A “revolution” is defined as“a drastic and far-reaching change in ways of thinking and behaving.” This is what is happening in the recruitment industry right now. I just returned from the Kennedy/Onrec Conference in Chicago, and throughout my two days there, I could not find one session (including mine) that didn’t somehow touch on social media. Social media has changed the way we act, think, talk, work and has forever changed the way we communicate. 

Think social media is a fad in recruitment? Well, here are some predictions to ponder:

• Resumes will become obsolete. Your resume will be your “personal brand,” accessed online through sites like Facebook and YouTube (Video Resumes).
• Everyone around the globe will have a Facebook profile – and instead of Googling a good restaurant or hotel, you’ll just ask your Facebook network.
• Metrics will become obsolete – because you will source your own social networks for candidates.

You may think these predictions are far-fetched, but major changes continue to shape our industry and some of these predictions may be sneaking up on you. If you haven’t read the book Groundswell, order it. It’s a must-read for any of us in the business world. The premise of the book is simple but powerful - one person can influence thousands. One person shares information with their group of connections, who in turn shares it with their group of connections and so on – creating a ripple effect or groundswell. The reality is, companies no longer control what people say, hear or feel about their brands – candidates, customers and the general public control it. And through social media and viral marketing, anyone can create this groundswell of chatter about a company, product, event or even a job opportunity.  

When I speak on the topic of social media, I’m frequently approached by people fearful of this space, saying things like “we can’t be out there because people will say bad things about us.” Chances are, if they’re going to say bad things about you, they probably already are, whether you’re out there or not. Anyone can have a voice now, and everyone’s voice is important. The key is to understand what is being said, address it and then counter with positive information about your organization. 

Think about this: people place more emphasis on personal recommendations than on brand names when deciding which products and services to buy. This will not only hold true for products and services people buy, but also for recruiting. More and more people are relying on personal recommendations when they consider a company’s product AND their job opportunities.    

Given the right planning and strategy, social media can play a major role in building brand recognition and capturing the right talent – but you have to embrace it. I read a quote recently in Ad Age that I think perfectly encapsulates social networking: “It’s about offering something of value, creating movements that build over time, engaging with passionate fans and giving them the tools to influence others.”

Are you embracing the revolution? What are your predictions for the future of our industry? I’d love to hear your thoughts.