Since most of the best talent is currently employed, they can only be recruited if employers persuade them to do the one thing humans most hate to do: change, and one way to build relationships with top prospects is online networking, says management consultant Peter Weddle in a recent Recruiting Trends article.

The “hybrid employment site” arises out of a growing number of job boards redesigning their content, features and functionality so that they appeal to people who aren’t looking for a job as well as those who are, Weddle writes. “In essence, they are expanding their value proposition from job search to career advancement. As a result, they attract a broader cross-section of the workforce to their site where they then also offer both traditional recruitment advertising and, in many cases, a social experience.”

“For example, AuntMinnie.com, a site for radiologists, publishes content that is so highly valued 11 teaching hospitals around the country actually require their new residents to register with the site and participate in a feature called Case of the Day™. And, while they’re on the site, they are offered a chance to join a range of communities and discussion forums which enable recruiters to meet and interact with them.”

“In addition to providing such social experiences on their sites, job boards are also using social media to make passive as well as active job seekers aware of both the career content and the networking opportunities they offer. For example, HigherEdJobs.com uses its Twitter feed (@HigherEdCareers) to alert its 4,000+ followers of important content for career success in academia and its LinkedIn group (HigherEdJobs) to publish content on career topics for its 21,000+ members,” Weddle says.