In my last post I discussed how a corporate blog impacts employer brand by enabling prospective job candidates to find out more about a company than they typically find on the careers section – even if the corporate blog doesn’t overtly speak to recruiting or specific employee related issues.
In fact, except in some standout cases, it may be that the blogs that aren’t focusing specifically on recruiting will be viewed as more authentic by potential job candidates than the true recruiting blogs.
It is possible that the Fortune 500 companies that are allowing their employees to blog about their job, their function and their company openly and honestly (and with integrity) may actually have an advantage over the ‘recruiting blogs’ that represent the voice of a recruiter whose job is to sell top talented candidates that may be a match on working at the company. Despite this possible advantage – most corporate blogs fail to acknowledge this and forget to take simple steps like providing links to job search; benefits info; day in the life profiles etc.
In my opinion, the ideal situation would be a blog where both voices are represented – the recruiter that can offer up information about who they are looking for and why, as well as employees that are empowered to blog about their jobs and company. At some point in the process of engaging and connecting with readers – the reader may very well decide to explore job opportunities at the company. Doesn’t it only make sense to provide a link at the right time/place that says something along the line of:
“We understand the value of our people. Would you like to discuss the possibility of working together? Click here to learn more”
Why doesn’t this happen more often? It is related I think to companies still learning what it means to truly have a recruiting culture. That it is the job of every employee to seek out and recruit top talent to work along side them. Only when this ideal is coursing through the veins of a workforce do you tend to see a blending of corporate communications and process with recruitment communications.