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When discussing social recruiting, the primary definition has centered around the use of online tools to help an organization achieve their recruiting objectives. However, this definition is rather limited and does not give the required depth to the true potential of social recruiting. In my opinion, social recruiting combines the best practices of online and offline information discovery and relationship building to create a one-of-a-kind experience for both the candidate and employer. This process which begins online and ultimately moves offline helps both candidate and employers make an intelligent decision.

Online

With Google, LinkedIn, Twitter, YouTube, and Facebook; it has become easier and easier for candidates and employers to gather a great deal of information about each other.    Instead of waiting until an in-person meeting, baseline information can be efficiently gathered and evaluated.  Initially, this information can help determine if a candidate is interested in applying for an opportunity at all. Similiarly, employers can use online interactions to determine if prospective candidates fits within their target criteria. With a strong foundation of knowledge and interest established, in-person communications can move to higher level discussions. 

Offline

Throughout the history of recruiting, it has always been necessary for employer and prospective candidate to meet in person.  Whether seeing a help-wanted sign in a window or responding to an advertisement in a newspaper, there has always been and will continue to be tremendous value in meeting in person.   There are certain elements of fit that cannot be confirmed through only online diligence and discovery. 

Transparency

In both online and offline communication, each interaction serves as a continuous fact-checker.  If a prospective candidate says online that she loves science, then that is something that can be probed during the interview.  If an employer says that work-life balance is fantastic, then the candidate can ask for specific examples to confirm that statement.  No longer will it be acceptable to present one image, and the reality be something different.  The major reason is that not only can these data points be confirmed, but they can also be shared with others. 

Not only does social recruiting combine the best of online and offline interactions.  But, the feedback loop between prospective candidates and employers is optimized.  Instead of an organization simply publishing relevant information on their career site, they can post insights about special projects on their blog.  Prospective candidates can see this content and instantly respond. Instead of having to wait for an in-person meeting, a real-time discussion can be started.  In the same way, employers that see an interesting tweet from a candidate can directly follow up.  This direct 2-way communication is extremely beneficial for both groups when trying to establish the part-art and part-science of mutual fit.  What other ways do you think social recruiting helps create an optimal employer/candidate relationship both online and offline?

–Omowale Casselle (@mysensay)

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About the Author: Omowale Casselle is the co-founder and CEO of mySenSay. We help top employers and next generation leaders connect.