Introduction
Methods
Study context and participants
Data collection
Data analysis
Results
Dimensions of variation | Categories | |||
---|---|---|---|---|
Information orientation | Networking orientation | Educational orientation | Collaborative orientation | |
Approach to social networking | Technology focused | Content focused | Pedagogically focused | Systemically focused |
Social networking activities | Accessing and disseminating information | Connecting | Communicating | Collaborating |
Level of usage | Experimental | Occasional | Daily practice | Integrated service |
Perception | Challenging | Potential | Useful | Influential |
Ethical principles | Accuracy, validity | Professional boundaries | Privacy, confidentiality | Professional proficiency |
Social networking strategy | Private | Selective | Targeted | Open |
Description of the Categories
Besides LinkedIn, there’s Zuum, and there’s all these other ones. But at least be knowledgeable about the most mainstream or the most popular social media. (participant 12, line 2781)
I could just take a peek at what others were talking about and what they’re posting…it just calls things to my attention that I’m interested in. (participant 9, line 871)
In this category, practitioners’ use of social networking is experimental, with an attempt to explore the phenomenon, its utility and functionality in the context of career services. They perceive the use of social networking technologies for professional purposes as a challenge. The challenges relate to time consumption, choice of tools and resources, and the transparent, open nature of social networking. The primary concern is a perceived lack of professional guidance for developing appropriate practices.It’s just a way to get information out to our constituents and to let people know what we’re doing and what we’re involved in. (participant 15, line 4186)
There’s so much going on with it; I find that pretty challenging to take time to delve in… (participant 11, line 1611)
Practitioners also express ethical concerns about the accuracy and validity of information—especially the information they present and share online. They employ private social networking strategies and use social networking in a closed way.I’ve been grappling with this. I’m a very ethical person and I like to follow rules and I’ve been kind of looking for guidance. (participant 12, line 1738)
[In terms of posting on social media] one of the things that I think about from the career services side of things in terms of posting on social media is making sure that the information that we’re putting out is authoritative or accurate. (participant 1, line 346)
Category 2: Networking orientation In the second category, ethical practice in social networking is conceived from a networking perspective. This approach to social networking is content focused, emphasising proficiency in various forms of online content and social networking for building connections as well as accessing and disseminating information.My standard approach is that I don’t connect with clients, and I think that that’s consistent with our ethical codes. (participant 9, line 960)
I think it helps students connect with a much wider variety of people that they otherwise might not be able to connect with. Whether it’s alumni, or employers, or whatever else, focusing back on their job search. (participant 3, line 8)
I use LinkedIn as a resource for networking. I mean, using LinkedIn as getting them a way to plug into a community and feel like they can find people that they can make a connection with. (participant 13, line 3254)
In this category, practitioners use social networking occasionally, rather than on a regular basis, perceive social networking as having positive potential for professional practice in general. They indicate that social networking sites offer an effective way of sharing and interacting with online content and connecting with a defined group of people. Additionally, practitioners believe that social networking may help to attract people to career services.I find that it is a lot easier for me to stay connected with my colleagues [in social networks]. (participant 10, line 811)
I think there’s a lot of potential [in using social networking technologies in professional practice]. (participant 11, line 1604)
However, practitioners express ethical concerns about the professional boundaries that might be blurred by social networking. For that reason, they adopt a selective social networking strategy, connecting thoughtfully and using social networking in a semi-open way.It is very easy to promote our services and promote our center to a wide audience very cheaply and very quickly. (participant 4, line 14)
Professional/personal blurred. Recruiting and just networking blurred. I think that our old distinctions are uncomfortably being dissolved. (participant 16, line 4268)
Category 3: Educational orientation In this third category, ethical practice in social networking is conceived as stemming from an educational perspective. Emphasis is placed on multidirectional real-time or near-real-time communication and activities that foster career learning, acquisition of career management skills and employability. Practitioners highlight the importance of supporting and educating individuals; one aspect of this is helping clients to make effective use of social networking for career development.I do connect with students through LinkedIn but many more students request than I actually know. So deciding which ones are appropriate to be a LinkedIn connection and which ones are just a student that happens to be at the University [is difficult]… (participant 5, line 248)
