Despite recent publicity about the possibilities offered by Web 2.0, only 10% of recruiters use social networking sites and only a small minority use blogs, videos or other Web 2.0 technology for recruitment.
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The private sector was significantly more likely than the public sector to use social networking sites for recruitment, said Cranfield.
Web 2.0 enables organisations to use interactivity to differentiate their recruitment site from more traditional sites, the report said.
The technology can allow control and input from candidates and provide information in a variety of formats, such as video, audio, graphics and text, as well as using social networking sites such as LinkedIn or Facebook to communicate with job seekers.
Dr Emma Parry, research fellow at Cranfield, said, "One of the reasons why social networks have been slow to take off as a recruitment tool might be because recruiters do not consider them a credible way to communicate, despite the fact that large numbers of their target labour market use them regularly.
"Recruiters may be missing a trick by not adopting Web 2.0 technology. They need to engage with job seekers to encourage them to apply for jobs. Text-heavy recruitment pages with no interactivity will not win the hearts and minds of the Web 2.0 generation."
Cranfield conducted the research in association with Personnel Today magazine, drawing on responses from 582 UK senior HR and recruitment managers.