IT contractors may want to look to social networking as a key tool in the recruitment process, one of the world's leading technology companies has said.

Faced with a reputation as being a place for "geeks", Intel used special social networking groups to create a new "social media vision" to attract new employees.

Speaking to a conference held by the Association of Recruitment Consultancies (ARC), Stephanie Lee, Sourcing Specialist for European Staffing at Intel Corp UK, said the company formed a "virtual relationship" with potential staff.

Through blogs and posts the company managed to spread the company message and change its public image.

Traditional job sites would be replaced by Twitter and LinkedIn, Ms Lee added, with automatic candidate matching on these sites allowing companies to filter their own applicants, saving money on recruitment costs.

Social networking is already being used heavily by companies wishing to promote their brands.

"Brands need to continue to provide interactive, valuable, and unique content to their customers to keep the relationships and the community going strong," said Jacob Morgan, principal of Chess Media Group.