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

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. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.