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 head of brand strategy and creative at Bonehook in Portland, Oregon.