HR and Organizational leaders face two big challenges in the context of two realities are:

1. How to build their brand in front of the talent pool and to monitor their conversation on the social web about the other employment brands,

2. To discover the super talented prospective, understand what they talk about and also to attract them to consider you an employer.
Now it is our belief that organizations will need to move away from such social networking sites and integrate them to build online communities for their talent pool.
But if we look at it from a different angle, when a person joins a talent community owned/ stewarded by an organization - he or she gives permission to the organization to have a conversation with him/her - and it is up to the organization to either mess it up by "pushing" its message or to take it to the next level by active engagement.

As this becomes more and more common - recruiters and hiring managers will move more and more into "community manager" roles and need to build and take on newer skills to augment their existing skill sets. The ability that will count will not be to tell their own stories, but encouraging participants to tell their stories which will give them a sense of confidence as well as a great level of involvement in the conversation.