Click to go to Six Degrees From Dave Home Page

Scott Allen, “Employer Branding in Social Media”

Posted on July 14, 2008
Filed Under Scott Allen | 1 Comment

My friend Scott Allen, is today’s guest writer.

By Scott Allen, at Linked Intelligence

* About Entrepreneurs
* The Virtual Handshake
* Linked Intelligence

While much has been written about how important it is now for job seekers to have a good, solid web presence, particularly in social media.

But what about employers?

In his recent article, Job Hunting in ‘08, Matt Kinsman suggests:

It cuts both ways—not only should potential employers be considering your online presence, you should evaluate theirs, including LinkedIn and Facebook profiles of would-be managers.

Expect for candidates to be doing this more and more. Whenever you interview with a potential employer, it’s much about you interviewing them as them interviewing you. Why shouldn’t the same be true earlier in the hiring process?

All the more reason that employers need to develop their brand in the social media space. If you’re a hiring manager or an entrepreneur building your team, your LinkedIn profile is a way to sell yourself as a great person to work for. Does it do that now? Here’s a quick checklist for employers:

1. Is your LinkedIn profile complete in terms of your work history?
2. Does it effectively communicate your corporate culture?
3. Does it effectively communicate your personal values about your work? Does it let potential employees know what you are passionate about?
4. Does it clearly indicate that you are currently hiring?
5. Are your contact settings set to indicate that you are open to job inquiries?
6. Do your job listings effectively communicate the corporate culture and benefits (intangible as well) of working for your company?
7. When you send out job listings to your connections, do you introduce it in a way that will capture their attention and enlist their help? (Here’s a great example from my friend Steve Latham)

Sean Polay, following up on Matt Kinsman’s article, recounts his own experience:

I hired Yoni Greenbaum last year after we got reacquainted via LinkedIn. He utilized that channel to network through me to follow a lead on another job, and I steered him toward my opening instead.

You’ll have to ask him to confirm, but the connection definitely would not have happened had I a.) not been on LinkedIn; b.) not been connected to someone he was seeking to meet, and c.) not had additional online profiles that aided his decision-making, such as this very blog, not to mention my personal blog, and other online presences.

Candidates with those skills want to work in an environment where they are appreciated and encouraged to develop them further. If you want to hire web-savvy people, show your commitment by using the tools yourself.


Scott Allen is renown for his Linked Intelligence blog on behalf of 5media. Simply put, I’He’s been a Web 2.0 guy since long before it was called Web 2.0. Scott co-authored a one of the authoritative books on the topic, The Virtual Handshake: Opening Doors and Closing Deals Online (American Management Association, 2005), which you can download for free.

Scott consults with companies and individuals on using Web 2.0 tools like LinkedIn, blogs and social networking sites to grow their business, as well as speaking at industry conferences, conventions and other events. He also blogs at, co-authors a monthly column for about virtual business relationships and social software, and he is a contributing author to several books on social software and marketing.

Scott is also the Entrepreneurs Guide for, one of the top ten websites in the world with over 40 million readers, and a subsidiary of The New York Times Company, where he offers current and future entrepreneurs guidance and resources to help them start and develop their new businesses.

You can check out his LinkedIn profile for more details. Please note, however, that while Scott is open to most contact requests, he only accepts connection requests from people he knows well professionally.

Scott loves to hear from people. Please contact him by:

Phone: 512-215-9720
Email: Scott (at) TheVirtualHandshake (dot) com


One Response to “Scott Allen, “Employer Branding in Social Media””

  1. Miki on July 15th, 2008 12:38 pm

    Hi Scott, great article. I’ve been telling clients for more than 30 years that they have a ‘street rep’ that takes only minutes to wreck—make that seconds in the Internet age—but years to fix, since the information on the Net, true or not/current or not, never goes away. The interesting thing about a web presence is that it’s harder to spin, because there are just too many places to align.