This is a guest post by Pat Dimayuga, Recruitment Experience Manager, Manila Recruitment

Every month, there are 310 million people who actively use Twitter, 500 million who update their Instagram accounts, and 1.65 billion who choose to share their life milestones on Facebook.

The social media platform—with its growing audience—has become a reasonable marketing platform almost for all types of businesses.

It is also for this reason that hiring managers and recruiters are increasingly using the social web to market their companies to job seekers. The term “social hiring” has emerged today, and it refers to the modern type of recruitment strategy.

While companies are turning to LinkedIn, Facebook, and other social network platforms, some still do not understand how critical social hiring is to their success.

With the internet and social media, there is no such thing as a passive candidate today, as everyone is a potential candidate for a particular job. More importantly, with the millennials projected to take up the global workforce in the near future—at 46% by 2020, companies need to rethink their talent search process, preferably by coming up with a good social hiring strategy.

To reinforce their talent brand, businesses should experiment with ways of leveraging and mastering the social web source talent to expose their employer brand as well.

Here are the top ways a company can effectively use social media for recruitment.

1. Establish a good talent brand on social media.

A company’s talent brand is how their mission, vision, and corporate culture are perceived on social media. Google, for instance, has cultivated a great talent branding. The company has projected itself as a great place to work, which has become their biggest hiring asset.

By coming up with a solid and consistent talent brand, a business can reduce hiring cost in attracting quality applicants.

2. Explore different social media paths of engagement.

It is important to look beyond the big guns of the social recruiting landscape such as LinkedIn and Facebook to tap outstanding recruits with distinct skills. There are specialized recruiting sites, for instance, for tech talents—GitHub and Stack Overflow.

Whichever channel you go for, keep in mind that each has its own culture. Whereas LinkedIn is a professional network where people communicate work subject matters, Facebook is much more personal. Their different approach would, of course, be met with negativity in their respective social space.

3. Encourage current workforce to promote your company.

Your employees’ testimonials and personal posts regarding their daily lives and milestones while working in your company is an effective means to draw more talent.

Empower them to Tweet and blog about their work and office culture, post photos on the company’s Tumblr, and engage on the corporate Facebook page.

4. Cultivate a positive image across the web.

Your company should consistently put out a variety of written and visual content on a corporate blog, or post photos of events and everyday happenings at the office on Twitter, Instagram, and Facebook—with corresponding hashtags.

This easily lets applicants catch a glimpse of your modern office space, interesting events, and engaging staff meetings. Update your social channels with your recent triumphs, and more importantly, update your Careers page.

The more positive exposure you cultivate for your company across the web, the more great talent will come looking for you.

5. Monitor the effectiveness of your social hiring.

If you have run a specific campaign using specific channels with a defined end point, it will be relatively straightforward to extract data to measure effectiveness. It becomes trickier when you try to gauge its effect on the overall recruitment strategy, especially when jobs are being pushed out to multiple channels.

Whatever the case, it’s important to monitor your career site and application tracking system to know what social channels work best for you.

6. Breakdown recruitment silos.

HR and recruiters should learn to maximize social media in such a way that gets across a consistent employer brand message about all departments in a company. A candidate doesn’t necessarily distinguish between different departments, as the company’s employment brand is represented by the brand they see and the individuals they interact with.

For example, in retail, a candidate’s first experience of the brand may well be as a customer, and that interaction-perception will influence their decision as a candidate.

Social media has evidently become a universal hiring tool, with 92 percent of recruiters surveyed using it as part of their hiring process. Recruiters worldwide should be able to adapt to this trend and maximize all social recruitment strategies to attain the best possible workforce for their company.

About the Author

Pat Dimayuga is a well-rounded recruitment professional. He has experience in social media (recruitment marketing), business development, executive search, and now handles projects focusing on client experience. Pat used to work at Smart Communications Inc., handling all of their executive positions, and was also part of the team who supported hiring for Smart’s digital subsidiaries. (Paymaya and Voyager Innovations). Prior to this, Pat was an integral part of both business development and recruitment services for Drake International.