By Dave Mendoza, Partner, JobMachine & Master Cybersleuth
Due to popular response, I am extending the Corporate Blogging discussion into a series. Today, Superfriends of Six Degrees, Glenn Gutmacher, Sourcing Guru Extraordinaire, and Steve “Levinator” Levy, add an insightful addendum to the points raised in Corporate Blogging for Talent: Means, Input, & Impact
(CLICK HERE, for Part 1).
Today we are going to “Take Blogging Content to the Next Level.”
GLENN GUTMACHER: Compelling Niche Content & Feeds Are King
In his recent Advanced Online Recruiting Techniques blog post (CLICK HERE), Glenn Gutmacher argues for the need to heighten corporate website content into a more compelling experience, especially for small to mid-size companies with less robust corporate websites in general.
Beyond your company, its people, etc., he asks, what kinds of content would someone in this industry find interesting? What else can you surround your blog with — the editorial context — that adds another dimension to reinforce that your company is “in the know” in this field, and has a genuine interest in the ongoing professional development of people in the field, whether they’re considering a job change.
Three points to consider:
1) Let’s say you’re targeting SOX auditors. Glenn recommends you should enlist at least five people doing that job in your company to write topical blog posts on a rotating basis, so the time burden is minimal (i.e., weekly commitment per person) but you generate fresh content every weekday.
2) What about an industry events calendar? Your SOX people and the marketing department probably already have a comprehensive one you can simply post (even though they only choose to attend a subset of events).
3) For other fresh content that’s completely automated, look for content feeds related to that industry (plenty of free ones exist), and you may even be able to get permission to post some internal feeds publicly. Ditto for targeted job posting feeds that you can generate and post for free on your site, courtesy of Indeed or SimplyHired.
STEVE LEVY: Succession Planning – The Organizational Development Blog
Steve Levy advocates the principle that candidate experience must also include everything associated with succession planning. Yes, SP is an integral and often part of the recruiting process. Consider an employee who leaves the company but boomerangs back (you certainly donâ€™t believe that all companies are so perfect at career development that people would never leave for a better experience) to further their career. These people come back knowing the culture, the people, etc. How do you manage this process? Shouldnâ€™t your blogging strategy include this influential group too?
What Steve is referring to is a third type of blog – the organizational development blog, the blog that speaks to the strengths and weaknesses of the political, economic, social and technological elements of the organization – how the machine works for all employees. A company blog that addresses all employees is the ultimate recruiting tool because it negates feelings that only the recruits get the good grease. So in reality, a blog that covers the nexus of the candidate experience (new to the company and boomerangs), the recruitment brand, and the guiding OD elements (culture, succession planning, leadership development, training) actually strengthen the overall impact of the blog.
In the end, Steve believes that for recruitment blogs to be most effective they must adhere to the following principles:
1) Promote the candidate experience from their first connection to the company (do I hear an accurate job description that includes the specific problems to be worked on during the first 90 days?) through their onboarding period all the way up to their first performance review
2) Promote the employee experience from promotion to successive levels as well as the return of the boomerangs
3) Introduce talent scouts and how they interact with, well everyone (even the CEOs); play particular attention to those responsible for biz dev and sales (talk about talent scouts! You must show the world how the company makes money). Each member of the recruiting team is a Dali Lama responsible for evangelizing why the company is a great place to learn ad grow.
4) Promote the companyâ€™s concepts, products and customers while informing about the performance of its competitors and the role of the industry to everyday life (honesty will be rewarded).
Stay Tuned for more …
NOTE: For questions on Advanced Sourcing Training and Architecture, feel free to contact me at 720-733-2022