How social media changed recruitment practices in 2011

Social recruiting is something of a hot topic and has become one of the buzzwords of 2011. It can, however, be difficult to know where to start or how to make sure that you get the most benefit from using web and networking sites. There is no right or wrong way to use social recruiting, however. It is a concept rather than a prescriptive way of doing things and as such, employers in many different fields are able to draw on the aspects of social recruiting that work for them.
Social recruiting is essentially a means of identifying and communicating with potential employees and building relationships with them. It is an additional tool rather than a replacement to traditional recruitment methods. It encompasses the basic elements that are required for any recruitment process, using new media as a means of attracting and carrying out preliminary vetting of potential candidates.
The web as a marketing tool
One of the simplest ways to embrace social recruiting is to use the web effectively as a marketing tool. By advertising online on websites that are relevant to the industry or field that you work in, you are able to target a much wider pool of people than by only using traditional methods. Twitter and Facebook can be a great way to advertise jobs, particularly if you work in an industry that is IT or media savvy.
For a more proactive approach to recruitment, it is possible to directly source potential candidates for roles that you are looking to fill. The website, LinkedIn is the largest user-generated database of individuals and holds information on employment history and skills as well as identifying whether the individual is open to approaches. This can be an invaluable way of identifying candidates with a background in areas that are important to you.
It is possible to take proactivity further and fully utilise resources that are already available to you. Many companies regard their employees as their greatest asset yet fail to tap into their knowledge and contacts when looking to recruit. Peer to peer recruitment can be an excellent method of identifying potential candidates. By using employees' social networks, it is often possible to identify candidates with similar values to those already employed. Additionally, such candidates often have a good understanding of the company culture from their existing relationships with your employee.
Degree of caution
This all sounds great but, as with anything, there are some drawbacks and a degree of caution needs to be exercised. Using social recruitment to attract candidates will only ever be successful if your target pool of candidates uses social media themselves. This can depend to a degree upon the industry you operate in. Unless you are employing in an area where aptitude for using social media is essential, it is important to ensure that you don't miss out on attracting excellent candidates. Continuing to use traditional recruitment methods is, therefore, important.
Additionally, whilst using social recruitment gives access to a much wider pool of people than traditional methods, it does not mean that any of them will be suitable for the role that you are looking to recruit for. It is, therefore, also important to have good search and screening criteria in place to ensure that your time is spent concentrating on candidates who have the potential to be right for the role you are looking to fill rather than sizeable numbers of those who aren't.
Notwithstanding these caveats, social recruiting is becoming an increasingly important part of any company's recruitment tools. Whether it is by advertising on social network sites such as Twitter or Facebook, targeting individuals via sites such as LinkedIn or by using employees' social networks, most companies will find that some element of social recruitment is beneficial to their own recruitment process.
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The advent of social media is upon us and with words like 'twittering' and 'facebooking' fast becoming part of our national vocabulary, there are opportunities far and wide for businesses to make the most of social media channels for a variety of means. Marketing, networking and promotion are just a few ways in which the modern business is exploiting the opportunities these new communication channels have opened up, but what about adding something more concrete to our business plans via these new networks?
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