Looking at social recruiting from a strategic communications perspective, the most significant unmet need to solve for appears to be the hiring manager experience: In most organizations, hiring managers want the “best candidate.” Recruiting already knows that this desire will always translate into wanting the candidate most able to “hit the ground running,” which will always translate into the person with a current job most like the one they’re being asked to fill, which means sacrificing tomorrow to solve today’s need. Shift the talk track to “best future employee,” and a new world of opportunity opens up—one that aligns interests, makes the pool of potential candidates far richer and more diverse, and that creates a truly strategic partnership between recruiting and the business units it serves. Solving the hiring manager experience is—from a strategic communications perspective—the challenge recruiting should solve next.