Blogging First Step — Defining the Business Problem

February 15

An HR Director asked me about the world of blogging. Blogs are organic, living things that evolve over time. Prior to writing your first entry, you must define the business problem you expect to solve. Many HR marketers skip this step and begin brainstorming on content, resulting in a scattered, ill-defined blog. Following are a few HR business problems that have been solved with blogs.

A. Demystifying the recruitment process

The black hole, unsearchable applicant tracking system resume database, inbox recruiter. Sound familiar? Every organization's recruitment process is different - it takes me several hours of audit to understand each of my client's. So how do you share it with your candidates? Gretchen at Microsoft has done an excellent job of mentoring the technical audience on Microsoft's hiring process. Her blog sets the bar for this subject – no wonder it won best jobseeker blog.

B. Explain how a candidate fits into the organization

Candidates want to know how they would fit into your organization. Large corporations have a particularly difficult time using technology to explain this to candidates. Their career websites tend to focus on the corporation at large – culture, about us, what we do, etc. Sure, they could beef up their employee testimonials, but our focus groups show the target audience expects testimonials to be biased toward the good. The best place to explain the relevance of the role is in your job postings – culture of the organization, how the group fits into the whole, all the way down to the skills set of the team and their culture. This level of detail is difficult to achieve with today's HR processes around applicant tracking systems. Usually job content is saved in a database and revised when the requisition is opened. You can solve this issue by creating a blog that allows recruiters to discuss their openings in greater detail. They could interview the hiring manager and peers. I suggest starting with five recruiters, each responsible for posting one entry a week. This will give the readers one post a day. As the archives grow, a candidate can begin to see a trend for the way roles fit into your organization.

C. Changing perceptions

Do candidates have a misperception about your organization? Has your culture recently changed? Blogs are an excellent forum to allow your employee population to address the reality. Assign ten or twenty employees the task of sharing their reality with the public.

If you're seriously considering a blog, take the important first step of defining your business objective.

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