Systems for using social media sites in recruiting activities. Potential candidates for job openings are considered using computer-implemented analysis of an online social referral graph and a rule base. Content from one or more social data sources is retrieved and analyzed to identify potential candidates for a job opening. The potential candidate's social data comprises information used as a reputation score pertaining to the potential candidate and as a reputation score pertaining to the potential candidate's social connections. An employee database is cross referenced to find a match between employees and any of the potential candidate's social connections. A referral score based on an influence contribution measure, a clout contribution measure, a generosity contribution measure, an activity contribution measure, an impact contribution measure, or an engagement contribution measure is calculated. When the reputation score and/or the referral score meets or exceeds a threshold, the potential candidate is considered for outreach.