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2005 In Review: 1. Blogs


(January 05, 2006)  It's been an interesting time here at interbiznet. The comings and goings of the Winter vacation period got so intense that we slipped our publishing schedule for the first time in years. 2006 will mark our 13th year of operation and the 11th year of daily publication. It's sort of refreshing to know that the routine can be disrupted. It's produced waves of insight here.

You'd be tempted to think that everything that could be said about blogs has been said. If 2005 was not the year of the blog globally, it was certainly the year in Recruiting. The buzz machines cranked so loudly that blog was often the only word you could hear.

Underneath the noise is a separate story. While there were a few stellar blogs that actually engaged in recruiting, most recruiting blogs were about recruiting. The point is not as subtle as it seems. 

Remember our rant about MBAs versus film majors? (MBAs talk about leadership while Film majors are required to actually lead.) This is the difference between the Recruiting blogs of 2005 and their successors in the future. In 2005, blogs talked about Recruiting. In 2006 and beyond, they will do Recruiting.

Blogs are buzz machines, an essential element of any contemporary branding campaign. Even the vast Microsoft blog recruiting machine did little actual recruiting. Most of the stuff published on those blogs was about recruiting, not jobs. That's not to say that they failed to achieve their purpose, rather that you need to clearly understand their purpose.

(Long cynical parentheses to follow: From our perspective, the Microsoft Recruiting blog entourage was a well orchestrated campaign designed to improve Microsoft's image in the employment marketplace. There is no other journalistic environment in which a claim that Microsoft is somehow an open culture would go so completely unchallenged. If Microsoft were an open culture, it wouldn't be the powerhouse that it is. The blogs are simply a PR response to Google's very effective Recruitment advertising strategies.)

Microsoft's usage foreshadows a shift in the industry. Increasingly blogs will be used to spin the owner's employment brand while trolling for talent.

- John Sumser © TwoColorHat. All Rights Reserved.

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