As the growth of online communication continues apace, it is more important than ever for organisations to bring their communication strategies up to date with the latest methods for engaging their audiences. Social media applications such as blogs, podcasts, social networking sites and other Web 2.0 technologies are massively popular with individuals, [1] and while some organisations have been quick to use these applications for recruitment, to source and screen suitable candidates, they have been much slower to catch on to the other opportunities on offer.
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