LoyaltyOne is one of the world’s leading loyalty marketing organizations and the creator and operator of Canada’s premier coalition loyalty program, the AIR MILES® Rewards Program. As of early 2012, with more than 10 million Collector accounts, approximately two-thirds of all Canadian households actively participate in the AIR MILES Rewards Program. Working with many of North America’s leading brands in the retail, financial services, grocery, petroleum retail, travel, and hospitality industries, LoyaltyOne designs, implements, and manages coalition loyalty programs and customer analytics and loyalty management solutions, which include loyalty consulting and creative, insight-driven marketing services.
LoyaltyOne’s research group COLLOQUY provides a worldwide audience of more than 30,000 marketers with news, insights, and best practices from the loyalty marketing industry. LoyaltyOne’s websiteis http://www.loyalty.com. LoyaltyOne is a unit of Alliance Data Systems Corporation (NYSE:ADS). Alliance Data is a leading provider of loyalty marketing solutions derived from transaction-rich data for some of the most recognizable brands in North America. Already influencing over 120 million consumer relationships, Alliance Data is also expanding its reach into Europe, South America, and Asia.
With over 1,500 associates across a multitude of functions such as consumer intelligence analysts, marketing specialists, customer care representatives, IT specialists, and business developers, LoyaltyOne is continuously looking for top-calibre talent and maintains a strong staffing division.
LoyaltyOne is looking to proactively source candidates to fill a variety of roles within multiple business units and suspects that its current practices may not be sufficiently proactive or effective in targeting both passive and active candidates across the organization. 

Currently, LoyaltyOne
• Employs a well-developed recruitment team using talent acquisition methods to source candidates;
• Is looking for very specialized segments of the workforce, and these individuals are in limited supply;
• Is determined and must work hard to find and hire candidates that meet both job requirements and fit the corporate culture;
• Considers its approach somewhat traditional and is looking to become more “leading edge”;
• Wishes to hire qualified individuals across all age groups; and
• Would welcome the creative use of mobile and social networking tools but currently already uses LinkedIn and Facebook.
LoyaltyOne faces challenges:
1. The organization’s brand image may not be clearly recognized by candidates as AIR MILES has historically been the company’s most predominant brand.
2. Its businesses are diverse, as are the knowledge and skills that it would be seeking in its prospective associates.

Question

Provide recommendations for proactive best practices and leading-edge sourcing approaches.