “They’re Mine”!! As already said this would seem plausible but what’s the solution? It is after all in the recruitment agencies interest for their clients to be on Linkedin in the first place. We also have to consider where the line in increasingly shifting sands actually is. Linkedin has been with us for a few years so it is increasingly unlikely experienced professionals will have started with the recruitment company having no contacts – in fact many people are hired partly on the strength of their contacts.
I had this discussion with one of my clients, Michael Young from MBN Recruitment Solutions in Glasgow . Whilst he wants his business protected as best he can, he also advocates using Linkedin to build his brand and service. I agree completely. Channel your energy into using social media to build your brand as a business. In order to achieve this it is about engaging with your employees so they can really use Linkedin to maximum effect. Rather than seeking to place excessive controls, train and empower them to extract maximum leverage from a great tool. Do this and they are far more likely to promote your company in the best light. Yes, put in some sensible rules so employees know basic do’s and do not’s and put in some sensible legal clauses in their contracts. But don’t go overboard with the do not’s because you can’t fight the internet – more powerful Middle Eastern Dictators than you have tried and failed. And besides who really wins from legal action?
Take the fore mentioned positive actions and back it up by becoming known for great customer service, great products, great recruitment – or whatever it is you do and people will feel a sense of loyalty to your brand regardless of who leaves your organisation. Command and control? Not much place for it anymore I’m afraid...