The comparisons between HR and marketing are growing, HR experts have said during the latest Inside HR Webinar on centralising recruitment. Susan Vitale, chief marketing officer at New Jersey based iCIMS and Daniel Connacher of Euromoney, both spoke of the importance of social media in the recruitment process. Yet although the use of social media can allow a business to cast a wider net for talent while reducing recruitment costs, it can also be used by candidates to expose a bad recruitment experience.