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The Future of Blogs


(January 18, 2006)   We don't know about you but our reading backlog has been growing by leaps and bounds. The advent of personal publishing has created an initial tidal wave of content from anyone with a modest technical capability and a voice. It's overwhelming, redundant and embarrassingly tough to keep current.

This year, some of the initial trends regarding blogs will become apparent. 

  1. Only the cream of the crop will ever be available to the popular market.
  2. Many blogs will have short lifespans. Daily writing that delivers real value is very hard to deliver. There will be a consolidation of the current group.
  3. The non-stop "meta-talk" about the industry and its comings and goings will slow down. Industry level introspection is not recruiting.
  4. Recruiting blogs will start to flourish; there are only a few real examples today. As usual, third party recruiters (Executive, Contract and Contingency Search) are better at executing new technical approaches. Recruiting involves developing a talent pool associated with the blog.
  5. Extensive branding and repositioning exercises (like the one Microsoft has run with their blogs) will become the norm for Fortune 500 companies.
  6. Real recruiting blogs will become gateways for a class of stakeholders we've begun to call "qualified potential employees'. Companies will begin to deliver real value (including compensation) to players who fit the company's future profiles.
  7. Community, like you find in places where people gather together, will become a central component of the sourcing process. Instead of "finding when needed", blogs will evolve to retain the interest of key future employees.

In other words, we'll be learning to see through some of the hype this year. Much of the currently available stuff is over-rated and redundant. It will fall away to expose the brilliance of endeavors like the Jobster Blog and Recruiting.com. As the dust settles, we'll see real blogs with real recruiting agendas.

- John Sumser © TwoColorHat. All Rights Reserved.

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