What are some tactics I should be using if I’m trying to build my brand abroad?

The first thing is to understand the social media landscape you want be a part of. As a recruiter in North America, LinkedIn is one of your biggest weapons. It’s essentially a giant phone book which allows you to find, connect and build relationships with talented candidates. Globally, localized social networks like Viadeo or Xing may allow you to gain an edge on your competition by being active on them. Networks like WeChat if you’re targeting China, or Line if you’re targeting Japan would be considerations. For lack of a poor metaphor, you would be fishing with the wrong bait if you don’t localize your approach – you will get far better response and rate of success by adapting to the way your target communicates online.

How important is it that my company social media handles reflect the internal culture of my company?

It’s Huge! Today’s jobseekers are completely different. They value culture more than ever before. They’re online and constantly connected with their mobile. They will research your company online and put more weight into information they glean from employees instead of marketing material. That means that showing off culture with your profiles is important – it could even be as simple as having approved backgrounds, headers, and pictures and can grow to include post social media messages that highlight staff, community projects and culture as a whole.

Should I have separate social media handles for recruiting and HR?

When using LinkedIn (or other social networks like Twitter, Facebook, etc) you should use your own profile and take pride into building it out to show off to potential talent and recruits. When it comes to jobs, many people are taking a huge perceived when it comes to career change. A personal, trusting, and well recommended profile will go along way in building trust.

Social media is becoming a useful tactic across several functions. How has its usefulness expanded beyond traditional communication outreach?

Almost every department or business unit can benefit from social media and the digitization of their current processes. Sales teams are using social media to learn more about their buyers, share content that effects the sales process, and use it as a 3rd method of communication that compliments phone and email.

C-level leaders are using social for personal branding and thought-leadership. Most employees in a company never get a chance to get to know the C-Suite and social media provides this opportunity to the employees, as well as, shareholders or potential hires. Studies have shown that consumer trust and employee happiness levels are higher in companies with a socially active C-Suite.

HR has found social to be perhaps the biggest advantage in a competitive landscape like recruiting. It allows recruiters to broaden the pool of qualified candidates, to research candidates, to drive more applicants and to spread company culture online.

It had been unbelievable to see how social media has transformed the way each business unit in an organization executes their daily tasks.

Over the past few years social media has segmented into very niche social networking sites. For example, figure1 is basically a HIPPA-compliant Instagram for medical professionals to share photos and learning experiences. Beyond LinkedIn, are there any new/trendy niche sites that are specifically for networking and business development? What about mediums to discover talent?

Well we’ve seen some great niches start inside the social networks for starters. Great niche Facebook or LinkedIn groups that are useful. But outside of those subgroups there are both niche social networks and also unique ways to use current ones in a different way. For example, many people find it very costly to advertise on LinkedIn but one of the neat tricks I’ve figured out is that you can export your LinkedIn connections and run a Facebook Ad that targets them as a custom audience. This allows me to advertise to the same people (be it via Facebook) at a much lower cost.

Recruiters I have spoke to recently have mentioned a few particular social networks outside of to regular ones. Of course the Viadeo’s (Europe), Xing’s (Germany) and other localized business networks will help in Europe but there are also a number on US focused site that can help. AngelList is a great site to find executive, board member, etc. Upwork is an online freelancer site that helps identify people with a particular skill and experience level. GitHub is a great community to find and discover coders and developers. It’s amazing to see what digital has done to the recruiting industry.

There are some really awesome search capabilities on Twitter, LinkedIn and Facebook – what are some benefits of using these search queries over traditional search engines?

I love this question! Social networks like the ones you mention provide access to real-time information. As people have questions, you can identify them and respond to them quickly. For example, on Twitter you can track people who are asking questions about jobs, people who have target keyword in their profile, and more. With LinkedIn you can set a search for people who have certain skills or meet certain criteria – and you can get an update everyday if anyone new was picked up. This is essential intelligence that wouldn’t show up in Google search and requires immediate attention and engagement which the social networks provide.

What other advice for HR Managers that are beginning to incorporate social media into their outreach strategies?

My advice would be to “fit in” and also to “stand out”. That means that the first important thing is to have a profile that looks good and provides value. A great headshot needs to be accompanied with a great bio and profile that tells a candidate why you are the right one to work with. Standing out requires you to build the relationship in a way that sets the bar above everyone else. This means NEVER send a generic LinkedIn message or invite – if this is a serious candidate – take 3 minutes and comb through their profile and personalize your template/message. Do you share common connections? Similar education? Worked at same company? Volunteered for similar causes? Belong to same LinkedIn Group? Etc.

The above is a transcripted interview between VISAnow and Julio Viskovich.