By Jessica Miller-Merrell

In the world of social recruiting, it’s very common to distribute your job postings. Applicant tracking systems often use a process called RSS or an XML Feed to auto distribute your job postings to aggregation sites or social networks like Twitter, Facebook or LinkedIn. I’d like to include a description of what the RSS and XML Feeds are.

According to Luke Hopkins, CTO of Broadbean Technology, an RSS job feed is “generic and provides the reader with a short list of ‘articles’ like a summary, title or date. RSS job feeds are automated systems designed to scrape the full job content off the original website.” XML job feeds on the other hand, according to Hopkins, “contain all the information about the job, so title, summary, date as an RSS, but then also full description, location, categorization information, job type (full time, part time etc); all that other essential information.” This means that everything you need to know about that job is in that XML; you don’t have to go elsewhere to get the full info.

Sometimes recruiters are shocked when they begin measuring the results of their social recruiting and automated job posting campaigns because they are not working. Here are three reasons why you can improve your automated job postings via social networks today.

There is no engagement.
Social media is about a mix 2 way communications and one way distributions. If you are not contributing, commenting and sharing more than a series of automated job postings, you are not engaging in what is really social recruiting. You have to find a mix of automated and engagement to increase your click-through, applications and social sharing. This is probably the biggest mistake recruiters make when using automated job postings. They think its one click and you’re done, but in reality there is a lot of nurturing and maintaining to achieve the results their wanting.

Your job openings are only posted for a short time.
One of the benefits of TalentCircle’s platform is their circles where you are engaging and building relationships with job seekers even if you don’t have a current job opening. Job postings are about reacting instead of being proactive and most importantly, your postings are only active or published for a limited amount of time. The best recruiters have already built the funnel or pipeline needed to post a job and instantly get the right qualified candidates whom they are already aware of. There’s no more of this posting and praying when using technologies such as TalentCircles.

Your hash tags aren’t reaching the audience you seek.
When it comes to the most viral social network, Twitter, hashtags are extremely important. Think of hashtags as the Dewey Decimal System of Twitter. The better the hashtag, the more targeted the audience you reach. Not having the right hash tag keeps you from reaching and engaging a unique and specific audience of job seekers. Learn the right hashtags that are trending in your industry and use those to post. Over on Blogging4Jobs we’ve created the perfect list of the most appropriate job hashtags when you’re promoting your next position.

Automated job postings are amazing and can really help the recruiter if used right. Make sure you have a place for candidates to go and learn more about your company as well as you learning more about them. Using TalentCircles promotes success within your recruiting strategies.

How are you managing automated job feeds?

Jessica Miller-Merrell, SPHR is a workplace and technology strategist specializing in social media. She’s is the Chief Blogger & Founder of Blogging4Jobs. You can follow her on Twitter @jmillermerrell

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