Social networking sites such as Facebook and LinkedIn are now more effective means of finding candidates to fill IT job vacancies than adverts in traditional print media, according to new research.

A study by the Association of Technology Staffing Companies (Atsco) found 58 per cent of recruitment consultants rate social networking websites as more useful than advertisements in print publications.

Just under half of respondents said social networking sites are now more effective than internet banner advertising in finding staff.

The research suggests social networking websites are now a vital tool in the recruitment process and have unique advantages which complement traditional forms of advertising according to Atsco.

But print and online recruitment advertising will, however, remain an important way for employers and recruiters to build brand value and target senior level appointments.

The key benefit of social computing sites is the dynamic, two-way dialogue between recruiter and candidate, said Atsco chief executive Ann Swain.

“Candidates often reveal far more about themselves on these sites than they would do on the phone or in interview, and in this era of identikit CVs, psychological insight into candidates is a hugely valuable differentiator,” said Swain.

The findings follows the launch this week of the UK’s first ‘virtual world’ careers fair in the internet world Second Life to offer firms the opportunity to interview multiple job seekers online.