Applying on-line is the first step of a lengthy recruitment process to join another organization. Social media can help advance your candidacy.

After identifying the position that is right for you on-line through either a job board or a company web site, you sit back and wait for a response. For most applicants, you wait and wait and wait. This is due to the vast number of qualified applicants for most postings.

In one instance, a large company recently posted a trademark lawyer position exclusively on their web site. They received roughly 400 applicants, nearly all of whom were lawyers. More importantly for them, about 200 applicants had some trade mark law experience.

Trademark lawyers are a fairly specialized area of a field that has many "barriers of entry". As compared to many other fields, they would have a smaller pool of qualified applicants. For example, a posting of someone with 5 years experience for a salesperson, IT professional with SAP experience, external PR expertise, financial analyst, etc. in the same manner would generate considerably more qualified applicants. Thus, simply applying on-line is not enough to get your resume reviewed and secure a phone screen.

There are three actions to move from the total applicant pool to the "small pile" of applicants that get a phone screen. Social media is a core element.

First, establish an objective of advancing your candidacy beyond the pool of total applicants. This step enables the candidate to realize that applying on line is the first of many steps in the process.

Second, use all resources to identify potential network contacts that currently or recently worked at the organization. The goal is to connect with someone inside the organization and have them reinforce your efforts from the inside. Specifically, you want them to inform the hiring manager or department of your candidacy with an encouragement to review your application.

Third, social media can be an effective tool to identify people at an organization. Ideally, you'd like to begin with a network contact, someone you know or through someone who knows you. This will increase the likelihood of them helping you. A few sites that are helpful here are: linked in, Facebook, My Space and Twitter. Each environment enables you to speak to a wide range of people you have a relationship with about your very specific need-someone who works at XYZ inc.

Each site has its own norms around inquiring about information from others on the site. Be considerate of the guidelines, but tenacious in your efforts. The benefits of finding an inside contact are substantial.

Once you've identified a person or two at the firm, provide them with the tools and rationale to get your candidacy to the "right" persons. These actions increase the likelihood that your application/resume will be reviewed. Based on the strength of your application, you will advance to the next stage of the process.