The Seven (Or Whatever) Habits Of Highly Effective Corporate Bloggers

Let’s say you’re a big company and you want to get in on this Employment Branding thing. Good idea.

Let’s say you want to do this by having some of your staffers blog. Good idea, again!

But who will you choose to blog?

Christina Capadona-Schmitz, assistant vice president and consultant at PR 20/20, provides some tips: It’s not always the “writers” who are the best bloggers, she says. “Look beyond the usual suspects, and find the resources and hidden talents that lie within corporate walls.”

She suggests asking your managers to contribute “visionary” content, your marketing/PR/sales staff to engage with audiences, and your more numbers-heavy staff like IT and market research to provide statistics and factual data.

Remember, though—and Capadona-Schmitz touches on this somewhat—that this all takes time and effort. Your IT guys may not be good writers; your CEO may not be interested in writing for a blog if she’s used to writing white papers or hell, books. If you’re leading the blog, you may have extra work in the form of editing, nagging people to keep up on deadlines, and so on—and it might be easier overall to just hire a freelancer or a social media expert.

Even for people with writing backgrounds, we beg of you—don’t just lump the extra responsibility on them without taking some other duty away, or at least giving them a raise. There’s a perception that blogging is easy, but that’s not always the case, and it always takes time.

Besides, saying “Hey, let’s create a blog!” and then deciding who to finger to be the “lucky” contributor (who just had more workload dumped on them) sounds a lot like Aesop’s “Belling the cat” fable. In that spirit, we present to you that fable—in Hindi. (Why not?)