As social media stakes more territory in the war for talent, legions of foot soldiers in benefits and recruitment are expected to keep a close watch on killer apps and strategic messaging to advance their mission.

“You can tweet a job, or announce an event on social media, but this is a marathon, not a sprint, and those that focus on celebrating their employer brand via [social media channels] will be those that benefit most in long run,” believes Fred Goff, CEO of Jobcase, an affiliate of the Massachusetts Institute of Technology’s Computer Science and Artificial Intelligence Laboratory.

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