With many candidates now being much more strategic in their approach to online networking, taking advantage of the sites linked to career-related groups and forums is a sensible move.

But this form of networking must not be done at the expense of face-to-face methods. We need to look at technology as just one of the attraction tools that we can use. Technology and social media must be used to add value to the recruitment process. Used exclusively, at the expense of speaking to people, technology becomes counterproductive. 

For any organisation considering incorporating social media into their recruitment, Hays has this advice:  

Eyes and ears Research and listen to identify potential audiences and develop a strategy. Find out what is being said online about your organisation. You can use the information as the basis for future conversations with potential recruits.  

Involve the business Do not restrict your efforts to the HR department. Candidates want to have conversations with those in the areas in which they might work, and don't become preoccupied with a single area of social media. It changes rapidly.

Friendly face Finally, select your social media ambassadors well and provide training on content that will engage recruits.

Emma Charnock, regional director, Hays (Hong Kong and China)