Of all the changes that the Internet and social media have wrought, one of the biggest is changing forever the way that companies and potential employees connect. Social media in particular has created a revolution both in finding out about and applying for jobs for employees, and discovering more about potential hires. But how do companies know if any or all of various social media platforms works for them and their needs? Measurement is key, and that includes setting goals and matching them to distinct metrics. Social media measurement can also help to gauge time and monetary investment, and direct companies to realign recruitment efforts based on outcomes.