If this company can pull it off, it'll have something far more substantive than a resume or profile on LinkedIn. As an art, software engineering lends itself to opinions and kudos from the community. As a science, software engineering lends itself to measurable outcomes and approximations of difficulty and impact. I'd much rather look for talent through Geekli.st than through Monster, Craigslist, or LinkedIn.
Disclaimer: I know the founders and am crossing my fingers for their success.