Social media is a new communication channel which requires new tools for targeted content delivery. On social media, job postings are not typically found via keyword searching. They are found by others sharing, liking, recommending and by other viral actions. To get the attention of the right candidates on social media, a company’s employment brand needs to be viral and easily “travel” through social sites to reach the largest number of candidates possible. To fully realize the benefits of social recruiting and maximize the return on investment, you must optimize the format, content, and delivery time or career-related and job-related content.