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A man uses his mobile phone in subway Line 4 in Beijing, Nov 13, 2012. [Photo/Xinhua]

Social media platforms are becoming preferred and effective channels for recruitment in the Chinese mainland, according to LinkedIn Corp, a US-based, Microsoft Corp-controlled professional online networking site with more than 500 million users worldwide.

LinkedIn made the observation at a seminar with human resources executives from more than 50 local and foreign companies on Friday.

"We found that the supply-demand relationship of talent has changed. In the past, people looked for jobs but now enterprises have to resort to every conceivable means to scramble for talent, especially in the highly competitive industries such as automobile and the internet," said Chen Ting, director of B2B marketing and marketing operations, LinkedIn China.

Cai Yanfang, talent branding director of Didi Chuxing, China's largest ride-sharing service, said the company found more than two in three jobseekers use social media.

In addition to applying for jobs online, jobseekers use online social media to research the latest developments in the employment market and reputation of prospective employers.

"The traditional method of a company accessing heaps of resumes (from headhunters) in search of the right candidate has become outdated. Nowadays, companies take the initiative to attract the right talent. So, they build the employer brand on social media and then find their potential candidates through such channels," Cai said.

Chen said latest statistics showed that in 2014 more than 10,000 China-based enterprises established a home page on LinkedIn, where users can know more about the company concerned, its management team, vacancies, and views of employees and clients.

"We often see that jobseekers communicate with current and ex-employees for insights and advice. That's the unique advantage of social platforms," Chen said.

She also said companies showcase their distinct features through carefully presented content on such social platforms.

For example, on Unilever's LinkedIn home page, they list notable ex-employees in addition to current staff.

"It shows the openness of the company. For jobseekers, they'll know different corporate cultures through such information and also see how the former employees are faring after they leave the company," Chen said.