Professionals can […] have real time conversations via Twitter or Facebook or LinkedIn that are happening exactly at that moment, so there is no delay. (participant 16, line 4190)
These practitioners use social networking technologies in their daily practices and perceive social networking as highly useful. They indicate that social networking sites offer an effective way of building and cultivating networks, facilitating conversations and connections and creating access to job opportunities for clients.I think a big part of the challenge for us, as career services, is that education piece and helping them understand that they’re leaving this permanent digital footprint, and that this is branding you in a certain way. How do you take this space and utilize it for its value without allowing it to negatively impact you? (participant 4, line 123)
I use it every day with my job seekers. (participant 12, line 1731)
In this category, practitioners’ concerns extend beyond professional boundaries in social networking to privacy and confidentiality issues. Practitioners adopt a targeted social media strategy, connecting for work purposes and using social networking in a semi-open way. They systemically construct a network of those who might be helpful in finding or recommending a job of the kind they want.I go on Facebook just about every day because I can find different things that I need. (participant 10, line 931)
I purposely try to connect with people who are HR people. (participant 12, line 2086)
Category 4: Collaborative orientation In this fourth category, ethical practice in social networking is conceived as stemming from a collaborative perspective, in which practitioners’ approach is systemically focused. Emphasis is placed on well-structured and considered professional goals and on strategies that fit those goals. Attention is also given to ensuring that common guidelines and/or social networking policies are in place.I go for quality over quantity, too. I don’t accept every invitation that’s sent to me. Not to say I won’t accept it from someone I don’t know, but there has to be sort of a compelling reason. (participant 12, line 1997)
And now, we need to have more of a strategic direction. (participant 11, line 1616)
I’ve actually just gone through a strategic process of what will be our unit’s online presence…. we’d rather focus in on a couple of things, do them really well, and have that really be the consistent point, and then leave other things for other times. (participant 14, line 3337)
Unlike in previous categories, the emphasis here is on fostering collaborative career exploration with and among community members. Social networking both mediates social interactions with others and facilitates knowledge-sharing practices within and across organizational boundaries.Having some kind of policy that you can follow. (participant 16, line 4964)
Here, social networking is no longer seen as an alternative tool but as a workspace that is in itself an integral part of career services and an effective means of enhancing the direct and indirect influence of career services. By operating as members and facilitators of communities of individuals career practitioners indicate that they can more readily take steps to address and respond to career-related discussions that emerge.Being able to share professional experiences whether its employment, volunteering, internships—that sort of thing. (participant 23, line 6577)
Okay, now, it’s [social networking] definitely an integral part of our office operation. (participant 11, line 1635)
In this category, practitioners’ ethical reflections and concerns shifted from privacy and confidentially to issues of professional proficiency in social networking. Practitioners highlight the importance of ensuring that work-related activities in open social media settings are seen as professional, and they adopt an open social networking strategy, with a view to expanding their network in an open manner.In particular with Twitter, they might see something that they hadn’t thought of before. It’s like, “Oh, that person commented on this.” or even better, “What is that person talking about? What do I need to know about it?” So it really is a way of getting a quick bit of information that either switches on a light bulb or triggers a question in the user—things that I wouldn’t have thought of—you know, it’s like, “Oh, you’re right. (participant 21, line 5806)
I’m happy to share my contacts. And so, you know, on LinkedIn I have it so that people can see my contacts, my connections. (participant 12, line 1750)
I’ve had people request to connect with me who I have no idea who they are. I probably never have talked to them but they have some sort of recruiting position in a firm that recruits in our school and I don’t want to say no […] I don’t want to be sending a message that we’re not interested in connecting. (participant 7, line 699)