Mistakes in Social Media Recruiting

Here's an interesting one from Dr. John Sullivan (from Feb. 2011).

Attempting to reach active candidates by posting job announcements is the #1 most common error. As a microcosm of society, most online communities are full of people not actively looking for a job, so broadcasting announcements to them is both annoying and ineffective. Social media is a great tool to identify and build relationships with employed top performers who are not actively looking for a job at this time. Ninety-nine percent of your focus should be on recruiting people who cannot be found on job boards or your corporate careers site.