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I agree with the previous commenters that it should be about the conversation and not the job postings. But there is candidate suspicion that the conversations are edited by Employer Branding, recruiting's equivalent of the PR department. So make sure those conversations include some real-work examples and insights that aren't so exciting and even bordering on negative, so you gain more credibility as providing information about what it's really like to work at the company. Heck, you might even help self-select out some candidates early that you ultimately realize wasted everyone's time engaging during the recruiting process!
I want social media to go beyond as an avenue for job postings and by organizations.
Twitter is a very practical way of connecting with an organization's recruiter/s through a more personal and unconventional way. With interaction in social media, possible exemplary candidates who might have otherwise been buried under the pile with the rest can stand out and turn out to be a win-win situation for both the candidate & organization.
Im personally do not like interacting with a logo. I go on social media to connect with a human, not a company logo. I want to see the human face in the twitter account, I want to connect with an ambassador who can tell me about the company, give me a feeling of the culture, occasionally tell me of a job opportunity, give me some insight into the where the company is headed, share some interesting info about the company, industry ect.
I also want to see the conversations. Feel confident that if I send a message Ill get a reply.