Social media usage has been growing quite impressively in the last few years, and it has penetrated the recruiting market almost entirely: the number of companies using social media to support their recruitment efforts has gone from 78% in 2008 to 92% in 2013 (Rawson). As such, the efficient use of social media is at the center of the recruiting field, and even is considered one of the biggest competitive advantages: in 2013, when it came to talent acquisition strategy, the difference between the best-­‐in-­‐class companies and the rest was more than twice higher in the areas of sourcing strategy development and company branding than in any other area (Laurano). Both of those areas are the ones where social media has the most impact, and thus the effective use of social media can provide companies with a very potent competitive advantage when it comes to attracting talent.