Social networking sites have been changing the face of recruitment and could prove powerful tools in the way recruitment services are delivered, the Recruitment and Employment Confederation's Marketing, Media and Creative Sector Group was told.

According to Jack Fairhall, owner of social website builder kwiqq, innovations such as Twitter could be used as "fabulous marketing tools" for recruitment companies, wanting to promote themselves in a clear and concise way.

Social media, he said, had resulted in websites becoming more interactive, while providing openness of data and allowing conversations with customers.

"It means that now, you cannot issue statements through social media without them pushing towards a culture of openness and honesty," he said.

He cited LinkedIn as being the most useful networking tool for recruiters even though it raised issues over what happens to an employee's personal contacts if they transfer from a company to one of its competitors. There was also a danger of groups set up in a particular organisation's name without there being any connection with it.

Jack Fairhall told REC MMC members: "Companies must control membership of groups on LinkedIn very carefully. If you do use groups, I strongly recommend you instigate a company policy for doing so that the group remains part of it."

Acting sector group chair Rupert Wallis said: "The session sparked interesting debate amongst members of the Marketing, Media and Creative Group. Networking with your peers and keeping up to date with the latest innovations is even more important in the current market."