While some view social media as a great tool for sourcing others like Chris Hoyt (a.k.a. @therecruiterguy, the Marketing, Talent and Engagement Leader at PepsiCo, use it simply to improve the overall recruiting experience for candidates. Before social media, Hoyt admitted to Sarah White (@imsosarah), candidates had a tough time finding an avenue to reach a company. But with Twitter, Facebook pages and even SMS, Hoyt and his colleagues have made themselves far more available to engage and build relationships with potential hires. That engagement can take many forms: feedback, improvements in quality of experience, and overall increase in relationships. It’s plenty fun, but he knows he has to track all this communications and engagement. If not, he says, it’s just a hobby.