Check out the summary of this white paper by Meena Dorr:
Although a cover letter and resume are still important in the hiring process, a new hurdle recently has been added to the mix. Thanks to the rise of social media, recruiters and hiring managers are increasingly checking out the candidate’s LinkedIn profile or other personal or professional social media site, or searching for job samples on YouTube or SlideShare. This new step in the process led to a renewed emphasis on the importance of personal branding and, conversely, because applicants can now find more information about a potential employer than ever before online, a renewed emphasis on the importance of employment and leadership branding.
Personal branding helps candidates differentiate themselves in the hiring marketplace. An employment brand is the image an organization wants to project to the employment marketplace about what it is like to work there. A leadership brand conveys an executive’s identity and distinctiveness as a leader. All three of these brands are linked, and the savvy talent management professional should understand and promote these linkages.