Marketing or Recruiting: Which Department Should "Own" Social Media?

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The great debate: Marketing or Recruiting. Who should be in charge of the social media for an organization?
Many talent acquisition professionals are sure to understand the frustration that comes along when the left hand doesn’t communicate with the right hand in this area.  Marketing is in charge of the brand reputation and customer satisfaction, but Recruitment is in charge of candidate engagement and company culture.

Most agree that it has to be a collaborative effort. However, there is always going to be ownership, leadership, the department that runs the area of social recruitment and should that be Marketing or Recruiting? Without Recruiting there would be no productivity and certainly no marketing department. Marketing has the experience with user engagement and generating interest.

In which department do you feel the responsibility should be placed? Comment below!


Traci Kingery, PHR is an HR Professional and freelance writer based in the Midwest, specializing in immigration and talent management. When she’s not improving unemployment, she keeps busy with her husband and four children.

1 Comment

  1. Vinay Johar on April 30, 2015 at 11:58 am

    I’m in support over the marketing taking the call on Social Media. As marketing comes easy to them, replicating the same on social media wouldn’t be difficult. The only difference here is consistent engagement and timely showcase of employer brand in a right way which Recruitng function can train. Hand-pick messages, lines and feedback that speaks about your company culture.

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