Suits Get Social

Business Week looks at how grown ups utilize social networks online.

Corporations and smaller businesses haven’t embraced online business networks with nearly the same abandon as teens and college students who have flocked to social sites. Yet companies are steadily overcoming reservations and using the sites and related technology to craft potentially powerful business tools.
Recruiters at Microsoft and Starbucks, for instance, troll online networks such as LinkedIn for potential job candidates. The Holy Grail in recruiting is finding so-called passive candidates, people who are happy and productive working for other companies. LinkedIn, with its 6.7 million members, is a virtual Rolodex of these types.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.