New Weapons In The Talent War

Steve Rubel of Cooper Katz, a NYC pr firm, sees a larger role for corporate blogs in 2006.

In 2006 blogs will play a bigger role in how companies find and retain key talent. Smaller companies that might normally have a tough time positioning themselves as cutting edge places to work will use transparency to compete for top talent. At the same time, large company bloggers who establish a foothold as subject matter experts will find themselves increasingly wooed. Finally, a small group of companies will turn their talent loose in the blogopshere to keep them motivated and engaged…and visible.

It worked for Rubel. No doubt about that. His firm created a business practice around his blog, which is clearly the exception, not the rule. But I’d like to see more of this type of thing, so I hope he’s correct.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. If you become the online expert in your industry by being one of the most prolific bloggers, you’ll ceratainly be top of mind when it comes time for a business decision. The blog may or may not be profitable, but that’s not where the real money is for business blogs.

  2. Agreed, Ed. Thanks for your comment.
    By the way, we’ve always believed the real money is in the back end of this blog. That is, AdPulp is the showpiece for our blogvertising consulting services. Of course, that’s not all it is, but it’s a big part of what we hope to achieve here.