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Communications (June 6, 2005) - It's all about communications between just the right people, no more and no less.
From the beginning, we've known that work in the 21st Century would involve flatter organizations. The earliest experiences with this principle came from two dis-similar sources: downsizing and the web. Smaller, more focused organizations are
inherently flatter. Web based communications are inherently anti-hierarchical. We particularly enjoyed this post from The Dev Theologian:
At the same time that the organization is changing character, the relationship with current, past and future employees is also evolving quickly. On the one hand, many web organizations (Monster and Yahoo, for example), know more about a company's employees than the company itself. On the other hand, savvy users of new technology are faced with worries about which face to show the employer. Like the adaptation to web pages and increased internet scrutiny of a decade ago, blogs, RSS and other new interactive forms are testing the limits of both sides of the transparency equation. A recent Fortune article,
Why There's No Escaping the Blog, points out that: The blog—short for weblog—can indeed be, as Scoble and Gates say, fabulous for relationships. But it can also be much more: a company's worst PR nightmare, its best chance to talk with new and old customers, an ideal way to send out information, and the
hardest way to control it. Blogs are challenging the media and changing how people in advertising, marketing, and public relations do their jobs. A few companies like Microsoft are finding ways to work with the blogging world—even as they're getting hammered by it. So far, most others are simply ignoring
it. That will get harder: According to blog search-engine and measurement firm Technorati, 23,000 new weblogs are created every day—or about one every three seconds. Each blog adds to an inescapable trend fueled by the Internet: the democratization of power and
opinion. Blogs are just the latest tool that makes it harder for corporations and other institutions to control and dictate their message. An amateur media is springing up, and the smart are adapting. Says Richard Edelman, CEO of Edelman Public Relations: "Now you've got to pitch the bloggers too. You
can't just pitch to conventional media." Over the long haul, mutual transparency benefits both employers and other stakeholders in the organization. Simultaneously, it makes recruiting harder (with an increased emphasis on honesty, clarity and competence) and easier (with increased clarity
about who is and isn't in the pool). Again, it's all about communications between just the right people, no more and no less. John
Sumser
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