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Google Profiles to take on Monster.com in job market?

Depending on your Twitter Follow list, you may have already seen the buzz over changes to Google Profiles recently. Whilst the product has been around for a while (in relative obscurity), two recent announcements have fixed the spotlight firmly upon it. First off was a relatively low key announcement a few weeks ago, revealing that you could personalize your Google Profile URL to include your name (nicely termed a vanity URL). Then followed an announcement that Profiles are to start appearing in the Google search listings. Cue a whole bunch of savvy people flocking to Google to ensure they could secure their ideal vanity url before someone sharing their name (or a cybersquatter) grabbed it. The news from Danny Sullivan that Google Profiles pass PageRank might just have contributed to the rush. Since then there has been a lot of speculation regarding Google’s intent with its Profiles. A popular theory is that it is the start of a manoeuvre to take on the social network giants, Facebook and LinkedIn. There are many arguments for and against such theories, but it would certainly be quite a feat to unseat either colossus when you consider their size and integration into their users’ lives. So what else could Google Profiles become?

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