Social networking sites and other Web 2.0 tools will eventually expand to all facets of a corporation. They will be used to recruit, reach out to customers, communicate with employees and facilitate collaboration between project teams and departments.
Over the next ten years, recruiters will increasingly shift their recruiting efforts away from traditional print ads and online job boards to the rapidly expanding world of social networking sites.
The shift may already be occurring. The executive director of the National Association of Colleges and Employers noted in a recent interview that while most employers once viewed social networking sites solely as a way to “check out” potential hires, roughly 17 percent use these sites for recruitment and more are using them for advertising opportunities (see comment).
Meanwhile, the number of companies that view these sites with disdain due to the perceived impact on productivity will shrink. There may be no choice if they hope to attract and retain the best workers. A survey by an Australian law firm found that nearly half of regular social networking users would refuse a job of these sites were banned by a potential employer.