Traditionally, companies used external recruitment in the form of advertisement, referral programs and recruitment agencies. More recently the introduction and availability of social media, made it much easier to recruit potential candidates. Taking into account, most of companies seeking talents are typically in the Advertising/Marketing/PR field. This made the most sense. Find talent where the talent spends their time at.
Job seekers used social media presence to develop a brand or a personality to help identify who they are to potential employers or recruiters that might be scouting the space. It’s important to point out that just creating a Twitter account did not mean that you “know” social media. Recruiters do not only look at the information you share but also the information and conversations you create.