Many organisations rushed to incorporate social media into their recruitment procedures without understanding how to use it effectively, according to recruitment company Hays.
Although social media offers employers, recruiters and hiring managers powerful new recruitment tools, including the ability to reach elusive passive candidates, face-to-face meetings need to remain central to the process.
"We've seen countless cases of organisations rushing into the online networking space before developing a proper strategy or thinking about what they want to achieve," said director of Hays, Grahame Doyle.
"If companies want to be active in online communities, their image and reputation have to be carefully managed and monitored and they need to act quickly to address any issues because they can become widespread very quickly and have a significant impact on candidate attraction."
According to Hays, organisations considering incorporating social media into their recruitment process must firstly do their research and find out what is being said online about the organisation and where it is being said. Secondly, organisations must actually listen to what is being said and use that information for future conversations with potential recruits.
Organisations should also identify potential audiences, develop a proper strategy and involve the entire business in the social media strategy. "Do not restrict your social media efforts to the HR department. Candidates want to have peer-to-peer conversations with those in the areas of the business they could work in."