As we have mentioned before, part of integrating social media into your recruitment campaign is about creating a dialogue with active and passive candidates whether they show an active interest at the time or not. Betzalel, a design college, created a great campaign to initialize the conversation with potential candidates to it's college. People we asked to design a chair and in response people from the college would review the pieces and send feedback on the people's work. This created an active dialogue between the college and the potential students before other colleges even started their initial recruitment.
Garnering that first relationship with the company or brand greatly increases loyalty, recall and recognition of what you offer your candidates in comparison of your competitors. When it stops appearing to be a straight sell and shows that you are more interested in the people involved rather than candidates just being another number in the long list of CVs/resumes, it changes the perspective the potential employees have towards your company. It may have the appearance of a long-term soft sell but at the same time, the quality and loyalty of the candidates you attract may be greatly increased.