Q: I want to do a better job of using social media to recruit for open positions. What steps should we take to ensure we're maximizing our reach?

A: You're absolutely right to want to ensure you're using social media as an effective recruiting tool. Start by looking at your organization's website and, especially, check out the careers or jobs tab.

Your website should be as interesting and exciting as possible. People go there to see what jobs are open, but they also use it to gauge your organization's workplace culture. Consider using video or streaming to showcase your culture and your brand.

Your brand is how your mission, vision, and values affect your culture. You want the potential recruit, whether the person is an active job seeker or a passive one (someone who is employed but open to learning about job options), to be able to get a true sense of what it's like to work in your organization.

Once you're sure your job site is in tip-top shape, look at how you spread the word about open positions. Twitter is a great way to let everyone know you have an opening. Be sure you hashtag your tweet #jobs or #hiring and include a link to your careers page. You'll be amazed at how effective this strategy is.

This is the time to reflect on what your "dream job" might be and then find ways to make it happen.

Your organization should also have a Facebook page, and this is another place you can showcase your culture. Post information about new business or a link to a press release with a major announcement that a potential employee may find interesting. Show pictures of all-staff meetings to give people a sense of how transparent your organization is. Also, post pictures of any social events you have to sell your culture. In all of these posts, always link back to your careers page.

Post job openings on LinkedIn, the most widely used social media tool among business professionals. Some organizations have decent success rates with Instragram and Pinterest, but the jury is still out on how effective these sites are for organizational recruiting.

Blog about your culture, your organization's accomplishments, and your growth opportunities. Take any opportunity to tell the world how great it is to work at your organization!

Don't overlook your current employees. Many job seekers say they would consider a new job if they learned about it from a personal connection, so encourage your employees to share your job openings with their friends and connections on social media.

Outside of traditional networking, most people now find their jobs online and by using social media, so be sure your job openings are easy to access from different platforms. And always be on the lookout for the next great job site or platform!