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In my seminars on the subject of building your employer brand and expressing your internal brand to engage with potential candidates, one subject I always cover is the area of developing a blog to support your communications strategy.
This could be a blog where the author is the CEO or a group or employee blog.
Here are 5 actions to take if you are planning to establish a corporate blog:
- create your business case so you scan demonstrate how your corporate blog fits into your overall employer brand and internal brand communications and engagement plan
- ensure you seek legal advice on what you can and can not write about and create your corporate blogger policy – this is one of the areas many people get concerned about and one of the reasons that many company’s never start a corporate blog
- engage employees in your corporate blogging project that are already interested in social media or have a passion to learn
- make sure that you train your corporate blogging team before they go live – one company I know underestimated the need for training and then wondered why their blog was faltering
- determine your corporate blogging measures to ensure you track your blog ROI and adjust your strategy based on the results you achieve.
Savvy candidates preparing for job interviews with you will be searching not only on your website but in forums, in blogs and in Google for what ever information they can glean about you. What they find will influcence them about whether you are a company they want to work for.
And of course they will be speaking to people in their own network of friends and family to access information about what they know and think about you as a prospective employer.
Corporate blogs are not for all businesses – but before you dismiss the idea, consider for a moment the impact a corporate blog could have in connecting with the talent of tomorrow who we know are in short supply.
If you want to know more about corporate blogging, be sure to register for my forthcoming teleseminar with author and corporate blogging expert Debbie Weil who will be joining me live on the 24 March 2008.
And if you want to know more about how corporate blogging can support your employer brand and internal brand strategy, join me at the forthcoming HR Ireland “Successful Recruitment” Masterclass taking place on the 27 May 2008 at the Clarion Hotel, Liffey Valley, Dublin.
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February 4th, 2008 at 6:35 pm
Hi Krishna,
It’s very interesting reading this article and I would take it one step further with Web 2.0 marketing tools (Blogs, Video, Podcasts, etc…). Employers have a huge opportunity to develop a much more personal, transparent & open communication with potentially interesting candidates around the world.
Building an employer brand means questioning the organisation, the career paths a company can offer to high performers, the capacity to attract interesting profiles outside of the core functions, how to create a global talent pipeline, how to differentiate from other equally attractive competitors, etc.. The internet can channel a powerful and targeted message to the right candidates. However, it is important for corporations to develop a true e-employer branding strategy that allows them to “create their own story” and to “open their doors” to potentially interesting candidates, that best identify with their organisation.
Myself and my associate, launched our blog last week highlighting the importance of e-employer branding. In order to better understand some of these web 2.0 marketing tools, we developed our own podcast on “E-brand your recruitment”. Take a look if you have time : http://blog.terraconnecta.com
Regards, Anne Marie
February 4th, 2008 at 8:20 pm
@ Anne Marie – thank you for stopping by. I agree about looking at integrating the breadth of social media platforms to engage your people and also prospective candidates. They can prove to be a great addition in your communications and engagement strategy when nurturing and developing a compelling employer brand across the whole of the employment life cycle not just recruitment.
Thanks for sharing your blog and I wish you every success in your new podcast series.