It’s a simple task, yes? Simply boot up Twitter, log in with your company account information, and soon you’ll be uploading a 140-character job description for every position you have to fill. Easy! But hold on there. Before you go flooding your followers’ logs with line after line of spam, there’s one important realization you need to make: Twitter isn’t a job board. It’s a social tool.

Most people who log into Twitter aren’t looking for jobs—yes, even with today’s economy—they are human beings looking for recreation or searching for information (or both). To present your company in the best light possible and attract the most qualified candidates, you need to reach out in a human way. One way to approach Twitter is to think about helping other people—not yourself. Instead of focusing on the positions you need to fill, invite questions about your workplace. When commenting your answers, be specific, and answer honestly. Offer insight into your company day.

If there’s a golden rule in the Twitterverse, it’s this: connect. Find your niche, and interact with your followers. For some, reaching people is all about humor (think of the Old Spice guy and his recent campaign of individualized, video responses to questions). To others, connecting is all about opening the door to a play-by-play of their Friday afternoon Foosball match. How you go about it is up to you. Just remember to be kind, gracious, and human.