Can blogging really land you a job?

This article discusses how May 2011 graduates are getting jobs through using social media.

Here is how it works: You blog about a topic, you get people to read the blog, and when you go on an interview, you can point to the blog as a source of interest. If you're lucky, the person interviewing you has actually heard of your blog; thus, you skip the step of attempting to convince them that you are interested in X area of law. This is of particular interest because interviews are hard to come by and jobs are even harder to come by. If you're lucky enough to be given an interview, there is a chance you will be restricted to a very small amount of time (ie 15 minutes) to argue your "case" as to why you are the best fit.

I'd like to hear about others who have obtained jobs this way. I am not altogether convinced that this works. Also, I am somewhat fearful that having the blog might cause a potential employer to not want to hire you. (or is the old addage used for being friends with a person also true for future employers: you wouldn't want to work for someone who doesn't like what you represent?)