Reputation is defined as the opinion of the public toward a person, a group of people, or an organization. More specifically, online reputation is a growing concern in this Web 2.0 world of networking and recruiting.

I decided I wanted to write my next recruiting post related to online reputation and the effects some social media sites have on it. Even if you currently are not looking for a job, your online reputation is everything. Just like your credit score, it’s a perception of how you function in life as a human being. Regardless of your present job situation, evidence is growing that show companies do care what you say and what others say about you online. Even if you’re not a popular blogger with your own domain site, companies can view your online reputation within minutes.

In a recent survey by a social network, 59% of employers are influenced by what they find on a candidate’s social network profile and/or online in general.

As a recruiter for 9 years and counting, reputation used to be based on a reference check or a referral. If I found “John Doe” on CareerBuilders.com and I thought he may be a good match for my company’s position, I would bring him to my office for an initial screening and then ask him to provide me two references. These references would then be the avenue in which we assessed the person’s reputation and credibility.

Now, with the creation of social media and web 2.0, reputation has taken a new course. Do you know that recruiters, HR departments, headhunters, and hiring managers not only do background and reference checks, but will also go online to assess your online reputation? Do you think it was smart to post that video on YouTube that showed you and a few friends doing a prank to a neighbor? Or what about those heated, political comments you left on a MySpace bulletin one night after a few drinks? Did you publicly breakup with your partner and then leave a personal yet humiliating message to him/her one night? It’s not as private as you may have thought.

Below are three main areas of where recruiters and your employer may begin assessing your reputation online…

(1) “Google You” – the first and easiest assessment of your reputation online is to google (or yahoo/MSN/altavista) the candidate’s name. These results can vary from your high school entry in your online yearbook to an award you won in college. They also can show results of one’s picture with one’s girlfriend or fraternity brothers on a MySpace page. If you tag your name to any image on any social media site, it can be easily found. “Googling a potential candidate” also shows what social media sites he or she is involved in and some of these sites could be considered questionable by your potential employer.

(2) Blogging – anyone knows that all someone has to do is create a google alert with your name on it and anything that’s in a blog (video, picture, text) has the potential of showing up in one of the several search engines around the world. Blogging has become a controversial topic between employees and employers because some argue that every one has the right to express themselves in any way they see fit. If it’s not on company time then it’s not my company’s business, right? Others argue that your blog and personal branding online can damage the reputation of your employer. So where does the line get drawn? A lot of companies require their new employees to sign an “exclusivity agreement” as well as a “Code of Ethics.” In a Code of Ethics, most companies have now begun to create a “blogging policy”. While it’s true that some companies allow you to blog as long as you leave the company’s name out of it, others absolutely discourage your right to blog about anything, depending on the level of your position. And if you sign this code and continue blogging, your employer has the right to terminate you.

(3) Social Media Sites – Facebook, MySpace, YouTube, Twitter, Pownce, etc. All of the profiles you build, comments you leave, videos you post, tweets you write and other personal promotion can lead to your potential employer OR your current employer making an assessment of you, regardless if it’s accurate or not. Recruiters are using MySpace and Facebook not only as network venues but also to pre-screen their candidates before presenting them to their hiring managers. Assessing your online reputation is huge. Companies are all about assessing risk and that even goes with assessing the risk of hiring a potentially controversial or unethical employee. Take it from me, I recently learned that every message I write on Twitter is indexed by Google. Therefor, I have the potential of someone reading one “tweet” completely out of context. It was eye opening for me.

These are just three ways for anyone to assess your online reputation. What you create about you is the most easily controlled. What others say about you or how they react to a comment you made or a video you published is much harder to control. The reason I wrote this post is to make people more aware of your online reputation. Your “online footprint” isn’t in sand… rather it’s in wet cement and it can stay online for years and years to come.

If you’re further interested in managing your online reputation, LifeHacker wrote a brillant article about how you can begin managing your online reputation proactively.

I’d also LOVE to hear YOUR comments about this. Do you feel like companies and recruiters are taking this too far? Is this an argument about freedom of speech or privacy issues? I’d love to hear your comments below.