Duedil app launches to establish LinkedIn honesty

The Duedil application for LinkedIn has similarities with social networking site Unvarnished

An application is launching today for LinkedIn that will allow users to review other professionals on their work ethic, personality and professionalism.

The application is called Duedil, or 'due diligence', and its developer said that the aim is to bring more transparency to social networks.

"We all expect the web to be transparent and objective, yet in closed communities like LinkedIn and Facebook, there is no objectivity," the company explains on its web site.

"As a result it is almost impossible to get a true understanding of a person or a company before going into business with them."

"We invite you to participate and become a part of this community by submitting your own contributions, and thus building your own reputation as a trusted reviewer."

"As difficult as it might be sometimes, honesty is the best policy. We ask you to be sincere, constructive and fair, and to speak without fear of repercussion."

Users currently have to apply for an alpha trial of Duedil, and will receive an activation link within 48 hours if their application is successful.

Duedil has similarities with a new social network called Unvarnished. Both seek to establish more truth and transparency in the social networking word, but capitalise on a growing fear among web users about how their digital identity is portrayed.

Unvarnished was launched in March to establish "truth in reputation". An Unvarnished profile can be created by an individual for themselves or for another professional in order to review them.

The social network allows users to submit assessments of co-workers, potential hires and business partners.

Professionals will be allowed to claim their profiles, but will not be allowed to take down negative reviews of themselves unless they are proved to be false.