As online networking sites continue to increase in popularity, many companies are grappling with the question of how these new tools can be applied to their existing business models. For one industry - recruiting - online networking sites provide the opportunity to leverage existing networks to meet and build relationships with job candidates - ultimately making the job search process more efficient. With the looming talent shortage accompanying the retirement of the baby boomers, the need for a streamlined process to identify and engage best candidates is greater than ever, and it is essential that the recruiting industry continue to identify and use new and creative tools to enhance traditional recruiting business models.


Transitioning from cold to "warm calls
It is no secret that the basic business model applied to the recruiting industry relies heavily on the use of cold calls as a means to connect with potential candidates. These types of calls can lead to uncomfortable conversations about job opportunities that are often not a fit for the candidate. Many times, the frustration potential candidates feel when their privacy has been invaded, and their time wasted, can sour the candidate/recruiter relationship before it starts, causing recruiters - and in turn hiring managers - to lose qualified candidates. These spoiled relationships can be especially detrimental for both recruiters and companies seeking qualified hires, since high-potential candidates are seldom those actively seeking a job or anticipating a recruiting call.

Fortunately for recruiters, established networking sites such as Facebook and LinkedIn provide a medium through which they can communicate with new and existing candidates, without the invasiveness of a traditional cold call.

With many of these networking sites, the online communities differentiate "new and "existing connections. Existing connections are those that have already been approved by a user (in this case a potential candidate) and so, the relationship between the candidate and recruiter has already been established. New connections are those that are typically initiated through an existing connection or, at the least, by the required approval of the potential candidate.

While the traditional cold call may seem comparable to the establishment of a "new connection, networking sites eliminate much of the distance between the recruiter and the candidate; as if someone seemingly facilitated the introduction. In addition, the establishment of "new connections is a cultural norm in the Web 2.0 world - and therefore, less invasive. By reaching candidates through existing connections, or by seeking their approval to create a relationship, recruiters all but eliminate cold calls, making the initial contact less offensive to the candidate.


Facebook
Facebook, a particularly popular online networking site with more than 80 million users worldwide, typically includes access to a user's profile, interests and affiliations, such as school, alumni, employer, etc., when a new connection request is initiated. In this way, what would be a random invitation to connect becomes less so by highlighting common interests, affiliations and acquaintances. And, these types of request are acceptable methods of building networks in online networking communities, because they give both parties a choice of whether or not to participate in the connection.


LinkedIn
With LinkedIn, a business-oriented social networking site with more than 24 million registered users, a new connection request is typically facilitated from either a common connection (i.e., second degree) or a direct connection (i.e., when a user already has the contacts email). Like Facebook, the recipient can review the friend request and decide whether to add the person to their network. Unlike a cold call, there is no uncomfortable introduction to the conversation, because the direct connection abbreviates the background information to a click of a mouse. Furthermore, LinkedIn is a commonly used business networking site, rather than a more personal site like Facebook, so connection requests in the context of networking are more readily accepted.

It is common industry knowledge that the first step toward making a cold call effective is learning how to relate to the potential candidate. By connecting with candidates through social networking sites, recruiters no longer have to spin their wheels to find that common connection. Instead, they have the opportunity to build their relationship by leveraging highlighted interests, associations and connections, which have already been identified through the networking site.


Identifying who to add to your recruiting network
Once recruiters recognize the business opportunity in leveraging networking sites, they must consider exactly who they should target in their Web 2.0 initiatives. First, recruiters must clearly identify their business goals before choosing appropriate contacts. As with any business initiative, the time associated with maintaining social networks is an important consideration, and therefore, it is imperative that recruiters maximize the return for their efforts. Once the campaign goals have been identified, recruiters can utilize common threads and affiliations to identify and connect with potential candidates, i.e. alumni associations, employers, friends and business contacts.

After potential candidates have been identified, recruiters should consider when it is "appropriate to make a connection. While social networking sites allow for connections that would seem random in another context, looking for common acquaintances or affiliations increases the likelihood that a connection will be well received by a potential candidate. Additionally, social networking connections are a great way to follow up with a potential candidate after an in-person meeting to memorialize the connection.

