Social media used inside organisations may help engage employees and increase staff retention, according to a paper in the International Journal of Applied Systemic Studies, which looked at this phenomenon in China. Employee engagement refers to a worker’s emotional and motivational connection with their organisation, the team explains, while retention is the organisation’s ability to keep employees and reduce staff turnover rates.
The researchers used a statistical method known as structural equation modelling to test the relationships between various factors. They considered whether an employee’s perception of technology affected their working relationship. Indeed, perceived ease of use and perceived usefulness strengthened the impact of social media technology on engagement and retention.
The findings are particularly relevant to China, where social media platforms are important workplace communication channels. The distinctive cultural and regulatory environment there provided the researchers with a useful setting for studying digital employment practices.
Social media, the team points out, can facilitate communication, knowledge sharing, and recognition. It can thus help employees feel more connected to colleagues, their superiors, and the organisation in general. If this improves employee retention, then it has the benefit to the organisation of keeping hold of experienced and talented staff and reducing recruitment and training costs.
However, the study shows that introducing social media tools may not be sufficient for optimal employee engagement and retention. The team explains that organisations need to ensure employees find these tools easy to use and patently useful.
Liu, J. (2026) ‘Social media as a tool for employee engagement and retention: moderation of perceived ease of use and usefulness’, Int. J. Applied Systemic Studies, Vol. 13, No. 3, pp.220–236.
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