As the conversation shifts from whether or not to use Social Recruiting to how best to use these new tools; I think one of the foundational principles that companies need to embrace is an aim to manage, not control the interactions. I think there are some compelling reasons why this approach will ultimately make the efforts of companies seeking talent more successful.

Network Ownership
In a network, each member is at the center of their own personal and professional world. The connections they have taken the time to establish are valuable…Respect this! This ownership is not something that users desire to simply cede to a company without understanding their intentions. If your company is interested in gaining privileged access to the networks of others on the Social Web; make it worthwhile to their members by posting awesome content or offering access to amazing opportunities. The Social Web has a way of getting information to the screens of the right people. Often times, it does not happen by users blasting their entire network with your message but through selective distribution of the content to members they know will value it the most.

Transactional vs. Relational
In a transaction, oftentimes you engage for a specific reason and then move on. In relationships, there is a deeper foundation that requires maintenance over time. The nature of the Social Web is incompatible with transactional interactions. Consider the example of a company posting an opening on a job board. While all applicants will not ultimately be selected to interview, it is relatively easy to quickly let those candidates know their status. However, when viewed from the standpoint of a transaction; the assumption might be that since they were not qualified there is little reason to inform them of their status. In the new social dynamic, even the simple act of purchasing an item on Amazon is relational. From researching user reviews to offering post-purchase feedback, the Social Web rewards those who take the time to understand that relationships extend beyond a single interaction. As reviews about employer recruiting practices become more prevalent, companies that are known for candidate mistreatment will find it increasingly difficult to recruit quality candidates. Even if these companies are currently enjoying short-term success using these tools, organizations that recognize that their reputation extends beyond individual elements of the recruiting cycle will be well-positioned for long-term success.

Social Web is Big & Complex
Traditional tools were far more revealing about the nature of interaction. Run a commercial during a television show, a certain percentage of the target audience would see it. However, the Social Web is huge and much more complex. While analytical tools have helped gain insight into these interactions, the stage of development is so early that it is tough to understand what really works (Tthe Google Analytics for the Social Web doesn’t yet exist). Despite directional indications about the best ways to engage with members of the community, it is hard to demographically slice the Social Web in the same way advertisers did using traditional media. In addition because there are so many touch points: Facebook, Twitter, email, blogs, and YouTube; it is challenge to know how all of these different social elements converge to create the desired outcome. As a result, the best an employer can do is to manage the type of interactions they would like to create. So, if you want your content to be shared; create shareable content. If you want candidates to work at your company, communicate why your company is worth working for.

At the core of the argument about manage versus control of Social Recruiting is about the determination and assignment of value. In my opinion, both employers and prospective candidates are equally valued members of the Social Web. As a result, both groups have a responsibility to manage the individual and collective success of these new interactions. If one group attempts to selfishly control these relationships for their benefit, then both sides will have a difficult time realizing the ultimate value that can result from these connections.

-Omowale Casselle (@mysensay)

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About the Author: Omowale Casselle is the co-founder and CEO of mySenSay, a social recruiting community that connects college students and corporations.

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