I only read it for the articles, I swear
I guess when you get right down to it, there's nothing really new here. But as someone who's had a hard time finding a job in the past, I now realize how important this type of thing is. I must've sent out hundreds of copies of my resume when I was looking for a job (and I even wrote in legible English.) But what I lacked was that personal touch (I eventually got hired due to personal contacts inside a company). I've seen how swamped the job market is, so I won't make that mistake again. Anything that can put me above the competition is fair game.
Interestingly, since I've started my job, I pay more attention to those "requres 3 years of experience with XYZ" qualifications in job descriptions. Conventional wisdom among programmers is that this doesn't really matter, and you can pick up what you need to know in a few weeks or months. I'm not so sure about that anymore.