Week 5 EOC: Social Networks and Job Hunting

Both the article from the Wall Street Journal and the expert from the book are working towards the same marketing concept of hiring people based off of online social media. However they both differ in how well it has been working and both make a good case with the support they put forth. To start with the book it says, "In response, marketers are now working to harness the newfound communications power of their everyday customers, turning them into influential brand ambassadors." Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation. 10. VitalSource Bookshelf. Pearson Learning Solutions, , Monday, February 06, 2012. <http://digitalbookshelf.artinstitutes.edu/books/9780558851903/id/ch05box01>. What the book is explaining that is that companies today are more inclined to give there customers power of the companies marketing. The book gives an example of how Jet Blue (no need to post a paragraph I'll summarize) now actively looks for customer to be product ambassadors and is so successful at it that there are people completing for this positions even thought they offer very little in return. To me people seek out this roles because it the already have a connection with the product.
Now the WSJ is also writing about how companies are trying to use social networks, mainly Facebook to hire people. The major difference is that they are exploring companies that are searching for normal company jobs (i.e. support, accounting, managerial) and people are not responding well to it. "Facebook hires account for less than 1% of the total hires companies are making, according to Jobs2Web, which helps companies track the sources of candidates and hires." Job Recruiters Turn to Facebook to Find Candidates - WSJ.com To me the reason why is that people like to keep private stuff away from potential employers. If one to apply on Facebook then they know the company is likely to look at their profile and a lot of people have things on Facebook they would prefer a potential employer wouldn't see.
The book and the WSJ are correct even though they are stating opposite conclusions of the use of social networks for hiring tools. The jobs referenced  by the books are more attractive almost a way to sneak in because you know someone and the WSJ jobs are just that, jobs.