National nonprofit broadcaster NPR is beefing up use of social media, particularly Twitter, to keep up with commercial competitors in recruitment and hiring, according to The Washington Post.

For an organization with limited funds for hiring initiatives, social media are “a great equalizer,” said Lars Schmidt, NPR’s senior director of talent acquisition and innovation.

Mr. Schmidt set up an @nprjobs Twitter account, which now has 13,000 followers, and the hashtags #pubjobs and #nprlife to promote job opportunities in public media and share information about working life inside the organization.