When Jay Conrad Levinson first published Guerrilla Marketing in 1983, Twitter founder Jack Dorsey was a mere 7 years old, and Facebook founder Mark Zuckerberg wasn’t even born. So what does this book have to do with recruitment marketing via social media? In a word: everything.

Guerrilla Marketing separates tactics and approaches for large Fortune 500-type companies from those of small businesses for two main reasons. First, small businesses are more agile and generally have less red tape when making decisions. Second, small businesses have to make do with shoestring budgets.

For small businesses, the size of your company may determine how many resources you have. And chances are you’re working with a budget that’s smaller than a typical consumer marketing budget. Even so, Levinson encourages marketers to embrace this situation as it forces them to think outside of the box and stretch a budget as far as it will go. Social media is a great way to stretch those recruitment marketing dollars because it allows you to find and target job seekers who are interested in your employment opportunities for a relatively low cost.

In his book, Levinson shares “Sixteen Monumental Secrets of Guerrilla Marketing,” which serve as key tactics for small business marketing professionals. Our favorite three below are designed to showcase how you can apply his strategies to your social media recruitment efforts:

Think of it as an investment

While social media marketing is generally a cost-efficient strategy, don’t confuse this with free. Depending on your goals and overall strategy, you may want to consider hiring an emerging media specialist or consultant to help start your efforts in the right direction, purchasing advertising to help gain fans or followers, developing an app to further connect with candidates, or any number of other paid solutions.

Commit to your strategy

Once you’ve developed your strategy, stick to it. Growing a thriving online community can take months, if not years, before it can reach critical mass. If you don’t see an immediate surge in applicants through your community, be patient. Just like traditional advertising, social media is used primarily as a branding tool, so the results in increased brand awareness and connectivity with potential and current employees will grow steadily over the coming months, not in one immediate tidal wave.

Keep in mind, however, commitment should not be blind. Consider having quarterly checkpoints to evaluate your strategy, and adjust it as needed.

Commit to keeping your efforts consistent

Levinson stresses consistent advertising. If your budget only allows for 50 ads a year, spread the ads throughout the year instead of running all of them in a single push. Similarly, keep updates and engagement on social sites consistent. This way, you begin to create a familiarity with your audience. Often times, social media accounts will lay dormant until a company is running a promotion or needs to get the word out about a hard-to-fill job. But keeping a consistent stream of content is essential to a thriving social media community.

These are just a few tactics to consider for your social media strategy. How else can guerrilla marketing help your employment marketing?