The impact of social media in building a business strategy is increasing. Companies had to adjust to this new type of communication in every field, from advertising and brand building, to the recruitment process. Why Social Media “Vertical” communication has been replaced by “horizontal” communication. Social media allows the user to show appreciation (or not) to a particular post, share, and comment on what they read with friends, colleagues, acquaintances. This is relevant to all kinds of personal and business connections. Businesses that know how to effectively use these channels can take advantage of the power of social media by attracting high profile candidates when they advertise for a job…