Finally, recruiters must aim to make a great first impression. If a candidate is turned off by a recruiter's profile, they are less likely to spend time interacting with that person and/or firm. Therefore, there are several key considerations for recruiters when creating their profile. First, recruiters should leverage third-party endorsements including alumni networks, press coverage and testimonials to increase their credibility. For example, LinkedIn offers a "Recommendations tab within each user's profile. This feature enables people within a user's network to provide a third-party referral of that user's services and expertise. Additionally, while recruiters must ensure their profile is professional, in social networking communities, it is also important that they have a human element to which candidates can relate. Similar to an "interests section on a resume, recruiters can create a virtual "other section on their networking profile to give viewers a sense of who they are outside of their professional life - again, helping to warm the recruiter/candidate relationship.


Building relationships established through networking
While leveraging increasingly popular networking sites to connect with potential candidates may seem intuitive, it is important that recruiters don't stop short after they establish an initial connection with job candidates. Like marketing, it is essential for recruiters to continue to increase their exposure and brand awareness among their online networks. One way to accomplish this goal is by utilizing already established online applications.


Facebook
Lateral Link, a legal recruiting firm, has used the Facebook Platform (a framework that allows software developers to create applications that interact with Facebook features) to leverage the Facebook "Gift application, providing an item of value to incent Facebook users in Lateral Link's network to promote the firm to contacts within their own online networks. Lateral Link's service allows users to download the "Free Coffee gift card application. For each successful registrant who signs up with Lateral Link in response to the gift card, Lateral Link then sends that new member a $5 card.

In addition, the firm further leverages the networking site by allowing candidates within its Facebook network to download a mini job board application to their Facebook profile, which runs mini job searches and updates users according to their preferences.


LinkedIn
With LinkedIn, Lateral Link is leveraging the networking tool by allowing its members to refer LinkedIn contacts to both the site and to specific jobs. The firm is also expanding on this service by allowing users to select their LinkedIn/Facebook contacts when referring a job, which facilitates the referral process and ensures Lateral Link's offerings are distributed more widely.

Since many individuals' virtual networking community is larger than their actual friend community, using networking sites for referral purposes increases recruiting companies' exposure through, what is essentially, a viral marketing campaign.


Transitioning the social networking connection
The end goal for recruiters leveraging social networking sites to increase the efficiency of the job-search process is to eventually transition relationships established through these online sites into a more traditional recruiting relationship - and ultimately to effectively place job candidates. Social networking sites provide key information about candidates, such as academic credentials, work experience and references, which enable recruiters to identify opportunities that are appropriate for a specific candidate - streamlining their placement efforts.

Today, many recruiters make more than 100 cold calls per day, but as the Web 2.0 world continues to grow, it is important for the recruiting industry to recognize the opportunity these social networking sites provide and to incorporate these new tools into their long-term business strategy.

So, what are the advantages associated with networking sites that are lacking in the traditional cold-call method?

" Using networking sites to build and establish relationships is more efficient than continually calling candidates - often being screened by their secretaries or ignored altogether.

" Networking sites allow for the users "stamp of approval through common threads of friends, contacts or affiliations - information that a cold call typically does not elicit, especially given the often less-than-positive reception.

" Networking sites are a less-intrusive way to establish a connection. They do not require calls into potential candidates workplace at random, often unwanted times.
" Networking requests are left until answered; therefore, recruiters are able to easily respond in the affirmative.

" Networking sites have their own culture, and those who join are often self-selecting, typically welcoming the opportunity to build their personal networks.
" Networking sites facilitate viral marketing, quickly spreading the word about recruiters' services.

" Potential candidates' online profiles provide key information to recruiters regarding their credentials and relevant work experience.

Networking sites enhance recruiters' ability to identify and communicate with new and existing candidates, and "warm introductions can all but eliminate uncomfortable conversations about job opportunities that are not a fit for a particular candidate. Leveraged effectively, these sites can be a beneficial tool for recruiters, enabling them to make the job search process more efficient.

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Michael Allen (michael.allen@laterallink.com) is the co-founder and Principal of Lateral Link, a full service, elite legal recruiting firm. He currently oversees Lateral Link's business operations and development for law firm, in-house, non-profit and government sectors. Prior to founding Lateral Link, Allen was a real estate finance associate at Gibson, Dunn & Crutcher LLP in Los Angeles. Allen then relocated to Newport Beach, California to join Irell & Manella LLP, where he specialized in corporate and real estate transactions. Allen holds a B.A. in Political Science, summa cum laude, with a concentration in Economics, from the University of California, San Diego and a J.D., cum laude, from Harvard Law School.